Raising More Money Online from Independent Fundraising Events
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What are the common denominators of a successful programmatic approach to independent fundraising? Through the study of several organizations using the Friends Asking Friends module to support and manage their third party fundraisers, Blackbaud and Event 360, Inc. came to understand the ROI of investing in certain businesses processes, technical infrastructure, and careful relationship management of this revenue segment. Canadian Cancer Society provides highlights of their successful Independent Fundraising Event program.
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Raising More Money Online from Independent Fundraising Events
- 1. Raising More Money Online with Independent Fundraising Events A Joint Research Project fromEvent 360 & Blackbaud
- 2. Speakers and Agenda Speakers Meghan Dankovich, Director of Consulting, Event 360 Mark Davis, Director of Technical Solutions, Blackbaud Sarah Hall, Online Fundraising Administrator, Canadian Cancer Society Agenda Introductions Summary of Report Findings Case Study – Canadian Cancer Society IFE Program Blackbaud Online Solutions Overview
- 4. Do you have constituents that would be willing to help you but because of location or activity you feel you have no way to engage them?
- 6. Summary of Report Findings Meghan Dankovich, Director of Consulting, Event 360
- 7. Fundraising Events Tangible expression of your mission Opportunity to host a captive audience Extension of your brand and reputation Strong revenue driver Requirements: Resources Ideally a 20-30% cost of fundraising Locations Want to do more? Supplement your fundraising portfolio with an… Independent Fundraising Event Program
- 8. Who – Your Mission, Your People
- 9. What - The Independent Fundraising Event
- 10. Where & When – Anywhere, Anytime
- 11. Why - Revenue at Low Cost
- 12. How – Match Passion with Mission
- 13. Team Fox – Michael J. Fox Foundation
- 14. Team Reeve All-Stars – Christopher & Dana Reeve Foundation
- 15. Challenges of IFE Programs Budgeting Revenue Justification of Costs Supplies and Giveaways Positive Online User Experience Reputation/Brand Risk
- 16. Best Practices Ensure Organizational-wide Support Encourage Online Use Provide a ‘Hand Up’ Standardize Tracking and Reporting Create a Recognition Program When in doubt, get outside help!
- 17. 1 - Ensure Organizational-wide Support
- 18. 2 - Encourage Online Use
- 19. 3 - Provide a ‘Hand Up’
- 20. 4 - Standardize Tracking & Reporting
- 21. 5 - Create a Recognition Program
- 22. Benefits of an Independent Fundraising Program
- 23. Case Study:Canadian Cancer Society BC & Yukon Division Sarah Hall, Online Fundraising AdministratorCanadian Cancer Society
- 24. How We View Independent Fundraising Events Complimentary to Traditional Fundraising Opportunity for Our Supporters to Express Our Mission on Their Terms Many IFE’s Start out Supporting Main Events Low Maintenance / Low Cost Potential to Reach Untapped Resources Extremely Passionate Event Organizers
- 25. Why Online? Increase revenue generating opportunities Stay competitive Technology readily available The power of Friends Asking Friends Improve donor experience Improve participant experience Connect IFE donor’s and participants with Canadian Cancer Society Easy access event management and reporting tools
- 26. How it Began
- 27. How to Measure Online Success Raised over $700K in just under 3 Years All Regions Now Actively Promoting and Fundraising Online Average Online IFE Gift is $82.38 Approx $60 Average Gift for Traditional Events) Average IFE Participant raises $1,153 Online Average Relay for Life Participant Raises $350 Over 1,000 Passionate Volunteer Fundraisers Delivering Our Mission 175 Event Organizers 10,000 New Online Donors in Our Database
- 28. The Future User-Focused Online Presence Friends Asking Friends Custom Friends Asking Friends Invest in site design Invest in online community building tools Support Designated division level staff person Training for regional staff Coaching for participants Email strategy Division-wide reporting standards
- 29. Blackbaud Online Solutions Overview Mark Davis, Director of Technical Solutions, Blackbaud
- 30. Blackbaud Sphere Events - Standard Autism Speaks Give Now - http://givenow.autismspeaks.org
- 31. Blackbaud Sphere® Events™ - Advanced Team Fox - http://www.teamfox.org
- 33. Branding – Compliment Mission, Separate from Traditional Events
- 34. Key Decisions – Teams/No Teams, Community, Reporting
Notas del editor
- Not a lot of data, but see trend
- Put materials on-line so IFE’s can print on ownOffer but don’t automatically send, only upon requestHave standard list and requests beyond available at a feeOffer online store of branded goods and supplies
- Lance Armstrong Foundation IFE participants raise 6x’s more than Livestrong participants!
- How does the organization view IFEs in comparison to their traditional events?Complimentary fundraising – important organizational attitudeAnother opportunity for our supporters to express our mission-allows supporters to get creative and gives them choices, decreases barriers, allows event organizers to determine their own fundraising cyclesMany IFE’s start out supporting main events-Two of our largest IFE’s got involved through cops for cancer but wanted to do moreLow maintenance – as far as online support goes, IFE’s take the least resources internallyLow cost - no event to organizeHuge reach – getting into new communitiesPassionate, our IFE organizers are a special breed – they want to do more (not just donate, not just participate in the perscribed manner) - who better to be ambassadors for the cancer cause and be delivering our mission
- Why did CCS invest in this program online?- Raise money – low CRD, high average donations-Desire to stay competitive- Technology was availableOnline activity was up in all other revenue streamsBecoming aware of the power of FAF and thought we could increase the reach of our event organizers if they had a tool that removed geographical barriersImprove participant experience and give them tools needed for successWanted to improve donor experience (instant tax receipt)Wanted to connect both donor’s and participants to CCS – getting the brand out there with some standardsWanted to provide our staff and our event organizers with event management and reporting toolsWanted access to regional activity
- How did the IFE program first move online?Ironcops – IFE supporting a main event – on a 2 year fundraising cycle restricted by our model and our annual fundraising cyle for Cops for Cancer – leaving old sites live for them, hard to find, not properly branded, very cold and unsupportiveDecided to go ahead and give them their own FAF initiative as a pilot – closed registrationSame region that supported iron cops had another IFE group with a very tech savy and passionate event organzier who really wanted to fundraise onlineWe were getting more comfortable with setting up FAF events and decide to pilot a template with open registration for all events online that would be active year roundPretty straight forward site design, used the basic FAF template and changed the word team to event throughout the template, and that was that – we launched our first IFE site in early 2007.It was so easy to implement and well received by the regions that within 2 months we had implemented online IFE’s across all 7 regionsAt that time our division support of online was focused only on RFL and COPS so while we were promoting the use of IFE’s we didn’t designate any staff time at division to support the regions, they had to fight tooth and nail to even get recognized on our main website, somehow they still managed to flourish, despite us providing no support
- What level of success has the program experienced?- With very little investment we have raised 700K in almost 3 years (online represented 10% of our gross in 2007, 15% in 2008)- All 7 of our regions are now actively promoting IFE online fundraising (talk about staff buy in, KR retirement 900 in first 2 years, 9k since staff retirement) average online donation is 82.38 for IFE’s – 60 is our account wide averageAverage raised is 1153, including some offline $’s … triple the value of an RFL participant.1000 new highly engaged online fundraisers, 175 of them are event organizers10,000 new donorsData that enters itself - we have regional staff begging to report, participants wanting fundraising totals online prompting offline gift entry at a regional levelOur most successful IFE event is getting it’s own revenue stream this year
- How does the organization support the program / plan to grow in the future?User focused web presence:- Spend a few $’s on our IFE web presenceMove to CFAF and provide more tools for the participantsInvest in website design, using CFAF is much more flexible on the front endInvest in community building tools – venue for IFE participants division wide to engage each other, promote social networking (facebook tool) Extend support:we’ve hired a part time staff member at the division, supporting our regions, about a .25 FTE will be dedicated at a division levelDeveloping training resources specifically for the IFE team (instead of making them share with Relay)Develop training resources specifically for IFE participants (and hopefully include a lot of them in their participant HQTarget this group with coaching emails – easy place to get started here would be our zero fundraisers and thank you emailsImplementing reporting standards across the division for IFE’s