Post-Event Execution & Analysis: Maximize Next Year’s Results

Successful Events: Post Event Execution and

Analysis

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Confidential document: Kimbia Inc. 2014

Agenda

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Hi

Miriam KaganSenior Fundraising Principal

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Omni-Channel FundraisingTM Solutions





- Event Registration (individuals and teams)

- Team and Individual fundraising pages

- Automated receipting

- Goal progress and recognition

- Day of scanned check-in

- Live reporting

- Customizations


Let’s Get Started!


Pre Event

Event

Post

Event


Review: Pre-event Planning

http://www.kimbia.com/maximize-event-participation/


Day-of-Eventhttp://www.kimbia.com/maximize-participation-event-day-execution/


Post-Event Proven Practices

• The Total/Impact

• Thank You

• Continue the Giving Momentum

• Analyze and Understand

• Impress and Convert

• Follow-up

• Plan and Improve





Don’t Forget the Other Channels


DATA VS. ANALYTICS

haystack meet needle


What are you tracking in your event performance report? WHY?



KPI Formula Reason

Revenue per Participant Total number of participants/total revenue

Tracks financial impact per involvement person. Can be used to compare to other programs/channels.

Gifts per Participant* Total number of donations/total number of participants

Measures the reach and value of participants: benchmark participants to each other. * some organizations chose to track this only for fundraising participants

% of Participants Fundraising*

Participants with 1+gifts/total # of participants

Measure value of participants and how many do not fundraise create plan. *some organizations choose to exclude self-donations toward participant fundraising.

% of Revenue from $500+* Revenue from gifts at $500+/total revenue

Shows the impact of major giving on event. * Some organizations define larger gift at different levels, ex $1000+

% of Returning Participants Participants who participated in prior years/total # if participant

Returning participants have higher overall value and take less effort to recruit and are most likely to upgrade.

% Fundraising more YOY # of participants who raised more money this year compared to prior/total # of prior participants

Measures success of returning participant upgrade initiatives.

Fundraising Participants


KPI Formula Reason

% Early bird # of registrants from early bird/discount campaigns/total number of registrants

Understand the appeal of early bird programs and any discounts offered to total revenue and participation potential

% Returning Participants who participated in prior years/total # if participant

Returning participants have higher overall value and take less effort to recruit and are most likely to upgrade.

% Making an Additional Gift with Registration

# of registrants who make an additional gift at registration/total number of registrants

Understand the value of the additional donation offer to donate with registration

% of Revenue from Fees vs. Additional gifts

Revenue from registration fees/total revenue of (fees+ additional gifts)

Understand the impact and value of the additional gift ask

% Fundraising* # of registrants who fundraise/total number of registrants

Evaluate the success of call to action to fundraise and be more involved

Registration Fee Events


KPI Formula ReasonRevenue by fund or competitive element

Revenue for each fund/total revenue

Understand which funds/programs/regions are most appealing and successful

Revenue by channel (online/offline)

Channel specific revenue/total Giving Day revenue

Understand the channels contributing and relative value to giving day, channel timing, and resource management (example: if 46% of gifts coming via phone, may need additional staff)

Hourly Giving Breakout Use analytics platform to plot gifts by hour and if appropriate, by fund by hour

Evaluate when to increase calls to give, ensure platform capacity, opportunity for testing, understand if giving day “hours” need adjusting

% of Mobile Traffic and Gifts % of mobile traffic/total traffic% of mobile gifts/total gifts

Understand the role of mobile giving and conversion.

% of New vs Prior Donors # of new donors/ # of total donors

Evaluated Giving Day as a new donor recruitment campaign and/or prior donor engagement campaign

Giving Days


Example: Optimal Donor Conversion Flow

Stewardship Conversion

Ongoing Cultivation



Q&A

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www.kimbia.com@kimbiainc

[email protected]@miriamkagan

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Thank you!

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Government & Nonprofit

Post-Event Execution & Analysis: Maximize Next Year’s Results