Analysing your Events The Metrics and Stats You Should Know

• What makes an event successful?

• Measuring the right things

• Beyond measuring – putting numbers into action

Our Agenda

Why do we do events?

Q: How do you know if your event has been successful? - Good turn out - Everyone looks happy - No disasters - We met our fundraising targets

“What's measured improves”

― Peter F. Drucker

• Be clear on what defines success

• Keep it simple

• Keep consistent tools to measure

• Monitor regularly over time

Tips When Starting

Key Numbers to Know

• Number of participants

• Number of repeat participants

• Number of new participants

• Average donation size

• Total amount raised vs expenditure

Advanced Numbers to Know

• Number of non-fundraising participants

• Number of active participants

• Number of “good” fundraisers

(receive 1-5 gifts)

• Number of “great” fundraisers

(receive 5+ gifts)

• Amount raised online vs offline

Strategy Metric Reasoning

Retain as many people as you can

Retention rate (of participants, team

captains, team members)

Returning fundraisers generally raise more money, especially team captains. Recruiting new participants every year

can take more effort than retaining existing supporters.

Encourage participants to

fundraise

Percent of participants who fundraise/percent zero dollar fundraisers

Post event surveys revealed the number one reason participants didn’t fundraise

in 2012 was “No one asked me to”. Changes to communication strategies

and messaging can remedy this oversight.

Encourage self-donation

Percent of participants who donate to

themselves

Foster a fundraising culture around your event, starting with event participants

Strategy Metric Reasoning

Encourage participants to

personalise their fundraising page

Percent of personal pages with image

and/or story personalised

A personal story is more likely to inspire friends and family to make a donation. The effort to personalise the page also increases the likelihood a fundraiser will

share the page.

Encourage fundraisers to send email and post to social networks

Number of emails/social media posts per

fundraiser, email / social media conversion rate

The data show that the number of emails sent and social media posts by a

participant correlates positively to the number of donations they raise.

Cultivate teams and team captains

Percent of participants who are on teams and similar stats, team size, team retention rate, etc

Teams out-fundraise individuals in p2p events. Team captains consistently

outperform individual fundraisers. Team involvement is linked to higher retention

rates.

Event Optimisation Step by Step

1. Event Creation

2. Acquisition Create the opportunity

3. Activation Maximising the

potential of the event

4. Conversion Grow supporter base

Build relationships and recurrence

ACTIONS Planning Research

ACTIONS Recruitment

Acknowledge the challenge

ACTIONS Storytelling

Target setting Sharing Asking

Encouragement Contact

ACTIONS Thanking

Recognition Retention

Relationship Building

Event aligned to cause and brand

Community Multi-Charity Event

Decide to Fundraise

Decide to Register

Decide to Participate

Build Page Set Target

Share page and ask Social Media

Email

Fundraiser social

network

Don’t share page and ask

No response

Fundraising Total

WOM

Fundraiser thanks donor

Charity thanks fundraiser

Retained participant

Donation

Charity thanks donor

Ongoing contact New supporter

Goal: Create Great Events

that are also Great Fundraisers

Thank you!

To learn more about Heroix, visit www.blackbaud.co.uk/heroix