unlock the true potential of your event participants

THE DONOR JOURNEY CONTINUED: UNLOCK THE POTENTIAL OF YOUR EVENT PARTICIPANTS August 19, 2014

Let us know what you think!

• Ask questions at any time by typing them into the Chat window within GoToWebinar and pressing Send

8/25/2014 proprietary and confidential 2

Who Are We?

Heather McLean Founder, hjc

Integrated Fundraising Specialist

Amy Milne

Director – Events CCS Ontario

Strategic, Customer Service and Data-Driven Event Fundraiser

Mike Johnston Senior Advisor, hjc

Integrated Fundraising Specialist

proprietary and confidential 8/25/2014

Agenda

• Strategic Imperative for Events

• Journey Mapping Trends & Features

• 4 Vital Tools

• Case Study

8/25/2014 proprietary and confidential

STRATEGIC IMPERATIVE FOR EVENTS


Gen Y 65% very comfortable

(23% doing so now)

Gen X 56% very comfortable

(24% doing so now)

Boomer 45% very comfortable

(14% doing so now)

Mature 47% very comfortable

(16% doing so now)

37%

6%

51%

37%

9%

51%

30%

5%

63%

24%

6%

68%

Once or twice 3+ times Never

Gen Y Gen X Boomers Matures

Engagement: Peer-to-Peer Fundraising

Supported Someone Else Raising Money on Behalf of a Charity

Never 19%

1-2 times 58%

3+ times 16%

DK 6%

Have Fundraised on Behalf of an Organization or Participated in a

Run or Event to Raise Money

Reason for Support

To support the individual 24%

To support the Charity 8%

Both 61%

Comfort-level Talking to Others about Charities Support

• 3-in-10 Boomers and Matures have • 8-in-10 have supported someone

else raising money for a charity

no differences by generation

↓

↑

↑ 6

Next Generation of Canadian Giving


Why does LTV event matter?


They look good when you find them:

1. Current participants – Team Captains, Team Members, Individuals

2. Past participants – Can include volunteers, committee members

3. Participants who don’t yet know they are a participant – Constituents who have not participated before

– May or may not have a connection to your cause

4. Donors – Untapped group – Someone, somewhere, said they

don’t want to talk to you

Slide 11 proprietary and confidential 8/25/2014

JOURNEY MAPPING TRENDS & FEATURES


Customer Experience Journey Mapping

• Organizations which provide a compelling customer experience reap the benefits

• With products, services and pricing so competitive, customer experience is the last remaining sustainable differentiator

• Journey Mapping is an emerging and powerful technique to understand the needs of the customer, whether that customer is a consumer, citizen, student, patient, user, employee, member, or donor


Lifecycle Marketing

You recognize that people go through stages as

they interact with your organization, and that

each stage requires different marketing actions.


Content Creation

You create targeted

content that answers

your participant's basic

questions and needs,

and you share that

content far and wide.


Personalization & Context

As you learn more

about your participants

over time, you can

better personalize your

messages to their

specific needs.


Multi-Channel Presence

Donor Journeys are

multi-channel by nature

because they approach

people where they are,

in the channel where

they want to interact

with you.


Integration

Your CRM & analytics

tools all work together

like a well-oiled

machine, allowing you

to focus on deploying

the right content in the

right place at the right

time.


Data & Systems Matter

• CRM Solution is Must.

• Data Integration is Must.

• Marketing Automation Capability is a Must.


Objectives:

• Define a clear strategy for increasing the flow of event participant information and support within the charity, with clear measures for success

• Build deeper relationships with participants and become more empathetic to participants

• Create opportunities for participant movement, increasing cross-selling opportunities, through strategic cross-team communication

• Maximize long term value from participants Slide 21 proprietary and confidential 8/25/2014

What do they look like?


4 VITAL TOOLS TO UNLOCK POTENTIAL


4 Vital tools in unlocking your event potential

1. Use data analysis to guide segmentation

2. Team Captains/Champions

3. Have a plan

4. Managing internal resources to unlock EVERY participant/donor


#1: Segmentation is Key

• Pareto’s principle is alive and well for event participants

• Look at your top 2% then your next 8%

– Do they stay the same from the year before?

– Did you lose any of your key players?

• With limited resources it’s important to hone personal coaching and stewardship for these folks

8/25/2014 25

2012 2011 2010

2%

8%

20%

70%

2%

8%

20%

70%

2%

8%

20%

70%

• 2012 - Top 2%= 69 fundraisers who are key to support this year. These champions receive enhanced cultivation support. Personal fundraising coach. Welcome call from Executive Director or Board Member.

• 2011 - Top 2%= 69 fundraisers you need to re-engage. Consider calling them personally to thank them for past participation and find out what you can do to get them back to the event.

• Further 8% in past 2 years = 553 fundraisers who also deserve some special attention. Event Chairs to call/welcome back.

$164,126.38

$180,161.64

$199,886.59

$255,668.59

$142,015.07

$152,081.03

$164,570.16

$226,930.63

$88,181.56

$122,799.46

$138,098.54

$200,280.45

proprietary and confidential

Key predictors of success

• More participants correlate with higher revenue – But, it is important to recruit participants who

FUNDRAISE – quality and quantity

• Recruit participants early – Time as a participant means more donors

• Focus on teams – Team participation correlates positively with

increased fundraising and overall satisfaction

– Teams participate year over year

8/25/2014 27 proprietary and confidential

More Predictors

• Watch for fundraising goal increases & decreases

– Those who increase their fundraising goal mean they have an affinity for fundraising and should be stewarded more intensely

• Can you track how many emails each participant sends?

– More emails means more donors! You get what you ask for!


#2: Team captain retention?

• Yes please!

• Multi-year team captains raise 2 to 3 times more than multi year captains

• Multi-year captains will, on average, retain 86% of their previous year’s revenue

• These are your champions. Share the love these people and make them feel good!


Segmentation

1. Team Captains raising > $500 or of large teams

2. Team Captains raising < $500 or of small teams

3. Team Members raising > $150

4. Team Members raising < $150

5. Individuals

6. Non-fundraisers


#3: Having a plan matters


#4: Managing Resources to give a better experience to EVERY participant

Team captain with large team or high goal

• Call from committee, personalised coach

Other team captains

• 2 stewardship calls

Individuals

• promote upgrading

Team member

• basic experience


Our checklist to unlock event potential

Start small

Plan ahead

Work with volunteers

Use segmentation as your guide

Test and find out what works best for your organization


Case Study: How to Unlock the Potential of your event donors


What happens to revenue when you unlock that potential…


Engagement Challenges

Challenges pre-2012: • Different brands for community branches

across Ontario

• Different event dates for each community event

• Different sponsors for community branches across Ontario

• Different prize/incentive programs

• No customer service model

• Little province-wide marketing


Engagement Opportunities

Opportunities for 2012 • Addition of the Toronto walk

• Consistent brand for the event

• Different event dates for each community event

• Province-wide and local sponsors

• Consistent, provincially managed prize/incentive program

• Provincially marketed and integrated customer service model

• Celebrity endorsement


Potential Worksheet of Your Own

• As we move through the next section, think about what you would do for your pledge event

• Make a checklist list as we go along and check it off or not…


What they did with email to unlock great potential…

• Welcome Series o At registration each

walker received a series of 3 timed emails.

o Conditional content for Team Captains v. Team Members and for new Walkers.

• Other automated emails sent from the system based on lack of activity for certain number of days.

• Coaching Email Series


What you can do to unlock that event potential

Focus on your top performing segments

Focus on your non-performing segments

Take advantage of your technology’s tool set ex automated emails

Test


What they did with the phone to unlock potential…

• Assign the top 2% of fundraisers and corporate team captains to a personal fundraising coach for monthly phone call.

• Every team captain and new registered participant gets a welcome phone call.

• Next 8% of top fundraisers get a personal call from their Walk Committee Chair.


What you can do with the phone…

Focus on your top performing segments

Focus on your non-performing segments

Work with staff and volunteers

Test using the phone and see what kind of results you get!


What they did with a survey to unlock event potential…

• Immediately following the Walk post-event survey sent to participants

• Survey includes questions about event experience, the site and online tools, as well as reasons for Walking.


What you can do to unlock greater potential with a survey

Plan to send a post-event survey

Use Survey Monkey (it’s free!)

Offer an incentive to complete

Capture actionable information about participants + event experience

Ask for feedback on your engagement strategies!


What they did with social to unlock event potential…

Twitter

Event hashtag • Recognize top fundraisers

and teams

• Post fundraising and walking tips

• Encourage re-tweeting/conversation


What they did

Facebook

unique Event page (location specific) + custom landing tab on profile page

• Post weekly results to goal

• Post important Walk info

• Recognize top fundraisers and teams


What else can you do?

• Getting event donors and event participants into other giving streams

• Lifecycle management/lifecycle analysis

• Alberta Cancer Foundation


Why does LTV even matter?


Thank You!

• If you want to continue the discussion, please email us:

• Mike Johnston: [email protected]

• Heather Mclean: [email protected]

• Amy Milne:

[email protected]


unlock the true potential of your event participants

Government & Nonprofit