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Ready to streamline your event planning and execution? Whether you are doing a virtual fundraising event, walk, bike ride, golf tournament or a gala, great events are a result of great planning, event-day execution and post event follow-up. We’ll walk you through proven online fundraising and marketing practices and strategies for:
- Pre-event planning including timelines and event promotion
- Leveraging online registration and fundraising tools
- Reducing friction in your registration process to increase conversion rate
- Ensuring a smooth check-in process
- Reaching campaign goals by monitoring real-time data
Imagine a time where you’ve had a lot of build up to go on a vacation, or to buy a product that is coming out, or to go to an event…..
Understand last year’s event data to inform this year’s event.
Look at last year’s donation levels Did most gifts come in at, above, below? Donation average? Participant fundraising averages? (To help you set goal) Look at last year’s registration fee: 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
Targeted communication leads to superior performance.
Open early and/or discounted registration for prior year participants (sense of urgency) Create special incentives for high $ fundraisers to convert to team captains (if you have teams)
Create variable content for engaged vs passive participants Incentives for participants not fundraising online “Log into your center today, post link on your blog, get a special sponsor fundraising match: “Participants who access their event center are more valuable overall than those who do not.”
Create, offer, and promote regular interval participation prizes Everyone registered this week can win X Those who get most gifts this week entered to win iPad (promote online fundraising)
Create friendly competition and recognition Progress newsletter featuring high performing teams or individuals Tips from what those participants are “doing right” to incentivize others
The personal centers: just because they are there, doesn’t mean participants will use them Create email series introducing tools and showing examples of successful fundraisers Provide resources and tem plates: “ask emails”, “thank you emails”Encourage social sharing
Provide on the go tools: Pledge to give Resource centers with accessible collateral
Encourage social sharing: Provide suggested social language Consider all the networks and visual media
Optimize for on-the go fundraising Understand when and where participants are likely to pre-engage Make sure screen resolutions are part of your design
Give your sneezers a megaphone Your highest $ donors are not always the ones with the most influence. Listen using social tools Interact Provide call to action language by channel Provide feedback and impact loops
Get Your Event Fundraising On Like A Boss
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
So Many Types of Events
Basic Principles of Marketing & Engagement Apply
Days Galas Golf
• Build buzz early
• Last Year Matters:
• Have the right
pre-event tools to
• Take care of your
Look to Last Year’s
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?
• Look at last year’s donation levels
• Did most gifts come in at, above,
• 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
• Look at the suggested fundraising goal:
• How many met, exceeded, failed to
• Plan to adjust and test: Test, Test, Test and
Look to Last
Year’s $ Data
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
Friend of a
Website Event Countdown | Fundraiser Story, mobile capabilities | Social Promotion | Pledge
Tip! Read about Seth Godin’s advice on “Sneezers”
The “Sneezed Upon”
FOCUS ON THE BIG PICTURE
COACHING: Registered Participants
Year-round Communication: Impact
RECRUITMENT: ALL-STAR SUPPORTERS
RECRUITMENT: Past Participants
RECRUITMENT: New Acquisition
Communications Timeline Example
• 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
Test and Evolve
• Pre-event period is a good time to plan/test
• Registration paths
• Donation levels
• Adjust on the go when possible
• Make sure you are using analytics for real-
• Live updates
• Show Totals
• Social Media
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
• Post Event Numbers
• Videos of your event
• Call to action (Miss it?
You can still donate)
Don’t Forget the Other Channels
• Average Gift
• # of Donors
• # of Participants/Registrants
• Online conversion rate (for
• Online conversion rate (for
KPIs You Should Care About
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
% making an additional gift with registration
% of revenue from $500+* % of revenue from fees vs.
% 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
Get Started Today
• Take the FREE event registration self
• We will send to you after the webinar
• OR download now within the webinar
WE DID IT! THANK YOU!
Want to see a demo of how Kimbia
can help you with your events?
Email us: firstname.lastname@example.org
Question for T-Shank?:
#KimbiaWebinars #GOOYOW @KimbiaInc