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Don’t wait until the end of your event or the close of your fiscal year to analyze your data! By then, it’s too late to impact change – walking shoes are put away and credit cards are tucked neatly back into wallets. You have powerful reporting tools at your fingertips – do you know how to use them to increase your fundraising in real time? This session will help you put those rows of excel data into action. We’ll cover how to capitalize on specific participant or donor actions, like self-donation, and how to propel those into increased participant engagement and fundraising.Takeaways How to set up your forms in order to get better information Understand how to use that information to adjust your fundraising tactics Come away with a translation guide to turn an excel document into an action plan
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Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Analysis into Action: Using Reporting to Impact Results Today
Laurie Schaecher
Senior Fundraising Data Consultant
Event 360, Chicago, Illinois 12 June 2012
My Charity Connects
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
immersive experiences . event fundraising peer-to-peer engagement . social impact
Helping organizations use experiences
to change the world.
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Why Am I Here?
OBJECTIVE:
Learn how to use real-time participant data to improve
your connections and increase event fundraising results
OUTCOME:
Know how to set up your forms in order to get better
information
Come away with a translation guide to turn an excel
document into an action plan
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Agenda
• Get What You Need: Collecting information
via donation and registration forms
• Turning Data into Action: Using your
information to generate real fundraising
impact
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc. © 2011 Convio, Inc. 5
Let’s talk about you.
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Get What You Need:
Collecting information via donation and
registration forms
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Let’s Start at the Very Beginning
Make sure you are collecting the basics, including:
• Specific contact information such as day, evening and/or cell phone numbers, home vs. work address
• Logistic information
• Demographic information: birtdate to determine age, gender
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Make Sure to Ask the Extras
Why are they participating/donating?
What’s their tie to the cause?
What’s their tie to your organization?
How did they hear about you?
Have they participated/donated before?
What is their fundraising goal?
Would they like to make a self-donation?
Would they like to get more involved?
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Why So Many Questions?
Getting to know your
participants beyond
a demographic
allows you to:
• Segment & customize
communications
• Find your best
fundraisers/prospects
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Event Affinity Drivers
• I like to walk.
Affinity to an activity
• I’m supporting my school/church/office as a team.
Affinity to a third party group
• I like to spend time with my friends.
Affinity to participants or individuals
• I want to help find a cure.
Affinity to a cause
• I believe in this Foundation’s work.
Affinity to an organization
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
• Descriptive analytics
• Customize Communications
Why are they participating/donating?
What’s their tie to the cause?
What’s their tie to your organization?
How did they hear about you?
• Predictive analytics
• Fundraising behaviors
Have they participated/donated before?
What is their fundraising goal?
Would they like to make a self-donation?
Would they like to get more involved?
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
But should they be required?
Sometimes no answer
is great information
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Prioritize Needs
• Make registration
(or donation) simple
• Limit the amount of
questions
• Add questions when
you are ready to act
on the answers
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Effective Asks in Action
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Effective Asks in Action
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Effective Asks in Action
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Effective Asks in Action
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Turning Data Into Action:
Use your information to generate real
fundraising impact
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Things to consider in your reporting
• Registration data vs. donor data
• Templates vs. custom reports
• Automating reports
• Focus on your most important metrics
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
WAIT. I was promised there would
be no math.
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
First Steps to Action
• The answers are there, you just have to look for them
• Be familiar with their link to the cause • How would you communicate
with someone who is linked to your cause but not your organization?
• Look for hidden clues that this participant/donor is loyal
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Look for the clues
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Look for the clues
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Look for the clues
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Take Action: Follow Up
Thank your repeat participants or donors
• Tell them something new about your organizations
Welcome new participants or donors
• Give them information about how to get more involved
Acknowledge their reasons for supporting you
• Show them that you are listening
Provide praise for their fundraising efforts
• A little encouragement goes a long way
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Take Action: Pay Attention to Metrics • Compare to year ago - is there an increase or
decrease? Total registrations/donors
• What recruitment efforts are paying off?
• What could you cut? Source of registrations/donations
• What kind of overall messaging will resonate? Are most participants/donors new
or returning?
• How do these relate to your pre-set amounts? Are your default levels too high or too low?
What are the average, median and mode donation amounts?
• Compare to year ago – percentages are important as number of registrants change. How many people are fundraising?
• Compare to year ago – percentages are important as number of registrants change.
• Are people taking action?
How many people are setting up their Participant Center?
• Team members raise more – are your team numbers up or down from last year?
• Who is leading your biggest teams?
How many participants are on a team?
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Make Data Part of Your Everyday
• Take weekly or monthly snapshots to understand year
over year performance
• Automate reports to pull on a regular basis
• Work backwards from your event date or campaign
to build in regular messaging
• Look at information around pre-event milestones to
determine effectiveness of promotions or asks
• Adjust future messaging or on-event features
• THANK participants or donors in a timely fashion
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Walk for Education
Year 1 Year 2
Total Registrants 846 1,297
Total Donations Raised 42,300$ 54,474$
Fundraising Participants 203 272
% Fundraising Participants 24% 21%
How did you hear about the Walk for Education?
My child's school 15% 14%
The PSF Website 15% 15%
Ad in the local newspaper 10% 3%
Friend/Family member 50% 60%
Email from PSF 10% 8%
Reasons for Participating:
To support the Public School Foundation 25% 20%
I care about my child's education 50% 40%
I enjoy walking 5% 5%
A friend asked me to join their team 20% 35%
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Your Guide to Take Back to the Office
Make sure you are asking the BASICS.
Ask the EXTRAS, including WHY people are supporting
your organization’s mission.
PERSONALIZE your messages based on what you know
about people’s motivations and the affinity drivers.
AUTOMATE your reports and REVIEW them regularly.
• Look for the hidden information!
MEASURE the response to different messages and
promotions
ADJUST your efforts as you move forward.
THANK your participants and donors.
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Questions?
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
Contact
Laurie Schaecher
event360.com/blog
Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.
immersive experiences . event fundraising peer-to-peer engagement . social impact
Helping organizations use experiences
to change the world.
