Part 1: How Can I Make Next Year’s Event More Successful ...€¦ · Blackbaud Events Boot Camp...
Transcript of Part 1: How Can I Make Next Year’s Event More Successful ...€¦ · Blackbaud Events Boot Camp...
Part 1: How Can I Make Next Year’s Event More Successful?
November 15, 2010
Presenters:
Amy Braiterman, Blackbaud
Kim Romaszewski, Blackbaud
Blackbaud Events Boot Camp SeriesBlackbaud Events Boot Camp Series
Events Boot Camp SeriesEvents Boot Camp, Part 1: How Can I Make Next Year’s Event More Successful?
If you’re planning your first event or looking to make your next event the best ever, sign up for this can’t-miss session on planning your next event. We’ll discuss event communication and marketing plans, event sponsorship and committees, site design, tools to drive revenue and awareness, and more.
Events Boot Camp, Part 2: How Can I Develop a Successful eMail Marketing Strategy? Co-Host: Zuri Group
Join us as we talk about designing an event email marketing strategy and maximizing its impact. We will cover topics like email timing, frequency, and design.
Events Boot Camp, Part 3: What Can I Learn from Last Year’s Numbers? Co-Host: Event 360
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Events Boot Camp, Part 3: What Can I Learn from Last Year’s Numbers? Co-Host: Event 360
We will help you uncover the wealth of information in your event numbers. We’ll share how you can impact your event and participant behavior by analyzing mid-season metrics and discuss how the event data from this year's achievements can lead to next year's successes. Register today to learn best practices for performing detailed analyses of event data to discover hidden gems within your event.
Events Boot Camp, Part 4: How Can My Events Raise More and Utilize New Strategies?
We’ll share best practices for using Blackbaud Friends Asking Friends, including how to create an effective event site, how to raise more funds online, and how to integrate online and offline efforts. Plus, learn more about what’s new with Blackbaud Friends Asking Friends: event committee dashboard, integration between Google Analytics and mobile ready pages and forms.
Events Boot Camp, Part 5: We Have a Facebook Page and My Participants are Tweeting…Now What?Co-Host Charity Dynamics
We’ll discuss how your organization can use social media to extend your reach, increase events online presences, and raise more funds. We’ll also share how social media works with online and offline tactics to create integrated marketing and cultivation plans for your event. Plus, we'll share the latest results from our annual social media research project.
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� Our History
• Supported more than 33,000 events
• More than $1 billion raised online
• 14+ million participants
• 26+ million donors
• 1st event is still a customer(Arthritis Foundation San Diego Jingle Bell Run)
Blackbaud Friends Asking Friends
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(Arthritis Foundation San Diego Jingle Bell Run)
� Our Proven Results
• Average participant sends 28 emails
• 1 in 4 FAF emails conversion
• FAF emails have a 90 percent or greater open rate
• Average online gift size: $60
• In 2009, 4 of the top 5 customers in the RWR30 ranked by % growth used Blackbaud Friends Asking Friends
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Peer to Peer Event Planning
� Start Early!
� Create your website at least 6 months in advance. Some organizations set them up 12-8 months in advance.
� Create an overall event calendar
• Activities leading up to event: kickoff, team captain meetings, bank nights, fundraising clinics
•
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• Participant Recruitment & Fundraising Challenges
• Link communication (email and social media) with activities you’re planning
� Year round communication – engage with participants and provide additional opportunities for involvement
• Recruitment messages
• Support messages
• Educational opportunities
� Provide fundraising support for participants
Blackbaud Events Boot Camp Series
Daily Online Donations Curve
Promote Your Event Early to Build Momentum
E-mail Traffic and Usage Builds Over Time Online Amount Raised Over Time
$200,000
$250,000
$300,000
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At least 6 Months (12-8 months)
If You Start Too Late You Risk Missing the Growth
$0
$50,000
$100,000
$150,000
1/19 2/3 2/18 3/4 3/19 4/3 4/18 5/3 5/18
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So… When Do Donations Come In?
Accumulated Online Transactions Over Time
40%
95% 99%
40%
60%
80%
100%
40% of Donations Collected before 20 Days
55% of Donations Collected within 20 Days
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0% 1% 3%8%
19%
0%
20%
40%
-120 -100 -80 -60 -40 -20 0 20
Days from Event
Source: Aidswalk New York 2008
Extend Your Event at Least 30 Days Online
5% of Total Collected after Event
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Example Event Calendar: Five months to event
January February March April May
Early Bird Fundraising Challenge:Raise $100
Team Captain challengeGoal: recruit team members
Kick off ONLINE FundraisingChallenge Month
May 9th -15th OnlineFundraising week
Educational
Conference
Advocacy Day Team Captain Happy Hour
Team Captain Happy Hour
Bank Nights
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Conference Happy Hour Happy Hour
Board Meeting Chapter Open
House
Fundraising Clinic (open to everyone)
Fundraising Clinic (open to everyone)
May 21th EVENTDAY
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Tracking Metrics Throughout Event Season
Participant Behavior
� Team size and fundraising performance
� Number of emails sent
� Use of social media tools (coming soon)
Overall Event Gauge
� Donation $ raised
� Number of donations received
� Number of participants
� Source performance
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� Fundraising goal
Segments
� Core segments as defined entering into season
� Upon analysis, any segments that pop up different than initial list
� Site traffic
� Number of Teams
Detailed Participant Metrics
� Average donation amount
� Donation $ / participant
� Donation # / participant
� Emails sent / participant
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Event WebsiteBuilding Your Event WebsiteSponsorship PackagesVolunteer Recruitment
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Building Your Event Website
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Sponsorship Packages
� Examples
• Media
• Corporate
• In-Kind/Vendor
� Value
•
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• Website Logo Placement
• Link to sponsor site
• Print collateral placement
• Media exposure (ads, interviews)
� Reciprocal Agreements
• Event inclusion on corporate/media/vendor
• websites/newsletters/mailings
National or Local Presenting Sponsor
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Volunteer Recruitment
� Volunteer Recruitment
� Communication Subscriber Base
� Speaker’s Bureau
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Communication PlansExternal Marketing PlanInternal Communication PlanEmail Campaign Best Practices
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Creating an External Marketing Plan
� Print Collateral
• Event Letterhead
• Brochures
• Flyers
• Inserts
• Save the Date post cards
Website
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� Website
• Prominent placement on agency site
• One click to get to event site
• Meta Tags - for Search Engine Optimization
� Media
• Radio
• TV
• Print Ads: billboards, bus advertisements, newspaper, local magazines
• PR – stories of participants making a difference
Blackbaud Events Boot Camp Series
Internal Communications Plan: Recruitment
� Who’s on our email list?• Past team captains
• Past team members
• Past Individual participants
• Advocates
• Education event attendees
•
� What is the message?• Save the Date
• Team captains wanted!
• Your support makes an impact
• Help make a difference
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• Other event attendees (fundraising or mission focused)
• Support group attendees
• Helpline callers
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Internal Communication Plan: Organizational Emails
� Organization eNewsletter
� Educational / Program
� Advocacy messages and alerts
� Board member notifications
� Support Group Leader messages
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TIP: When creating organizational message it’s import to get buy in from executive staff. Having leadership buy in will help remove obstacles, if any exist.
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Example: October Launch – May Event
October November December January
Past Team Captains
Save the Date!Be the 1st to sign up and take in the Early Bird Challenge
Team Captainrecruitment/ Thanksgiving message
Happy Holidays Message 1New Year = new memories.Message 2message from a team captain
Past Save the Date Happy Turkey Happy Holidays New Year = new
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Pastparticipants
Save the Date Happy Turkey Day
Happy Holidays New Year = new memories.
Organizationemail
Org Newsletter* Be the first to sign up for the Walk
Org Newsletter* Give thanks and walk for more tomorrows
Org Newsletter* Families walk for better days –walker story
Org Newsletter* New Year’s resolution – sign up to walk
Advocates Why I walk Advocates make a difference
Programs/ Educationattendees
Give thanks -Why I walk
New Year = new memories
SOCIAL MEDIA
Facebook, Twitter, blog
Facebook, Twitter, blog
Facebook, Twitter, blog
Facebook, Twitter,blog
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Example: October Launch – May Event
February March April May
Past Team Captains
Invite to Kickoff and event update
Story from Kickoff It’s not to late too to sign up your team
Past Participants
Invite to kickoff Message from a walker
Event update -need your support
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Organizationemail
Org Newsletter* Join us for Walkkickoff
Org Newsletter* Walker story
Org Newsletter* The big day is almost here
Org Newsletter* It’s not too to walk / Walk results (May/June)
Advocates Advocate update –Walk with us
Story from Kickoff (end of month)
Programs Are you ready to walk? Update on Walk
Story from Kickoff (end of month)
SOCIAL MEDIA Facebook, Twitter,blog
Facebook, Twitter, blog
Facebook, Twitter, blog
Facebook, Twitter, blog
Blackbaud Events Boot Camp Series
Best Practices: Email Campaigns
� Email Purpose
• Fundraising
• Event Registration
• Volunteer Recruitment
• Participant Thank You
Communicate your end goal
� Email Friendly Content
• Use clear, concise messaging
• Make your emails scanable
• Avoid the spam filter
• Send both the html and text version of the email
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� Communicate your end goal
• Subject line
• Explicit call to action
• Clear, concise content (Smartphone consideration)
• Target audience
� Subject lines
• Call to action
• Sense of urgency
• Why it’s a must read
Connect email campaigns with social networks, advertising, offline recruitment efforts.
Blackbaud Events Boot Camp Series
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Providing SupportEffectiveness of Peer-to-Peer Fundraising Online and Offline Support
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Why is peer to peer fundraising effective?
� Donor reads a personal appeal/email from a friend
� The donor wants to support his/her friend
� The donor wants to help friend reach his/her goal
� Donor wants to be recognized for his/her gift
Why are personal fundraising pages effective?
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Why are personal fundraising pages effective?
� Provides opportunity for participant to share their story:
• Picture
• Video
• Message to honor or remember a loved one
� The website offers an easy way to give with a credit card
Blackbaud Events Boot Camp Series
How many participants set up their page?
All Events (Mean) 21%
25%
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40%
59%
So What’s The Over/
Under Impact?
Under 21% Over 21%
$79 per Participant
$281 per Participant
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Personal Fundraising Page
� Welcome statement
� Picture or Video
� Donation Message
� Suggested giving levels
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How Many Participants Send Personal E-mails?
If 50% of participants
Benchmark Average is 24% of Participants
Sending Email
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Participants Using Online Tools Raise SIX
Time More than Non-Users
If 50% of participants send emails, Events
Raise Six Times Average Online
Under 24% Over 24%
$137 per Participant
$216 per Participant
Blackbaud Events Boot Camp Series
So What’s the Impact of Sending E-mails?
Average Amount Raised by Volunteers
$1,500$2,000$2,500
$3,000
Avera
ge A
mo
un
t R
ais
ed
Overall
Online
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$0$500
$1,000$1,500
01
- 10
11 -
2021
- 30
31 -
5051
- 10
010
1 - 1
5015
1 - 2
0020
1 - 2
5025
1 - 5
0050
1 or m
ore
Emails Sent Range
Avera
ge A
mo
un
t R
ais
ed
Online
Offline
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Participants Personas
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� Top Fundraisers
• Use all tools available
• Add emails to address book
• Send multiple emails
• Update personal page
• Social Media
• Offline activities
� Average Participant
• Make it easy
• They’ll send a email, but won’t take the time to upload email addresses (use user friendly link)
• Won’t update personal page
• $0 participants – ask to make a personal donation
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Participant Email Templates
� Mostly used by Top Fundraisers and Team Captains
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Email Forward
� Great option for average participant: we know these personas will not take the time to send emails from their Fund HQ
� Buttons are jpegs and link to participants page
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to participants page
� Set it and forget it
• Send 1 week after participant registers
• Dynamic list
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Online Tips and Tools
Offer 75 Online Tips and Checklists
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Library of Personal E-mail Templates
Team Leaders
General Walkers
Team Members
Thank You Messages
Customer Service is Critical - Available 24
Hours a Day Near Event
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Offline Techniques
� Print-out documentation and guides for training sessions
� Team Captain Guides, Walker Manuals and Kickoffs
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Kickoffs
� Show impact and importance – build awareness
� Follow up calls: include info about personalizing pages
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Post Event Analysis
� Did you reach your goals?
• Money
• Participants
• Teams
• Corporate Involvement
• Volunteers
• Awareness
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• Awareness
� Post Event Participant Survey
• What worked
• What can be improved
• Event day experience
• Support leading up to event
� Analyze numbers
• Recruitment goal vs. actual
• Overall fundraising (number of participants with $$, $0 participants, etc)
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Summary: Best practices for your event’s online fundraising
o Year round planning
o Create an overall event calendar
o Include other organization activities
o Set event goals
o Track event metrics throughout event season
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o Track event metrics throughout event season
o Comprehensive marketing & communication
o Create an online experience for participants
o Provide event details, fundraising support and mission information
o Complete event analysis
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Events Boot Camp Series
Events Boot Camp, Part 2: How Can I Develop a Successful eMail Marketing Strategy?Co-Host: Zuri Group
Join us as we talk about designing an event email marketing strategy and maximizing its impact. We will cover topics like email timing, frequency, and design.
Events Boot Camp, Part 3: What Can I Learn from Last Year’s Numbers?Co-Host: Event 360
We will help you uncover the wealth of information in your event numbers. We’ll share how you can impact your event and participant behavior by analyzing mid-season metrics and discuss how the event data from this year's achievements can lead to next year's successes. Register today to learn best practices for performing detailed analyses of event data to discover
Page #34 © 2010 Blackbaud
to next year's successes. Register today to learn best practices for performing detailed analyses of event data to discover hidden gems within your event.
Events Boot Camp, Part 4: How Can My Events Raise More and Utilize New Strategies?
We’ll share best practices for using Blackbaud Friends Asking Friends, including how to create an effective event site, how to raise more funds online, and how to integrate online and offline efforts. Plus, learn more about what’s new with Blackbaud Friends Asking Friends: event committee dashboard, integration between Google Analytics and mobile ready pages and forms.
Events Boot Camp, Part 5: We Have a Facebook Page and My Participants are Tweeting…Now What?Co-Host Charity Dynamics
We’ll discuss how your organization can use social media to extend your reach, increase events online presences, and raise more funds. We’ll also share how social media works with online and offline tactics to create integrated marketing and cultivation plans for your event. Plus, we'll share the latest results from our annual social media research project.
www.FriendsAskingAmy.com
Blackbaud Events Boot Camp Series
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AppendixSocial Media Tools OverviewMobile Ready OverviewGoogle Analytics Activating new tools in Blackbaud Friends Asking Friends
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Blackbaud Social Media Toolkit
Allows event participants to reach more people and share
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� Allows event participants to reach more people and share compelling messages
• Average Facebook user has 130 friends
• Average Twitter account has 70 followers
• YouTube allows participants to visually tell their story
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Blackbaud Social Media Toolkit
� Social Media tools are located in the participant’s HQ under email tab
� Participants can send tweets and facebookstatus updates from their
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status updates from theirHQ.
� Be sure to activate tools and let participants know about them - When you
send an email from your
HQ, at the same time
your can send a tweet or
status update and reach
more potential donors
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Blackbaud Social Media Toolkit
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Blackbaud Social Media Toolkit
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Mobile Ready Events
� E-mail is most popular in US, representing more than 41% of mobile Internet time. That’s up from 37% last year.*
Fundraising on the Go!
� Fundraising is no longer confined to desktops and business hours.
� Take your events on the road with mobile ready event, personal, team, and individual donation pages.
May 2010 Pew Internet phone survey
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individual donation pages.
� Automatically redirects mobile devices to the corresponding mobile pages to make it easy to donate anywhere.
Donation Form ConfirmationPersonal PageEmail
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Activating Social and Mobile Tools
Facebook & Twitter
� Website Checklist Participant HQ Settings� Under Community Site Status Update: Check Facebook and Twitter boxes
YouTube
� Website Checklist Image and Text Library
� Check box: Allow participants to add a YouTube Video to their personal
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� Check box: Allow participants to add a YouTube Video to their personal page.
• Allow linking only to video options set by the organization. • Allow linking to videos selected by the participant
Mobile Ready Event Page & Individual Donation Form
� Website Checklist Website Features
� Check the box: Detect and forward Mobile Devices to Mobile Donation Form
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Managing Event: Google Analytics
What is Google Analytics?
� It provides insights on web site traffic by generating detailed statistics about visitors to your website.
What can I learn about my website?
� Google Analytics can track visitors from referring sites including: search engines, display advertising, pay per click networks, email marketing
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engines, display advertising, pay per click networks, email marketing
� Page performance (bounce rates)
� Time one site, time on pages
� Geographic information, service providers
How do connect my event with Google Analytics?
� Website Checklist Front Page Customization
• Enter Google Analytics Code