nfe capitvating your audience

National Fundraising Event: 2011 Virtual Series

Loving (and Captivating) Your Attendees Year-Round


New World. New Mindset.

• Family structure

• Lifestyle

• Economic status

• Less to give, but more to give to

• Overwhelmed, yet underwhelmed


New World. New Marketing Mindset.

• Partnership

• Facilitating Connections

• Donor Knowledge

• Integrated Campaigns through Cross-Functional Departments


Captivate.

• Interrupt normal input flow

• Expand length of focus

• Elicit the right emotion

• Reinforce

• Afterglow


Events.

• Interrupt normal input flow

• Expand length of focus

• Elicit the right emotion

• Reinforce

• Afterglow


Changing Fundraising through Events

• Turn glow into grow

• Touchpoints as timeframes

• Smaller, more focused efforts

• More segmentation

• More localization

• More gratitude

• More technology


• Personal?

• Too Much to Cover?

• Mass Gratitude?

• Risk?

• Geographic Focus

• Intimate

• Focused

• Take the Risk

• Hybrid Possible?

• More Memorable?

Annual v. Signature


FR Event Pods.

• Groups that meet remotely

• Tied into “Headquarter” Group

• Communication links

• Provide geographic/cultural insight

• Attendee appreciation and learning creates engagement

• More people can participate


Meet Ups.

• Local event that brings together donors (& possibly recipients) for informal event

• See and discuss impact first hand

• Ideation

• Continual reminder of where the money goes

• Cause stays top of mind

• Fresh information


Planning Luncheons.

• Expand the committee

• Kickoff and key luncheons to talk about progress, educate & influence

• Reward participation

• Generate excitement


Fundraising Season.

• Known timeframe when active fundraising will occur

• Special events of concentrated time

• Not at the end of the year

• Transparent


Different Major Donor Events.

•General

•Trustees

•Member

Stations


Additive.

•Vision•Partnering•Incremental


Check-In Communication.

• “State of the Cause” Calls: Regular (monthly) calls with Executive Director, etc

• Special, known day for Tweets or Emails

• One section on website that gives progress report

• Janus Report: Semi-annual report to look forward/behind in progress


Direct Mail & Email for Event.

• Random thank you’s

• Thank you messages at the end of donations, event registrations, receipts, confirmation pages

• Tweets/Facebook posts about specific donors

• Thank you’s sprinkled in emails and direct mail

• Event Websites to hold Donor Rolls & Donor Biographies


Train on Technology.

• Teach to fish.

• Provide sessions on how to receive information in today’s world.

• Show the ways that you can experience where the money goes.

• Show the ways that individual donors can make impact and gain visibility.


TweetChats.

• Scheduled time to go on Twitter

• Moderator and participants

• Topic is announced before or during session

• Respond or watch based on one hashtag

• Take transcript and keep

• Low pressure/high engagement

• Real-time feedback

• No waiting


Video Anything.

• Donor Testimonials

• Recipient Testimonials

• Value-Added Learning Lessons

• Story for Story’s Sake.


Interactive Donor Walls.

• Sell virtual space focused on messages of support

• Allow supporters to show how they feel and the world to see their comments

• Provide visual tool to see how people network


Virtual Dine Arounds.

• Designated times/locations where restaurant is willing to donate a portion of its proceeds

• Pick multiple locations

• Connect participants together through social media

• Create win-win for restaurant chains/brands by increasing visibility

• Document through photos, stories, etc

• Market the experience


Year-Round Mobile App.

• Purpose: to provide information on program/cause and recognition

• No solicitation!

• Ability to comment and read comments

• Question/Answer content segments from experts


Mature Love.

• Long-term

• Consistent

• Communication

• Respect

• Realistic


Gratitude.

Suzanne Carawan, MBA, MPH

Vice President, Global Marketing

etouches

Contact on:

Twitter/Facebook/LinkedIn/Slideshare: etouches and suzannecarawan

YouTube/Vimeo: etouchesevents

nfe capitvating your audience

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