Making every step count: How to maximise participation and fundraising at your event
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Transcript of Making every step count: How to maximise participation and fundraising at your event
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Making every step count
How to maximise participation and fundraising at your event
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Objectives of today’s session
Who are ACTIVE Network and JustGiving
Trends and insights in the events market
Why JustGiving and ACTIVE Network are partnering
How we can help you maximise participation and fundraising at your events
Success stories
Opportunities to network
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Introduction to JustGiving and ACTIVE Network
JustGiving
UK’s largest fundraising platform and most viewed website in the charity giving sector
21 million donors 1.4 million fundraisers Raised over £1 billion online £4 million donated each week Over 9,000 charity partners 300 corporate partners Last year 3450 events on JustGiving
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Introduction to JustGiving and ACTIVE Network
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ACTIVE Network services
Technology:Service the specific needs of every type of activity organiser.
Media:Distribution and demand generation
People looking for things to do• Active.com
Activity and Participant Management• Registration• Payment• Database• Marketing
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What’s your Active VIDEO
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What’s the most incredible fundraising story you’ve ever heard of?
Claire Squires at the London Marathon 2012
Eddie Izzard’s Sport Relief challenge
Charlie Simpson, aged 7, raising more than £210,000 for Haiti
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Your event goals
Maximise participation – ensure that you sell out your event. Acquire new participants and retain your current consumers.
Build partnerships charities – charity supporters are a key source of highly motivated participants.
Sponsorship activation – attract commercial sponsors and build good relations with local authorities.
Brand recognition
Charities Event organisers
Increase participation – and build long-term relationships with your participants.
Maximise online fundraising for your event – make it quick and easy for your participants to start fundraising.
Save time and money – with limited resources you need to use cost-effective tools to maximise participation and fundraising.
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The event and fundraising landscape
Many events still have no fundraising element
In 2011 there were 16,486 organised charity and non-charity events in the UK
There were 3,450 organised UK charity events on JustGiving
Only one in five events incorporate fundraising
New event types raise more
In 2012 the average raised on a marathon / running fundraising page is £354
Treks (£970), Triathlons (£744) and cycling events (£463) all raise more per page
The amount raised per page has grown by 9% from 2011 to 2012
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...and that doesn’t include all the other ways fundraisers share their story
562 friends view posts on Facebook
The network effect of fundraising
Your participants are great brand ambassadors for your event...especially when they’re running for a cause
160 unique visits to their fundraising page
14.2 sponsors
One active fundraiser
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Grow participation by encouraging fundraising
for every 100 fundraisers this year, 11 of their
sponsors will fundraise for the same event next
year
12.6% fundraise
on JustGiving for the
same event
next year
One active fundraiser
One in four fundraisers will choose either to take part in the same event for charity the next year or will inspire a friend or family member to take part instead.
Of over 400 fundraisers who answered a recent JustGiving survey, 99% said they would recommend the event they fundraised for to a friend or family member.
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The new event fundraiser
?
? ?
?
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The new event fundraiser
Social media savvy
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Facebook as a key driver for fundraising revenues
In 2011 Facebook drove over a million donors to JustGiving
These donors gave £22 million (with just under £1 million raised alone from mobile Facebook)
Future gazing: By 2015 we estimate 50% of donations on JustGiving will come from Facebook
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We see the same trend in event registration
300% higher ROI from Facebook conversion than email invitation (5% conversion)
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The new event fundraiser
Social media savvy Mobile user
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By mid 2013 mobile will overtake desktop traffic
42m 3G mobile subscriptions in the UK 24% of all visitors to Active.com currently come from mobile, 32% on JustGiving Half of all local searches are performed on mobile devices We expect another jump this Christmas as consumers get their new smartphones and tablets
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Mobile optimisation is really important
When the participant registers for an event
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Mobile optimisation is really important
...and when people fundraise and donate
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The new event fundraiser
Social media savvy Mobile user
In Memory motivated
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In memory fundraising is a key motivation for participation
Health and medical charities estimate that between 50-80% of all their event pages are in memory motivated
People raising money in memory of a loved one through an event have been seen to raise 53% more (up to £700)
In memory fundraisers are highly motivated and need special tools and support
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The new event fundraiser
Social media savvy Mobile user
EmployeeIn Memory motivated
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Companies represent a new opportunity area for event organisers
Over 300 domestic and multi-national companies fundraising on JustGiving Over £25m raised by company employees on JustGiving in 2011 Companies looking for ways to engage their employees in activities and give back to the
community
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The new event fundraiser
Social media savvy Mobile user
In Memory motivated Employee
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Key insights
Event participation and fundraising is still growing
Charities supporters are highly engaged participants
The network effect of fundraising enables event organisers to acquire and retain new participants at no cost
UK citizens are rapidly switching to mobile and tablets...are you ready?
People motivated by in memory are the most committed event fundraisers
Companies represent a new opportunity area for event organisers and charities
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VIDEO
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Event perspectives on making every step count
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Events v’s participation
stability 52% up
Events Participation• Participation in sports increased by 1% (comparison of 2011-2012 data with 2005-2006 data)
Source: Sport England Active People Survey
17% up
Running Cycling Triathlon
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Competitive landscape
Venue Concept Date
Consumer
£
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Event concept - Getting it right
Venue Concept Date
Consumer
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Putting the PERSON at the center of activities and lifestyle
Personal Account
Offers
Newsletters
Community
TeamsPublic Profile
Results
Training Plans
Fundraising
Activities
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Phone
Provide the participant the platform across multiple devices
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Activity
Find & Register Prepare Participate
Activity Registration & Participation
Sharing goals
Sharing activities
Preparing to participate
Talk about the activity
Compare experiences
Pick the next challenge
RepeatReflect
Participants event lifestyle
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ACTIVE Network services
Technology:Service the specific needs of every type of activity organiser.
Media:Active.com and JustGiving1 2
Brand
Data Capture
User Logic
Team and Group Entry
Multiple Purchase
E-Commerce
Discount Management
Fundraising
Event Promotion
Early Bird
Pricing Tiers
Sponsors
Social B2C and C2C
Corporates
Charities
Referral Program
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Best practices and ideas – Tiered pricing
Right Event Concept – Hitting Capacity
Early BirdFor first x15%
StandardFor first x 70%
Late BirdFor First x15%
Sold 43% more entries in first Hour 29% more entries in first Week 18% increase on entry fee revenue
From a 2% increase in participation
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Price 3
Event mobile app
Event
Surveys
The ACTIVE Network & JustGiving event cycle
Open registrationEarly bird/ Special price
Price 2
Fundraising
Social media
EmailsQR codes
Training
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The role of the event organisation
Profiling Family & friends Concept Location Partnerships, Sponsors Marketing (Social, Video, Mobile,…) Multi-Purchase Reward Technology
Organiser
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?
Organiser
?
Questions to ask yourself
Who are your Customers? Why should people enter? What is your Brand/Identity? How will you fill your next event?
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Questions to ask yourself
?
Do we spend equal amount of time on Getting Participants Managing Event Building Communities Vision
Organiser
?
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Charity case study
Maggie’s Cancer Caring CentresMaggie’s Monster Bike & Hike 2012
Joanna Dyson, Head of Events
Graham Tyrrell, Head of Online
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NETWORKING BREAKScan the QR Code to access our 3 question survey from the event Mobile App
Comment this event on Twitter: #activejustgiving
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Event Organiser case studyRun For AllMike Tomlinson, Founder
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Demo
Online registration and fundraising –
The consumer perspective
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Event registration
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Event registration
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Event registration
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Event registration
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Event registration
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Finalise your charity selection
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Customise your JustGiving fundraising page
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Start fundraising!
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Fundraising reminder email
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Q&A Panel
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Thank you for Attending!