Artez Interactive - Event Bootcamp: Fundamentals and Donor Data Analytics
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Transcript of Artez Interactive - Event Bootcamp: Fundamentals and Donor Data Analytics
Event Bootcamp:
Fundamentals of Participant
& Donor Data Analytics
Our Presenters
Jeff Shuck
President & CEO
Event 360
Mark Sutton
President
Artez Interactive US
Webinar Tips
This webinar is being recorded and will be available
on our website shortly
If you have any technical troubles, please use the
“chat” feature
We will take all questions at the end. Please use the
“raise hand” or “chat” feature to ask a question.
May 12, 2010
Fundamentals of Participant and Donor Data Analytics
Event 360 is an Event Fundraising Company
We help nonprofits use the art and science of event fundraising to create powerful experiences that drive giving, loyalty and awareness.
Our strategic consulting services encompass analytics, event strategy & production, fundraising and IT, among other capabilities.
© Event 360 | Page 5
AGENDA
About analytics
Important metrics
Basics of segmentation
A working example
Questions
© Event 360 | Page 6
ABOUT ANALYTICS
Using data to improve decision-making
Don’t be afraid of your data!
It won’t hurt you
You won’t break anything
Even small explorations can yield big insights
You already own a powerful data analysis tool
© Event 360 | Page 7
THE PARETO PRINCIPLE
In any fundraising initiative, the bulk of the dollars come from a subset of the donors
Event fundraising is the same – not all the participants are equal from a fundraising perspective
Our goals are two-fold:
Identify and target those most likely to raise money
Raise the overall level of fundraising activity for everyone
© Event 360 | Page 8
AN EVENT CULTURE
© Event 360 | Page 9
A GROWING FUNDRAISING CULTURE
© Event 360 | Page 10
Mission
Revenue
Gifts
Donors
Participants
Event
© Event 360 | Page 11
IMPORTANT TOPLINE METRICS
Total revenue, participants, and donors
Revenue versus fundraising revenue
Fundraising revenue per participant
Gift size per donor
Percentages:
o $0 participants
o Goals
o Teams
o Emails sent
Board and staff involvement
Be aware of average versus median!
© Event 360 | Page 12
THE WHAT AND WHY OF SEGMENTATION
Segments are smaller groups of the larger whole
Segments are necessary because not everyone is the same
o Being everything to everyone makes you nothing to no one
o Different messages resonate differently with different people
o Different messages are more effective at different stages
Segmentation involves looking at the overall population, breaking it into subgroups, and targeting them differently
Just as not everyone in your geographic area participates in your event, not every participant in the event acts the same way
© Event 360 | Page 13
SOME BASIC SEGMENTS
Zip code
Relationship to cause
Runner versus walker
Amount raised
Goal status
Team status
Email activity
© Event 360 | Page 14
A WORKING EXAMPLE
© Event 360 | Page 15
QUESTIONS
© Event 360 | Page 16
CONTACT
Jeff Shuck
President & CEO
Event 360, Inc.
773.247.5360, x200
www.event360.com
© Event 360 | Page 17
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