Event Fundraising for Small Organisations

Transcription

1 Event Fundraising for Small Organisations Ration Challenge Put Your Money Where My Mouth Is Ben Littlejohn Act for Peace Sadie Moore Sydney Children s Hospital Foundation

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6 THE PROPOSITION

7 The proposition Experience Fundraise

8 Pilot with 100 participants. Testing the proposition - pilot Delivered in-house. No new staff. No agencies. Tested everything: acquisition channels, retention strategies. Used mycause platform (benchmarked vs. other events) $60,690 total income, $13,824 expenditure ($20k budget) Proposition worked for participants : attractive experience (interesting, challenging, eye opening, take a stand) Proposition worked for sponsors: worth sponsoring someone for Beneficiary experience fundraising is awesome!

9 Participant motivation Extremely influential Very influential Influential Not very influential Not at all influential 0 I wanted to help people in need A friend / family member persuaded me I wanted to challenge myself It seemed like a good way to lose weight I wanted to experience what it feels like to be a refugee I wanted to raise awareness of refugee issues I wanted to take a stand against the way refugees are treated in Australia All the money raised was going to support refugees

10 WHY IS BENEFICIARY EXPERIENCE FUNDRAISING AWESOME?

11 Events Family Tree More Strategic

12 Examples

13 Beneficiary experience Fundraising mechanism Homelessness Sponsored walk

14 Beneficiary experience Fundraising mechanism Homelessness CEO Sleepout

15 Beneficiary experience fundraising Owned by organisation (USP) Cause related advocacy, not just brand awareness Attracts people sympathetic to your cause (high propensity for ongoing support) Brings participant closer to beneficiary (deepens empathy with your cause)

16 Allows you to pursue differentiation (higher value) strategies Beneficiary experience fundraising

17 Beneficiary experience fundraising Adrian Sargeant

18 Plus, all the benefits of mass participation events 100 s Reached 10.7 Sponsors 1 Fundraiser

19 SCALING-UP

20 Objectives Income: Develop new income stream (FY15 target = $200,000) Acquisition: Acquire new supporters with a high potential lifetime value (1,500 participants, 7,000 sponsors) Awareness: Increase awareness (of Act for Peace and refugee issues) amongst key target audiences

21 Direct mail, edm, telemarketing Acquisition Direct Marketing

22 PR stunt: Acquisition - PR

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24 Facebook: 1.45 million views, Likes, 5256 Shares, Reach 3.27 million YouTube: 241,000 views Sydney Morning Herald, The Age, Yahoo 7, Nine News Homepage, Mashable, Sunrise, Daily Mail, Canberra Times, Brisbane Times, WA Today, UNHCR and Ashton Kutcher Print reach: 500,000 Acquisition - PR Online reach: 335,298,285 (International)

25 Digital advertising Display advertising (GDN) Remarketing Search (Google Adwords) Facebook advertising (broad targeting) Acquisition Digital advertising

26 Acquisition Digital advertising, optimised Digital advertising Facebook advertising (optimised)

27 1800 Registrations by date Daily registrations Cumulative total Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May 1-Jun 8-Jun 15-Jun 22-Jun 29-Jun

28 Campaign Targeting Details Spend $ Registrations CPA Conversion rate NEW - The Ration Challenge 2015 (L8) $ 22, $ % Ration Challenge Similar Organisations $ 20, $ % Ration Challenge Page Fans (AfP Facebook Page Fans) $ 2, $ % Ration Challenge friends of Page Fans (AfP Facebook Page Fan friends) $ 4, $ % Ration Challenge Lookalikes $ 2, $ % Ration Challenge Similar Events $ 2, $ % Ration Challenge Retargeting ads (post-video) $ $ %

29 Design for mobile first Optimise landing page for conversion Fundraising platform Traffic by Device tablet 11% desktop 38% mobile 51%

30 Ration kits

31 journey Welcome Inspiration beneficiary stories Fundraising tips Practical tips recipes Solidarity social proof, buzzfeed style s Supporter journey Coaching calls Facebook event page 82% of active participants attended event Forum for peer support Post event conversion

32 Results $500,000 $450,000 $400,000 $350,000 $300,000 $250,000 $200,000 $150,000 $100,000 $50,000 $0 Total income 2015 target 2015 actual 2015 target 2015 actual Number of registrations 1,500 1,634 Number of active participants Conversion rate Average amount raised per participant $240 $625 Unique sponsors (people donating) 7,000 8,127 Total income $200,000 $454,427

33 WHAT DOES IT FEEL LIKE TO LIVE ON RATIONS?

34 Physical impact

35 Mental impact

36 Lasting impact "Before the ration challenge I was very focused on myself. This challenge reminded me that not everyone has the opportunities in life that I do and [that I have] the ability to make a difference." Georgina, Brisbane It was an eye opening experience. I learnt to appreciate not only what I have and where I live and the country I was born into to, but to also have respect for the refugees who do it so tough. Until this, I had never really done much to understand refugees, but since this challenge I have been more passionate about the issue and have plans to do more for them in my local area. Alicia, Darwin I really enjoyed the opportunity to have conversations with people about refugees and asylum seekers. Many people only engage with popular media and only ever see negative portrayals designed to dehumanise and demonise. I felt the ration challenge gave me a really positive platform to engage people and try to gently get them to open their eyes. Kirsty, Seville Grove

37 KEY TAKE-AWAYS

38 Key learnings Proposition is basis for success (unique, engaging, linked to cause) Optimise, optimise, optimise messaging, adverts, target audiences, landing pages daily to drive success (and design for mobile first) Increasing participation rate is key growth opportunity (encourage teams, encourage sharing, coaching calls) Watch those logistics (be careful selecting suppliers!) Post-event conversion focus on participants (sponsors need more warming-up)

39 Develop your proposition (unique, engaging, linked to cause) Where do I start?! Pilot in-house with 100 people test everything! If successful invest If not try a new proposition Beneficiary experience Fundraising mechanism

40 To refugees, a donation isn t just about the fact they may get rice every week. It s the fact that they know people out there still care about them. Your donation is saying to refugees, there are people in this world that still care about you. Sally Thompson MBE, Executive Director of the Border Consortium

41 Thank you Video sent to participants on the last day of the challenge:

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