We believe that events are means to an end. They bring an element that no other development tool can match: the experience of face-to-face interaction with your mission and with others who are passionate about your cause. We also believe that in order to maximize events as a fundraising tool, you must have a plan to engage them from the moment they register all the way through to the finish line (and beyond).
This session, Jeff Shuck President of Event 360, takes you through the event journey − from best practices in event recruitment, to how to turn participants into fundraisers and finally, how to continue momentum with your event participants throughout the year.
7. • Identify the most likely participants
• Recruit them into the program
• Inspire them to fundraise
• Motivate them to ask others
• Engage them year-round
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!