artez interactive - event bootcamp: fundamentals and donor data analytics

Event Bootcamp:

Fundamentals of Participant

& Donor Data Analytics

Our Presenters

Jeff Shuck

President & CEO

Event 360

Mark Sutton

President

Artez Interactive US

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May 12, 2010

Fundamentals of Participant and Donor Data Analytics

Event 360 is an Event Fundraising Company

We help nonprofits use the art and science of event fundraising to create powerful experiences that drive giving, loyalty and awareness.

Our strategic consulting services encompass analytics, event strategy & production, fundraising and IT, among other capabilities.

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AGENDA

About analytics

Important metrics

Basics of segmentation

A working example

Questions

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ABOUT ANALYTICS

Using data to improve decision-making

Don’t be afraid of your data!

It won’t hurt you

You won’t break anything

Even small explorations can yield big insights

You already own a powerful data analysis tool

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THE PARETO PRINCIPLE

In any fundraising initiative, the bulk of the dollars come from a subset of the donors

Event fundraising is the same – not all the participants are equal from a fundraising perspective

Our goals are two-fold:

Identify and target those most likely to raise money

Raise the overall level of fundraising activity for everyone

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AN EVENT CULTURE

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A GROWING FUNDRAISING CULTURE

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Mission

Revenue

Gifts

Donors

Participants

Event

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IMPORTANT TOPLINE METRICS

Total revenue, participants, and donors

Revenue versus fundraising revenue

Fundraising revenue per participant

Gift size per donor

Percentages:

o $0 participants

o Goals

o Teams

o Emails sent

Board and staff involvement

Be aware of average versus median!

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THE WHAT AND WHY OF SEGMENTATION

Segments are smaller groups of the larger whole

Segments are necessary because not everyone is the same

o Being everything to everyone makes you nothing to no one

o Different messages resonate differently with different people

o Different messages are more effective at different stages

Segmentation involves looking at the overall population, breaking it into subgroups, and targeting them differently

Just as not everyone in your geographic area participates in your event, not every participant in the event acts the same way

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SOME BASIC SEGMENTS

Zip code

Relationship to cause

Runner versus walker

Amount raised

Goal status

Team status

Email activity

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A WORKING EXAMPLE

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QUESTIONS

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CONTACT

Jeff Shuck

President & CEO

Event 360, Inc.

773.247.5360, x200

jeff@event360.com

www.event360.com

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