Making every step count: How to maximise participation and fundraising at your event

Making every step count

How to maximise participation and fundraising at your event

Objectives of today’s session

Who are ACTIVE Network and JustGiving

Trends and insights in the events market

Why JustGiving and ACTIVE Network are partnering

How we can help you maximise participation and fundraising at your events

Success stories

Opportunities to network

Introduction to JustGiving and ACTIVE Network

JustGiving

UK’s largest fundraising platform and most viewed website in the charity giving sector

21 million donors 1.4 million fundraisers Raised over £1 billion online £4 million donated each week Over 9,000 charity partners 300 corporate partners Last year 3450 events on JustGiving

Introduction to JustGiving and ACTIVE Network

ACTIVE Network services

Technology:Service the specific needs of every type of activity organiser.

Media:Distribution and demand generation

People looking for things to do• Active.com

Activity and Participant Management• Registration• Payment• Database• Marketing

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What’s your Active VIDEO

What’s the most incredible fundraising story you’ve ever heard of?

Claire Squires at the London Marathon 2012

Eddie Izzard’s Sport Relief challenge

Charlie Simpson, aged 7, raising more than £210,000 for Haiti

Your event goals

Maximise participation – ensure that you sell out your event. Acquire new participants and retain your current consumers.

Build partnerships charities – charity supporters are a key source of highly motivated participants.

Sponsorship activation – attract commercial sponsors and build good relations with local authorities.

Brand recognition

Charities Event organisers

Increase participation – and build long-term relationships with your participants.

Maximise online fundraising for your event – make it quick and easy for your participants to start fundraising.

Save time and money – with limited resources you need to use cost-effective tools to maximise participation and fundraising.

The event and fundraising landscape

Many events still have no fundraising element

In 2011 there were 16,486 organised charity and non-charity events in the UK

There were 3,450 organised UK charity events on JustGiving

Only one in five events incorporate fundraising

New event types raise more

In 2012 the average raised on a marathon / running fundraising page is £354

Treks (£970), Triathlons (£744) and cycling events (£463) all raise more per page

The amount raised per page has grown by 9% from 2011 to 2012

...and that doesn’t include all the other ways fundraisers share their story

562 friends view posts on Facebook

The network effect of fundraising

Your participants are great brand ambassadors for your event...especially when they’re running for a cause

160 unique visits to their fundraising page

14.2 sponsors

One active fundraiser

Grow participation by encouraging fundraising

for every 100 fundraisers this year, 11 of their

sponsors will fundraise for the same event next

year

12.6% fundraise

on JustGiving for the

same event

next year

One active fundraiser

One in four fundraisers will choose either to take part in the same event for charity the next year or will inspire a friend or family member to take part instead.

Of over 400 fundraisers who answered a recent JustGiving survey, 99% said they would recommend the event they fundraised for to a friend or family member.

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The new event fundraiser

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The new event fundraiser

Social media savvy

Facebook as a key driver for fundraising revenues

In 2011 Facebook drove over a million donors to JustGiving

These donors gave £22 million (with just under £1 million raised alone from mobile Facebook)

Future gazing: By 2015 we estimate 50% of donations on JustGiving will come from Facebook

We see the same trend in event registration

300% higher ROI from Facebook conversion than email invitation (5% conversion)

The new event fundraiser

Social media savvy Mobile user

By mid 2013 mobile will overtake desktop traffic

42m 3G mobile subscriptions in the UK 24% of all visitors to Active.com currently come from mobile, 32% on JustGiving Half of all local searches are performed on mobile devices We expect another jump this Christmas as consumers get their new smartphones and tablets

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Mobile optimisation is really important

When the participant registers for an event

Mobile optimisation is really important

...and when people fundraise and donate

The new event fundraiser

Social media savvy Mobile user

In Memory motivated

In memory fundraising is a key motivation for participation

Health and medical charities estimate that between 50-80% of all their event pages are in memory motivated

People raising money in memory of a loved one through an event have been seen to raise 53% more (up to £700)

In memory fundraisers are highly motivated and need special tools and support

The new event fundraiser

Social media savvy Mobile user

EmployeeIn Memory motivated

Companies represent a new opportunity area for event organisers

Over 300 domestic and multi-national companies fundraising on JustGiving Over £25m raised by company employees on JustGiving in 2011 Companies looking for ways to engage their employees in activities and give back to the

community

The new event fundraiser

Social media savvy Mobile user

In Memory motivated Employee

Key insights

Event participation and fundraising is still growing

Charities supporters are highly engaged participants

The network effect of fundraising enables event organisers to acquire and retain new participants at no cost

UK citizens are rapidly switching to mobile and tablets...are you ready?

People motivated by in memory are the most committed event fundraisers

Companies represent a new opportunity area for event organisers and charities

VIDEO

Event perspectives on making every step count

Events v’s participation

stability 52% up

Events Participation• Participation in sports increased by 1% (comparison of 2011-2012 data with 2005-2006 data)

Source: Sport England Active People Survey

17% up

Running Cycling Triathlon

Competitive landscape

Venue Concept Date

Consumer

£

Event concept - Getting it right

Venue Concept Date

Consumer

Putting the PERSON at the center of activities and lifestyle

Personal Account

Offers

Newsletters

Community

TeamsPublic Profile

Results

Training Plans

Fundraising

Activities

Phone

Provide the participant the platform across multiple devices

Activity

Find & Register Prepare Participate

Activity Registration & Participation

Sharing goals

Sharing activities

Preparing to participate

Talk about the activity

Compare experiences

Pick the next challenge

RepeatReflect

Participants event lifestyle

ACTIVE Network services

Technology:Service the specific needs of every type of activity organiser.

Media:Active.com and JustGiving1 2

Brand

Data Capture

User Logic

Team and Group Entry

Multiple Purchase

E-Commerce

Discount Management

Fundraising

Event Promotion

Early Bird

Pricing Tiers

Sponsors

Social B2C and C2C

Corporates

Charities

Referral Program

Best practices and ideas – Tiered pricing

Right Event Concept – Hitting Capacity

Early BirdFor first x15%

StandardFor first x 70%

Late BirdFor First x15%

Sold 43% more entries in first Hour 29% more entries in first Week 18% increase on entry fee revenue

From a 2% increase in participation

Price 3

Event mobile app

Event

Surveys

The ACTIVE Network & JustGiving event cycle

Open registrationEarly bird/ Special price

Price 2

Fundraising

Social media

EmailsQR codes

Training

The role of the event organisation

Profiling Family & friends Concept Location Partnerships, Sponsors Marketing (Social, Video, Mobile,…) Multi-Purchase Reward Technology

Organiser

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Organiser

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Questions to ask yourself

Who are your Customers? Why should people enter? What is your Brand/Identity? How will you fill your next event?

Questions to ask yourself

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Do we spend equal amount of time on Getting Participants Managing Event Building Communities Vision

Organiser

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Charity case study

Maggie’s Cancer Caring CentresMaggie’s Monster Bike & Hike 2012

Joanna Dyson, Head of Events

Graham Tyrrell, Head of Online

NETWORKING BREAKScan the QR Code to access our 3 question survey from the event Mobile App

Comment this event on Twitter: #activejustgiving

Event Organiser case studyRun For AllMike Tomlinson, Founder

Demo

Online registration and fundraising –

The consumer perspective

Event registration

Event registration

Event registration

Event registration

Event registration

Finalise your charity selection

Customise your JustGiving fundraising page

Start fundraising!

Fundraising reminder email

Q&A Panel

Thank you for Attending!