1. FORUM 2019 #DataStrategyForum2019 DATA STRATEGY
Converting Event Attendees Into Donors
#DataStrategyForum2019

2. CONVERTING EVENT ATTENDEES INTO DONORS
DATA STRATEGY
FORUM 2019
Converting Event Attendees Into Donors
CONVERTING EVENT ATTENDEES INTO DONORS
Jeremy Reis, Food for the Hungry
#DataStrategyForum2019

3. DATA STRATEGY
FORUM 2019
Converting Event Attendees Into Donors
Jeremy Reis
Sr. Director of Marketing at Food for the Hungry
Food for the Hungry
$145 million organization
Doubled private revenue last four years
150,000 monthly donors (98% acquired through events)
Author of Raise More Money in and (soon to be released) Magnetic Nonprofit.
Advisory Council Member, Christian Leadership Alliance
Host, Nonprofit Answers podcast
nonprofitdonor.com/dmaw
#DataStrategyForum2019

4. FORUM 2019 #DataStrategyForum2019 DATA STRATEGY
Converting Event Attendees Into Donors
Several years ago, when I was relatively new at Food for the Hungry, I worked out a deal to sponsor a conference. It was my first deal like this and typically our artist’s program in Nashville handled these, but in this case, I negotiated the conference sponsorship and I also served as our on-site rep.
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You see, it was an event my family and I attended each year, so it intersected well with my passion and we thought it would be a good fit.
It was a three day conference. By day 2, it just wasn’t working. We were the title sponsor. We had a booth. We had popup displays everywhere. We had a video that ran in between sessions. We had the right demographic. But we weren’t getting any donors. People weren’t stopping by to talk, and when they did, they weren’t interested.
What I thought would be a homerun was looking like a fail.
#DataStrategyForum2019

5. FORUM 2019 #DataStrategyForum2019 DATA STRATEGY
Converting Event Attendees Into Donors
My good friend Daniel in our Nashville office called me and said, “you’re doing it wrong. You need stage time. I can fix this, I’ll be there later today.”
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We had a room of 800 people and we converted 94 of them into monthly donors during the appeal.
That was when my eyes opened to both what I was doing wrong with event sponsorship and the “magic” that our Nashville team had captured with event sponsorship.
#DataStrategyForum2019

6. Event Sponsorship at Food for the Hungry
DATA STRATEGY
FORUM 2019
Converting Event Attendees Into Donors
Event Sponsorship at Food for the Hungry
We’ve Acquired Over 200,000 Monthly Donors
84% Donor Renewal Rate
$38 Per Month
5-10% Conversion Rate
#DataStrategyForum2019

7. DATA STRATEGY
FORUM 2019
Converting Event Attendees Into Donors
POLL
How Many Organizations Use Events to Drive New Donor Acquisition and Fundraising?
#DataStrategyForum2019

8. WHAT YOU’LL LEARN What to Ask for When You Sponsor an Event
DATA STRATEGY
FORUM 2019
Converting Event Attendees Into Donors
WHAT YOU’LL LEARN
What to Ask for When You Sponsor an Event
The Formula for Emotionally Connecting with the Audience to Increase Conversion
Follow Up with Event Attendees to Reduce “Donor Remorse”
Talk about types of events:
“owned” event vs sponsorship
Major donor events like President’s weekends
Concerts, conferences, festivals – make sure the event is attended by your demographic
Today we’re going to focus on sponsored events
#DataStrategyForum2019

9. WHAT TO ASK FOR FORUM 2019 SECTION 1 #DataStrategyForum2019
Converting Event Attendees Into Donors
SECTION 1
WHAT TO ASK FOR
#DataStrategyForum2019

10. #1 MISTAKE WHEN SPONSORING AN EVENT FORUM 2019 #DataStrategyForum2019
Converting Event Attendees Into Donors
#1 MISTAKE
WHEN SPONSORING AN EVENT
Let’s talk about the #1 mistake nonprofit organizations make when sponsoring an event …
What do you think it is?
The #1 mistake is not asking for stage time, or if you do ask for it, not asking for enough. I’ll add this bonus mistake: having someone not trained – or worse, poorly trained – deliver the appeal.
#DataStrategyForum2019

11. What Should You Ask For? FORUM 2019 Lead-in Promotion Branding
DATA STRATEGY
FORUM 2019
Converting Event Attendees Into Donors
What Should You Ask For?
Lead-in Promotion
Branding
Time on Stage
Table
Admission for Volunteers
These are the types of things you could ask for as a part of your event sponsorship.
#DataStrategyForum2019

12. Stage Time FORUM 2019 What is Stage Time? Why Do You Need Stage Time?
DATA STRATEGY
FORUM 2019
Converting Event Attendees Into Donors
Stage Time
What is Stage Time?
Why Do You Need Stage Time?
Who Presents the Appeal?
Outline
Host or Emcee
15-20 Minutes Before Break
Volunteers Positioned
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13. THE APPEAL FORMULA FORUM 2019 SECTION 2 #DataStrategyForum2019
Converting Event Attendees Into Donors
SECTION 2
THE APPEAL FORMULA
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14. The Monthly Giving Appeal Formula
DATA STRATEGY
FORUM 2019
Converting Event Attendees Into Donors
The Monthly Giving Appeal Formula
Tell an emotional story about one person that someone in the audience could help or a story of your time spent with a beneficiary
Connect the monthly amount to what it will accomplish
Connect how that monthly gift helps someone like the beneficiary you told a story about
Ask the person to make a difference
Explain how to signup
Reinforce
#DataStrategyForum2019

15. Volunteers FORUM 2019 Why Do You Need Volunteers?
DATA STRATEGY
FORUM 2019
Converting Event Attendees Into Donors
Volunteers
Why Do You Need Volunteers?
The Role of the Volunteer
Finding Volunteers
Volunteer Benefits
#DataStrategyForum2019

16. REDUCE “DONOR REMORSE”
DATA STRATEGY
FORUM 2019
Converting Event Attendees Into Donors
SECTION 3
REDUCE “DONOR REMORSE”
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17. Reduce “Donor Remorse”
DATA STRATEGY
FORUM 2019
Converting Event Attendees Into Donors
Reduce “Donor Remorse”
Welcome Series
Welcome Packet
Show the Donor Gratitude
Thank You Card
Phone Call
Personalized Welcome Video
Private Group
Beneficiary-made Gift
#DataStrategyForum2019

18. FORUM 2019 #DataStrategyForum2019 DATA STRATEGY
Converting Event Attendees Into Donors
#DataStrategyForum2019