Data to Dollars: Turning Event Metrics Into Mission Impact

featuring Julianne Reed

Transcript

1. Data to Dollars: Turning Event Metrics Into Mission Impact Julianne Read, Founder, E+E Fundraising & Events
2. Why is event data important?
3. • Most organizations have data. Very few are actually referring to it, or leveraging it. • The danger of rinse and repeat. • Data moves us from tradition-driven to strategy-driven. Why is event data important?
4. • Donors are communicating with you • Who they are and what they are telling us • Every ticket purchase, sponsorship choice, and raise the paddle raise is feedback • When we don’t look at data, we are guessing what will work for everyone • When we do look at data, we can be intentional • Events become relationship-building tools Why is event data important?
5. Don’t Get Caught up in the Fun
6. • Engaging donors by creating a memorable and meaningful experience is critical. • Research: there is a gap between what donors want vs. how nonprofits retain them. • 91% of event attendees say they are likely to give within 12 months, but only 19% do. • Communication post event takes a first time attendee to a consistent donor. • More activations/enhancements/entertainment doesn’t always benefit your organization. • How do you know what to include in your strategic plan? Don’t get caught up in the fun
7. Don’t get caught up in the fun • Event attendees by generation and giving type: • Boomers: Loyal to an institution, like traditional events. Account for 43% of all giving in the US • GenX: Needs a personal connection. Highly active in fundraising events with 56% reporting regular attendance. Volunteers. • Millennials: Connect on 3 levels: financial gifts, expertise, need to connect to mission. • GenZ: Consider themselves activists and are giving earlier. Appreciate real time impact and transparency.
8. What are our donors telling us with their attendance and their dollars for events? • Donors by giving type: • Social donors (there for the experience) • Philanthropic donors (there for the “why”) • First time donors (there to learn more/grow)] Don’t get caught up in the fun
9. Include elements that work for all donors, then dial in the magic through the differences: • Hospitality • Preparation & Communication • Stepping into Mission • More activations, enhancements, or entertainment doesn’t always mean more funds. • Shift from transactional events to transformational, mission-focused events. Don’t get caught up in the fun
10. Building Your Strategic Plan
11. Building Your Strategic Plan Three Steps to Building Your Strategic Plan: • Create your dashboard and review data • Review current industry trends • Use your results and relevant trends to build your plan
12. Creating an Event Dashboard
13. Creating an Event Dashboard ⚬ Attendance/Admissions/Attrition ⚬ Package & Sales Data (section if possible) ⚬ Sponsorships ⚬ Specific event section results: Live, Special Appeal, Revenue Enhancements ⚬ Other data sources: vendors, anecdotal info ⚬ Year over year Let’s take a look at event data (this does not need to be complex - keep it simple for yourself!)
14. Review Industry Trends
15. Building Your Strategic Plan Review Current Industry Trends: • Industry publications/podcasts/newsletters/seminars • Talk to area peers to see what is working/not working • Discover what is serving your organization and what isn’t • Think of your donors and guests – what do they appreciate? • Refresh elements • Re-Invent or reimagine the event, but bring along activations and enhancements which consistently raise funds
16. Time to Get Curious
17. • Insufferable post event meetings • What else was happening during that time? • Did ticket prices change? Should they? • How are sponsorships structured and who sold/pitched them to donors and partner companies – is there something that changed? • What items were in the Live? What was the return on value? • What did we ask for in Raise the Paddle – what messages/levels resonated with donors, which didn’t? • Result: A data driven analysis of your past events Time to Get Curious
18. Build Your Strategic Event Plan
19. Building Your Strategic Plan Use data results and trends to build your event plan • Set Goals • Refresh elements ⚬ Raffle sales down? Time for a change in strategy ⚬ Dessert Dash over $10,000? Keep this tactic ⚬ New guests in the room? Understand their demographic and include elements for them • Re-Invent and reimagine your event, but bring along past activations and enhancements that consistently raise dollars
20. Yay! You have a new plan. Now what?
21. • Socialize your new strategy with leadership • Socialize with Board or some key donors and volunteers • Once you have their insights – modify and move the plan forward to support your mission • Celebrate your success! Socialize your plan
22. That is when data = dollars (and mission impact)
23. Working with data in Auctria • 100+ Customizable Report Templates • Item Donors are saved at the organization level, making them available for all future events. • Reports → by Event and All Events • Real-time access to all data • Advanced filters and tags • After expiry of paid license your data remains accessible
25. Discussion Time
26. Contact Us • eefundraising.com • julianne@eefundraising.com • @eefundraising • @julianneread