Date post: | 16-Jan-2015 |
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It’s All In The Tools:Maximizing Your TeamRaiser Event
Presented by: Shana Masterson and Jonathan Cass
2© 2011 Convio, Inc.
Shana Masterson(@npshana)Associate Director,
Interactive Fundraising & EngagementAmerican Diabetes Association
Unable to disconnect
Frequently used avatar
3© 2011 Convio, Inc.
Jonathan Cass (@jcassAHS)e-Communications Manager
Event Registration
5
Event Homepage Options
• TeamRaiser pages – “greeting page” - easiest to setup, less customizable.
• Custom pages in PageBuilder – More customizable, some HTML and graphic design knowledge needed.
© 2011 Convio, Inc.
6© 2011 Convio, Inc.
Preferred: Custom PageBuilder Method
• You have better control over how information is presented to your supporters.
Example: navigation using TR greeting page
3 register buttons
2 donation buttons
7© 2011 Convio, Inc.
Preferred: Custom PageBuilder Method
• With the custom option you can control the navigation.
• The three registration buttons can be consolidated into one "register“ button that goes to a page giving people those options.
8© 2011 Convio, Inc.
Another example from AHS?
9© 2011 Convio, Inc.
Update The Default Text
On all TeamRaiser Custom Pages, you have the option to update the default text and blank areas. Take advantage!
Utilize the Preview link to locate fields and see your changes.
10© 2011 Convio, Inc.
Self Donation Sample
Default:
Improved:
* Courtesy of the National Kidney Foundation
11© 2011 Convio, Inc.
Email Opt-In
Default:
Improved:
12© 2011 Convio, Inc.
Log In
• Essential option for returning participants and data cleanliness. Tell constituents WHY this is important.– Prior participant log in, brings personal page and
address book information to the new event.– Registration form fields are pre-filled. (Higher
registration conversion rate.)
• For organizations that enforce unique email address, mitigates error messaging.
13© 2011 Convio, Inc.
Log In
Note: You may need to contact Convio support to enable “returning participant log on page”.
14© 2011 Convio, Inc.
Take Advantage of Additional Questions
• Gain more insight into your supporters.• Segment communications around these questions.
– Connection to the cause– Intention to fundraise
• BUT– With each question you add, more people may not complete
the registration process.– Only ask if you have a plan to use the information.– Only make questions required if you have a good business
reason to do so.– Group required questions together to make them easier to find.
15© 2011 Convio, Inc.
Thank You Page
• Should provide a clear, visual representation of what to do next.
• Default page does not do enough.
16© 2011 Convio, Inc.
Discount Codes
18© 2011 Convio, Inc.
It’s a Registration Coupon/Sale
19© 2011 Convio, Inc.
Why use discounts?• Give potential participants a “little push”• Encourage registration when you need a
boost• Create one off discount codes as a gift to
your best participants/teams/companies
20© 2011 Convio, Inc.
Discounts are very flexible
Can limit by:– the number of discounts– time available – by registration type or group
Discount can be a set dollar amount
or a percentage
21© 2011 Convio, Inc.
Keep In Mind
• If running multiple, make sure the discount decreases in value over time
• Case sensitive• Easily confused characters 0 vs. O I
vs. 1• Fees lost through registration discounts
must be made up in fundraising.
22© 2011 Convio, Inc.
Case Study
Participants who register during the first month of the event cycle raise nearly ten times more than participants who register during the last month.
No Discounts With Discounts
Weeks 1-4 $616 average9% of total participants33% $0 participants
$560 average15% of total participants44% $0 participants
Weeks 5-8 $394 Average5% of total participants41% $0 participants
$503 average13% of total participants33% $0 participants
Rest of cycle
$121 Average68% $0 participants
$126 Average$64% $0 participants
Badges and Milestone Messages
24© 2011 Convio, Inc.
Badges
Simple, free way to give participant recognition and to push them to the next level
Self donor badge
Badges for fundraising amounts
Promote sharing (similar to Foursquare updates about mayorship, etc)
25© 2011 Convio, Inc.
Badge PlacementTop Participant Component
Top Participants List Page
Search Results
26© 2011 Convio, Inc.
Badge Placement
Team Pages
Personal Pages
Shana Masterson
27© 2011 Convio, Inc.
Milestone Messages
Part of the autoresponder series. Sent when participants achieve certain dollar amounts.
Can be used:
- In conjunction with the badges to announce progress to badge or badge achievement.
- Even if you are not using badges, to congratulate participants on fundraising achievements.
28© 2011 Convio, Inc.
Limitations
• Only one fundraising achievement can be shown at a time.
• Difficult to design for 48 x 48 px image.
• Aside from self-donor badge, rewarded for monetary levels only. Other good behavior is not rewarded.
29© 2011 Convio, Inc.
Advanced Badges To The Rescue!
• Badges don’t go away.
• Reward for being active participants and not just $ raised
– Being on a team.– Number of emails sent.– Number of gifts received.
30© 2011 Convio, Inc.
Advanced Badges
• Badges for belonging to any Convio group - endless possibilities...
o Badges specific to TR event Early bird badge for registering before certain date Top fundraisers in previous year Long term participants
o Badges specific to other engagement with your organization. Leadership donors Service users Survivors
31© 2011 Convio, Inc.
Advanced Badges
Limitations - no autoresponders available - milestones can be used to help announce some new achievements. Query and task based groups and reoccurring emails will take care of rest.
Advanced badges can't have icons display on team listing pages, top participants lists, search, etc. • But you can combine regular badges and
advanced badges.
32© 2011 Convio, Inc.
Advanced Badges
• Custom built using s-Tags (more on those later!)
• Instructions, code and Photoshop and Illustrator templates provided at:– http://ahs.mn/conviobadges
Email Engagement
Email Options
TeamRaiser Messages• TeamRaiser conditionals and personalization readily
available.• TeamRaiser specific audience segmentation.• A/B testing (a best practice) not available • Takes a few extra steps to send to non-TR groups. *
*more difficult to do, but easier when we
show you how - http://ahs.mn/TR-email
Email Options
Campaign Messages• More options available,
including A/B testing.• Segmentation through
reporting and groups.• Often not available to
event staff.• TeamRaiser conditionals
and personalization more difficult to achieve.*
Combine both Team Raiser and Campaign messages into your plan for maximum benefit!
*more difficult to do, but easier when we
show you how - http://ahs.mn/TR-email
Email Engagement
Use Autoresponders - Always provide a next step. For some, these are the only messages they receive.
Welcome Series/Follow Ups – Walk participants along the path of engagement. Hints: Exclude from other messages. Turn off at predetermined interval before the event. Set expectations, tell them they are on the way.
Smart segmentation – identify target groups.
Team captains tolerate more messaging and can help push messages out for you.
Suggested messages - provide lots of options to make participants’ job easier (Registration, Donation, Reminders, Team Captain Welcome, Fundraising tips, Thank You, etc)
Communications Calendar
• Create calendar prior to event launch
• Reinforces multi-channel messaging
• Should include messages set up by week
• All communications avenues – Coaching emails, recruiting emails, homepage updates, participant center updates, social media updates
• Also include target audience and conditionals
• Try to schedule around other organization-wide email sends and include conditional messaging to participants if possible.
• Bonus if you schedule all emails in Convio in advance
Communications calendar template available at:
http://bit.ly/TRCommCal
Stationery for different audiencesNon-Participants
Participant Center Ask MessagesParticipants
Personalization and Conditional Content
If you’re speaking to everyone, you’re speaking to no one.
Personalization
Hi Jon
Personalization
Hi Jon, you’ve already raised $425 for the
Walk for Animals. You have 21 days left to raise
the extra $75 to reach your goal of $500!
Conditionals
Teams
On a Team
Not on a team
Captains
Was team captain
Was not team captain
Money raised
Raised over $500
Raised under $500
On a team
Team Captain
Raised over $500
Raised under $500
Not a team captain
Raised over $500
Raised under $500
Not on a team
Raised over $500
Raised under $500
Send six emails?
Conditionals• Conditionals make it easier.
• Send ONE email with many versions. Let the system do the segmentation work for you.
Making it personalJust like HTML coding, Convio's WYSWYG editor will do a lot of the coding for Personalization and Conditionals for you.
But just like HTML, you can do so much more (i.e. advanced badges!) if you learn a little bit more about how the coding works.
• You can download the S-Tag & Conditional Snippets Kit to get started.
http://ahs.mn/s-tagsKit
Participant Center 2
Participant Center (original)
PC 2 - More modern design
PC 2 – improved navigation
PC 2 – Tells people what to do
• Update page• Send emails• Thank
donors• Welcome
team members
PC 2 – Easy to see your progress
PC 2 – Manage your contacts
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PC2 – Easier to customize
Social Tools
Social Sharing
Resources: http://www.addthis.com/, http://sharethis.com/
Social Tools
Facebook comments plugin:
Social Toolshttp://ahs.mn/FacebookComments
Replace example.com with: [[S6]]/Events/General?px=[[S334:px]]&pg=personal&fr_id=[[S334:fr_id]]
Put in the footer of participants personal pages
Reporting and Analysis
TeamRaiser Reporting
Every time you talk to a participant, are you looking at their personal page? (Hint: You should be!)
Use Participant Performance or Registration report to get to know them better – online gifts, unconfirmed gifts, total number of emails sent, etc. Coach/congratulate using this info as a starting point.
Source codes – where are participants coming from?
Identify trends in user behavior, demographics and timing.
Use reporting for current year goal setting.
Compare results with last year’s event to ensure you are on track or ahead.
Email ReportingTrack and analyze:
• Open rate• Click-through rate• Action rate – sometimes not applicable• Unsubscribe rate
Identify emails that are performing well and do more of them!
Benchmarks exist, but it is better to focus on improving your own numbers.
Track A/B test results and create your own set of best practices.
Notes: Email reports not located in Data Management Tab. Located in Email tab.Coaching email reports are found in the coaching emails portion of
TR. Report writer allows for a more comprehensive email reporting.
Make it look good - CSS
Making it look good with CSSNo more purple and yellow forms!• It's your brand and your event - use the colors and fonts
that match the rest of your design.
Use on:• Registration pages• Donation pages• Personal pages• Team pages• PC2
Making it look good with CSSNot just for colors – but also layout.
You used to only have four options for personal page layout
Making it look good with CSS
Now there is a custom layout option that lets you use CSS to change the layout.
Making it look good with CSS
Challenges:• Not for beginners to coding - BUT you can learn.
o Many resources available online o www.cssbasics.com is a good place to get started.
• Once you’ve learned the basics, use Firebug to help you get started learning what to update on your Convio pages.
Getfirebug.com
Resources
Convio Community
Convio Customer Center TeamRaiser Event Staff Learning Path
Other Convio Resources Connection Café Blog: www.connectioncafe.com
Convio research and white papers
http://www.convio.com/our-research/nonprofit-sector-research.html
Case studieshttp://www.convio.com/our-clients/case-studies/
Also: Convio Users Groups and this Summit – take advantage of the knowledge around you!
Other Resources
http://techsoup.org – Get discounted softwarehttp://www.lynda.com/ - Learn how to use discounted software
Fundraising advice and latest trends:http://www.theagitator.net/http://www.futurefundraisingnow.com/http://www.nonprofitmarketingblog.com/http://www.frogloop.com/http://www.communityorganizer20.com/http://nonprofitorgs.wordpress.com/http://www.501videos.com/
Questions?