charity briefing 2019€¦ · email - your past fundraisers, donors, volunteers, colleagues....
TRANSCRIPT
Charity Briefing 2019
What we will cover
❖ Event Overview
❖ Bridge to Brisbane Trends
❖ Fundraising Set up
❖ Charity and Fundraiser Support
❖ 3 Step Fundraising Guide
❖ Summary
❖ Logistics
❖ Questions
Event Overview
Bridge to Brisbane Trends
Key stats
Key stats
Key stats
Key stats
Fundraising Setup & Integration
VIP Charity Places
● VIP Fundraising Runners who receive free entry into the race, dedicated start wave + other benefits
Registration Entries
● Select one charity only
● VIP Charities listed above dropdown of all participating charities
● Participants are able to select from all QLD and National charities
included in the event.
● API page creation upon completion of registration
Fundraising Setup + Integration
Registration Entries
Deep Link - Fundraising
A unique link, which we can give to you for each event.
Supporters can create a fundraising page within the event and not need to see charity selection - because you are already pre-selected!
Example: https://b2b2019.everydayhero.com/au/unicef-australia/get-started
Think about how to use it in your acquisition communications.
NB: Note this link creates a fundraising page only. Be sure to encourage all of your fundraisers to register for the actual event.
Fundraising Website
● Links to start fundraising & donate
● Fundraiser search
● Fundraising results
● Fundraising leaderboards
Leverage Fitness Apps
Leverage Fitness Apps
Leverage Fitness Apps
When someone creates a page in
Bridge to Brisbane they will be
prompted in our Onboarding Wizard
to connect their fitness app. This is
new this year.
● Connecting and sharing their apps means that supporters are publicly committed to the
event
● If you can inspire more fundraisers to start using their fitness app connections, you
could significantly increase page activation and help participants raise more for your
cause.
● Acknowledging fitness activities can go a long way in building relationships between
your organisation and your supporter. Include in your messaging.
Leverage Fitness Apps
Charity Support
Overview
● Bridge to Brisbane page on our Charity Resource Website
● Email Communications – Launch eDM and 8 weeks out
Fundraising Update eDM
Email [email protected] if you don’t receive these emails
● Support Team available via phone and email
● Account Manager for strategic advice – Ask us if you don’t know
who that is
Fundraiser Support
Overview
● Bridge to Brisbane featured on our Consumer Website
● Fundraiser Communications Program (see next slide)
● Fundraiser Coaching Campaign on Social Media 2 weeks
out from the event
● Fundraiser Thanking Campaign on Social Media for 1
week post event
Fundraiser Communications Program
● Behavioural On-boarding – 1, 3, & 7 days after page
creation
● Event Lead In & Post Event
● Milestones – 25%, 50%, 75%, 100% of fundraising goal
● View full program overview on our Bridge to Brisbane
Page
● Option for Charity Branding - will discuss later
Event Lead In & Post Event Communication Dates
3 Step Fundraising Guide
● How much do you want to raise?
● How many supporters do you need to recruit to hit your target?
● The more you put in the more you’ll get out of the event
● Make a plan, assign owners, schedule regular catch ups
Set your goal
Step 1: Recruitment
Step 1: Recruitment
● What is your messaging?
○ How will funds raised be used in your organisation?
○ Do you have an incentive?
○ Are you creating a charity team or investing in an Impact Board?
○ Do you have a corporate partner that would like to get involved?
○ Give supporters simple instructions on how they can get involved
○ Use friendly competition to boost results
● When it comes to rewards, less is more A gift with a high perceived value creates a market relationship.
● Gifts you offer should be branded and, ideally, wearableAsking supporters to label themselves as such in public is a powerful exercise as it encourages them to identify as an advocate for your cause. Eg. T-shirts, wristbands.
● Ensure gifts are exclusive Gifts don’t have to be high value to have value – giving supporters something that can only be obtained by supporting your cause is an easy way to reward them for their involvement without making the relationship transactional.
Incentives
Recruitment Toolkit
Focus on your warm audience first (those that already know who you are) then cold audience (those who aren’t familiar with
your brand) to grow your brand awareness and fundraiser recruitment.
Toolkit
● Website - Add the event to your ‘Get Involved’ page and homepage for maximum views
● Email - Your past fundraisers, donors, volunteers, colleagues. Segment each email for maximum engagement. See our
communication templates to help. Short on time? Include in your monthly newsletter or email signature.
● Corporate Partners - Team building activity. Email, call, or catch up over a coffee and see how you can help them.
● Social Media - Organic and paid posts asking people to join your charity team. Paid - use the price rise or incentive to
get more bang for your buck.
● PR - If you come across a stand out fundraising page or team contact write a press release and send to relevant media
● Includes your charity branding, tally, individual & team leaderboards, and call to action buttons
● Automatically includes all fundraisers who have selected your organisation
Advantages:
● An effective promotional tool and entry point into fundraising as supporters can sign up or donate directly from the page
● No need to create a charity team page and migrate all pages into the team page, saving you time.
● Drives friendly competition.
Ask your Account Manager or find out more.
Impact Board
● Create a charity team page for your organisation to show the collective effort of your fundraisers.
● Promote it via your website, newsletter, email blasts and social media, and encourage people to ‘join team’ or ‘donate to team’.
● If individuals create pages outside of the team, contact them and ask them if they want to be a part of it.
● How to Create and Use a Charity Team Instructions
Team Pages
● Includes all your events, tally, individual & team leaderboards, and call to action buttons
● Automatically includes all fundraisers who have selected your organisation
● Links to individual Impact Boards for each event
Advantages:
● One destination, maximising exposure to all your events● An effective promotional tool and entry point into fundraising as
supporters can sign up or donate directly from the page● No need to create a charity team page and migrate all pages into the
team page, saving you time.● Helps to build your running community● Drives friendly competition.
Ask your Account Manager.
Running Hub
https://run4refugees.asrc.org.au
Step 2: Coaching
Purpose: Get them to start raising money, build relationships with your fundraisers, and make their
fundraising experience fun.
HOW ?
● Email or phone them once they’ve signed up to fundraise for you and see how you can help or
give them more information on how their fundraising will help your organisation
● Create a communications schedule leading up to the event with helpful or interesting
information such as:
○ fundraising tips, cause information, incentives, fundraiser leaderboard, running tips etc
● Create a fundraising pack with downloadable assets such as social media templates, facebook
banners, poster etc
● Ask us about branding the Fundraiser Communications Program (see next slide)
Step 2: Coaching/Activation
● Research shows fundraisers who receive timely and highly
personalised communications reach their fundraising goal quicker.
● As mentioned, we send a Fundraiser Communications Program that’s
aimed to activate fundraisers.
● This can be charity branded to cater to the needs of your organisation
and the profile of your audience.
Talk to your Account Manager.
Behavioural Communications
Event Day
● If possible, go to the event, set up a cheer squad
● Being at the event allows you to:
○ Get some brand awareness
○ Meet your supporters, understand their motivation
○ Get content, photos and videos for your future
communications
○ Talk to participants and recruit for future events
Be present at the event...
● You might not be able to attend the event due to time or resources● You should still acknowledge your supporters taking part, show
them that you care and appreciate what they are doing
❖ Post on social media, encourage and thank your supporters
❖ Send an email on event day, personalise it to include how much was raised by the individual and/or mention their fitness training
Or online
Step 3: Thanking
Step 3: Thanking
● Thank your fundraisers and your opt-in donors
● Research shows that euphoria and positive emotions linked to
fundraising in an MCE peak at the completion of an event
● Keep them engaged by sending a thank you email and
communicate on the impact their effort will have
● Offer them to opt-in to receive further communications and stay
updated on your cause
Summary
In Summary...
❖ Define your fundraising goal and make a plan
❖ You will get out what you put in - We can help with Impact Boards, Communications, and
Running Hubs
❖ Make it a fun experience for your fundraisers and they will want to do it again
❖ Don’t forget to thank them afterwards
❖ Talk to your Account Manager or our Support Team if you need help!
Key Contacts
Everydayhero Support Team - Fundraising related enquiries
E: [email protected] or P: 1300 798 768
Your Account Manager - Ask us if you’re not sure who that is
Rebecca Harwood at Event Management Solutions (EMS) - Event related enquiries
Questions?
Thank you!