Looking at Event Data AFP Austin Luncheon
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The document discusses strategies for developing fundraising events using data from benchmarks and user behaviors. It notes that the benchmarks are based on analysis of over 1,275 organizations and 28,000 events. Key findings include that participants are using multi-channel communications like email, mail, and social media. Having team captains and strategies focused on them are also effective as team captains outperform in every category. Updating personal pages and sending emails are behaviors that significantly increase individual fundraising averages.
Looking at Event Data AFP Austin Luncheon
- 1. 7/9/2014 Footer 1 USING DATA TO DEVELOP FUNDRAISING EVENT STRATEGIES Prepared for: AFP Austin Monthly Member Luncheon By: Nancy Palo
- 2. 7/9/2014 Blackbaud Confidential 2 USING DATA TO DEVELOP FUNDRAISING EVENT STRATEGIES
- 3. 7/9/2014 Blackbaud Confidential 3 BENCHMARKS AND USER BEHAVIORS
- 4. 7/9/2014 Blackbaud Confidential 4 WHAT IS IN THE P2P BENCHMARK REPORT? P2P Analysis Overview • 1,275 organizations & 28,000 events • Events from Jan 1, 2010 to Dec 31, 2011 • TeamRaiser and FAF Platforms • Metrics listed in Median Values
- 5. 7/9/2014 Blackbaud Confidential 5 KEY FINDING: PARTICIPANTS ARE MULTI-CHANNEL COMMUNICATORSWhile number of emails sent were down, online fundraising was up! Participants are using truly multi-channel fundraisers.
- 6. 7/9/2014 Blackbaud Confidential 6 Email Mail Social Media Other MULTI-CHANNEL COMMUNICATIONS STRATEGY
- 7. 7/9/2014 Blackbaud Confidential 7 KEY FINDING: AVERAGE GIFT AMOUNT
- 8. 7/9/2014 Blackbaud Confidential 8 DONATION FORM STRATEGY
- 9. 7/9/2014 Blackbaud Confidential 9 KEY FINDING: RETURNING VS. NEW PARTICIPANTS
- 10. 7/9/2014 Blackbaud Confidential 10 Retention Event Day Post Event Year Round Segmented RETENTION STRATEGY
- 11. 7/9/2014 Blackbaud Confidential 11 KEY FINDING: TEAM CAPTAINS OUTPERFORM IN EVERY CATEGORY
- 12. 7/9/2014 Blackbaud Confidential 12 TEAM CAPTAIN FOCUSED STRATEGIES
- 13. 7/9/2014 Blackbaud Confidential 13 THREE ONLINE BEHAVIORS THAT DRIVE REVENUE
- 14. 7/9/2014 Blackbaud Confidential 14 SELF DONATION Behavior Fundraising Average Non-Self Donor $69 Self Donor $508
- 15. 7/9/2014 Blackbaud Confidential 15 UPDATE PERSONAL PAGE Behavior Fundraising Average Page Not Updated $31 Page Updated $205
- 16. 7/9/2014 Blackbaud Confidential 16 SEND EMAIL Behavior Fundraising Average 0 Emails Sent $52 1-9 Emails Sent $231 10+ Emails Sent $541
Editor's Notes
- #5: Increased Sample size Orgs: 48 to 1,275 orgs Events: 1,845 to 28,000 events
- #7: Are you providing your fundraisers with the tools they need to be multi-channel? Expand other to include new technologies like video, traditional resources like phone and in person, highlight the surge of fundraisers hosting their own events. Stress the importance of the personal fundraising page text as no matter the channel donors are directed to this page to make an online donation.
- #8: Highlight that as donation forms are becoming more sophisticated in their gift arrays and integration of mission components may be changing donor behavior. There are few forms that continue to default to $25,$50, $75 and $100. Stress the importance of continually testing and analyzing your donation form asks.
- #9: If the average participant solicits 5 donors then there are 5 times as many donors visiting our websites than participants and their experience should be just as optimized. Key takeaways: make your donation forms one step, test the user experience from entry point, and develop strategies to cultivate donors after event.
- #10: It is no surprise returning participants will raise more than new participants. Let’s strategize on how we can increase our retention efforts to ensure more of our participants are coming back.
- #11: Your recruitment strategies should include retention and acquisition plans and your retention plan starts event day and continues all year round.
- #12: Team captains outperform in every category – what are you doing to cultivate them differently?
- #13: Team Captains are your event’s super heroes. How are you recruiting, cultivating, rewarding and communicating with them different than the rest of your participants. What tools do they need to be successful? Highlight the importance of teaching your Team Captains to delegate and recruit co-captains so they don’t burn out.
- #15: Only 11% of this organization participants self donate online, which identifies a huge opportunity to promote self donation.
- #16: 49% their participants update their page
- #17: 20% send any email 9% 10 or more Those who send or more emails raise 10 times more