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 Do Not Click Here Ask Questions Here
Introduce Yourselves Click Chat Share the following: Where Are You Located? What Is Your Mission?
- 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 Live Streaming Events Since 2012
Virtual Events
Virtual Events Defined Integrated Experience Livestream + Mobile Giving Tools Online Fundraising - Program is streamed live on event - Peer to Peer software or Online - Program is streamed live or pre-recorded website Auction used to create a 'virtual often showing on Facebook or YouTube - Giving and Guest engagement is event' - Guests asked to use Text to Give or Go to integrated - Often culminating in a Facebook an Auction software to give - One click giving - no exit live 'thank you' or video - Two different software platforms to - Pre-event registration integrated with live create one event stream viewing, all viewers register - Gain data from registrations, pre-event - Online chat, audience/donor names registration on giving/auction platform, no increases length of viewership data from just online viewers - Post-event fundraising opportunity - Donors must exist the event to donate/bid
Live Stream + Mobile Giving Live Event
Integrated Virtual Event Examples
PURSE AND PASSION - 21 year old event - 1200 guest, table host led luncheon fundraiser ANNUAL 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
CAMP CHAMPS - 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 MUSIC FESTIVAL - 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+
Virtual Walk Peer Led Walkers submit 10 second videos of their walk, Org connects videos with locations and walker to broadcast 'The Walk' Virtual Event Concepts Tastings ---> Demos Chef - Bartender Led Demo Beloved 'tasting events', ticket purchase pre-set goods, chef/bartender demonstrates how to What is the make signature dish for attendees Hook? 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 opportunities -- Honoree events broadcast as a series -- Music festival
Opportunity: Who Would Like to Change Their Event?
Event Concept What is Working Tips -- Live Fund-A-Need -- Live programming (limit pre-recordings) -- Traditional luncheon programming -- Multiple cameras or very short speeches -- Honoree events -- Time of Day -- Music / Art / Entertainment-centered events -- Continue registration processes – don’t change event processes -- Breakfast message with core panel / speaker focused on the -- Creatively engage sponsors cause or learning -- Length: Approx 1 hr -- 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)
Success is the Same Need to Give Again Authority Post Event Include Social Reciprocity Communication Influencers Solidify Scarcity Commitment Leverage Social Duty to People Media in Powerful Reward Repeat Positions Give Something Guests Culture of to Your Limited Tickets Giving Board Guests/Donors Rare Event Speaker Commitment/ Opportunity Don’t Make Consistency Organization Social Proof Them Attend a Fear Of Missing Thought Poorly Out Leadership Organized Event
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 Ticketing/Registrations - Customize ticket emails with an offer from a sponsor - Tickets - edit the tickets to include a coupon or offer Email Marketing - Print sponsor logos on tickets - 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 Event Website - Name event website with presenting sponsor - Event color includes presenting sponsor color Logo Placement - Organization website - Event website Live stream production - Peer to Peer fundraising pages - Livestream - Include slides and announcement - Measure traffic and report unique visitors to - Sponsor commercial or announcement sponsor - Production sponsor (in-kind) - Outbound links to sponsor sites
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