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

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

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 Email and (soon to be released) Magnetic Nonprofit. Advisory Council Member, Christian Leadership Alliance Host, Nonprofit Answers podcast nonprofitdonor.com/dmaw #DataStrategyForum2019

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. [CLICK FOR ANIMATION] 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

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.” [CLICK FOR ANIMATION] 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

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

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

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

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

#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

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

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 #DataStrategyForum2019

THE APPEAL FORMULA FORUM 2019 SECTION 2 #DataStrategyForum2019 Converting Event Attendees Into Donors SECTION 2 THE APPEAL FORMULA #DataStrategyForum2019

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

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

REDUCE “DONOR REMORSE” DATA STRATEGY FORUM 2019 Converting Event Attendees Into Donors SECTION 3 REDUCE “DONOR REMORSE” #DataStrategyForum2019

Reduce “Donor Remorse” DATA STRATEGY FORUM 2019 Converting Event Attendees Into Donors Reduce “Donor Remorse” Email Welcome Series Welcome Packet Show the Donor Gratitude Thank You Card Phone Call Personalized Welcome Video Private Group Beneficiary-made Gift #DataStrategyForum2019

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