Nonprofit Fundraising Events: Start with the End in Mind to Maximize Event Participation, Donations and ROI

Successful Events: Pre-Planning for Successful

Events and Beyond

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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


Pre-event Planning


Last Year is your BFFUnderstand last year’s event data to inform this year’s event.


Fundraising Proven Practice

• Look at last year’s ask array: did most gifts come in at, above, below?

• Look at last year’s registration fee: what percentage of registrants gave an additional gift?

• Look at the suggested fundraising goal: how many met, exceeded, failed to meet?

• Plan to adjust and test


Segment and Incentivize

Team captain

Major Donor

Non Fundraisin

g Participan

t

Friend of a friend

supporter

Local sponsor

Targeted communication leads to superior performance.



• Open early and/or discounted registration for prior year participants (sense of urgency)

• Create special incentives for high $ fundraisers to convert to team captains (if you have teams)



• Create variable content for engaged vs passive participants

• Incentives for participants not fundraising online

- “Log into your center today, post link on your blog, get a special sponsor fundraising match:

“Participants who access their event center are more valuable overall than those who do not.”



• Create, offer, and promote regular interval participation prizes

- Everyone registered this week can win X

- Those who get most gifts this week entered to win iPad (promote online fundraising)



• Create friendly competition and recognition

- Progress newsletter featuring high performing teams or individuals

- Tips from what those participants are “doing right” to incentivize others


Pre-Event ToolsGPS for your participants.


Pre-Event Tools

• The personal centers: just because they are there, doesn’t mean participants will use them

- Create email series introducing tools and showing examples of successful fundraisers

- Provide resources and tem

- plates: “ask emails”, “thank you emails”Encourage social sharing


Pre-Event Tools


Pre-Event Tools

• Optimize for on-the go fundraising

- Understand when and where participants are likely to pre-engage

- Make sure screen resolutions are part of your design


Empower PromotersWho are your sneezers?


Empower PromotersGive them a bullhorn.

• Your highest $ donors are not always the ones with the most influence.

• Listen using social tools

• Interact

• Provide call to action language by channel

• Provide feedback and impact loops


SponsorsAll eyes on them

• Promote sponsors in newsletters, site collateral, table linens, etc.

• Ask sponsors to recruit others in community

• Special matching funds

• Provide sponsors tool to help you on their own site


Sponsors


Keep the Buzz Going

• Events have cycles: early rush/last minute push

• Create a plan for down-time promotion

• Make sure you have stable up time for rush days (opening of registration, last day to register)

• Plan for check-points and to predict performance


Test and Evolve

• Pre-event period is a good time to plan/test

- Registration paths

- Ask arrays

- Incentives

• Adjust on the go when possible

• Make sure you are using analytics for real-time information


Get Started Today

• Take the FREE event registration self assessment.

• http://www.kimbia.com/20-point-online-event-registration-friction-identification-self-assessment/


Q&A

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www.kimbia.com@kimbiainc

[email protected]@miriamkagan

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Thank you!

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Marketing

Nonprofit Fundraising Events: Start with the End in Mind to Maximize Event Participation, Donations and ROI