1.
#KimbiaWebinars @KimbiaInc
Pre, during and post event best practices
• Today’s Host: Taylor Shanklin, aka “T-Shank”
• Online Fundraising Is Our Jam!
• Favorite things: Coffee, chocolate, digital trends
• On “The Twitter” @kimbiainc @tshankcycles
• www. Kimbia.com
Special thanks to our friends at CASA of Travis County – Superhero run photo shown here
Get Your Event On
“Like A Boss”
Kimbia Webinar | July 2017

2.
#KimbiaWebinars @KimbiaInc
So Many Types of Events
Basic Principles of Marketing & Engagement Apply
Run
Walk
Ride
Crowdfunding
Do-it-
yourself
Aka DIY
Giving
Days Galas Golf

3.
#KimbiaWebinars @KimbiaInc
AGENDA
#KimbiaWebinars @KimbiaInc
1
2
3
Pre During
Post

4.
#KimbiaWebinars @KimbiaInc
Pre-Event Planning
CHECKLIST:
• Build buzz early
• Last Year Matters:
Segment and
Incentivize
• Have the right
pre-event tools to
promote
• Take care of your
sponsor(s)

5.
#KimbiaWebinars @KimbiaInc

6.
#KimbiaWebinars @KimbiaInc
Look to Last Year’s
Participant Data
Who were the most engaged participants?
When was the highest registration period?
Ask last year’s attendees to attend again
What didn’t seem to work last year?
What worked?

7.
#KimbiaWebinars @KimbiaInc
• Look at last year’s donation levels
• Did most gifts come in at, above,
below?
• Participant fundraising averages?
• Look at last year’s registration fee:
• Do you think it was too high/too low?
• What percentage of registrants gave an
additional gift?
• Look at the suggested fundraising goal:
• How many met, exceeded, failed to
meet?
• Plan to adjust and test: Test, Test, Test and
Iterate
Look to Last
Year’s $ Data

8.
#KimbiaWebinars @KimbiaInc
Segment & Incentivize
1. Variable content, tailored to recipient
2. Early registration promos
3. Login to your fundraising center and
do x, y, z
4. Participation interval incentives
5. Create Competition
Team
captain
Major
Donor
Non
Fundraising
Participant
Friend of a
friend
supporter
Local
sponsor
Major
Donor

9.
#KimbiaWebinars @KimbiaInc
Pre-Event Tools
Website Event Countdown | Fundraiser Story, mobile capabilities | Social Promotion | Pledge

10.
#KimbiaWebinars @KimbiaInc
Empower Promoters
Tip! Read about Seth Godin’s advice on “Sneezers”
http://sethgodin.typepad.com/seths_blog/2010/05/the-circles-no-more-strangers.html
Who are
your
“sneezers”?
Fan Sneezers
The “Sneezed Upon”

11.
#KimbiaWebinars @KimbiaInc
Pre-Event Tools Example:
Participant Messaging

12.
#KimbiaWebinars @KimbiaInc
FOCUS ON THE BIG PICTURE
7weeksout
8weeksout
6weeksout
5weeksout
4weeksout
3weeksout
1weekout
2weeksout
Weekofevent
1-2weeksafter
Within24hours
COACHING: Registered Participants
HARDLAUNCH
Year-round Communication: Impact
SOFTLAUNCH9-10weeksout
RECRUITMENT: ALL-STAR SUPPORTERS
RECRUITMENT: Past Participants
RECRUITMENT: New Acquisition
Communications Timeline Example

13.
#KimbiaWebinars @KimbiaInc
Sponsors
• Promote sponsors in
newsletters, site collateral,
table linens, etc.
• Ask sponsors to recruit
others in community
• Special matching funds
• Provide sponsors tool to help
you on their own site

14.
#KimbiaWebinars @KimbiaInc
Test and Evolve
• Pre-event period is a good time to plan/test
• Registration paths
• Donation levels
• Incentives
• Adjust on the go when possible
• Make sure you are using analytics for real-
time information

15.
#KimbiaWebinars @KimbiaInc
Day-of-Event
Live Events
• Check-in
process
• On-site
donations
• Volunteers
• Sponsors
• Live updates
Virtual Events
• Show Totals
• Social Media
• Specific
Hashtags
• Thank-yous

16.
#KimbiaWebinars @KimbiaInc
Post-Event Proven Practices
• Show Total/Impact
• Thank You
• Continue the Giving Momentum
• Analyze and Understand
• Follow-up, and think through long-term nurture plan
• Post mortem: Improve for next year
• Invite to share their experience
• Over Coffee
• Survey

17.
#KimbiaWebinars @KimbiaInc
• Post Event Numbers
• Leaderboards
• Videos of your event
• Call to action (Miss it?
You can still donate)
Website
Practices

18.
#KimbiaWebinars @KimbiaInc
Don’t Forget the Other Channels

19.
#KimbiaWebinars @KimbiaInc
• Revenue
• Gifts
• Average Gift
• # of Donors
• # of Participants/Registrants
• Online conversion rate (for
registration)
• Online conversion rate (for
donation)
KPIs You Should Care About

20.
#KimbiaWebinars @KimbiaInc
Fundraising Participants Event Registration Giving Days / Virtual Events of Giving
Revenue per Participant % Early bird Revenue by fund or competitive element
Gifts per Participant* % returning Revenue by channel (online/offline)
% of Participants Fundraising* % making an additional gift with
registration
% making an additional gift with registration
% of revenue from $500+* % of revenue from fees vs.
additional gifts
% of revenue from fees vs. additional gifts
% of returning participants % of returning participants % of returning participants
% fundraising more YOY % fundraising more YOY % fundraising more YOY
KPIs by Campaign Type

21.
#KimbiaWebinars @KimbiaInc
Example: Optimal Donor Conversion Flow
Stewardship Conversion
Ongoing Cultivation

22.
#KimbiaWebinars @KimbiaInc
RECAP
#KimbiaWebinars @KimbiaInc
1
2
3
Pre During
Post

23.
#KimbiaWebinars @KimbiaInc
Get Started Today
• Take the FREE event registration self
assessment.
• We will send to you after the webinar
• OR download now within the webinar

24.
#KimbiaWebinars @KimbiaInc
WE DID IT! THANK YOU!
Want to see a demo of how Kimbia
can help you with your events?
Visit Kimbia.com
Email us: info@kimbia.com
Question for T-Shank?:
taylor@kimbia.com
#KimbiaWebinars #GOOYOW @KimbiaInc