Virtual Fundraising Event Success @SWELLFUNDS Agenda Webinar - - PowerPoint PPT Presentation

Virtual Fundraising Event Success

@SWELLFUNDS

Agenda

Webinar Notes What is Virtual? Steps to Success Concept Plan A and Plan B Execution Technology, Communication, Production Leadership

Let’s Connect!!!

Webinar Features Your feedback is KEY! Answer questions in Chat or Raise Your Hand Ask Questions Here Do Not Click Here

Introduce Yourselves

Click Chat Share the following: Where Are You Located? What Is Your Mission?

Live Streaming Events Since 2012

• Developed in 2012 to host a real-tim e

fundraising event and virtual event simultaneously

• Event and online cam paign platform supporting

(1) online event registration and giving, (2) m obile giving, and (3) real-tim e results

• Powered over 2000 events and cam paigns

Virtual Events

Virtual Events Defined

Online Fundraising

• Peer to Peer software or Online

Auction used to create a 'virtual event'

• Often culminating in a Facebook

live 'thank you' or video

Livestream + Mobile Giving Tools

• Program is streamed live or pre-recorded
• ften showing on Facebook or YouTube
• Guests asked to use Text to Give or Go to

an Auction software to give

• Two different software platforms to

create one event

• Gain data from registrations, pre-event

registration on giving/auction platform, no data from just online viewers

• Donors must exist the event to

donate/bid

Integrated Experience

• Program is streamed live on event

website

• Giving and Guest engagement is

integrated

• One click giving - no exit
• Pre-event registration integrated with live

stream viewing, all viewers register

• Online chat, audience/donor names

increases length of viewership

• Post-event fundraising opportunity

Live Stream + Mobile Giving

Live Event

Integrated Virtual Event Examples

• 21 year old event
• 1200 guest, table host led luncheon fundraiser
• Converted to 100% Virtual on April 1st (Event Date: April 30th)
• Changed ticket and table host emails to announce virtual event
• Table hosts encouraged to continue to fill their virtual tables
• Hired an AV company to manage a live broadcast similar to the luncheon

program (Speakers, Video, Slides)

• 1300+ pre-registered guests
• 1,548 tuned in for live event from 159 cities
• Received $150K pre-event, approximately $150 during the event and $40K

post-event (1,011 individual donors)

• Total raised $645K (Budget: $600K Stretch Goal: $700K)
• Recording of livestream embedded on event website for viewing post-event
• Sponsors visible constantly throughout program
• Sponsors thanked during the program
• Outbound links to sponsor website from the live event

PURSE AND PASSION

ANNUAL LUNCHEON FUNDRAISER

• New Fundraiser
• Planning started April 15th - Event Date May 7th
• Converted to 100% Virtual on April 1st (Event Date: April 23rd)
• Created online peer to peer site for Camp Champions and Camp Musicians
• Engaged musicians to submit 1-3 songs
• Announced the musical 'line up' and virtual broadcast
• Large email broadcast list
• Edited musical videos with names and organized in line up order
• Broadcast video and live programming
• Announced guests as they entered the chat, compelled audience to reach

fundraising goals, share and welcome

• Over 800 attendees from 38 states
• Raised $130k+

CAMP CHAMPS

MUSIC FESTIVAL

Virtual Event Concepts What is the Hook?

Virtual Walk

Peer Led

Walkers submit 10 second videos of their walk, Org connects videos with locations and walker to broadcast 'The Walk'

Tastings ---> Demos

Chef - Bartender Led Demo

Beloved 'tasting events', ticket purchase pre-set goods, chef/bartender demonstrates how to make signature dish for attendees

Authority Figure

Celebrity Guest

Guest fees and access increased with virtual access

Concept

Envisioning Your Event Concept as Virtual

Event Concept

What Is the Core of your Event?

• - When you describe your event, it’s the part where you become the

most expressive!

• - Why do guests attend?
• - Accountability
• - Announcement / Info You Need
• - Scarcity

Examples

• - Traditional luncheon/dinner programming broadcast live from nonprofit location
• - Provide rare peek into the nonprofit surroundings and culture
• - Food-centered events transformed into teaching events, behind-the-scenes learning
• pportunities
• - Honoree events broadcast as a series
• - Music festival

Opportunity:

Who Would Like to Change Their Event?

Event Concept

What is Working

• - Live Fund-A-Need
• - Traditional luncheon programming
• - Honoree events
• - Music / Art / Entertainment-centered events
• - Breakfast message with core panel / speaker focused on the

cause or learning

• - Walks (if accountability established)
• - Multi-day programming
• - Creativity

What is Struggling

• - Outdoor Festival
• - Competitive Races
• - Silent Auctions
• - Entertainment-only events
• - Evening events (consider rescheduling for weekday)

Tips

• - Live programming (limit pre-recordings)
• - Multiple cameras or very short speeches
• - Time of Day
• - Continue registration processes – don’t change event processes
• - Creatively engage sponsors
• - Length: Approx 1 hr

Reciprocity Social Proof Scarcity Commitment/ Consistency Authority

Give Something to Your Guests/Donors Don’t Make Them Attend a Poorly Organized Event Include Social Influencers Leverage Social Media Culture of Giving Limited Tickets Rare Opportunity Fear Of Missing Out Need to Give Again Post Event Communication Solidify Commitment Reward Repeat Guests Duty to People in Powerful Positions Board Event Speaker Organization Thought Leadership

Success is the Same

Plan A and Plan B

Plan A (Hybrid)

• Scaled-down in person event with off-site watch parties
• Several, smaller events comprising the whole
• Focus on building community within your donors
• Limited but attempted use of event venues, restaurants / caterers
• Centralized event with speaker, limit guests to maintain social

distance, expand with watch events and connect to the hub

• Can this be achieved through sports and on-campus events?

Plan B (100% Virtual)

• Entire program is broadcast to individuals located in their offices or homes
• Transition event content into a format that works virtually
• Strong communication, pre-event communication to ensure attendance
• Core program is better live, connected communities enjoy seeing/hearing their friends present

Execution

Execution

Pr Pre-Ev Event Stage: Develop a draft run-of-show How are guests invited? How will they register for your event? Will it be 100% virtual with core leadership together, watch parties for a hybrid model? Choose your technology Seamless registration for paid and nonpaid guests (with unique emails) Giving tools integrated with live stream and registration Take your donor / guest journey from signup to giving Guest engagement features Cost Support Experience Select AV Company to produce live stream (DIY via Zoom) Create Communication Schedule with Attendees Create Social Media Campaign Activate Event Committee for Fundraising + Registration Create a 100% Virtual Plan B

Execution

Ev Event Setup Coordinate Run of Show with AV group Create all videos / slides to be used in event Communicate with all speakers / auctioneer / honorees Provide host packages to watch party hosts Conduct a practice with company and participants Day Of Of Event Event is broadcast to a streaming platform and integrated with your virtual event platform Guests receive reminder emails and tips on how to engage with your event Open the live event early for login process Nonprofit staff support in the live chat area and on email, if needed Actively engage with online guests

CULTIVATING SPONSORS FOR VIRTUAL

• Reconsider Targets
• Listen (online traffic, email subscriptions/leads,

awareness, co-branding)

• Present event data expectations
• Demonstrate innovative tech use (stand out

from crowd)

Sponsorship Package

Elements

• Standard cause / event history information
• Outline both plans for your event
• Demonstrates ingenuity
• Prepared and Smart
• Steps to support community businesses if possible
• Adjust sponsorship recognition to reflect opportunities of virtual
• Increased Reach
• Measurable
• Ability to create actions
• Is the event creating a learning opportunity through tech?
• In-kind opportunities for sponsors who have capability
• Consider lowering sponsorship levels to reflect lower cost - if that occurs
• Long time sponsors struggling? Include them. Provide a path for their support

to continue without cash and recognize their long-term support.

Tech-Enabled Value

• Sponsor logo included on all e-communication

marketing the event (include your list size)

• Each email can include a sponsor 'highlight' then ask

users to support with a signup, download, visit

Email Marketing

• Customize ticket emails with an offer from a

sponsor

• Tickets - edit the tickets to include a coupon
• r offer
• Print sponsor logos on tickets

Ticketing/Registrations

• Organization website
• Event website
• Peer to Peer fundraising pages
• Livestream
• Measure traffic and report unique visitors to

sponsor

• Outbound links to sponsor sites

Logo Placement

• Name event website with presenting sponsor
• Event color includes presenting sponsor color

Event Website

• Include slides and announcement
• Sponsor commercial or announcement
• Production sponsor (in-kind)

Live stream production

Measurements

• Open Rate = number of people who saw logo
• Signups / Requested action count (# of people watched

your ad or clicked thru for email signup)

Email Marketing

• # of Ticket emails sent
• # of tickets issued

Ticketing/Registrations

• Unique visitors to website throughout event

campaign on ALL pages

• Unique visitors at the live event

(Luncheon fundraiser = 18,000+ unique visitors)

Logo Placement

• Reach of social sharing (tens of thousands)

Event Website

• # of live viewers
• Length of time at the event
• Level of engagement

Live stream production

Leadership

Lead by Example

• Leave the production to others so that you can fund raise

#3 Select Excellent Vendors (think twice about DIY)

• Events have been live streamed for a long time

#1 This is Not Radical

• Your board, committee and team will follow your positivity

#2 Become Tech (or pretend!)

• Nonprofits are reaching more donors in different locations
• Several already believe they will always incorporate virtual

#4 Awesome opportunity to expand your reach

Questions

LinkedIn: https://www.linkedin.com/in/brookebattle/ Email: brooke@swellfundraising.com Twitter: @swellfunds

Stay in Touch

ht https://go.swellfundrais aisin ing.com/el /elev evate-webin inar ar

Additional Resources: Slides