Why Fundraising Events Need More Than a Registration Page

Kameron Conley

Transcript

1. Why Fundraising Events Need More Than a Registration Page By Kameron Conley
2. Why I care about this Why I care about this I used to think the event was the thing. Before digital marketing, I spent years leading a nonprofit orchestra — producing concerts, working with donors and sponsors, selling tickets, and trying to fill rooms. Today, I help organizations think about what happens before someone shows up, while they're engaged, and after they leave.
4. Mindset Shifts Your event does not start when the doors open. • It starts the first time someone hears about it. Your event does not end when the room empties. • • The event creates attention. What happens next determines whether attention becomes a relationship.
5. Engagement #1: Quick Question What kind of events do you run?
6. Your fundraiser does not have to look like a gala • • The format can change. The supporter journey does not. Examples: ◦ Pickleball tournament ◦ 80s rock night ◦ Kickball game ◦ Camping experience ◦ Ski trip ◦ Concert ◦ VIP tasting ◦ Mission tour
7. What makes an event memorable? • HOOK - Can someone describe it in one sentence? • EXPERIENCE - Will they talk about it afterward? • MISSION - Does it make sense for your organization?
8. The framework = Before → During → After BEFORE → Earn attention DURING → Deepen connection AFTER → Build the relationship
9. Understand where you are Essential • One event page • Three emails • One follow-up Stronger • Website + social + email • Clear giving moments • Segmented follow-up Scaled • Multi-channel campaign • Sponsor/donor journeys • Automation + reporting
10. Before someone registers, they need three things 1. Reason - Why should I care? 2. Trust - Why should I believe you? 3. Action - What should I do next?
11. The hidden decision before registration 1. Do I understand this? 2. Do I trust this? 3. Do I want to be part of it?
12. Memorable point You do not lose every registration on the registration page.
13. Three digital channels. Three jobs. 1 - Website = Build trust 2 - Email = Build momentum 3 - Social = Build familiarity
14. Engagement #2 - Website clarity test If I visited your website right now, could I understand why your event matters without someone explaining it to me? Yes No Not sure
15. Engagement #2: Website Clarity Test Check H1 on a homepage: We want to fix the global street dog problem Through sterilization, feeding, and emergency medical care for street dogs, we plan to make life better for stray dogs around the world.
16. Engagement #2: Website Clarity Test Check Registration: 80s Rock for Street Dogs One loud night. Thousands of street dogs depending on us. SATURDAY, OCTOBER 18 • 6:30 PM THE NEON ROOM • LAS VEGAS, NV Tickets: $75 Live music • Food • Auction • 80s attire highly encouraged [ RESERVE YOUR TICKET ] Then maybe one small line under the CTA: Can't attend? Make a donation instead.
17. Social media Do not post the same flyer 17 times. 1. The people 2. The experience 3. The impact
18. Social media Examples THE PEOPLE THE EXPERIENCE THE IMPACT
19. During the event 1. CONNECT - Tie them to the mission. 2. CAPTURE - Learn who they are. 3. CONTINUE - Give them a next step.
20. Example: make the action obvious A QR code is not enough. Better: • Scan to give 10 meals tonight • Scan to fund one student’s uniform • Scan to sponsor one rescue intake • Scan to join the next volunteer day
21. The action test See it. Understand it. Do it.
22. Attention is expensive Do not waste it.
23. Engagement #3 - The day-after test Do you already know what attendees will receive the day after your next event?
24. After the event, follow up in three steps 1. Thank You were part of this 2. Prove Here is what happened 3. Invite Here is what comes next
25. Example: the follow-up email • Thank: Thank you for being part of 80s Rock for Street Dogs. • Prove: Because you showed up, more street dogs will receive food, sterilization, and emergency medical care. • Invite: Want to keep helping? Here's the next way to get involved.
26. One event should create three assets 1. Content - Photos, videos, stories 2. Data - Attendees, donors, interests 3. Relationships - Supporters, sponsors, advocates
27. Minimum viable journey A three-person team can still do this. 1. Before - One page + three emails 2. During - One clear giving action 3. After - Thank → Prove → Invite
28. The three biggest leaks 1. Before - Not enough trust 2. During - Not enough clarity 3. After - Not enough follow-up
29. What to do tomorrow Take 30 minutes and audit three things: 1. Your event journey Where does someone first hear about you? 2. Your digital experience Do your website, email, social, and event page tell the same story? 3. Your follow-up Do you know what happens after someone attends?
30. Final takeaway A fundraising event is not one night. Before - Give them a reason to care During - Give them a reason to connect After - Give them a reason to stay
31. THANK YOU FOR YOUR TIME Does anyone have any questions? Kameron@rebornconsultants.com 702-788-8168 https://rebornconsultants.com/ https://www.linkedin.com/in/kameron-conley/