social media and online community: learn the keys to event fundraising success

Social Media and!Online CommunityLearn the Keys to Event Fundraising Success

Michael Wilson Ann Marie Olivo

#14NTCevent

The Presenters Ann Marie Olivo •  Programming Manager •  Tendenci •  Open Source CMS

Michael Wilson •  CEO & Founder •  Small World Labs •  Online Community

Jeffrey Montegut •  Manager, Digital Platforms •  American Cancer Society •  Relay For Life

Slide 2 #14NTCevent

@annieolivetree

@wilsonmichael

The Presenters Ann Marie Olivo •  Programming Manager •  Tendenci •  Open Source CMS

Michael Wilson •  CEO & Founder •  Small World Labs •  Online Community

Jeffrey Montegut •  Manager, Digital Platforms •  American Cancer Society •  Relay For Life

Slide 3 #14NTCevent

#14NTCevent

Personal relationships drive !event fundraising success!

!

Your organization can significantly influence participant behavior!

!

Think of the event as an engagement !tool to lock in a relationship

Flickr: eschipul

#14NTCeventFlickr: eschipul

Different types of participants will affect your fundraising

goals in unique ways.

Source: Braiterman. “2012 donorCentrics Peer-to-Peer Event Fundraising Benchmarking Insights” Blackbaud.

The AlphaTeam Leader

#14NTCeventFlickr: lubright

The TagalongParticipant

#14NTCeventFlickr: didbygraham

The LonerIndividual Participant

(not on a team)

#14NTCeventFlickr: danhuby

The DonorSupporters

#14NTCeventFlickr: kodamakitty

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Why do people get involved in fundraising

events?

Flickr: eschipul

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Motivations for getting involved in fundraising events

0

0.125

0.25

0.375

0.5

27%31%

20%18%

49%47%

Felt a personal

connection to the cause

A friend or family member

asked me to participate

The beneficiary

org. asked me to participate

Wanted to be a part of a

company or other group

team

Physical challenge

To benefit the local

community

!11

Source: Braiterman & Hessekiel. “2012 Peer-to-Peer Event Fundraising Consumer Survey” Blackbaud & Run Walk Ride Fundraising Council.

You must enable your participants to connect with

friends and family members!

#14NTCeventFlickr: didbygraham

http://www.komen-houston.org/case-studies/

http://www.komen-houston.org/case-studies/jan-morrison/

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How can your organization

influence participant behavior?

Flickr: eschipul

–Hank Rosso

“Fundraising is the gentle art of teaching the joy of giving.”

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Source: Braiterman & Hessekiel. “2012 Peer-to-Peer Event Fundraising Consumer Survey” Blackbaud & Run Walk Ride Fundraising Council.

64% of participants weren’t asked to raise funds and didn’t know they were expected to do so.

Directly ask your participants to

raise funds!

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80% of participants who set a goal raised exactly or

more than their goal.

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Source: Braiterman & Hessekiel. “2012 Peer-to-Peer Event Fundraising Consumer Survey” Blackbaud & Run Walk Ride Fundraising Council.

Set a fundraising goal for participants

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Give your participants the tools they need to

be successful fundraisers!

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Schipul’s Web Marketing Fundamentals

• Use effective calls to action!

• Use a strong headline

• Use photos to tell your story

• Generate dynamic content

• Showcase your [event] as the hero

#14NTCeventhttp://www.schipul.com/articles/web-marketing-fundamentals-increase-sales-lead-generation/

• Make it easy to contact you

• Test your contact forms

• Keep UX (user experience) in mind

• Make sure your website is mobile-optimized

• Use logos to establish credibility

!22

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#14NTCeventh/t Alec Bieniawski

#14NTCeventh/t Alec Bieniawski

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ENABLE!SHARING

!27

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How does your event foster a relationship

with your participants?Flickr: eschipul

–Peter Farquharson

“Relationships of trust depend on our willingness to look to our own interests & the

interests of others.”

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On average, organizations only retain 25% of fundraising

participants each year.

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Source: Braiterman & Hessekiel. “2012 Peer-to-Peer Event Fundraising Consumer Survey” Blackbaud & Run Walk Ride Fundraising Council.

!30

• Share your content strategically

• Say “Thank You”

• Send out a survey

• (and adapt according to feedback)

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Self-Reflection• Are you doing all you can to enable your participants

to leverage their personal relationships? !

• What are some simple ways your organization can influence what your event participants do so they are more effective fundraisers for you?

!

• Are you focused on staging a successful event or are you thinking strategically about how the event addresses your organization’s long-term needs?

!32 #14NTCevent

#14NTCevent

Personal relationships drive !event fundraising success!

!

Your organization can significantly influence participant behavior!

!

Think of the event as an engagement !tool to lock in a relationship

Flickr: eschipul