greater giving through strategic...
TRANSCRIPT
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Greater Giving through Strategic Fundraising
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The Agenda Introducing Eventbrite
Defining ROI for Fundraising Events
Maximizing Ticket Sales
Raising Awareness Through Social Media
Tying it All Together
www.eventbrite.com 2
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The Agenda Introducing Eventbrite
Defining ROI for Fundraising Events
Maximizing Ticket Sales
Raising Awareness Through Social Media
Tying it All Together
www.eventbrite.com 3
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Who are we? Sara Steele-Rodgers
Boston Event Evangelist [email protected] @briteboston
www.eventbrite.com
Leila Najafi
Los Angeles Event Evangelist [email protected] @britela
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The Eventbrite Story
2006 Founded by Kevin & Julia Hartz and Renaud Visage in San Francisco
2006-2008 Bootstrapped for two years
2008 JAN: Began hiring
JUN: Series B round of funding
2009 JAN: $100m in gross ticket sales
NOV: Series C round of funding (Sequoia Capital), Roelof Botha joins board
2010 JAN: Sean Moriarty (former CEO of Ticketmaster) joins board, $200m in gross sales
AUG: $300m in gross sales
SEP: Series D round of funding
DEC: $400m in gross sales
2011 MAY: Series E round of funding led by Tiger Global - $50 million
DEC: More than 40 million registration sold, more than 180 employees – majority in product and development
www.eventbrite.com 5
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About Eventbrite $49 million in donations in 2011
More than 500,000 organizers have used Eventbrite to power their online registrations.
Over 1.7 million events have been organized on Eventbrite 53 million tickets sold and counting.
www.eventbrite.com 6
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The Agenda Introducing Eventbrite
Defining ROI for Fundraising Events
Maximizing Ticket Sales
Raising Awareness Through Social Media
Tying it All Together
www.eventbrite.com 7
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Defining ROI
ROI = Increasing donations + Raising awareness +
Maximizing ticket sales
www.eventbrite.com 8
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The Agenda Introducing Eventbrite
Defining ROI for Fundraising Events
Maximizing Ticket Sales
Raising Awareness Through Social Media
Tying it All Together
www.eventbrite.com 9
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Ticketing Lifecycle
www.eventbrite.com
On average, fundraiser tickets go on sale 4-6 weeks before the event.
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Ticket Lifecycle
www.eventbrite.com
At what point has an event sold ½ its tickets?
38%
33%
29% In the week prior to the event
2 weeks prior to the event
1 week prior to the event
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Be Proactive
www.eventbrite.com
Set a goal calendar and work backwards
Create a marketing calendar
• 88% of fundraisers sent invites when tickets go on sale, but too many fall silent until the event thereafter
• Over 50% of nonprofits say that frontloading ticket sales is important to them
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Open Communication
www.eventbrite.com
Create a communication plan • Work backwards from the date of the event until the first
invite goes out What are the strategic times to email people? • 9am, 11am, 1pm, 4pm, 7pm Where to post information? • Org. website, Facebook, Twitter, LinkedIn
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Data is your Friend
www.eventbrite.com
64% of fundraiser organizers who met their sales goals logged in daily to view ticket sales and analytics.
Of those who didn’t come close to their goals, only 43% logged in daily.
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Don’t Think of Your Event as Just as an Event
2 www.eventbrite.com
Use the event as a data collection opportunity
Consider the long term vs. short term gains
Create direct donation option for non-attendees
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Create Incentives for Early Ticket Purchasing
www.eventbrite.com
Early Bird Specials • Allow people to buy tickets early for a 5 or 10% discount Create a Referral Program • Allow your audience to sell more tickets for you via
affiliate / referral codes that gives them discounts or rewards
Can you give something away for a milestone ticket sale? • T-Shirts for the first 30 people that buy their tickets? • VIP Reception Upgrade
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Utilize the attendees of past events to easily create a cohesive database for future events.
Use tracking links to motivate others to promote the event to their networks.
Offer discount codes to those who can help promote your event.
Enable non-attendee monetary support.
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Example
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The Agenda Introducing Eventbrite
Defining ROI for Fundraising Events
Maximizing Ticket Sales
Raising Awareness Through Social Media
Tying it All Together
www.eventbrite.com 18
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Events are Inherently Social
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www.eventbrite.com
Awareness and Profit - Over 5,000 Eventbrite events shared on Facebook per day - Over 1,500 Eventbrite events shared on Twitter per day - Over 400 Invite Friends emails per day - Over 500 LinkedIn shares per day
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Why is Social Media SO Powerful for Events
www.eventbrite.com
One attendee : 130 friends
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• One a0endee’s • Poten7al Reach • 16,900 friends
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"One attendee’s potential reach:"!16,900 friends!
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www.eventbrite.com
pre-purchase
40%!post-purchase
60%!
The motivation to share is higher once the purchase has been made.
Facebook Shares
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www.eventbrite.com
Post-Purchase Shares
pre-‐purchase post-‐purchase
Drives 20% more ticket sales
per FB share
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More Social, More Revenue
www.eventbrite.com
On average, 1 Facebook share generates $11 in future sales and 30 page views back to your event page
Ticket sa
les per sh
are
E v e n t t y p e
Prompt attendees to share event information before and after they purchase a registration
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www.eventbrite.com
Give Attendees a Reason to Engage Before the event: • Encourage sharing to jumpstart dialogue • Encourage the use of a #hashtag • Add to organizer and event page During the event: • Prominently display the #hashtag • Display the conversation
After the event: • Ask for feedback, share a survey • Create and share recaps
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The Agenda Introducing Eventbrite
Defining ROI for Fundraising Events
Maximizing Ticket Sales
Raising Awareness Through Social Media
Tying it All Together
www.eventbrite.com 29
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Smarter Marketing Decisions
www.eventbrite.com
1 Event is promoted 2 Purchase is made 3 Sales are tracked
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Valuable Registration Data
www.eventbrite.com
1 Capture attendee data during transaction
2 Easily generate reports 3
Export reporting to analyze information further
Utilize Key Reports: 1. Attendee Geography & Summary 2. Web Traffic vs. Overall Sales 3. Sales by Registration Type 4. Invitation Stats 5. Promotional Code Usage 6. Survey Questions & Custom Data 7. Cross Event Reports
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Wrap Up
www.eventbrite.com
• Set a goal calendar and work backwards to set marketing efforts and targets
• Incent early ticket purchasing to get the wheel in motion
• Collect donations from those who can’t attend
• Encourage post-purchase sharing – it is most powerful
• Give attendees reason to engage on social media
• Use data to understand which efforts are most effective
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Eventbrite for Causes
www.eventbrite.com
20% Discount: Easy pay-as-you-go pricing. No contracts. No hidden fees.
Standard Credit Card Processing (2.9% + .30 per transaction)
PayPal (2.9% + .30 per transaction)
Google Checkout (2.9% + .30 per transaction)
Authorize.net (Varies)
+ 2% + .99 per registration (We’ll never charge more than $9.95 per registrant.)
Flexible Credit Card Options
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www.eventbrite.com
Eventbrite.com/npo
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Sara Steele-Rodgers
Boston Event Evangelist [email protected] @briteboston
Leila Najafi
Los Angeles Event Evangelis [email protected] @britela