Insights to Power Social Good

3 Ways to Follow Up After the Event to Maximize Donor Engagement

Posted by Jonathan Bray on Mar 8, 2017 3:25:55 PM

    
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People think that when the event is done, their job is done.

E. I. E. I. NOOOOO!

The follow up is as nearly important as the event itself!

If people had fun or were inspired, they’re ready to talk about it and remember the good times RIGHT NOW! You spent a lot of time making the event a success... following up is easy work that often gets overlooked. However, proper follow up is a massive opportunity to maximize your efforts to build and strengthen your community.

You want to follow up and create some stickiness with your community so that they share it with their friends and remember the good time they had. Here's mGive's very own Spencer Townshend to discuss event follow up best practices. Check out the video and read on for more detail! 
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1. Share Photos of Your Events

Your supporters especially love sharing photos of themselves. It’s so much easier for them to share your content on social media with their friends if they’re in the shots.

It doesn’t matter if it’s a photo booth, smartphone photos, or a professional photographer, people love the reminders of the amazing time they had at the event. Give the photos away! And jump in a picture with them!

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They’ll most likely post on social media, and if they don’t... you should! And don't forget to tag them. (You'll need to use your Profile on Facebook to tag others in photos posted on your Page) Get as much added reach from social media as you can after your event. It’s such a powerful tool for your organization's marketing strategy!

2. Ask for Feedback

People love sharing their ideas and advice. Asking for feedback or ideas is a great way to make them feel included in your community.

This is also a great way to elicit more data from your donor database. What types of things do you need to know? Perhaps you need more information to communicate with them through other channels.

Depending on what you already have, consider asking for this data:
  • Ask for their address
  • Ask for their zip code
  • Ask for their mobile phone
  • Ask for their email
  • Ask for their birthday

Ask them to share what they thought of the event and how it could have served the community better. When you start a dialogue you can get meaningful feedback and create a stronger connection to your organization. 

3. Share Your Success


Send an email out, send a text to your mobile community. Thank your community for coming out, and communicate the results and impact from the event... whether that's total funds raised or total number of attendies who came out in support. Make sure to acknowledge your donor engagement, so that they know you care about them as much as they do you.

Communicating with your community builds trust and rapport. The event follow up is just another opportunity for a meaningful touchpoint with your community.

This step is as vital in the event process as the event itself!

Yes, the overall goal is important. But you don't take the time to thank your supporters, communicate with them, and report back to them on successes is a huge, missed opportunity. 

You Can Also Ask for More Help!

If you fell short of your goal, reaching back out to your audience to donate a little bit more is not out of the question! People love the feeling of achieving a goal collectively. They love the feeling of doing good by donating to support your mission.

If you emphasize to them that their incredibly generous donation has ALREADY helped out heaps, but donating just $10, $25, $100, $250 more will not only help seal the deal, but will also send you over the top, they will be more than willing to band together to help you reach it. Allow them to take ownership of the fundraising victory.

Like two bighorn sheep battlin’ it out for a more attractive lady-sheep. Or guy sheeps… whatever their preference.

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And if they’re not able to give more, ask them to share with others… “We’re almost there, you can help out by sharing!” You can also help divest the burden by framing the goal in smaller terms. For example, "We fell short of our goal by $2500. If just 100 of you gave $25, we'd hit that goal in no time!"

Jumping to Corn-clusions


Events are powerful. Like oxen. Or foxen. Or moosen… Many much moosen! Moosen and Geesen… out in the woods… in the woodsen.

I just Brian Regan-ed myself into oblivion...(if you don't know this reference, checkout this great comedian who keeps it clean.)

Anyway, there is no better way to to connect with people than the face-to-face connection an event provides. 

Events are some of the best ways to gather with like-minded and like-hearted supporters to celebrate the cause to which your nonprofit or organization is bringing awareness.

The follow up is the glue to connect those who attended the event and those who didn't, and missed out. #FOMO. With FOMO on your side (the fear of missing out), mobile marketing opportunities become plentiful when it's time to ask their support again.

We all know why we care about our specific organization, but something we forget is that supporters are not always on the same page as us.

Some supporters will support you because you or a friend asked them to, but not necessarily because they are emotionally invested in the nonprofit.

It’s our job to answer the question, “Why should they care?”

You have to constantly provide them reasons to care in order to elicit time, talent, or treasure.

Yes, having an event, setting up photo booths, and providing raffles, games and drawings are amazing ways to keep your audience engaged at the event, but don’t forget why you’re all there... the reasons for your event is to fundraise, raise awareness, inform, and shed light on the impactful work you are doing in the world everyday.

And be sure to close that engagement gap after an event with great follow up to get the most out of all the hard work that went into making the event a smashing success!

By keeping these little gems in mind, you’ll exponentiate your event fundraising efforts, and most importantly, share your stories of goodness and bring awareness to your more-than-worthy cause.

 

Editor's note: This article has been updated for relevance, and freshness, and was originally posted on 6/17/2016.

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Topics: Fundraising, Marketing, Events

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