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We believe that events are means to an end. They bring an element that no other development tool can match: the experience of face-to-face interaction with your mission and with others who are passionate about your cause. We also believe that in order to maximize events as a fundraising tool, you must have a plan to engage them from the moment they register all the way through to the finish line (and beyond). This session, Jeff Shuck President of Event 360, takes you through the event journey − from best practices in event recruitment, to how to turn participants into fundraisers and finally, how to continue momentum with your event participants throughout the year.
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Events are a Means to an End:The Journey to Year-Round EngagementWith Your Event Participants
JEFF SHUCK@jeffshuckEVENT 360, INC.
Institution
Donor
Institution
Donor Donor Donor
Participant
• Identify the most likely participants
• Recruit them into the program
• Inspire them to fundraise
• Motivate them to ask others
• Engage them year-round
Fundraisers30%
Attendees70%
Fundraising Activation: Case Study Event, 2009
0
250
500
750
1000
2009 2010 2011
322
409
1,000
Participation Over Time: Case Study Event, 2009-2011
0
250
500
750
1000
1250
2009 2010 2011
131204
1081
Donor Retention Over Time: Case Study Event, 2009-2011
Whoa.
Identifythe most likely participants
• The value of realistic expectations
- Overall population
- House lists
• Targeting is better than not
• Who is coming, and why?
Why do I attend?
• The activity
• A third party
• Other participants
• Your cause
• Your organization
⇠Easiest recruitment path
⇠Highest loyalty
Recruitthem into the program
• Match media to your target
• Slow + grassroots > quick + mass
• There is leverage in social media
• Incentives work – to a point
Inspirethem to fundraise
• You must ask
• Asks should be relevant
• Segment!
- History, affinity, performance
• Fundraising performance relates to affinity
0%
25%
50%
75%
Activity Third-Party Friends Cause Organization
Performance by Affinity Driver: Case Study Event, 2009
Participants Dollars
The 4+1 of the ask1. The need you are trying to address.
2. Why it is important.
3. What you are doing about it.
4. “Will you help me by doing X?
5. Shut up.
Motivatethem to ask others
• Event fundraising is a volume play
• Again, you must ask
• Provide resources, hold hands, coddle
0
20
40
60
80
$0 $1,750 $3,500 $5,250 $7,000
R² = 0.7401
Gifts to Total Amount Raised: Case Study Event, 2009
Engagethem year-round
• The weak link
• Thank your participants and donors
• Do not dump them into the deep end
• Engage them through the initiative
• Segment!
Questions?
