How does an organization use new trends in social media; cross-channel marketing; and virtual events to turbo charge their pledge based fundraising in the 21st century? This exciting session will look at meteoric rise of social networks and their role in pledge based events. We will explore how and why people make personal pages online and how they use digital photos, blogs, video, twitter and widgets to campaign, raise money, and build their own communities. In addition, this session will explore how to use the phone, online and mail to make more money from pledged based events. Finally, this session will give you some ideas on virtual pledge based events that really work. This session will look at case studies from organizations like Doctors Without Borders, Mount Sinai and Princess Margaret Hospital Foundation

1. 5 tools for success How to turbo-charge your pledge based fundraising events

2. TP2010 Tweeting today? @hjcnewmedia Follow us as... Your presenters... Heather.McLean@hjcnewmedia.com Fundraising and Innovation Consultant, HJC Kim_Daley@newyork.msf.org Doctors Without Borders USA

3. Why a virtual event? Lower cost, still meet fundraising goals Higher net return Chance to create a narrative Opportunity to try out online tools and social media fundraising 4/14/2010 proprietary and confidential 3

4. Quick Wins: personal pages for events…

5. Quick Wins

6. Average raised per committee member: $17,129.83 Top 3 committee fundraisers raised $189,252 Proprietary and Confidential 6

7. What made it work? Social network competition between committee members High touch help for committee members e.g. meet personally with them; make their online pages; input their email addresses; steward them along the way with visits and calls Worked so well, they are alternating virtual event every other year hjc 7 Proprietary & Confidential

9. The ‘Virtual’ Event Teams of fundraisers learn how closely their efforts affect emergency interventions by: Getting an insider’s view of what it’s like to be on an emergency team through field blogs and situation reports from MSF staff Understanding how readily available funds enables MSF to react quickly in emergencies 4/14/2010 proprietary and confidential 9

10. Goals To acquire new donors/participants Raise $125,000 for Emergency Relief Fund Explore personal page fundraising viability for brand Set MSF apart in the market with an innovative campaign 4/14/2010 proprietary and confidential 10

11. Tool #1 Focus on mission and communicate a clear case for support

13. the event generates revenue through fundraising

14. the higher the fundraising goal the more mission impact

15. Create an event that is relevant to your mission

16. Don’t run just to run! What does the run symbolize?

17. Virtual events work if tied to mission

18. Be There 1st

19. Walk in Their Shoes

20. Great Whale Trail

21. Event quality and customer service matter

22. Brand promise

23. Enthusiasm

24. Increased retention and satisfaction4/14/2010 proprietary and confidential 12

25. Three steps Identify the Need: “MSF tries to predict where emergencies may erupt, but is often called upon to respond at a moment’s notice.” Identify the Work: “MSF relies on donations in order to act quickly and independently when a crisis arises.” Identify your Vision: “To educate donors about our emergency medical response in the field and how donating to our Emergency Relief Fund is critical to our work.” 4/14/2010 proprietary and confidential 13

26. Identify key messaging – What’s the offer? Be There 1st key messages: MSF tries to predict where emergencies may erupt, but is often called upon to respond at a moment’s notice. On September 16th you can join the team and fundraise with MSF so that they can be there first when the next emergency happens. Not only will you benefit a great cause, but you and your own team of friends, family, coworkers, and classmates will get “insider” experience of what it like to be there reacting to a crisis. Your support means that MSF can continue to act independently and quickly in medical crises. 4/14/2010 proprietary and confidential 14

27. Permeate this messaging across all communications External marketing Internal emails Participant emails to donors Encouragement emails Thank you emails and calls! 4/14/2010 proprietary and confidential 15

28. TOOL #2 Monitor your key predictors of success closely

30. But, it is important to recruit participants who FUNDRAISE – quality and quantity

31. Recruit participants early

32. Time as a participant means more donors

33. Focus on teams

34. Team participation correlates positively with increased fundraising and overall satisfaction

35. Teams participate year over year4/14/2010 proprietary and confidential 17

36. More predictors Watch fundraising goal increases & decreases Those who increase their fundraising goal mean they have an affinity for fundraising and should be stewarded more intensely Can you track how many emails each participant sends? More emails means more donors! You get what you ask for! 4/14/2010 proprietary and confidential 18

38. How many team members do you expect?

39. Do they increase the team fundraising goal?

40. More personalized service, immediate telephone call (more on this later)

41. Team members

42. Do they increase their personal fundraising goal?

43. Are they the top fundraiser on their team?

44. Individuals

45. Consider a ‘singles’ board

46. Upgrade to a team

47. Corporate team

48. Matching gift option?4/14/2010 proprietary and confidential 19

49. Encourage self-sponsorship at registration 19/20 top fundraisers for Be There 1st donated to themselves 25% of all donations (not-general) were self-donations In many cases, participants made multiple donations to themselves. 4/14/2010 proprietary and confidential 20

50. Be There 1st: Address Book Stats The total number of addresses in all address books is 5,314. Of that total, 2,062 were not sent anything (at least not through the Email Centre tool). Only 38% of contacts uploaded were solicited for the campaign. 4/14/2010 proprietary and confidential 21

51. 4/14/2010 proprietary and confidential 22

53. Send one of four varieties of template messages to your contacts (join, support (donate), follow-up, thank you). Users can edit these messages and preview before sending.

54. Easily see which of your address book contacts have been sent each message, corresponding date, and whether or not they have donated to you or your team.hjc Proprietary & Confidential 23

56. Follow-up e-mail sent to 502 recipients

57. Thank you e-mail sent to 313 recipients

58. Invitation e-mail (please join) sent to 843 recipients

59. 200 of the support email recipients are marked as having donated, though some may have found their way to the form manually instead of clicking through the e-mail4/14/2010 proprietary and confidential 24

60. TOOL #3 Talk to your fundraisers often by email AND THE PHONE

61. Sit-reps & Emails 4/14/2010 proprietary and confidential 26

62. 4/14/2010 27 proprietary and confidential

63. Sit Reps v. Revenue v. Logins 4/14/2010 28 proprietary and confidential

64. 4/14/2010 29 proprietary and confidential

65. 4/14/2010 30 proprietary and confidential

66. 4/14/2010 31 proprietary and confidential

68. Keep sit-reps shorter, use bullets, read more online (many people reading on BlackBerry)

69. Incorporate fundraising tips in the emails rather than inside login area4/14/2010 proprietary and confidential 32

70. Quote from MSF post-campaign survey “MSF contact was perfect. I received one call that was meant to answer any of my questions and assist me in fundraising. It was great.” Participant Survey Respondent 4/14/2010 proprietary and confidential 33

72. There was communication from other staff to some participants that was not recorded.

73. MG donors and staff were put on the DO NOT CALL list.

74. Because of lack of resources, the top 10 fundraisers were called a second time. Self-fulfilling prophecy?4/14/2010 proprietary and confidential 34

75. Results are positive 4/14/2010 proprietary and confidential 35

76. Calling works! 4/14/2010 proprietary and confidential 36

77. Why do we want to call people? 27.32% of overall revenue raised over the 6 days after calling…

78. When to Call?

79. What to say? Thank you for registering Can I help at all? You’re doing a great job! Is the technology working for you? Any questions at all? One week ‘til race day! You’ve reached your fundraising goal! Let’s raise it.

80. Don’t forget them after the event! Get them enrolled for next year as soon as it is finished A participant survey shows you care about their experience and making it better Update throughout the year on improvements or exciting updates Target past participants first! 4/14/2010 proprietary and confidential 40

81. TOOL #4 Make using social media simple for your fundraisers

82. Viral campaigns Don’t fall into the trap of wanting to go viral without preparation Your social media supporters will see through the ask Build up your supporters well in advance of a campaign 4/14/2010 proprietary and confidential 42

83. 4/14/2010 proprietary and confidential 43

84. 4/14/2010 44 proprietary and confidential

85. Widgets 4/14/2010 proprietary and confidential 45

87. Designate someone to manage social media full-time. TWEET your successes and thank you’s!

88. Create opportunities for fundraisers to recruit team members and donors through Facebook.

89. Fundraising widgets with high usability

90. Show your network!4/14/2010 proprietary and confidential 46

91. Identify champions to blog! Do you have true event champion with lots of fundraising success and a story to share? Would they be willing to blog throughout the campaign about their successes, tips for fundraising, etc? A great resource and motivation for other team captains 4/14/2010 proprietary and confidential 47

92. Tool #5 Use incentives appropriately

94. Early bird!

95. Should be nominal or entries/credits

96. Recognize teams/groups

97. Reward team recruitment

98. Recognition and public acknowledgement is an incentive! 4/14/2010 proprietary and confidential 49

99. Any questions? Fire them at us! 4/14/2010 proprietary and confidential 50