Greater Giving through Strategic Fundraising

Transcription

1 Greater Giving through Strategic Fundraising

2 The Agenda Introducing Eventbrite Defining ROI for Fundraising Events Maximizing Ticket Sales Raising Awareness Through Social Media Tying it All Together 2

3 The Agenda Introducing Eventbrite Defining ROI for Fundraising Events Maximizing Ticket Sales Raising Awareness Through Social Media Tying it All Together 3

4 Who are we? Sara Steele-Rodgers Boston Event Leila Najafi Los Angeles Event 4

5 The Eventbrite Story Bootstrapped for two years 2008 JAN: Began hiring JUN: Series B round of funding 2010 JAN: Sean Moriarty (former CEO of Ticketmaster) joins board, $200m in gross sales AUG: $300m in gross sales SEP: Series D round of funding DEC: $400m in gross sales 2006 Founded by Kevin & Julia Hartz and Renaud Visage in San Francisco 2009 JAN: $100m in gross ticket sales NOV: Series C round of funding (Sequoia Capital), Roelof Botha joins board 2011 MAY: Series E round of funding led by Tiger Global - $50 million DEC: More than 40 million registration sold, more than 180 employees majority in product and development 5

6 About Eventbrite $49 million in donations in 2011 More than 500,000 organizers have used Eventbrite to power their online registrations. Over 1.7 million events have been organized on Eventbrite 53 million tickets sold and counting. 6

7 The Agenda Introducing Eventbrite Defining ROI for Fundraising Events Maximizing Ticket Sales Raising Awareness Through Social Media Tying it All Together 7

8 Defining ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 8

9 The Agenda Introducing Eventbrite Defining ROI for Fundraising Events Maximizing Ticket Sales Raising Awareness Through Social Media Tying it All Together 9

10 Ticketing Lifecycle On average, fundraiser tickets go on sale 4-6 weeks before the event. 10

11 Ticket Lifecycle At what point has an event sold ½ its tickets? In the week prior to the event 38% 2 weeks prior to the event 29% 1 week prior to the event 33% 11

12 Be Proactive Set a goal calendar and work backwards Create a marketing calendar 88% of fundraisers sent invites when tickets go on sale, but too many fall silent until the event thereafter Over 50% of nonprofits say that frontloading ticket sales is important to them 12

13 Open Communication Create a communication plan Work backwards from the date of the event until the first invite goes out What are the strategic times to people? 9am, 11am, 1pm, 4pm, 7pm Where to post information? Org. website, Facebook, Twitter, LinkedIn 13

14 Data is your Friend 64% of fundraiser organizers who met their sales goals logged in daily to view ticket sales and analytics. Of those who didn t come close to their goals, only 43% logged in daily. 14

15 Don t Think of Your Event as Just as an Event Use the event as a data collection opportunity Consider the long term vs. short term gains Create direct donation option for non-attendees 2 15

16 Create Incentives for Early Ticket Purchasing Early Bird Specials Allow people to buy tickets early for a 5 or 10% discount Create a Referral Program Allow your audience to sell more tickets for you via affiliate / referral codes that gives them discounts or rewards Can you give something away for a milestone ticket sale? T-Shirts for the first 30 people that buy their tickets? VIP Reception Upgrade 16

17 Example Utilize the attendees of past events to easily create a cohesive database for future events. Use tracking links to motivate others to promote the event to their networks. Enable non-attendee monetary support. Offer discount codes to those who can help promote your event. 17

18 The Agenda Introducing Eventbrite Defining ROI for Fundraising Events Maximizing Ticket Sales Raising Awareness Through Social Media Tying it All Together 18

19 Events are Inherently Social 19

20 Awareness and Profit - Over 5,000 Eventbrite events shared on Facebook per day - Over 1,500 Eventbrite events shared on Twitter per day - Over 400 Invite Friends s per day - Over 500 LinkedIn shares per day 20

21 Why is Social Media SO Powerful for Events One attendee : 130 friends 21

22 One a0endee s "One attendee s potential Poten7al Reach reach:"!16,900 16,900 friends friends! 22

23 Facebook Shares postpurchase 60%! prepurchase 40%! The motivation to share is higher once the purchase has been made. 23

24 Post-Purchase Shares Drives 20% more ticket sales per FB share pre- purchase post- purchase 24

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26 More Social, More Revenue On average, 1 Facebook share generates $11 in future sales and 30 page views back to your event page Prompt attendees to share event information before and after they purchase a registration Ticket sales per share Event type 26

27 Give Attendees a Reason to Engage Before the event: Encourage sharing to jumpstart dialogue Encourage the use of a #hashtag Add to organizer and event page During the event: Prominently display the #hashtag Display the conversation After the event: Ask for feedback, share a survey Create and share recaps 27

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29 The Agenda Introducing Eventbrite Defining ROI for Fundraising Events Maximizing Ticket Sales Raising Awareness Through Social Media Tying it All Together 29

30 Smarter Marketing Decisions 1 Event is promoted 2 Purchase is made 3 Sales are tracked 30

31 Valuable Registration Data 1 Capture attendee data during transaction 2 Easily generate reports 3 Export reporting to analyze information further Utilize Key Reports: 1. Attendee Geography & Summary 2. Web Traffic vs. Overall Sales 3. Sales by Registration Type 4. Invitation Stats 5. Promotional Code Usage 6. Survey Questions & Custom Data 7. Cross Event Reports 31

32 Wrap Up Set a goal calendar and work backwards to set marketing efforts and targets Incent early ticket purchasing to get the wheel in motion Collect donations from those who can t attend Encourage post-purchase sharing it is most powerful Give attendees reason to engage on social media Use data to understand which efforts are most effective 32

33 Eventbrite for Causes 20% Discount: Easy pay-as-you-go pricing. No contracts. No hidden fees. 2% +.99 per registration (We ll never charge more than $9.95 per registrant.) + Flexible Credit Card Options Standard Credit Card Processing (2.9% +.30 per transaction) PayPal (2.9% +.30 per transaction) Google Checkout (2.9% +.30 per transaction) Authorize.net (Varies) 33

34 Sara Steele-Rodgers Boston Event Leila Najafi Los Angeles Event Eventbrite.com/npo 34