Crush your Fundraising Challenge! Part 3: Managing your Marketing

My campaign team is officially at the halfway point, as we just entered week 5 of our 10 week fundraising competition.  With 3 of our 6 main events now under our belt, my biggest takeaway is the importance of evaluating whether you’re using your time effectively when marketing your event. Figuring out what efforts are resulting in tickets purchased to raise more money for your cause is key. Keiko posted recently on using Eventbrite’s promotion tools here.

5. Every single time you send out your event page, make sure you track it. I really geek out on event data and am always curious how people are finding out about my events– so I track everything. If I post the link to an event in my Gmail chat status, tweet the event, post to a website, send in an email to friends, etc. Each has a unique tracking link so I can see how many people are viewing the event page and ultimately how many tickets are sold as a result of my efforts.

4. Encourage people invested in the event to promote. Our first event was a Date Auction, so each of our bachelors and bachelorettes were given a tracking link to track their individual promotion and efforts. We asked that each member of our date auction lineup try to sell 10 tickets. Some did, some didn’t, but we were all blown away by one bachelorette in particular who sold a whopping 28 tickets by getting her coworkers out to support her! She also works at Twitter, so has a pretty big following (#literally).

3. Find partners – track who is increasing sales and who is not. For our Fantasy Batting Practice, The Bleacher Report included the event in their newsletter but it didn’t result in any ticket sales. An email to the Kickball SF list, however, was sent for out for our Kickball Tournament and it resulted in a full team of 15 as well as 25 individual signups, adding up to 40 total players!

2. Create opportunities to enlist evangelists for your event(s). We leveraged the popularity of our Mr. Marina Competition by telling finalists (who are each individually fundraising for participation in the event) that any tickets sold via their tracking links would count towards their fundraising total. We also created a contest between 3 San Francisco philanthropic membership organizations: WGirls, Spinsters and The Bachelors – whichever group sells the most tickets via their tracking link will get to elect a member to be one of our judges for Mr. Marina.

1. Follow up is key. If someone said they would send an email on your behalf, post to Facebook, etc and you aren’t seeing any traffic, follow up with them! They might have forgotten and might need a gentle reminder.

Tickets to the events during Brianna’s 10 week fundraising campaign are on sale and the next event is next week! Check out the Slap Cancer website and Facebook page and follow @slapcancer. She’ll be blogging with tips for nonprofits to be more effective with their fundraising as she tries to crush her own goal!