Defining event fundraising success
At JustGiving, we like to consider three key measures related to success: page creation, page activation, and page value.
We focus on each of these in every area of fundraising, and we encourage you to do the same at your charity. Let’s look at all three, what they mean, and how to maximise each one.
Page Creation
Increasing the number of Fundraising Pages created for your event
For that really special story, sometimes one Fundraising Page is all you need. But with most campaigns and events, it’s best to have as many fundraising pages as possible. Not only can this attract more donations, but your cause will also achieve a wider reach.
Learn how to maximise Fundraising Pages created for your event →
PAGE CREATION | EXPERT TIP 💡
When it comes to an event with such high fundraising targets for charities, plus the competition and anticipation of people hoping to get a place in the event, it’s important to begin your campaign well in advance of the ballot date.
By spreading awareness of your charity and cause, you’re more likely to attract runners to join you, whether they’re using their own ballot place or filling one of your charity places. Some ideas to consider when planning your marketing and communications strategy include:
- Show the need for (and the impact of) donations to your charity.
- Share personal stories from past fundraisers and the impact they’ve had.
- Celebrate previous runners to show much their fundraising means to you.
Depending on the size and abilities of your team, we recommend using as many different communications channels as possible. These include, but are certainly not limited to:
- Social media posts. These are especially helpful for quick announcements, reminders, and community engagement.
- Videos. You could share video links via social media, email, and include them on your website and campaign page.
- Email and newsletters. If you have an email list (if you don’t, get on it!), you can launch your campaign and spread awareness while providing helpful information and next steps for your supporters.
From Page Creation to Page Activation
For events in the springtime, the New Year tends to be a wakeup call in a variety of ways. For charities and fundraisers alike, this typically involves a realisation that event day is fast approaching and it’s crunch time to ramp up fundraising and training efforts.
Increase your communications and other campaign activity, but bear in mind that other charities and fundraisers are likely thinking and doing the very same thing. This is another reason to plan your timeline well in advance to give you time to adjust as necessary. It’s a good idea to keep tabs on your fundraisers’ progress, particularly when it comes to activating their pages.
If the date of your event is in three months or less and fundraisers are yet to activate their pages, give them a nudge and see how you can help them get the ball rolling. This is a great opportunity to coach your fundraisers, offer best practice tips, and thank them for their efforts to date.
Page Activation
Increasing the number of fundraising pages that receive their first donation
If your supporters have created some fundraising pages, great! But the work isn’t done yet. Pages are only considered ‘activated’ once they receive their first donation (once their fundraising total is higher than £0). If you ever hear the term ‘page activation rate’, this is the percentage of pages created that receive that all-important first donation.
PAGE ACTIVATION | EXPERT TIP 💡
When it comes to an event with such high fundraising targets for charities, plus the competition and anticipation of people hoping to get a place in the event, it’s important to begin your campaign well in advance of the ballot date.
By spreading awareness of your charity and cause, you’re more likely to attract runners to join you, whether they’re using their own ballot place or filling one of your charity places. Some ideas to consider when planning your marketing and communications strategy include:
- Show the need for (and the impact of) donations to your charity.
- Share personal stories from past fundraisers and the impact they’ve had.
- Celebrate previous runners to show much their fundraising means to you.
Depending on the size and abilities of your team, we recommend using as many different communications channels as possible. These include, but are certainly not limited to:
- Social media posts. These are especially helpful for quick announcements, reminders, and community engagement.
- Videos. You could share video links via social media, email, and include them on your website and campaign page.
- Email and newsletters. If you have an email list (if you don’t, get on it!), you can launch your campaign and spread awareness while providing helpful information and next steps for your supporters.
From Page Activation to Page Value
The final few weeks before a fundraising event is a very busy time. If you and your team are managing the event, there will be so much to do. As you deal with last-minute requests and tasks, remember to take time to support your fundraisers in the final days and hours ahead of the event.
As always, the fundraising call-to-action can be coupled with a celebration of your fundraisers’ energy, commitment, and milestones — all with an aim to help them get over the real and proverbial finish line.
Page Value
Increasing the amount raised per fundraising page
Here’s where the fun really starts! As with any charity event, one of the major goals is to raise as much money as possible. By employing a few simple strategies, you can increase donations per Fundraising Page, and therefore increase the overall amount raised for your charity’s event.