EVENT FUNDRAISING SUCCESS GUIDE - Event 360

page 2| a Event nonprofi Fundraising t’s guide to event Success fundraising Guide analyticsOVERVIEWNonprofi e ts thank of all sizes you face for many joining common our Event challenges Fundraising when it comes Community to justifying on the costof their Facebook. events. Executives Whether and board you’re members an event are paying fundraising closer attention professional to spending oracross a the volunteer, organization, we and hope are more that focused this page than will ever continue ensuring be a positive a resource returnWon investment for you (ROI) and for your development nonprofit programs organization. in every department. Despite thesecircumstances, the popularity of event fundraising for nonprofi ts continues to grow. When planned andexecuted with a combination of analytics, best practices, strategies, and the appropriate tools, these eventscan We’ve contribute put together your bottom a guide line. discussing three areas:This guide was designed to help you better understand the scope of the challenges you may face when1. Personal Fundraising page 10 | a nonprofi t’s guide to event fundraising analyticsit comes to event fundraising; the importance of analytics; and the strategies you can employ to delivera successful 2. fundraising Event Managementevent. A case study featuring Komen Global Race for the Cure highlights howanalytics helped formulate the steps the organization took to transform their highly attended event into a3. Event Fundraising Analyticsstrong fundraising event.METRICNumber of Participants 2,500BENCHMARKAfter We hope reading that this this guide, will you be should helpful be better resource equipped for to you make as strategic you plan changes your that next will enable you todeliver fundraising a successful event. fundraising event.Fundraising Per Participant 2008 average was $859, median $110Fundraising Growth 2008 average was 280%, median 15%Attendance Growth 2008 average— Eventwas36045%,Teammedian 11%Registration Fees75% of events have a registration fee;average fee is $27If Event360 you are struggling to build a reliable analytics program,twitter.com/Event360start by looking at these key questions:www.Event360.com• What metrics are most important to your nonprofi t?• 205 How N. does Michigan event fundraising Ave. impact those metrics?• Suite What 2640 are you currently measuring?• Chicago, How can IL you 60601 change those to take advantage of more information for more insight?• 773.247.5360www.Event360.com/blogWhat decisions will you make as a result of those metrics?• What behavioral change is required?linkedin.com/company/Event-360facebook.com/EventFundraisingSo be aware of the best practices. Be smart and experienced (or hire someone who is). But

page 32 | a Event nonprofi Fundraising t’s guide to event Success fundraising Guide analyticsOVERVIEWPERSONAL FUNDRAISINGNonprofi On most events, your ts of participants all sizes face many will common be asking challenges for money when it instead comes to of justifying your the costnonprofit. Here of their are events. 10 tips Executives for converting and board your members event are participants paying closer attention into fundraisers: to spendingacross the organization, and are more focused than ever on ensuring a positive return• DO give on it a investment try! It really (ROI) is so for much development easier than programs you think. every The department. worst people Despite can these do iscircumstances, say no- and the you’ll popularity be surprised of event fundraising by how many for nonprofi won’t! ts continues to grow. When planned andexecuted with a combination of analytics, best practices, strategies, and the appropriate tools, these eventscan • contribute DON’T be to your passive bottom about line. your ask. If you’re making a commitment to do a fundraisingevent, ask for donations! Be proud of what you’re doing and be willing to askeveryone!This guide was designed to help you better understand the scope of the challenges you may face whenit comes to event fundraising; the importance of analytics; and the strategies you can employ to deliver• DO ask everyone: email everyone in your address books, both work and personal.a successful fundraising event. A case study featuring Komen Global Race for the Cure highlights howAnd make an individual ask to at least one donor with the potential to give big.analytics helped formulate the steps the organization took to transform their highly attended event into astrong • DON’T fundraising ask event. for $5 or $10. If you ask small, you get small. If you ask bigger, you maystill get small. But, you may get big too! Asking small makes fundraising a torturous trekAfter to reading a goal. this People guide, give you should what they be better can, no equipped matter to how make high strategic of an changes ask you that make. will enable you todeliver a successful fundraising event.• DO set a timeline and follow-up. Communicate that timeline with your prospects, thissets a deadline and automatically communicates an immediate call to action. When theevent date is further out, your donors won’t necessarily have urgency to act.• DON’T give yourself an out: What’s the point in setting your goal to the sameamount you plan on donating? You’re not giving your potential donor base much of anincentive to help you reach your goal.• DO set a goal that shows people you’re serious about the cause and your participationin the event. If you meet your goal (and have plenty of time until your event), why notincrease your goal?• DON’T make assumptions about how much people can donate or if they’ll donate atall. Leave the choice up to them.• DO remember, you aren’t asking people to give YOU money! You’re asking for a causethat’s important to YOU. Inspire someone close to you to give based on your passionand interest in the cause. By participating in an event, you’re giving people a very easyway to show their support for you and a cause that’s meaningful and important to you.• ALWAYS have fun with it.

page 42 | a Event nonprofi Fundraising t’s guide to event Success fundraising Guide analyticsOVERVIEWEVENT MANAGEMENTHow to develop an innovative and different event idea:Nonprofi ts of all sizes face many common challenges when it comes to justifying the costof their events. Executives and board members are paying closer attention to spendingDon’t Offer More across of the the organization, Same, Offer and Different are more focused than ever on ensuring a positive returnon investment (ROI) for development programs in every department. Despite thesecircumstances, • Distinguishing the popularity your event of from event others fundraising makes for it nonprofi more attractive ts continues to a to particular grow. When target planned andexecuted market. with This a combination involves differentiating of analytics, best it from practices, competitors’ strategies, events and the as well appropriate as other tools, events these eventscan contribute that you already to your hold. bottom So line. how do you determine if your event is unique?Complete this sentence: Our event is the ONLY __________ that __________. ForThis guide was designed to help you better understand the scope of the challenges you may face whenexample, “our event is the only cycling event created by women, for women.” If you can’tit comes to event fundraising; the importance of analytics; and the strategies you can employ to deliverkeep it brief and use the word only, then you don’t have differentiation. Your best optiona successful fundraising event. A case study featuring Komen Global Race for the Cure highlights howis to make a list of all competitor events that could make the same claim, then start toanalyticsshifthelpedyour strategyformulateawaythe stepsfromthetheirs.organization took to transform their highly attended event into astrong fundraising event.Power of the NameAfter reading this guide, you should be better equipped to make strategic changes that will enable you todeliver • Names a successful have power. fundraising Take event. some time to really think about your event and the messageyou want to convey. Then come up with a killer name that grabs the attention and sticksin the brain. Follow it up with a strong tagline and you are in business.• A name should be:1) Different than those of competitors2) Brief — four syllables or less3) Appropriate, but not so descriptive that it sounds generic4) Easy to spell5) Satisfying to pronounce6) Suitable for “brandplay”7) Legally defensibleCreate a Logo• The short reason to have a logo is that it puts a face with the name. It also gives you apowerful branding tool. When creating promotional items such as t-shirts, water bottlesor even simply printing fliers, adding your event logo makes the items unique and givesyour event a personality all its own.

page 52 | a Event nonprofi Fundraising t’s guide to event Success fundraising Guide analyticsOVERVIEWEVENT MANAGEMENTHow to develop an innovative and different event idea:Nonprofi ts of all sizes face many common challenges when it comes to justifying the costof their events. Executives and board members are paying closer attention to spendingEndorsements across the organization, and are more focused than ever on ensuring a positive returnon investment (ROI) for development programs in every department. Despite thesecircumstances, • Adding the the right popularity endorsement of event to fundraising your event, for be nonprofi it celebrity, ts continues athlete to or grow. local When personality, planned andexecuted can go with a a long combination way building of analytics, your best brand practices, and enhancing strategies, and your the event. appropriate It also tools, helps these to eventscan contribute build the exclusive to your bottom image line. that you want to convey. The trick is to find the right face foryour brand. Think about the personal brand that you are building and then find theright endorsement fit rather than the other way around.This guide was designed to help you better understand the scope of the challenges you may face whenit comes to event fundraising; the importance of analytics; and the strategies you can employ to deliverBrand from Top to Bottoma successful fundraising event. A case study featuring Komen Global Race for the Cure highlights howanalytics • If you helped want formulate your special the steps events the fundraiser organization to be took epic, to transform then you their must highly elevate attended it from event the into astrong realm fundraising of “mere event. event” to “true experience.” The best way to do this is to create a fullybranded experience from top to bottom. Every aspect from the very first contact withAfter perspective reading this participants guide, you should to the be day better of the equipped event must to make be strategic thought changes out and that planned. will enable And you todeliver your a successful brand should fundraising be prominent event. throughout all of it.