This document provides tips and best practices for maximizing fundraising events created using TeamRaiser on Convio. It discusses optimizing event registration pages, email engagement, social sharing tools, badges and rewards, reporting and analytics, and customizing the look and feel using CSS. The key recommendations include using custom PageBuilder pages for more control, personalizing content, setting fundraising goals and milestones, and leveraging reporting to improve participation and fundraising.

1. t It’s All In The Tools: Maximizing Your TeamRaiser Event Presented by: Shana Masterson and Jonathan Cass

2. Shana Masterson(@npshana)Associate Director, Interactive Fundraising & EngagementAmerican Diabetes Association 2 © 2011 Convio, Inc. Frequently used avatar Unable to disconnect

3. Jonathan Cass (@jcassAHS)e-Communications Manager 3 © 2011 Convio, Inc.

4. Event Registration

5. Event Homepage Options TeamRaiser pages – “greeting page” - easiest to setup, less customizable. Custom pages in PageBuilder – More customizable, some HTML and graphic design knowledge needed. 5 © 2011 Convio, Inc.

6. Preferred: Custom PageBuilder Method You have better control over how information is presented to your supporters. Example: navigation using TR greeting page 6 © 2011 Convio, Inc. 2 donation buttons 3 register buttons

7. Preferred: Custom PageBuilder Method With the custom option you can control the navigation. The three registration buttons can be consolidated into one "register“ button that goes to a page giving people those options. 7 © 2011 Convio, Inc.

8. Another example from AHS? 8 © 2011 Convio, Inc.

9. Update The Default Text 9 © 2011 Convio, Inc. On all TeamRaiser Custom Pages, you have the option to update the default text and blank areas. Take advantage! Utilize the Preview link to locate fields and see your changes.

10. Self Donation Sample Default: Improved: 10 © 2011 Convio, Inc. * Courtesy of the National Kidney Foundation

11. Email Opt-In Default: Improved: 11 © 2011 Convio, Inc.

12. Log In Essential option for returning participants and data cleanliness. Tell constituents WHY this is important. Prior participant log in, brings personal page and address book information to the new event. Registration form fields are pre-filled. (Higher registration conversion rate.) For organizations that enforce unique email address, mitigates error messaging. 12 © 2011 Convio, Inc.

13. Log In 13 © 2011 Convio, Inc. Note: You may need to contact Convio support to enable “returning participant log on page”.

14. Take Advantage of Additional Questions Gain more insight into your supporters. Segment communications around these questions. Connection to the cause Intention to fundraise BUT With each question you add, more people may not complete the registration process. Only ask if you have a plan to use the information. Only make questions required if you have a good business reason to do so. Group required questions together to make them easier to find. 14 © 2011 Convio, Inc.

15. Thank You Page Should provide a clear, visual representation of what to do next. Default page does not do enough. 15 © 2011 Convio, Inc.

16. 16 © 2011 Convio, Inc.

17. Discount Codes

18. It’s a Registration Coupon/Sale 18 © 2011 Convio, Inc.

19. Why use discounts? Give potential participants a “little push” Encourage registration when you need a boost Create one off discount codes as a gift to your best participants/teams/companies 19 © 2011 Convio, Inc.

20. Discounts are very flexible Can limit by: the number of discounts time available by registration type or group Discount can be a set dollar amount or a percentage 20 © 2011 Convio, Inc.

21. Keep In Mind If running multiple, make sure the discount decreases in value over time Case sensitive Easily confused characters 0 vs. O I vs. 1 Fees lost through registration discounts must be made up in fundraising. 21 © 2011 Convio, Inc.

22. Case Study Participants who register during the first month of the event cycle raise nearly ten times more than participants who register during the last month. 22 © 2011 Convio, Inc.

23. Badges and Milestone Messages

24. Badges Simple, free way to give participant recognition and to push them to the next level Self donor badge Badges for fundraising amounts Promote sharing (similar to Foursquare updates about mayorship, etc) 24 © 2011 Convio, Inc.

25. Badge Placement 25 © 2011 Convio, Inc. Top Participant Component Search Results Top Participants List Page

26. Badge Placement 26 © 2011 Convio, Inc. Personal Pages Team Pages Shana Masterson

27. Milestone Messages 27 © 2011 Convio, Inc. Part of the autoresponder series. Sent when participants achieve certain dollar amounts. Can be used: - In conjunction with the badges to announce progress to badge or badge achievement. - Even if you are not using badges, to congratulate participants on fundraising achievements.

28. Limitations Only one fundraising achievement can be shown at a time. Difficult to design for 48 x 48 pximage. Aside from self-donor badge, rewarded for monetary levels only. Other good behavior is not rewarded. 28 © 2011 Convio, Inc.

29. Advanced Badges To The Rescue! 29 © 2011 Convio, Inc. Badges don’t go away. Reward for being active participants and not just $ raised Being on a team. Number of emails sent. Number of gifts received.

31. Badges specific to TR event

32. Early bird badge for registering before certain date

33. Top fundraisers in previous year

34. Long term participants

35. Badges specific to other engagement with your organization.

36. Leadership donors

37. Service users

39. Advanced Badges Custom built using s-Tags (more on those later!) Instructions, code and Photoshop and Illustrator templates provided at: http://ahs.mn/conviobadges 32 © 2011 Convio, Inc.

40. Email Engagement

41. Email Options TeamRaiser Messages TeamRaiser conditionals and personalization readily available. TeamRaiser specific audience segmentation. A/B testing (a best practice) not available Takes a few extra steps to send to non-TR groups. * *more difficult to do, but easier when we show you how - http://ahs.mn/TR-email

42. Email Options Campaign Messages More options available, including A/B testing. Segmentation through reporting and groups. Often not available to event staff. TeamRaiser conditionals and personalization more difficult to achieve.* Combine both Team Raiser and Campaign messages into your plan for maximum benefit! *more difficult to do, but easier when we show you how - http://ahs.mn/TR-email

43. Email Engagement Use Autoresponders - Always provide a next step. For some, these are the only messages they receive. Welcome Series/Follow Ups – Walk participants along the path of engagement. Hints: Exclude from other messages. Turn off at predetermined interval before the event. Set expectations, tell them they are on the way. Smart segmentation – identify target groups. Team captains tolerate more messaging and can help push messages out for you. Suggested messages - provide lots of options to make participants’ job easier (Registration, Donation, Reminders, Team Captain Welcome, Fundraising tips, Thank You, etc)

45. Reinforces multi-channel messaging

46. Should include messages set up by week

47. All communications avenues – Coaching emails, recruiting emails, homepage updates, participant center updates, social media updates

48. Also include target audience and conditionals

49. Try to schedule around other organization-wide email sends and include conditional messaging to participants if possible.

50. Bonus if you schedule all emails in Convio in advanceCommunications calendar template available at: http://bit.ly/TRCommCal

51. Stationery for different audiences Participant Center Ask Messages Participants Non-Participants

52. Personalization and Conditional Content

54. If you’re speaking to everyone, you’re speaking to no one.

55. Personalization Hi Jon

56. Personalization Hi Jon, you’ve already raised $425 for the Walk for Animals. You have 21 days left to raise the extra $75 to reach your goal of $500!

57. Conditionals

58. Send six emails?

61. Participant Center 2

62. Participant Center (original)

63. PC 2 - More modern design

64. PC 2 – improved navigation

66. Send emails

67. Thank donors

69. PC 2 – Manage your contacts

70. © 2011 Convio, Inc. 55 PC2 – Easier to customize

71. Social Tools

72. Social Sharing Resources: http://www.addthis.com/, http://sharethis.com/

73. Social Tools Facebook comments plugin:

75. Social Tools http://ahs.mn/FacebookComments Replace example.com with: [[S6]]/Events/General?px=[[S334:px]]&pg=personal&fr_id=[[S334:fr_id]] Put in the footer of participants personal pages

76. Reporting and Analysis

77. TeamRaiser Reporting Every time you talk to a participant, are you looking at their personal page? (Hint: You should be!) Use Participant Performance or Registration report to get to know them better – online gifts, unconfirmed gifts, total number of emails sent, etc. Coach/congratulate using this info as a starting point. Source codes – where are participants coming from? Identify trends in user behavior, demographics and timing. Use reporting for current year goal setting. Compare results with last year’s event to ensure you are on track or ahead.

79. Click-through rate

80. Action rate – sometimes not applicable

81. Unsubscribe rateIdentify emails that are performing well and do more of them! Benchmarks exist, but it is better to focus on improving your own numbers. Track A/B test results and create your own set of best practices. Notes: Email reports not located in Data Management Tab. Located in Email tab. Coaching email reports are found in the coaching emails portion of TR. Report writer allows for a more comprehensive email reporting.

82. Make it look good - CSS

84. Donation pages

85. Personal pages

86. Team pages

89. Making it look good with CSS Not just for colors – but also layout. You used to only have four options for personal page layout

94. Making it look good with CSS Now there is a custom layout option that lets you use CSS to change the layout.

97. Many resources available online

98. www.cssbasics.com is a good place to get started.

99. Once you’ve learned the basics, use Firebug to help you get started learning what to update on your Convio pages.Getfirebug.com

100. Resources

101. Convio Community

102. Convio Customer Center TeamRaiser Event Staff Learning Path

103. Other Convio Resources Connection Café Blog: www.connectioncafe.com Convio research and white papers http://www.convio.com/our-research/nonprofit-sector-research.html Case studies http://www.convio.com/our-clients/case-studies/ Also: Convio Users Groups and this Summit – take advantage of the knowledge around you!

104. Other Resources http://techsoup.org – Get discounted software http://www.lynda.com/ - Learn how to use discounted software Fundraising advice and latest trends: http://www.theagitator.net/ http://www.futurefundraisingnow.com/ http://www.nonprofitmarketingblog.com/ http://www.frogloop.com/ http://www.communityorganizer20.com/ http://nonprofitorgs.wordpress.com/ http://www.501videos.com/

105. Questions?Comments? - 1053