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4/16/2013
TRANSFORM YOUR EVENTS Making the most of your special events Presenter: Sandra Luther @sandraluther sandra.luther@blackbaud.co.uk
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WHAT DO EVENTS LOOK LIKE TODAY?
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Across the UK, USA, Italy, Germany and NZ special events are rated as the most effective fundraising tool – especially for
driving individual donations
Social Networking and P2P fundraising are the fastest growing method of fundraising
https://www.blackbaud.com/SONI
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H O W C A N W E R A I S E T H E B A R ?
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• Accurate data = mailing house savings
• Every year in the UK: - Over 6 million people move house - 600,000 people pass away - Half a million addresses are changed by the Royal Mail - 250,000 people sign up to The Mailing Preference Service - 5.7 million company and individual details change
• Be sure to screen your mail file before paying for that postage!
MAKE SURE YOUR INVITATIONS ARE RECEIVED
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• Targeted segmentation - Previous attendance - Interests - Communication preferences (direct mail vs email)
MAKE SURE YOU ARE TALKING TO THE RIGHT PEOPLE
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• Promote your event EVERYWHERE!
• Make your content portable and easy to share
• Find out who your biggest advocates are and ask them to promote your events (#Hashtags & shortcodes for text)
GO SOCIAL
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BE MOBILE
1/3 of all UK
website views are
from a mobile device
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• Make sure you allow online registration - People are comfortable with this - You can collect registration fees instantly!
• Keep registration short and simple
• Make sure it’s branded
MAKE REGISTRATION EASY
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• Manage your event in one place - Keep your event details in a central location - Know who you’ve invited and what their response is - Manage your “extra” info – tshirt sizes, meal requests,
dietary restrictions, etc
• Get your seating right without the headaches and wasted post-its! • Have your communications/actions all in one place
HAVE A 360O VIEW
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• Have a photographer on site to take nice photos to publish on your Facebook page - Looking at photos from an event is top
activity on Facebook!
• Consider live posting as well (runners at an event?)
• Use a #Hashtag and Tweet about your event (before, during and after)
LET’S PARTY!
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ADD SOME EXCITEMENT WITH IMPULSE GIVING • Use a short code for your campaign
• Consider table ambassadors & MCs to
encourage participants to give that little bit more to support the campaign or cause!
Text GIVE to 70004 make a £10 donation!
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• Events are a key part of your stewardship • A timely thank you encourages more support and
participation in future events
• A recent study found those who received a personalised thank you within 48 hours of participation are 4x more likely to engage with your organisation again
THE POWER OF THANK YOU
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• Major benefits of a centralised system:
- Easy reporting! • Was there an increase in participants? • Number of repeat vs new participants?
- More complete view of revenue and expenses
MONITOR SUCCESS
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W H AT A B O U T C H A L L E N G E E V E N T S ?
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Empower your
supporters to do more
Grow your supporter
base
Attract a younger audience
WHY CHALLENGE EVENTS?
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• Charity branded pages - Reduce drop off rates, increases conversions - Increases gift size - Keep the connection with your organisation
KEEP YOUR BRAND
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• Multichannel fundraisers raise 40% more than their peers
• Every time someone shares an event it drives £2 in additional revenue back to the organiser
• Each share drives 27 clicks back to your event page – Most popular device for raising the profile of an event is
LEVERAGE SOCIAL AND EMAIL
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• Fundraisers given tools and encouragement raise 10x more than their peers
• Your supporters are not natural fundraisers – they need your help! - Suggest goals and activities like storytelling, email and social
sharing
• Keep your supporters motivated - Lack of initial support and response can deflate an otherwise
engaged supporter - Stay in touch and keep the communication lines open across
all channels - Reward successes and incremental achievements
PROVIDE ENCOURAGEMENT
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WHAT TO DO TODAY
• Make sure your are leveraging ALL your resources: - Relationships - Champions - Social Networks - Website - Marketing
• Technology should support – not hinder
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HOW CAN BLACKBAUD HELP?
Blackbaud NetCommunity
TeamRaiser
Heroix
Data Enrichment
Services
Social Scoring
Blackbaud Mobile
Import O Matic
Find out more at www.blackbaud.co.uk, or speak with your Account Manager