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
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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
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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/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
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#14NTCeventh/t Alec Bieniawski
#14NTCeventh/t Alec Bieniawski
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ENABLE!SHARING
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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.
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• 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
