Greater Giving Through Strategic Fundraising
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This document discusses strategies for nonprofit organizations to maximize fundraising through events. It recommends defining return on investment for events in terms of increasing donations, raising awareness, and maximizing ticket sales. It provides tips for setting fundraising goals and timelines, optimizing ticket sales and marketing through email and social media. The document emphasizes collecting attendee data to analyze which efforts are most effective and using events as opportunities to build donor databases.
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Greater Giving Through Strategic Fundraising
- 1. Greater Giving through Strategic Fundraising
- 2. The Agenda Defining ROI for Fundraising Events Maximizing Ticket Sales Raising Awareness Through Social Media Tying it All Together www.eventbrite.com 2
- 3. Defining ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales www.eventbrite.com 3
- 4. The Agenda Defining ROI for Fundraising Events Maximizing Ticket Sales Raising Awareness Through Social Media Tying it All Together www.eventbrite.com 4
- 5. Ticketing Lifecycle On average, fundraiser tickets go on sale 4-6 weeks before the event. www.eventbrite.com 5
- 6. Ticket Lifecycle At what point has an event sold ½ its tickets? 2 weeks prior In the week to the event prior to the event 29% 38% 1 week prior to the event 33% www.eventbrite.com 6
- 7. Be Proactive Set a goal calendar and work backwards Create a marketing calendar • 88% of fundraisers sent invites when tickets go on sale, but too many fall silent until the event thereafter • Over 50% of nonprofits say that frontloading ticket sales is important to them www.eventbrite.com 7
- 8. Open Communication Create a communication plan • Work backwards from the date of the event until the first invite goes out How should I communicate? • Email invitations vs. Paper invitations What are the strategic times to email people? • 9am, 11am, 1pm, 4pm, 7pm Where to post information? • Org. website, Facebook, Twitter, LinkedIn www.eventbrite.com 8
- 9. Data is your Friend 64% of fundraiser organizers who met their sales goals logged in daily to view ticket sales and analytics. Of those who didn’t come close to their goals, only 43% logged in daily. www.eventbrite.com 9
- 10. Don’t Think of Your Event as Just as an Event Use the event as a data collection opportunity Consider the long term vs. short term gains Create direct donation option for non-attendees www.eventbrite.com 2 10
- 11. Example Utilize the attendees of past events to easily create a cohesive database for future events. Use tracking links to motivate others to promote the event to their networks. Enable non- attendee monetary support. Offer discount codes to those who can help promote your event. 11
- 12. The Agenda Defining ROI for Fundraising Events Maximizing Ticket Sales Raising Awareness Through Social Media Tying it All Together www.eventbrite.com 12
- 13. Events are Inherently Social www.eventbrite.com 13
- 14. Awareness and Profit - Over 5,000 Eventbrite events shared on Facebook per day - Over 1,500 Eventbrite events shared on Twitter per day - Over 400 Invite Friends emails per day - Over 500 LinkedIn shares per day www.eventbrite.com 14
- 15. Why is Social Media SO Powerful for Events One attendee : 130 friends www.eventbrite.com 15
- 16. • One attendee’s One attendee’s • potential reach: Potential Reach • 16,900 friends 16,900 friends 16
- 17. Facebook Shares pre- purchase post- 40% purchase 60% The motivation to share is higher once the purchase has been made. www.eventbrite.com 17
- 18. More Social, More Revenue On average, 1 Facebook share generates $11 in future sales and 30 page views back to your event page Prompt attendees to share event information before and after they purchase a registration Ticket sales per share Event type www.eventbrite.com 18
- 19. Give Attendees a Reason to Before the event: Engage • Encourage sharing to jumpstart dialogue • Encourage the use of a #hashtag • Add to organizer and event page During the event: • Prominently display the #hashtag • Display the conversation After the event: • Ask for feedback, share a survey • Create and share recaps www.eventbrite.com 19
- 20. The Agenda Defining ROI for Fundraising Events Maximizing Ticket Sales Raising Awareness Through Social Media Tying it All Together www.eventbrite.com 20
- 21. Smarter Marketing Decisions 1 Event is promoted 2 Purchase is made 3 Sales are tracked www.eventbrite.com 21
- 22. Valuable Registration Data Capture attendee Easily generate Export reporting to 1 data during transaction 2 reports 3 analyze information further Utilize Key Reports: 1. Attendee Geography & Summary 2. Web Traffic vs. Overall Sales 3. Sales by Registration Type 4. Invitation Stats 5. Promotional Code Usage 6. Survey Questions & Custom Data 7. Cross Event Reports www.eventbrite.com 22
- 23. Wrap Up • Set a goal calendar and work backwards to set marketing efforts and targets • Incent early ticket purchasing to get the wheel in motion • Collect donations from those who can’t attend • Encourage post-purchase sharing – it is most powerful • Give attendees reason to engage on social media • Use data to understand which efforts are most effective www.eventbrite.com 23
- 24. Eventbrite for Causes 20% Discount: Easy pay-as-you-go pricing. No contracts. No hidden fees. 2% + .99 per registration + Flexible Credit Card Options (We’ll never charge more than $9.95 per registrant.) Email 501(c)3 to: Nonprofit@eventbrite.com www.eventbrite.com 24
- 25. Laura Coltrin Product Marketing Manager laura@eventbrite.com @eventbrite Eventbrite.com/npo www.eventbrite.com 25
Editor's Notes
- Here’s a quick overview of what we’re doing todayWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- Here’s a quick overview of what we’re doing todayTime savingsWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- Here’s a quick overview of what we’re doing todayWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- Here’s a quick overview of what we’re doing todayWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- Here’s a quick overview of what we’re doing todayWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- Early Bird SpecialsAllow people to buy tickets early for a 5 or 10% discountCreate a Referral ProgramAllow your audience to sell more tickets for you via affiliate / referral codes that gives them discounts or rewardsCan you give something away for a milestone ticket sale?T-Shirts for the first 30 people that buy their tickets?VIP Reception Upgrade Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- Here’s a quick overview of what we’re doing todayWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- Here’s a quick overview of what we’re doing todayWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- Know your Audience.- Gather information on your attendees - Geography - Demographics - Survey Questions- Access all data through our real time reports- View charts, graphs and heat maps for visual representation of ticket sales data - Page views - Overall ticket sales - Sales by ticket type- Track which buyers are buying through which channelsOne thing every organizer wants to know is who is their audience? Eventbrite empowers event organizers with visibility and control over your guest list with graphical dashboards to track sales and attendees. Some of the capabilities are:Capturing demographic information (city-level)Creating custom survey questions – how did you hear about this event? Capture email or any other data?Segmenting buyers based on ticket type (VIP, GA, Early Bird, etc.) – Send custom messages to different ticket buyersMembership Great way to gain insight on your attendeesThink about the long tail approach of your organizationWhat Data can I collect at my event to make this organization be more effective, responsive, and smarterMost organizations will choose the path of least resistance and then wish they were able to have collected certain information after the fact.Is Your Event Free?Ask for a donation!
- Here’s a quick overview of what we’re doing todayWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- Here’s a quick overview of what we’re doing todayWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- - Enabling event organizers to reach more people and sell more ticketsHere’s a quick overview of what we’re doing todayWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- Here’s a quick overview of what we’re doing todayWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- Here’s a quick overview of what we’re doing todayWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- We always say “events are inherently social’ – we want our friends to know when we’ve found a cool event and want to encourage them them to join. Events are always more fun when your friends are there. We make it extremely easy for attendees to share event information with their social graph before and after they purchase tickets. Facebook is the #1 driver of traffic to our site, beyond Google.
- Here’s a quick overview of what we’re doing todayWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- Here’s a quick overview of what we’re doing todayWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- With tracking links you’ll know what marketing channels are driving the most sales and be able to adapt your marketing strategy as needed. Eventbrite makes it easy to quickly create and assign unique tracking links for email campaigns, Facebook Advertisements, or anything else requiring online analytics.
- Eventbrite gives you full visibility into your registration and ticket sales, with graphical dashboards and charts to track your sales and understand where your attendees are coming from and who they are. You can even export the information to provide colleagues with the same visibility.Gather virtually any data available on attendeesGenerate automated charts, graphs and heat maps for visual representation of ticket sales and attendee informationExport reports in multiple file types to hand off to colleagues and other stakeholders
- Here’s a quick overview of what we’re doing todayWanted to build some context first and give you a very brief overview of where we’ve been and where we’re going. Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
- Eventbrite gives you full visibility into your registration and ticket sales, with graphical dashboards and charts to track your sales and understand where your attendees are coming from and who they are. You can even export the information to provide colleagues with the same visibility.Gather virtually any data available on attendeesGenerate automated charts, graphs and heat maps for visual representation of ticket sales and attendee informationExport reports in multiple file types to hand off to colleagues and other stakeholders