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Events are a Means to an End:
The Journey to Year-Round Engagement
With Your Event Participants

JEFF SHUCK
@jeffshuck
EVENT 360, INC.
The Journey to Year-Round Engagement with your Fundraising Event Participants
The Journey to Year-Round Engagement with your Fundraising Event Participants
Donor




Institution
Donor    Donor        Donor




        Participant




        Institution
The Journey to Year-Round Engagement with your Fundraising Event Participants
•   Identify the most likely participants
•   Recruit them into the program
•   Inspire them to fundraise
•   Motivate them to ask others
•   Engage them year-round
Fundraising Activation: Case Study Event, 2009



          Fundraisers
             30%




                             Attendees
                                70%
Participation Over Time: Case Study Event, 2009-2011
  1000
            1,000



   750



   500

                         409

                                      322
   250



     0
           2009         2010         2011
Donor Retention Over Time: Case Study Event, 2009-2011
     1250


             1081
     1000


      750


      500


      250
                          204
                                      131
        0
             2009        2010        2011
Whoa.
Identify
the 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         ⇠Easiest recruitment path
•   A third party

•   Other participants

•   Your cause

•   Your organization    ⇠Highest loyalty
Recruit
them into the program

 •   Match media to your target

 •   Slow + grassroots > quick + mass

 •   There is leverage in social media

 •   Incentives work – to a point
Inspire
them to fundraise

 •       You must ask

 •       Asks should be relevant

 •       Segment!
     -     History, affinity, performance

 •       Fundraising performance relates to affinity
Performance by Affinity Driver: Case Study Event, 2009
    75%




    50%




    25%




     0%
          Activity   Third-Party   Friends   Cause   Organization


                          Participants         Dollars
The 4 +1 of the ask
1. 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.
Motivate
them to ask others

 •   Event fundraising is a volume play

 •   Again, you must ask

 •   Provide resources, hold hands, coddle
Gifts to Total Amount Raised: Case Study Event, 2009
    80



    60

                                    R² = 0.7401

    40



    20



    0
         $0   $1,750    $3,500   $5,250           $7,000
Engage
them 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?
Contact

Jeff Shuck
@jeffshuck
jeff@event360.com
event360.com/blog
yourpartmatters.org

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The Journey to Year-Round Engagement with your Fundraising Event Participants

  • 1. Events are a Means to an End: The Journey to Year-Round Engagement With Your Event Participants JEFF SHUCK @jeffshuck EVENT 360, INC.
  • 5. Donor Donor Donor Participant Institution
  • 7. Identify the most likely participants • Recruit them into the program • Inspire them to fundraise • Motivate them to ask others • Engage them year-round
  • 8. Fundraising Activation: Case Study Event, 2009 Fundraisers 30% Attendees 70%
  • 9. Participation Over Time: Case Study Event, 2009-2011 1000 1,000 750 500 409 322 250 0 2009 2010 2011
  • 10. Donor Retention Over Time: Case Study Event, 2009-2011 1250 1081 1000 750 500 250 204 131 0 2009 2010 2011
  • 11. Whoa.
  • 12. Identify the most likely participants • The value of realistic expectations - Overall population - House lists • Targeting is better than not • Who is coming, and why?
  • 13. Why do I attend? • The activity ⇠Easiest recruitment path • A third party • Other participants • Your cause • Your organization ⇠Highest loyalty
  • 14. Recruit them into the program • Match media to your target • Slow + grassroots > quick + mass • There is leverage in social media • Incentives work – to a point
  • 15. Inspire them to fundraise • You must ask • Asks should be relevant • Segment! - History, affinity, performance • Fundraising performance relates to affinity
  • 16. Performance by Affinity Driver: Case Study Event, 2009 75% 50% 25% 0% Activity Third-Party Friends Cause Organization Participants Dollars
  • 17. The 4 +1 of the ask 1. 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.
  • 18. Motivate them to ask others • Event fundraising is a volume play • Again, you must ask • Provide resources, hold hands, coddle
  • 19. Gifts to Total Amount Raised: Case Study Event, 2009 80 60 R² = 0.7401 40 20 0 $0 $1,750 $3,500 $5,250 $7,000
  • 20. Engage them year-round • The weak link • Thank your participants and donors • Do not dump them into the deep end • Engage them through the initiative • Segment!