Convio_Summit_2011_Masterson_Cass

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

Shana Masterson(@npshana) Associate Director, Interactive Fundraising & Engagement American Diabetes Association:

Jonathan Cass (@jcassAHS) e-Communications Manager:

Event Registration:

Event Registration

Event Homepage Options:

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.

Preferred: Custom PageBuilder Method:

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. 3 register buttons 2 donation buttons

Preferred: Custom PageBuilder Method:

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.

Another example from AHS?:

Update The Default Text:

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.

Self Donation Sample:

Email Opt-In:

Log In:

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.

Log In:

Take Advantage of Additional Questions:

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.

Thank You Page:

Slide 16:

Discount Codes:

Discount Codes

It’s a Registration Coupon/Sale:

Why use discounts?:

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.

Discounts are very flexible:

Keep In Mind:

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.

Case Study:

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. No Discounts With Discounts Weeks 1-4 $616 average 9% of total participants 33% $0 participants $560 average 15% of total participants 44% $0 participants Weeks 5-8 $394 Average 5% of total participants 41% $0 participants $503 average 13% of total participants 33% $0 participants Rest of cycle $121 Average 68% $0 participants $126 Average $64% $0 participants

Badges and Milestone Messages:

Badges and Milestone Messages

Badges:

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.

Badge Placement:

Milestone Messages:

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.

Limitations:

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

Advanced Badges To The Rescue!:

Advanced Badges:

Advanced Badges 30 © 2011 Convio, Inc. Badges for belonging to any Convio group - endless possibilities... Badges specific to TR event Early bird badge for registering before certain date Top fundraisers in previous year Long term participants Badges specific to other engagement with your organization. Leadership donors Service users S urvivors

Advanced Badges:

Advanced Badges Limitations - no autoresponders available - milestones can be used to help announce some new achievements. Query and task based groups and reoccurring emails will take care of rest. Advanced badges can't have icons display on team listing pages, top participants lists, search, etc. But you can combine regular badges and advanced badges. 31 © 2011 Convio, Inc.

Advanced Badges:

Email Engagement:

Email Engagement

Email Options:

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

Email Options:

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

Email Engagement:

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)

Communications Calendar:

Communications Calendar Create calendar prior to event launch Reinforces multi-channel messaging Should include messages set up by week All communications avenues – Coaching emails, recruiting emails, homepage updates, participant center updates, social media updates Also include target audience and conditionals Try to schedule around other organization-wide email sends and include conditional messaging to participants if possible. Bonus if you schedule all emails in Convio in advance Communications calendar template available at: http://bit.ly/TRCommCal

Stationery for different audiences:

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

Personalization and Conditional Content:

Personalization and Conditional Content

Slide 41:

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

Personalization:

Personalization Hi Jon

Personalization:

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!

Conditionals:

Conditionals

Slide 45:

Send six emails?

Conditionals:

Conditionals Conditionals make it easier. Send ONE email with many versions. Let the system do the segmentation work for you.

Making it personal:

Making it personal Just like HTML coding, Convio's WYSWYG editor will do a lot of the coding for Personalization and Conditionals for you. But just like HTML, you can do so much more (i.e. advanced badges!) if you learn a little bit more about how the coding works. You can download the S-Tag & Conditional Snippets Kit to get started. http://ahs.mn/s-tagsKit

Participant Center 2:

Participant Center 2

Participant Center (original) :

Participant Center (original)

PC 2 - More modern design:

PC 2 - More modern design

PC 2 – improved navigation:

PC 2 – improved navigation

PC 2 – Tells people what to do:

PC 2 – Tells people what to do Update page Send emails Thank donors Welcome team members

PC 2 – Easy to see your progress:

PC 2 – Easy to see your progress

PC 2 – Manage your contacts:

PC 2 – Manage your contacts

PC2 – Easier to customize:

Social Tools:

Social Tools

Social Sharing:

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

Social Tools:

Social Tools Facebook comments plugin:

Social Tools:

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

Reporting and Analysis:

Reporting and Analysis

TeamRaiser Reporting:

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.

Email Reporting:

Email Reporting Track and analyze: Open rate Click-through rate Action rate – sometimes not applicable Unsubscribe rate Identify 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.

Make it look good - CSS:

Make it look good - CSS

Making it look good with CSS:

Making it look good with CSS No more purple and yellow forms! It's your brand and your event - use the colors and fonts that match the rest of your design. Use on: Registration pages Donation pages Personal pages Team pages PC2

Making it look good with CSS:

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

Making it look good with CSS:

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

Making it look good with CSS:

Making it look good with CSS Challenges: Not for beginners to coding - BUT you can learn. Many resources available online www.cssbasics.com is a good place to get started. Once you’ve learned the basics, use Firebug to help you get started learning what to update on your Convio pages. Getfirebug.com

Resources:

Resources

Convio Community :

Convio Community

Convio Customer Center :

Convio Customer Center TeamRaiser Event Staff Learning Path

Other Convio Resources :

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!

Other Resources:

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/

Questions?:

Questions?