Greater Giving through Strategic Fundraisingeventbrite-s3.s3.amazonaws.com/marketing/...through... · Maximizing Ticket Sales Raising Awareness Through Social Media Tying it All Together

Greater Giving through Strategic Fundraising

The Agenda Introducing Eventbrite

Defining ROI for Fundraising Events

Maximizing Ticket Sales

Raising Awareness Through Social Media

Tying it All Together

www.eventbrite.com 2  

The Agenda Introducing Eventbrite

Defining ROI for Fundraising Events

Maximizing Ticket Sales

Raising Awareness Through Social Media

Tying it All Together

www.eventbrite.com 3  

Who are we? Sara Steele-Rodgers

Boston Event Evangelist saras@eventbrite.com @briteboston

www.eventbrite.com

Leila Najafi

Los Angeles Event Evangelist leila@eventbrite.com @britela

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The Eventbrite Story

2006 Founded by Kevin & Julia Hartz and Renaud Visage in San Francisco

2006-2008 Bootstrapped for two years  

2008 JAN: Began hiring

JUN: Series B round of funding

2009 JAN: $100m in gross ticket sales

NOV: Series C round of funding (Sequoia Capital), Roelof Botha joins board

2010 JAN: Sean Moriarty (former CEO of Ticketmaster) joins board, $200m in gross sales

AUG: $300m in gross sales

SEP: Series D round of funding

DEC: $400m in gross sales

2011 MAY: Series E round of funding led by Tiger Global - $50 million

DEC: More than 40 million registration sold, more than 180 employees – majority in product and development

www.eventbrite.com 5  

About Eventbrite $49 million in donations in 2011

More than 500,000 organizers have used Eventbrite to power their online registrations.

Over 1.7 million events have been organized on Eventbrite 53 million tickets sold and counting.

www.eventbrite.com 6  

The Agenda Introducing Eventbrite

Defining ROI for Fundraising Events

Maximizing Ticket Sales

Raising Awareness Through Social Media

Tying it All Together

www.eventbrite.com 7  

Defining ROI

ROI = Increasing donations + Raising awareness +

Maximizing ticket sales

www.eventbrite.com 8  

The Agenda Introducing Eventbrite

Defining ROI for Fundraising Events

Maximizing Ticket Sales

Raising Awareness Through Social Media

Tying it All Together

www.eventbrite.com 9  

Ticketing Lifecycle

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On average, fundraiser tickets go on sale 4-6 weeks before the event.

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Ticket Lifecycle

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At what point has an event sold ½ its tickets?

38%

33%

29% In the week prior to the event

2 weeks prior to the event

1 week prior to the event

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Be Proactive

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Set a goal calendar and work backwards

Create a marketing calendar

•  88% of fundraisers sent invites when tickets go on sale, but too many fall silent until the event thereafter

•  Over 50% of nonprofits say that frontloading ticket sales is important to them

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Open Communication

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Create a communication plan •  Work backwards from the date of the event until the first

invite goes out What are the strategic times to email people? •  9am, 11am, 1pm, 4pm, 7pm Where to post information? •  Org. website, Facebook, Twitter, LinkedIn

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Data is your Friend

www.eventbrite.com

64% of fundraiser organizers who met their sales goals logged in daily to view ticket sales and analytics.

Of those who didn’t come close to their goals, only 43% logged in daily.

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Don’t Think of Your Event as Just as an Event

2 www.eventbrite.com

Use the event as a data collection opportunity

Consider the long term vs. short term gains

Create direct donation option for non-attendees

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Create Incentives for Early Ticket Purchasing

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Early Bird Specials •  Allow people to buy tickets early for a 5 or 10% discount Create a Referral Program •  Allow your audience to sell more tickets for you via

affiliate / referral codes that gives them discounts or rewards

Can you give something away for a milestone ticket sale? •  T-Shirts for the first 30 people that buy their tickets? •  VIP Reception Upgrade

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Utilize the attendees of past events to easily create a cohesive database for future events.

Use tracking links to motivate others to promote the event to their networks.

Offer discount codes to those who can help promote your event.

Enable non-attendee monetary support.

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Example

The Agenda Introducing Eventbrite

Defining ROI for Fundraising Events

Maximizing Ticket Sales

Raising Awareness Through Social Media

Tying it All Together

www.eventbrite.com 18  

Events are Inherently Social

www.eventbrite.com 19  

www.eventbrite.com

Awareness and Profit -  Over 5,000 Eventbrite events shared on Facebook per day -  Over 1,500 Eventbrite events shared on Twitter per day -  Over 400 Invite Friends emails per day - Over 500 LinkedIn shares per day

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Why is Social Media SO Powerful for Events

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One attendee : 130 friends

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•  One  a0endee’s  •  Poten7al  Reach  •  16,900  friends  

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"One attendee’s potential reach:"!16,900 friends!

www.eventbrite.com

pre-purchase

40%!post-purchase

60%!

The motivation to share is higher once the purchase has been made.

Facebook Shares

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www.eventbrite.com

Post-Purchase Shares

pre-­‐purchase   post-­‐purchase  

Drives 20% more ticket sales

per FB share

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www.eventbrite.com 25  

More Social, More Revenue  

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On average, 1 Facebook share generates $11 in future sales and 30 page views back to your event page

Ticket  sa

les  per  sh

are

E v e n t   t y p e  

Prompt attendees to share event information before and after they purchase a registration

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www.eventbrite.com

Give Attendees a Reason to Engage Before the event: •  Encourage sharing to jumpstart dialogue •  Encourage the use of a #hashtag •  Add to organizer and event page During the event: •  Prominently display the #hashtag •  Display the conversation

After the event: •  Ask for feedback, share a survey •  Create and share recaps

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www.eventbrite.com 28  

The Agenda Introducing Eventbrite

Defining ROI for Fundraising Events

Maximizing Ticket Sales

Raising Awareness Through Social Media

Tying it All Together

www.eventbrite.com 29  

Smarter Marketing Decisions  

www.eventbrite.com

1 Event is promoted 2 Purchase is made 3 Sales are tracked  

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Valuable Registration Data  

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1 Capture attendee data during transaction

2 Easily generate reports 3

Export reporting to analyze information further  

Utilize Key Reports: 1.  Attendee Geography & Summary 2.  Web Traffic vs. Overall Sales 3.  Sales by Registration Type 4.  Invitation Stats 5.  Promotional Code Usage 6.  Survey Questions & Custom Data 7.  Cross Event Reports

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Wrap Up

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•  Set a goal calendar and work backwards to set marketing efforts and targets

•  Incent early ticket purchasing to get the wheel in motion

•  Collect donations from those who can’t attend

•  Encourage post-purchase sharing – it is most powerful

•  Give attendees reason to engage on social media

•  Use data to understand which efforts are most effective

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Eventbrite for Causes  

www.eventbrite.com

20% Discount: Easy pay-as-you-go pricing. No contracts. No hidden fees.

Standard Credit Card Processing (2.9% + .30 per transaction)

PayPal (2.9% + .30 per transaction)

Google Checkout (2.9% + .30 per transaction)

Authorize.net (Varies)

+ 2% + .99 per registration (We’ll never charge more than $9.95 per registrant.)

Flexible Credit Card Options

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www.eventbrite.com

Eventbrite.com/npo

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Sara Steele-Rodgers

Boston Event Evangelist saras@eventbrite.com @briteboston

Leila Najafi

Los Angeles Event Evangelis leila@eventbrite.com @britela