How to Run Stand-Out Charity Events 14th April 2015

Embracing the latest technology trends to promote your cause and connect with your supporters through events

Mark Walker, Eventbrite

About Eventbrite “Eventbrite is a self-service ticketing platform and live experiences marketplace. It enables people all over the world to plan, promote, and sell out events of all kinds.” •  £1 billion in gross tickets sales in 2014 •  1.7 million events •  130 app partners •  500+ employees

All about connecting

Social

Data Mobile

Supporter

Social

Distribution

Listening Service

Social: Distribution

Social: Distribution

ü  Use appropriate hashtags ü  Include links ü  Include images ü  Tweet/Pin/Instagram multiple times per

day | FB twice | LinkedIn once ü  60-40 rule

Social: Listening

Social: Listening

Social: Listening

Social: Service

ü Respond quickly ü Take bigger issues offline ü Provide contact details on your event page ü Create an FAQ page ü Our support team is there 24/7

Data

Gathering

Understanding Syncing

Data: Gathering

ü Event registration ü Newsletter sign-up ü Giveaways ü Competitions

Data: Understanding How is your event performing?

–  Shared count or BuzzSumo –  Google Analytics –  Eventbrite dashboard

Data: Understanding What do your audience care about?

–  Community search –  Custom questions –  A/B testing, heatmaps etc.

Data: Syncing

Mobile

Search

Experience Necessary

Mobile: Search Coming 21st April. You’ll really want mobile optimised web pages. ü  Website software that’s

compatible with mobile (so no Flash, for example)

ü  Large, readable text without zooming

ü  Content automatically resizes to fit the screen (so you don’t have to scroll horizontally)

ü  Large links with plenty of space between each so they are easily tapped

https://www.google.com/webmasters/tools/mobile-friendly/

Mobile: Experience

ü  Trust ü  Convenience ü  Conversions

Mobile: Necessity

All about connecting

Social

Data Mobile

Thank you. Questions?

blog.eventbrite.com | @eventbriteuk

Working together to break the cycle of homelessness

OUR JOURNEY TO RELEVANCE

“What makes it such a great venue is the scale of the curatorial ambition”

Our vision is to create a fairer society, where lasting paid employment is a reality for those affected by homelessness and social exclusion.

OUR VISION

OUR PLEDGES

Work together to break the cycle of homelessness. Create a community of social change makers. Show the power and potential of mixing social and cultural landscapes to create new experiences and pathways for those in society who will benefit most.

We believe that culture and the envi ronment we create are powerful tools to help us define how we live our lives. In our experience those who are socially excluded are often culturally excluded.

BE CONFIDENT

A VIRTUOUS CIRCLE COLLABORATION

CULTURE COMMUNITY

CAUSE

BE BOLD

BE CONSISTENT

BE RELEVANT

Working together to break the cycle of homelessness

}  Running  since  1992  

}  Iconic  student  challenge  

}  One  of  the  original  mass  par9cipa9on  events    

}  Raised  over  £5m  for  Link  

}  Pure  light-­‐hearted  silliness!  

}  Strong  visual  brand  &  intrigue.  

}  As  seen  in  the  Independent,  ITV  &  Coca  Cola  advert.  

}  5k  night  run  &  fes9val  

}  Debuts  in  Manchester  this  weekend!  

}  Lime  Green  created  the  charity  partnership  model  

}  Prospec(ve  fundraisers  have  a  broad  range  of  events  to  choose  from  

}  Compe((on  also  comes  from  profit-­‐making  companies  

}  e.g.  Hitch  vs  RAG  events,  Student  Adventures  etc.  

}  Make  your  event  stand  out  &  give  people  compelling  reasons  to  take  part  

}  Move  beyond  the  tradi(onal  model  (e.g.  Sumo  Run)  

}  Other  ways  of  making  money:  merchandising,  on-­‐the-­‐day  ac(vi(es,  corporate  sponsorship  

}  Sumo  Run:  the  suits,  mass  infla(on  &  warm-­‐up  sold  the  event!  

}  Flyering  &  social  media  ac(vity  were  very  engaging  

}  Very  media-­‐friendly  as  images  really  sold  the  event  

}  £250,000  of  press  coverage  (but  hard  to  maximise)  

}  Important  to  have  the  next  event  ready  to  go  

Companies  can:  

}  Enter  teams  of  par(cipants  

}  Promote  to  their  staff,  followers  etc.  

}  Help  with  joint  promo(on  drives  

}  Sponsor  the  event  

}  Provide  freebies  to  par(cipants  

}  Provide  credibility  through  brand  associa(on  

}  Provide  volunteers  

HITCH  

}  Rough  Guides:  

o  Promoted  to  their  student  followers  

o  Funded  joint  campus  promo(on  drives  

o  Supplied  hundreds  of  free  guide  books  

o  Added  credibility  to  a  perceived  ‘risky’  ac(vity  

MOON  RISE  RUN  

}  Goodie  bags  containing  products  from:  

}  Ideal  for  target  audience  (health-­‐conscious,  mostly  female,  aged  25-­‐40)  

}  Added  value  &  credibility  

}  Future  sponsorship?  

}  Events  are  hard  work,  stressful  and  unpredictable!  

}  e.g.  Moon  Rise  Run  is  dependent  on:  o  Eventbrite  for  (cke(ng  o  External  companies  for  sound,  ligh(ng  &  stage  o  Four  bands,  four  food  vendors  &  a  licensed  bar  o  Volunteer  race  stewards  o  Charity  partners  o  Corporate  sponsors  

}  Dependence  on  third  par(es  inevitably  causes  hiccups  

}  Changes  to  (cket  pricing,  fes(val  line-­‐up  &  twilight  start  (me!  

}  Tricky  decisions  to  debate  and  make  behind  the  scenes...  

}  But  be  calm,  confident  &  consistent  above  the  surface!  

Slow  9cket  sales?  Let  down  by  supplier?  Lack  of  9me?  

Be  confident  

Release  info  early  

Always  reply  quickly  

Early  commitment  to  ideas  

}  Being  a  good  swan  requires  supreme  organisa(on!  

}  Tools  like  Basecamp  help:  o  Ac(on  points  o  Calendar  items  o  Shared  files  o  Visible  discussions  o  Restricted  access  

}  Used  very  effec(vely  in  Moon  Rise  Run  ‘countdown  to  launch’  

}  Free  trial  &  as  cheap  as  £10  per  month.  

}  Morocco  Hitch  –  con(ngency  measures  to  ensure  safety  of  par(cipants  

}  Marrakech,  April  2011  

What  did  I  learn?  

}  Very  unlikely  circumstances  can  happen  

}  Any  con(ngency  measures  might  one  day  be  needed  

}  Organising  events  means  taking  on  a  burden  of  responsibility  

Hannah Terrey, #GivingTuesday UK

Key events from 2014 & looking ahead to 2015

What is it and what happened?

#GivingTuesday 2014 - getting it going

Introducing #GivingTuesday to the UK:

Our aims: §  Spread the word §  Make sure that we reached all corners

and all countries §  Bring charities and businesses on board

as partners §  Share ideas and resources §  Create milestones throughout the year §  Create some noise and build the buzz §  Bring people together on and off-line.

Highlights:

§  Launch events and Founding partners reception

§  Regional tour – 14 cities across the UK

§  Parliamentary reception §  #GivingTuesday Summit §  On line events - webinars,

thunderclap and live streaming

In Focus - Regional Roadshow

§  Hired small, local, community spaces §  Short simple presentation and Q&A §  Invited local partners to talk about why they had signed up and what they

were planning

Benefits: §  Got us out of London §  Networking for local organisations §  Local media and political support Challenges: §  People turning up! §  Lots of staff time and travel

In Focus – parliamentary reception

§  Invited all partners the House of Commons, with a brief speech by the Minister for Civil Society

§  Launched the #unselfie and connected the event with social media

§  Marked the count-down to Dec 2nd Benefits: §  Great mix of companies and

charities, big and small §  People sharing plans and ideas §  Created a great buzz and sense of

excitement amongst partners

Challenges: §  Timing and getting MPs to attend

In Focus – The Big #GivingTuesday Get Together!

§  Brought together partners from 2014 to discuss what worked and what we should do in 2015

§  Speech from Henry Timms, founder of #GivingTuesday

§  Best practise sessions, workshops and Q&A

Benefits: §  Fantastic celebration and good way to keep

partners engaged and thinking about their campaigns for this year

§  Hook for media coverage §  Live-streaming allowed everyone to join §  Sponsored by RBS!

Challenges: §  Packed day – more showcase than strategy? §  No one in the team had ever organised a full-day

event before....

#GivingTuesday 2015

Our aims: §  Getting even more organisations involved §  Targeting particular sectors §  Getting partners to own and run the campaign §  Mobilising local communities §  Finding creative ways to multiply impact!

Events for 2015 §  Finding existing platforms and opportunities – e.g. fundraising conferences §  Asking our partners to run events in local areas or for like-minded people §  Creating easy tools and events packs for others to use §  Programme of events and webinars to focus on target organisations and

sectors §  Organising key events (like the parliamentary receptions) further in advance

Thank  you  blog.eventbrite.com  |  @eventbriteuk