Delivering Event Fundraising Results

Focusing on the Metrics that Matter

Jeff Shuck, Event 360, Inc.

DELIVERING EVENT FUNDRAISING RESULTS

THE INCREASING NEED FOR ROI

Tighter budgets

Competition

Need for transparency and accountability

Expectations of shorter payback

Leadership aversion to risk

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AGENDA

Linking events to mission

Going beyond basic metrics to find deeper insights

Case study: Komen Global Race for the Cure

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LINKING EVENTS TO MISSION

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THE EVENT CHALLENGE

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THE FUNDRAISING CHALLENGE

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Mission

Revenue

Gifts

Donors

Participants

Event

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Mission

Revenue

Gifts

Donors

Participants

Event

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Key Takeaway: You must ask.

An event should not be a way to avoid a fundraising conversation –

it should be a way to spark a fundraising conversation.

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GOING BEYOND BASIC METRICS

ABOUT ANALYTICS

Use data to improve decision-making

Don’t be afraid of your data!

It won’t hurt you

You won’t break anything

Even small explorations can yield big insights

You already own a powerful data analysis tool

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ABOUT ANALYTICS

Use data to improve decision-making

Don’t be afraid of your data!

It won’t hurt you

You won’t break anything

Even small explorations can yield big insights

You already own a powerful data analysis tool

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Key Takeaway: Analytics is about making sure that

what you know is actually true!

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MEAN, MEDIAN, AND MODE

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Participant Amount Raised

1 $10

2 $10

3 $10

4 $15

5 $20

6 $45

7 $100

Total $210

• Average: $30

• Median: $15

• Mode: $10

MEAN, MEDIAN, AND MODE

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Participant Amount Raised

1 $10

2 $10

3 $10

4 $15

5 $20

6 $45

7 $100

Total $210

• Average: $30

• Median: $15

• Mode: $10

Key Takeaway: Always calculate median and mode

in addition to mean.

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Area Key Metrics

Event • Number of events• Participant satisfaction• Repeat attendance

Participants • Number of participants• Registration time• Team participation

Donors • Number of donors• Donors per participant• Percentage of participants with zero donors• Percentage of self-donations and goal• Number of emails sent per participant

Gifts • Number of gifts• Amount per gift

Revenue • ROI• Compound annual growth rate• Growth against national benchmark

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Area Key Metrics

Event • Number of events• Participant satisfaction• Repeat attendance

Participants • Number of participants• Registration time• Team participation

Donors • Number of donors• Donors per participant• Percentage of participants with zero donors• Percentage of self-donations and goal• Number of emails sent per participant

Gifts • Number of gifts• Amount per gift

Revenue • ROI• Compound annual growth rate• Growth against national benchmark

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Area Key Metrics

Event • Number of events• Participant satisfaction• Repeat attendance

Participants • Number of participants• Registration time• Team participation

Donors • Number of donors• Donors per participant• Percentage of participants with zero donors• Percentage of self-donations and goal• Number of emails sent per participant

Gifts • Number of gifts• Amount per gift

Revenue • ROI• Compound annual growth rate• Growth against national benchmark

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Area Key Metrics

Event • Number of events• Participant satisfaction• Repeat attendance

Participants • Number of participants• Registration time• Team participation

Donors • Number of donors• Donors per participant• Percentage of participants with zero donors• Percentage of self-donations and goal• Number of emails sent per participant

Gifts • Number of gifts• Amount per gift

Revenue • ROI• Compound annual growth rate• Growth against national benchmark

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Area Key Metrics

Event • Number of events• Participant satisfaction• Repeat attendance

Participants • Number of participants• Registration time• Team participation

Donors • Number of donors• Donors per participant• Percentage of participants with zero donors• Percentage of self-donations and goal• Number of emails sent per participant

Gifts • Number of gifts• Amount per gift

Revenue • ROI• Compound annual growth rate• Growth against national benchmark

EXAMPLE: DRIVING ATTENDANCE

Number of Participants 1,100

Total Amount Raised $165,000

Percent Participants on Team 60%

Percent Participants with Goal 40%

Percent Participants at $0 65%

• Small event with good fundraising

• Growth in the right kind of attendance is necessary

• Action steps:

• Drive team participation

• Consider registration fee incentives

• Be careful not to undermine fundraising culture

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EXAMPLE: DRIVING FUNDRAISING

Number of Participants 21,059

Total Amount Raised $1,105,000

Median Time as Registrant 84 days

Number of Donors 31,450

• Question the ROI of any attendance-based activities

• The event already has healthy attendance

• A fundraising culture is lacking

• Action steps:

• Drive team fundraising through team captains

• Segment and focus on getting participants with goals off the dime

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Case Study: Komen Global Race for the Cure

FOCUSING ON THE METRICS THAT MATTER

GROWTH OPPORTUNITIES

Strong brand and base of support

45,000 participants, 55,000 donors

30,000 participants with $0 and 0 donors

Average fundraising of $60

Average donation of $60, modal donation of $25

Dependant on 10% of participants for 99% of revenue

Basic CRM implementation

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2009 STRATEGIES

Targeted, segmented communication

Clear calls to action

Improved online tools

Personal networking with veteran team captains

Overhauled registration fee and fundraising structure

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Key Takeaway: An effective strategy has

several components.

SEGMENTATION

Segment Number Total Contributed Approach

Attendees 31,902 $0 Education and contact

Beginning fundraisers 11,268 $793,000 Intense encouragement

High performers 2,393 $1,380,000 Affirmation and thanks

Ultra performers 82 $393,000 High personal touch

Team captains 2,000 “Every walker a fundraiser.”

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SEGMENTATION

Segment Number Total Contributed Approach

Attendees 31,902 $0 Education and contact

Beginning fundraisers 11,268 $793,000 Intense encouragement

High performers 2,393 $1,380,000 Affirmation and thanks

Ultra performers 82 $393,000 High personal touch

Team captains 2,000 “Every walker a fundraiser.”

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SEGMENTATION

Segment Number Total Contributed Approach

Attendees 31,902 $0 Education and contact

Beginning fundraisers 11,268 $793,000 Intense encouragement

High performers 2,393 $1,380,000 Affirmation and thanks

Ultra performers 82 $393,000 High personal touch

Team captains 2,000 “Every walker a fundraiser.”

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SEGMENTATION

Segment Number Total Contributed Approach

Attendees 31,902 $0 Education and contact

Beginning fundraisers 11,268 $793,000 Intense encouragement

High performers 2,393 $1,380,000 Affirmation and thanks

Ultra performers 82 $393,000 High personal touch

Team captains 2,000 “Every walker a fundraiser.”

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SEGMENTATION

Segment Number Total Contributed Approach

Attendees 31,902 $0 Education and contact

Beginning fundraisers 11,268 $793,000 Intense encouragement

High performers 2,393 $1,380,000 Affirmation and thanks

Ultra performers 82 $393,000 High personal touch

Team captains 2,000 “Every walker a fundraiser.”

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SEGMENTATION

Segment Number Total Contributed Approach

Attendees 31,902 $0 Education and contact

Beginning fundraisers 11,268 $793,000 Intense encouragement

High performers 2,393 $1,380,000 Affirmation and thanks

Ultra performers 82 $393,000 High personal touch

Team captains 2,000 “Every walker a fundraiser.”

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Key Takeaway: Think in segments.

Talk to different participants differently.

* Through Convio

A SKIN G W O RKS

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IMPACT ON EMAILS SENT

Key Takeaway: Tailor the ask to something

specific the participant can do.

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IMPACT ON USE OF ONLINE TOOLS

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GOAL PERFORMANCE

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2008 2009

Goal $250 $125

Participants Raising $125 10% 12%

Participants Raising $250 6.2% 6.4%

Key Takeaway: Structure minimums and goals

so that they are attainable and motivational.

* credited to a participant or team

IM PA CT O N N U M B ER O F D O N A T IO N S

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IMPACT ON DONATION SIZE

* credited to a participant or team

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THE IMPACT ON FUNDRAISING

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Mission

Revenue

Gifts

Donors

Participants

Event

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Get the Guide

Visit www.event360.comto download the companion guide to this presentation.

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Jeff ShuckPresident & CEOEvent 360, Inc.773.247.5360, extension 200jeff@event360.com