copy October 2016

TEN TIPS FOR CONVERTING EVENT DONORS

FIRST THINGS FIRST After your event is over make sure the first email you send isnrsquot an ask or even a thank you That first touchpoint should be all about the impact of the donation

FOLLOW-UP IN ADVANCE Do your post-event communication and stewardship planning work before the event Create follow-up emails and get everything ready to go beforehand so all you have to do after the event is drop in photos add results and hit send

ITrsquoS NOT OVER WHEN ITrsquoS OVER As a general rule for your staff members the event doesnrsquot end until the day after the day after the event Wait until after you get new emails in the system and follow-up communications out the door before you head off to happy hour

SUPPRESS FOR SUCCESS Segment new event donors into a separate email list and suppress them from your general donor communications For event donors focus on the donation impact getting feedback on the event and understanding their communications preferences

CONVERTING EVENT DONORSPeer-to-peer community fundraising even crowdfundraising ndash call it what you will itrsquos going to be a big part of every non-profitrsquos strategy for the next few years But once those generous friends and family have donated to your participantrsquos appeal how to you convert them into lifelong supporters

CONTINUEDhellip

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FUEL THE FUNNEL Lean on your marketing communications team to develop the communications funnel that will move event donors through a series of appropriate steps before making an ask

SHORT IS SWEET Event donors are not as connected with your cause so itrsquos critical to keep emails visual short and simple Make sure to show the donation impact at the very top and always test how your email is reading on mobile devices

THINK BEYOND THE EMAIL Support email with other channels like direct mail video social media and text messages Ask event donors to opt in to mobile communications at the event

BE YOUR OWN VIDEOGRAPHER Have designated staff members take photos and conduct video interviews at the event Using free apps and online tools you can quickly compile and send out a short and compelling event video

STRIKE WHILE THE IRON IS HOT While event donors are still in the ldquohoneymoon phaserdquo with your cause think about upgrading them to event participants For example ldquoAre you inspired by what your friend did for this great cause Herersquos how you can get involved next yearhelliprdquo

KEEP ON COACHING For peer-to-peer events remind your team captains to send out post-event thank-you notes to all donors

The thank-you will mean even more coming from the event donorsrsquo personal connection and help bridge the gap between them and your cause

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copy October 2016

T 0207 601 7100 E solutionsblackbaudcouk W fundraisingblackbaudcouketapestry-everydayhero

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