greater giving through strategic fundraising
Post on 09-May-2015
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Greater Giving through Strategic Fundraising
2
The AgendaDefining ROI for Fundraising Events
Maximizing Ticket Sales
Raising Awareness Through Social Media
Tying it All Together
www.eventbrite.com
3
Defining ROI
ROI = Increasing donations + Raising
awareness + Maximizing ticket sales
www.eventbrite.com
4
The Agenda
Defining ROI for Fundraising Events
Maximizing Ticket Sales
Raising Awareness Through Social Media
Tying it All Together
www.eventbrite.com
5
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
7
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
8
Open Communication
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Create a communication plan• Work backwards from the date of the event
until the first invite goes out
How should I communicate?• Email invitations vs. Paper invitations
What are the strategic times to email people?• 9am, 11am, 1pm, 4pm, 7pm
Where to post information?• Org. website, Facebook, Twitter, LinkedIn
9
Data is your Friend
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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
2www.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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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.
Example
12
The Agenda
Defining ROI for Fundraising Events
Maximizing Ticket Sales
Raising Awareness Through Social Media
Tying it All Together
www.eventbrite.com
13
Events are Inherently Social
www.eventbrite.com
14www.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
15
Why is Social Media SO Powerful for Events
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One attendee : 130 friends
• One attendee’s• Potential
Reach• 16,900 friends
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One attendee’s potential reach:
16,900 friends
17www.eventbrite.com
pre-pur-
chase 40%
post-pur-
chase 60%
The motivation to share is higher once the purchase has been made.
Facebook Shares
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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
Tic
ke
t sa
les
pe
r sh
are
E v e n t t y p e
Prompt attendees to share event information before and after they purchase a registration
19www.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
20
The Agenda
Defining ROI for Fundraising Events
Maximizing Ticket Sales
Raising Awareness Through Social Media
Tying it All Together
www.eventbrite.com
21
Smarter Marketing Decisions
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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 attendeedata during transaction
2 Easily generate reports 3
Export reporting to analyze information further
Utilize Key Reports:1. Attendee Geography & Summary2. Web Traffic vs. Overall Sales 3. Sales by Registration Type4. Invitation Stats5. Promotional Code Usage6. Survey Questions & Custom Data7. Cross Event Reports
23
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
24
Eventbrite for Causes
www.eventbrite.com
20% Discount: Easy pay-as-you-go pricing. No contracts. No hidden fees.
+2% + .99 per registration(We’ll never charge more than $9.95 per registrant.)
Flexible Credit Card Options
Email 501(c)3 to: Nonprofit@eventbrite.com
25www.eventbrite.com
Eventbrite.com/npo
Laura Coltrin
Product Marketing Manager laura@eventbrite.com @eventbrite
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