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Get a Laser-like FocusGet a Laser-like FocusLearn How to Get the Most out of Your EventLearn How to Get the Most out of Your Event
Presented by: Debbie Schneiderman, WCS Jessica Bosanko, M+R Strategic Services
Let’s Warm Up
And don’t forget proper nutrition!
3© 2011 Convio, Inc.
Why we’re all here
• Events are big money!
• 36,968 events last year
• The top 30 events generated $1.65 billion in gross revenue from 11.3 million participants
4© 2011 Convio, Inc.
How many of you…
• …are directly involved in event fundraising?• …use prizes for your events?• …set a public goal for your events?
5© 2011 Convio, Inc.
Setting the Scene
November, 2010
WCS’ Run for the Wild
• 5K Run and Fun Run
• $35 registration fee
• No fundraising requirement (suggested goal of $250)
• Held at the Bronx Zoo
- Includes zoo access for the day!
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What are we racing for?
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• 2009: Gorillas
• 2010: Tigers
• 2011: Penguins
2010 Donation Results
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$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
$200,000
Raised in 2009 Raised in 2010
…But, could we do better?
2010 Registration Messaging Performance
11© 2011 Convio, Inc.
Date Message NameEmails Sent Registrations
Registration Response Rate
1/8/102010 Past Participant Announcement/Early Bird Discount 2,003 106 5.42%
1/14/10 2010 Members Announcement 52,444 56 0.11%
1/14/102010 Zoo Subscribers Announcement/Early Bird Discount 146,558 26 0.02%
1/28/10 Last Chance for Early Bird 2010 111,820 122 0.11%2/11/10 Year of the Tiger Registration Promotion 150,991 86 0.06%
3/8/10 RFTW Top Prize for recruitment 1,760 28 1.60%3/19/10 Spring Registration Discount 149,077 44 0.03%
Performance of Registrants
12© 2011 Convio, Inc.
Registration Month Participants
Total Raised (Reg. & Donations)
Just Donations
Per Person Total Raised
January 785 $53,323 $35,653 $68
February 569 $39,033 $25,468 $69
March 1,123 $79,752 $52,267 $71
April 2,241 $117,967 $60,197 $53
2010 Gifts by Date
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2010 Registrants vs. Email Recipients
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0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
2010 Registrants 2010 Email Recipients
2010 Prizes
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• Top Individual Fundraiser - Tiger Breakfast
• Top Team Fundraisers– First Prize - Giraffe Breakfast
– Second Prize - Animal Meet-and-Greet
2010 Participants and Fundraising
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6%3%
12%
79%
5+ Gifts
3-4 Gifts
1-2 Gifts
No Gifts
So, what would you do?
Getting to Work
Prepping for Run for the Wild 2011
We optimized…
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0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
2010 Registrants 2010 EmailRecipients
2011 Registrants 2011 EmailRecipients
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…And revamped our prizes
• $30 – Run for the Wild T-Shirt
• $100 – WCS Penguin Water Bottle
• $250 – Hard Rock Café Limited-Edition Pin
• $500 or more – Penguin Plush & Chance to name a Penguin!
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And then we watched…
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…And adjusted.
• Incentivized early fundraising
• Pushed those who hadn’t started yet
• Continued promoting the prizes!
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The Payoff
Registration: 2010 vs. 2011
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0
500
1,000
1,500
2,000
2,500
January February March April
2010 2011
Donations: 2010 vs. 2011
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0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
January February March April May
2010 2011
Total Raised from Donations: 2010 vs. 2011
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$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
January February March April May
2010 2011
% Fundraising: 2010 vs. 2011
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Total Raised from Donations
% that received 1+
gifts
% that received 1 gift
exactly
% that received 2+
gifts
Average per fundraiser
2010 $ 181,100 21% 9% 12% $164 2011 $ 340,050 35% 17% 18% $143
% change 88% 65% 84% 52% -13%
So what should you do?
33© 2011 Convio, Inc.
Lessons Learned
• Follow the money.
• Get that first gift.
• Structure your incentives to motivate people.
• Use other Convio tools!
Help us plan next year!
