https://bloomerang.co/resources/speaking/ Fundraising events have become an increasingly important and ubiquitous tool for nonprofit organizations. But what is it that ultimately makes an event “successful?” and how can events provide new and potentially exciting forms of value for participants? This session will dive into new Bloomerang-funded research from the Rogare Fundraising Think Tank at Plymouth University, which outlines for the first time what overarching factors may have a part to play in distinguishing genuinely outstanding fundraising events from merely ‘average’ ones. Learning Outcomes: Discover how your own efforts compare with an international focus group Learn the critical success factors that lead to event success Uncover key recommendations for creating memorable experiences

1. Great Fundraising Events
Can Fully Load The Major Gift Funnel!

2. Your Presenter
Jay B. Love
• 34 Years of Technology Leadership
• Over 20,000 Database Installations
• Former Founder & CEO of eTapestry
• Former CEO of Master Software/Fund-Master
* Former Senior VP of Blackbaud
• Conner Prarie Museum Board Member
• AFP Ethics Committee (former Chairperson)
• Rogare Research Institute Board Member
• Innovation Fund at Butler University
• Co-Chair of Indianapolis YMCA Capital Campaign
3

3. Nonprofit events are like a High
Wire Act without a Safety Net!
Allen J, 2009 “Event Planning”

4. Question:
How many of you have attended
a charity event that truly changed
your opinion of the charity?

5. What distinguishes genuinely
outstanding fundraising events
from merely ‘average’ ones?

6. Two Experts Wanted An Answer »
Harriet Day
Adrian Sargeant

7. And Three Sponsors wanted the “Truth”

8. Why Special Events?
•Difficulty in recruiting high
value donors via other
channels
•Ability to drive awareness
of your “cause”
•Difficulty in engaging
donors

10. Study Methodology »
• A review of events fundraising
literature (Marketing world too)
• International advisory panel
event expertise from the UK, USA
and Canada
• Organizations identified who had
highly successful events
• 30 interviews with key event
leaders in these organizations

11. What made these 30 orgs unique? »
• Conducted in-depth audience
research
• developed profiles or “personas” of
prospective attendees
• focused on the needs of attendees
• planned experiences that were
deeply moving and personally
meaningful
• Event impact & monies grew
annually!

12. Study Findings

13. “Proper events can create lifetime
memories & give a significant boost
to the quality of the relationship”
Allen J, 2009 “Event Planning”

14. First, High Degree of Donor-
Centricity
• Focusing on the needs of the donor, not the
organization

15. A High Degree of Donor Centricity »
• Make the donor the hero of the story

16. “If you can find a concept, which raises
attendee appetite for your cause, and marry
that up with an unique experience, there is a
formula for success.”
Interviewee thoughts »

17. Second, Focus on Fundamental
Human Needs
• Make A Difference
• Connectedness
• Growth
• Purpose in Life
• Self Acceptance

18. Need to make a difference:
• Defined as the competence to choose or
create environments best suited to an
individual’s needs/values and where they are
capable of making a desirable difference.

21. Connectedness
• Defined as the need that people have for
warm, satisfying and trusting relationships
with others (Deci & Ryan, 2011). One might
experience a close relationship by being
introduced to other donors at an event, or by
connecting directly with a beneficiary of one’s
giving.

24. Case study »
• London Zoo - Streak for Tigers
Dressing up or in costumes heightens the experiential factor…

25. Growth
• Defined as a feeling of continued
development, realizing one’s own potential,
seeing oneself as growing and expanding,
seeing improvement in self over time, being
open to new experiences, and changing in
ways that reflect more self-knowledge and
effectiveness.

26. Case study »
Water Aid – dirty water-themed obstacle course
http://www.wateraid.org/uk/get-involved/events/events/tough-shit

27. Purpose in Life
• Defined as having goals for the future of one’s
life and a strong sense of direction. Research
indicates that the clearer one’s life purpose is
the higher one experiences psychological
wellbeing

31. Self-Acceptance:
• Defined as the ability to experience positive
feelings about their sense of self in the past.
Looking back, can we accept the selves we
have been …

32. 9 Steps to
Great Fundraising Events

33. 1. Provide a DONOR-CENTRIC
EXPERIENCE that TRANSFORMS
the attendee

34. A fundraising event should not be »
“Where individuals pay for the privilege
of an activity not “Cause” related”
"I've personally gone to mass participation events, and not seen
any advertising for the charity, so nobody had you a clear idea
of the cause or mission.
You were just sort of running for the sake of running.”

35. A fundraising event should not be »

36. A fundraising event should be »
“An experience creating attendee
EMPATHY towards your mission”
“It is important is making sure that your event is experiential.”
“I always want attendees to feel or have an experience with
the cause in some deep manner."

37. At everyone's table, there were books. In the middle of the breakfast we
asked: what was one of your favorite books when you were a child?
Now think about that and how excited you were to have it
Too many children have never had a book of their own…
You WILL HELP change that today for a child!
Pick out a book and write a message about what such books meant to you
All of these books will be given to children to take home
and your message will be inside.”
Case study »
Children’s Literacy Organization

38. 2. Put your attendee in the
middle of the fight for your
mission!

39. Case study »
• Save the Children's Forced to Flee event
Groups led into the space and given a number, a headset to
listen to real stories of children affected and a child’s rucksack.

40. Case study »
They experienced the journey of kids searching for safety and being in
a classroom with bullet holes in the walls, windows and blackboards.
http://www.eventmagazine.co.uk/pictures-save-childrens-forced-flee-event/brands/article/1395683

41. Case study »
Eventually attendees reach a play area, which represents the work
the charity does in areas of such conflict to bring play to children.
http://www.eventmagazine.co.uk/pictures-save-childrens-forced-flee-event/brands/article/1395683

42. “The Experience Pyramid” »
• Individuality
• Authenticity, Genuine
• Story
• Multi-Sensory
• Contrast, with normal routine
• Interaction
Source: Tarssanen and Kylänen (2005)

43. 3. Follow-up can greatly enhance experience
1. “Thank you for coming.”
2. “What did you think?”
3. Be quiet and listen.
4. “Is there any way you could see yourself becoming
involved with us?”
5. “Is there anyone else you can think of that we
ought to invite to a __________?”

44. Key drivers of donor commitment »
1. Donor perceives effectiveness in achieving your mission
2. Donor feels they are part of an important cause
3. Donor feels their involvement is appreciated
4. Donor receives information showing mission impact
Source: Roger Craver (2015)

45. 4. A Focus on Transformation »
Source: Pine and Gilmore (1998)

46. 5. Drive Emotion w/ Storytelling
Detailed attendee research (gathering data on lifestyles, connection to the
cause, feelings about fundraising etc.) can lead to “personas”
Event planners were then
able to focus on the needs
of those “personas” and
plan experiences they
would find deeply
moving and personally
meaningful.

47. Driving Emotion w/ Storytelling
Foster Care/Adoption Organization
What would it be like for you to find out tomorrow that you
weren't going back to your family and you may never see them
again.
A youth speaker then shared his story
He told attendees what it felt like to know that there was a
family waiting for you at the end of the day because nothing is
forever except for family.
We then informed the donors they made this
happen!

48. 6. Invest in Your Team »

49. Avoiding Burnout (true stories)
“We had a fundraising event every single month. It's insane.
It's just not sustainable. It's not good. There was a ton of turnover in
the position that was organizing all these events!”
"We used to hold 10 events a year. Now we have ratcheted down to
three events a year and we're primarily a major gift shop.
Our revenues have doubled because all of those events were a drain”

50. 7. Constantly Drive Innovation
“We decided to do a formal survey to find out what it was
that they liked and didn't like about the events.
A lot of people said they didn't like the event, they just
came because they were loyal to. It didn't inspire them.
We realized that we weren't bringing any new people in
through the events, just the same people year after year.”
Gather feedback and solicit new ideas!

51. Internal sources of ideas
• Informal discussions with supporters
• Informal discussions with employees and/or volunteers
• Analysis of complaints received
• Organized team-based brainstorming sessions
• Senior managers’ insights
• Accidental discoverys from existing activities

52. External sources of ideas
• Informal discussions with people in other charities
• Analysis of the activities of other charities
• Attendance at exhibitions, conferences or conventions
• Perusal of professional fundraising publications / blogs
• Fundraising consultants
• Suppliers of charity technology or merchandise

53. 8. Focus on Technology
Most events studied used technologies to
enhance supporter satisfaction.
• CRM
• Social Media
• Mobile
• Peer-to-Peer
• Email

54. Events Feed the Top of the Funnel!
Automate
processes and
gather actionable
data to use for
building
relationships

55. Make it easy for
participants to
engage and
support your
mission

56. 9. Create Board Champions
Potentially outstanding events can still be stifled by
management and board!
• Need to involve leaders from the outset
• Consider when would be the best stage in the
innovation process to involve the board

57. 1. Proper board recruitment
2. Proper board orientation
3. Strategic discussion in every meeting
4. Utilize former board members
4 Steps to Board Engagement »

58. Final Thoughts

59. Our Recommendations »
• Put donor in mission recipients shoes!
• Move beyond golf tourneys and galas
• Don’t be afraid to experiment!
• OK to start small
• Leadership buy-in is key
• Research and network with colleagues

60. Executive Summary & Full 62 Page Report »
bloomerang.co/resources/research

61. https://bloomerang.co/resources
•Nonprofit Wrap-Up
•Bloomerang TV
•Bloomies
•Daily blog post
•Weekly webinars
•Downloadables

62. Questions?
jay.love@bloomerang.co
@JayBarclayLove
Free eBook »
https://bloomerang.co/staytogether/