Beyond Donors and Dollars - Becker

Beyond Donors and Dollars:

Analyzing Past Events to Boost Returns

2010 Cathexis Partners. Confidential. Do not distribute.

Mark BeckerFounding PartnerCathexis Partners

[email protected]

• Goal Setting

• When and how often to pull data

• What data to review

• How to get the data

• What to do with it


Define Goals & Objectives

Theevent should

amplify your

organization’s mission




Advocacy • # of new contacts -% of list growth

• # of emails opened - action taken - link clicked- forwarded

• # of forward to a friends



Participation

• # of registrants

• # of participants

• % retention– Registration to participation

– Year to Year



Fundraising• $ raised

• # of donations / donors

• Average donation size



Get agreement on goals each event season



Track to actual

- As the season progresses

- Tweak messaging to address trends

Data Analysis

• Goal Setting






Data Analysis

• Build analysis into your annual event cycle– Before:

• Creating the communication calendar • Speaking to potential sponsors


Which version would you rather be able to say to a local athletic store or rehabilitation center?

Which version would they rather hear?


A:“250 participated in our event last year and raised over $100,000”.

B:“250 participated in our event last year and raised over $100,000.

Our participants:-Were 60% female / 40 % male - 60% between the age of 35 – 45- 80% Lived within 20 miles of the event- 40% Ran at least 3 races a year”

Data Analysis

• Build analysis into your annual event cycle– Before:

• Creating the communication calendar • Speaking to potential sponsors

– During Event season

– Post event


Data Analysis

• Goal Setting






Registration

• Total numbers per event compared to past years


Registration

• # of days registered prior to event


Sidebar:

BoxPlots Explained


25% of participants registered within 5 days of event

50% registered within 18 days of event

75% registered within 42 days of event

Event Day ( 0 point) Outliers: Less than 4% registered more than 97 days prior to the event50% registered between 5 – 42 days prior

Registration

• Teams


Fundraising results Team members vs individual participants Team member to Ind. Ratio# of participants that raised $0 2,206 1656 team members / 550 individuals 3 to 1 # of participants that raised $1 - 25 335 262 / 73 4 to 1# of participants that raised $26 - 50 206 172 / 34 5 to 1# of participants that raised $51 - 100 224 190 / 34 5.5 to 1# of participants that raised $101 - 250 230 204 / 26 8 to 1# of participants that raised $251 - 500 185 169 / 16 10.5 to 1# of participants that raised $501 - 1,000 77 61 / 16 4 to 1# of participants that raised > $1,000 76 67 / 9 7.5 to 1

Registration

• Miscellaneous


Total Participants in sample data 3,539

Multiple event /multiyear reg 245 (7%)

male participants vs. female1,096 (31%) male 2,370 (67%) female 73 (2%) no response

# of individuals vs. Team members758 (21.4%) individual 2,781 (78.6%) member of teams

average age 38 years old

made an additional gift at time of registration 649 (18.3%)

# that entered "How did you hear…" 55 (1.6%)

Fundraising

• Goals vs. Actual


Fundraising• Medians, Modes, and Quartiles


Fundraising

• Donors per Participant


Email• # of emails sent per participant


Social Media• Source codes

• # of fans / members

• What are they saying?

Data Analysis

• Goal Setting






Available Tools

1. Convio TeamRaiser – www.convio.com

2. Blackbaud Sphere FAF – www.kintera.com

3. GlobalCloud DonorDrive – www.globalcloud.com

4. Artez Major Event Module – www.artez.com

5. Blackbaud NetCommunity – www.blackbaud.com

*IMHO / one guy’s ranking. Debate anyone?!


Best in Bread*

http://www.convio.com/teamraiser

http://www.kintera.com/

http://www.globalcloud.com/

http://www.artez.com/

http://www.blackbaud.com/

Data Captured…Now what?

• Get it OUT!• Create the Reports you need to:

– Do regular trending for operational purposes

– Share summary info with potential sponsors

– Turn into graphs and summary documents for executive team and board


Your Friend, Excel

• Use Pivot Tables and Pivot CHarts to create summary tables and graphs

• Easy as 1 – 2 – 3*:

1.Select the upper-left corner of the worksheet to highlight all fields > Select “Insert” > PivotTable


*Assumes Office 2007

Your Friend, Excel

2. Select the fields to add to the report. First the Rows and then the columns (Values)

- Make sure the values are tallying properly (ie. sum vs. count)



Your Friend, Excel

3. Use the results!- Think about- Talk about- Share - Debate the cause



Data Analysis

• Goal Setting






Topic Frequency / timing Targeted Audience contentEvent announcement Once TR is built Past participants &

donors / constituents in local area

Event info and $x off discount code that expires in 30 days

Registration thank you Instant Auto-responder Each registrant confirmation1st follow up 3 days after reg Each registrant

Conditionalized based on:- personal page customized

- # of emails sent- amount raised

2nd follow up 7 days after reg Each registrant

3rd follow up 14 days after reg Each registrant

4th follow up 28 days after reg Each registrant

Monthly team captain emails Monthly Team captains ‘insider’ info to captains

Monthly emails Monthly (1 week after tc’s)

All participants General event info w/ top fundraisers

Pre-event info 1 week prior to event All participants Event logistics, etcPost event follow-up and

survey1 -2 weeks after event All participants Thank you and survey link

Communications Calendar


Action

• Adjust messaging during the event season based on report trends

• Analyze the event(s) against success matrix– What goals were met?– What goals were not?– Why?

• Make adjustments based on findings for next event / season


Beyond Donors and Dollars:

Analyzing Past Events to Boost ReturnsApril 10, 2010


Mark BeckerFounding PartnerCathexis Partners

[email protected]

Thank you!

Beyond Donors and Dollars - Becker

Technology

days of event event

sample data

event season post event

data analysis build

data analysis goal setting

total participants

male participants

annual event cycle