The document discusses using event fundraising to further an organization's mission. It outlines how understanding donor motivations and segmenting supporters allows an organization to personalize fundraising asks. The presentation provides examples of how one organization used data from event registrations to improve fundraising, focusing messaging on affinity factors and increasing donations from high-performing donors. The key takeaway is that events should not be end goals, but vehicles to further an organization's mission through targeted fundraising.

1. More Than A Supply Drive
Using Event Fundraising to Put Your Mission Into Action
Kids In Need Foundation Summit | June 24, 2011
Jeff Shuck, President and CEO, Event 360

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3. Why Am I Here?
 OBJECTIVE:
 Learn how to use event fundraising to connect with your existing and
future donors
 OUTCOME:
 A few good ideas to test when you get back to the office
 A case for event fundraising
 AGENDA:
 Understanding where you are and where your supporters are
 Putting mission into action
 Making action matter
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4. Let’s talk about you.

5. This is what you do.
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6. This is your MISSION.
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8. How are
your donors
supporting
you?
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10. Activity: Who loves you?

11. Long-time major donor,
milestone birthday Received supplies from
approaching. KINF in junior high.
Former teacher,
thinking about Board Member,
retirement. married, 5 school-
aged grandkids.
CMO at major Teacher that
sponsor. CN received a grant
from KINF.
New volunteer,
stay-at-home Dad.
Owns a local
business, consistent
“Likes” you on in-kind supply donor.
Facebook because she
works for 3M.
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12. Putting your mission into action.

13. Events are a means to an end.
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14. Events have
the power to
turn this…
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15. Into this.
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17. Goal Mission
Vehicle Revenue
Tool Event Fundraising
Success Effective Sufficient Impactful Robust
Factors Ask Audience Experience Support
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18. Event Affinity Drivers
Affinity to an activity
• I like to walk.
Affinity to a third party group
• I’m supporting my school/church/office as a team.
Affinity to participants or individuals
• I like to spend time with my friends.
Affinity to a cause
• I want to help find a solution.
Affinity to an organization
• I believe in KINF’s work.
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19. Importance of Case
• Describe what you
do and why it is
important Need
• Define what you
are asking for
• Articulate passion
Case
and focus
Impact
• Relate to your
audience
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21. Activity: Stuck on a plane
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22. If you do get stuck on a plane, make sure you ASK.
 Number one reason people do not give:
NO ONE HAS ASKED THEM TO GIVE.
 Focus on the two asks of event fundraising:
 Ask people to participate.
 Participants ask people to give.
 The event is a way to start the fundraising
conversation.
 Make sure to thank the people that say yes.
 Acknowledge them, make them feel good and like they belong.
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23. Making action matter.

24. Long-time major donor,
milestone birthday Received supplies from
approaching. KINF in junior high.
Former teacher,
thinking about Board Member,
retirement. married, 5 school-
aged grandkids.
CMO at major Teacher that
sponsor. CN received a grant
from KINF.
New volunteer,
stay-at-home Dad.
Owns a local
business, consistent
“Likes” you on in-kind supply donor.
Facebook because she
works for 3M.
© Event 360 | Page 24

25. Basic Segmentation
 Start with asking why.
 Find out what motivates
participation and
support.
 Evaluate gift history.
 Consider other basic
demographics
 Geography (zipcode)
 Age (birthdate)
 Gender
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26. I was promised there would
be no math.
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27. Important Topline Metrics
 Total revenue, goods donated, participants, and donors
 Revenue vs. fundraising revenue
 Fundraising revenue per participant
 Gift size per donor
 Percentages
 $0 participants
 Goals
 Teams
 Emails sent
 Board and staff involvement
 Be aware of average versus median
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28. Case Study:
Komen Global Race for the Cure, Year One
 Existing database was inconsistent.
 Added a question to registration form: “What is your
connection to the cause?”
 Focused on building our understanding of who was actually
coming and why, instead of deciding we already knew.
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29. Case Study: Komen Global Race for the Cure
 Went beyond the standard split of fundraisers versus non-
fundraisers.
 Discovered clustering of fundraising around specific levels.
o Allowed for tiered segmentation.
o Tailored communication to each of these segments.
 Combined cause connection information with the amount
actually raised to create blended messages that spoke to
more specific situations.
 Don’t forget donors!
 Created targeted asks based on the previous year’s average donation
(social norms) to encourage donors to give more.
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30. Final Segmentation
Segment Number Total Approach
Contributed
Attendees 31,902 $0 Education and contact
Beginning fundraisers 11,268 $793,000 Intense encouragement
High performers 2,393 $1,380,000 Affirmation and thanks
Ultra performers 82 $393,000 High personal touch
Team captains 2,000 “Every walker a fundraiser.”
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31. Online Communication
75 unique messages:
 17 recruitment messages
 46 fundraising messages
 10 general updates
 2 donor messages
Yielded over 850,000 e-mail impressions.
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32. Now what? The cheat sheet to take home.
 Your MISSION motivates everything, especially your
supporters.
 Understand WHY people are supporting KINF’s mission.
 Events exist as a MEANS TO AN END.
 Build your CASE: Illustrate your NEED and the IMPACT a
donation will make.
 PERSONALIZE your messages based on what you know
about people’s motivations.
 YOU MUST ASK.
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33. Questions?
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35. CONTACT
Event 360
205 N. Michigan Avenue, Suite 2640
Chicago, IL 60601
773.247.5360 | fundraising@event360.com
www.event360.com
www.facebook.com/EventFundraising
www.twitter.com/Event360
www.linkedin.com/company/Event-360
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