What makes an event successful? Set objectives, define goals, monitor and review. These top metrics will get you started on analyzing the right kind of data from your fundraising events.

1. Analysing your Events
The Metrics and Stats You Should Know

2. • What makes an event successful?
• Measuring the right things
• Beyond measuring – putting numbers into action
Our Agenda

3. Why do we do events?

4. Q: How do you know if your event has been
successful?
- Good turn out
- Everyone looks happy
- No disasters
- We met our fundraising targets

5. “What's measured improves”
― Peter F. Drucker

6. • Be clear on what defines success
• Keep it simple
• Keep consistent tools to measure
• Monitor regularly over time
Tips When Starting

7. Key Numbers to Know
• Number of participants
• Number of repeat participants
• Number of new participants
• Average donation size
• Total amount raised vs expenditure

8. Advanced Numbers to Know
• Number of non-fundraising participants
• Number of active participants
• Number of “good” fundraisers
(receive 1-5 gifts)
• Number of “great” fundraisers
(receive 5+ gifts)
• Amount raised online vs offline

9. Strategy Metric Reasoning
Retain as many
people as you can
Retention rate (of
participants, team
captains, team
members)
Returning fundraisers generally raise
more money, especially team captains.
Recruiting new participants every year
can take more effort than retaining
existing supporters.
Encourage
participants to
fundraise
Percent of participants
who fundraise/percent
zero dollar fundraisers
Post event surveys revealed the number
one reason participants didn’t fundraise
in 2012 was “No one asked me to”.
Changes to communication strategies
and messaging can remedy this
oversight.
Encourage self-
donation
Percent of participants
who donate to
themselves
Foster a fundraising culture around your
event, starting with event participants

10. Strategy Metric Reasoning
Encourage
participants to
personalise their
fundraising page
Percent of personal
pages with image
and/or story
personalised
A personal story is more likely to inspire
friends and family to make a donation.
The effort to personalise the page also
increases the likelihood a fundraiser will
share the page.
Encourage
fundraisers to send
email and post to
social networks
Number of emails/social
media posts per
fundraiser, email / social
media conversion rate
The data show that the number of emails
sent and social media posts by a
participant correlates positively to the
number of donations they raise.
Cultivate teams
and team captains
Percent of participants
who are on teams and
similar stats, team size,
team retention rate, etc
Teams out-fundraise individuals in p2p
events. Team captains consistently
outperform individual fundraisers. Team
involvement is linked to higher retention
rates.

11. Event Optimisation Step by Step

12. 1. Event Creation
2. Acquisition
Create the opportunity
3. Activation
Maximising the
potential of the event
4. Conversion
Grow supporter base
Build relationships and
recurrence
ACTIONS
Planning
Research
ACTIONS
Recruitment
Acknowledge the
challenge
ACTIONS
Storytelling
Target setting
Sharing
Asking
Encouragement
Contact
ACTIONS
Thanking
Recognition
Retention
Relationship Building
Event aligned to
cause and brand
Community Multi-
Charity Event
Decide to
Fundraise
Decide to
Register
Decide to
Participate
Build Page
Set Target
Share page and ask
Social
Media
Email
Fundraiser
social
network
Don’t share page and ask
No response
Fundraising Total
WOM
Fundraiser
thanks donor
Charity thanks
fundraiser
Retained
participant
Donation
Charity thanks
donor
Ongoing
contact
New supporter

13. Goal:
Create Great Events
that are also
Great Fundraisers

14. Thank you!
To learn more about Heroix, visit
www.blackbaud.co.uk/heroix