Making the Most of Special Events for Charities
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Events are a significant component to donor acquisition and retention for charitable organisations. Are you making the most out of these vital activities? Incremental changes can add up to serious improvement for your special events teams!
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Making the Most of Special Events for Charities
- 1. TRANSFORM YOUR EVENTS Making the most of your special events Presenter: Sandra Luther @sandraluther sandra.luther@blackbaud.co.uk 4/16/2013
- 2. WHAT DO EVENTS LOOK LIKE TODAY? 4/16/2013
- 3. Across the UK, USA, Italy, Germany and NZ special events are rated as the most effective fundraising tool – especially for driving individual donations Social Networking and P2P fundraising are the fastest growing method of fundraising https://www.blackbaud.com/SONI 4/16/2013
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- 5. HOW CAN WE RAISE THE BAR? 4/16/2013
- 6. MAKE SURE YOUR INVITATIONS ARE RECEIVED • Accurate data = mailing house savings • Every year in the UK: - Over 6 million people move house - 600,000 people pass away - Half a million addresses are changed by the Royal Mail - 250,000 people sign up to The Mailing Preference Service - 5.7 million company and individual details change • Be sure to screen your mail file before paying for that postage! 4/16/2013
- 7. MAKE SURE YOU ARE TALKING TO THE RIGHT PEOPLE • Targeted segmentation - Previous attendance - Interests - Communication preferences (direct mail vs email) 4/16/2013
- 8. GO SOCIAL • Promote your event EVERYWHERE! • Make your content portable and easy to share • Find out who your biggest advocates are and ask them to promote your events (#Hashtags & shortcodes for text) 4/16/2013
- 9. BE MOBILE 1/3 of all UK website views are from a mobile device 4/16/2013
- 10. MAKE REGISTRATION EASY • Make sure you allow online registration - People are comfortable with this - You can collect registration fees instantly! • Keep registration short and simple • Make sure it’s branded 4/16/2013
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- 13. HAVE A 360O VIEW • Manage your event in one place - Keep your event details in a central location - Know who you’ve invited and what their response is - Manage your “extra” info – tshirt sizes, meal requests, dietary restrictions, etc • Get your seating right without the headaches and wasted post-its! • Have your communications/actions all in one place 4/16/2013
- 14. LET’S PARTY! • Have a photographer on site to take nice photos to publish on your Facebook page - Looking at photos from an event is top activity on Facebook! • Consider live posting as well (runners at an event?) • Use a #Hashtag and Tweet about your event (before, during and after) 4/16/2013
- 15. ADD SOME EXCITEMENT WITH IMPULSE GIVING • Use a short code for your campaign • Consider table ambassadors & MCs to encourage participants to give that little bit more to support the campaign or cause! Text GIVE to 70004 make a £10 donation! 4/16/2013
- 16. THE POWER OF THANK YOU • Events are a key part of your stewardship • A timely thank you encourages more support and participation in future events • A recent study found those who received a personalised thank you within 48 hours of participation are 4x more likely to engage with your organisation again 4/16/2013
- 17. MONITOR SUCCESS • Major benefits of a centralised system: - Easy reporting! • Was there an increase in participants? • Number of repeat vs new participants? - More complete view of revenue and expenses 4/16/2013
- 18. W H AT A B O U T C H A L L E N G E E V E N T S ? 4/16/2013
- 19. WHY CHALLENGE EVENTS? Empower your supporters to do more 4/16/2013 Grow your supporter base Attract a younger audience
- 20. KEEP YOUR BRAND • Charity branded pages - Reduce drop off rates, increases conversions - Increases gift size - Keep the connection with your organisation 4/16/2013
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- 25. LEVERAGE SOCIAL AND EMAIL • Multichannel fundraisers raise 40% more than their peers • Every time someone shares an event it drives £2 in additional revenue back to the organiser • Each share drives 27 clicks back to your event page – Most popular device for raising the profile of an event is Twitter 4/16/2013
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- 27. PROVIDE ENCOURAGEMENT • Fundraisers given tools and encouragement raise 10x more than their peers • Your supporters are not natural fundraisers – they need your help! - Suggest goals and activities like storytelling, email and social sharing • Keep your supporters motivated - Lack of initial support and response can deflate an otherwise engaged supporter - Stay in touch and keep the communication lines open across all channels - Reward successes and incremental achievements 4/16/2013
- 28. WHAT TO DO TODAY • Make sure your are leveraging ALL your resources: - Relationships - Champions - Social Networks - Website - Marketing • Technology should support – not hinder 4/16/2013
- 29. HOW CAN BLACKBAUD HELP? Social Scoring Blackbaud Mobile Heroix Data Enrichment Services Import O Matic TeamRaiser Blackbaud NetCommunity Find out more at www.blackbaud.co.uk, or speak with your Account Manager 4/16/2013