iMIS and Leukaemia Foundations Worlds Greatest Shave

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iMIS and Leukaemia FoundationsWorlds Greatest
Shave
Dave SimmsGeneral ManagerEvents and Community
RelationshipsLeukaemia Foundation
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Event history

• 2009 is the 11th anniversary of Worlds Greatest
  Shave
• Raise funds to shave your head in March
• 13.6m raised in 2008 a record
• Australias largest one day/weekend fundraiser
• Around 20,000 registrations typically
• Average raised is 460 per registrant

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Our issues

• 13.6m raised in 2008 a record!
• Its around 60 of our annual income
• Short campaign 6 weeks
• High levels of activity at peak times
• Lots of resources needed to handle cash and
  deposits at the bank
• 60 of registrants actually participate
• Keeping it personal when its that big

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Previous system

• Server couldnt cope with traffic
• Thousands of calls with credit card problems
• Crashed on the day before the event
• System couldnt handle team activity well
• System didnt promote online fundraising

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Our plan

• Introduce new event and pilot it in smaller
  states
• Test not only the event but also the systems
• Roll out event and website nationally a year later

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Hence Light the Night
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Then our signature campaign
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Did that work?
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Key results with iMIS
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Payment types 2008
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Payment types 2009
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Solving our issues

• Keeping it personal when its that big
• Increasing participation making it user
  friendly
• Managing our resources

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Keeping it personal

• Campaign language and tone
• Fields use the info for customer service
• Phone calls and visits
• 10 day calls for all
• Custom emails

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Making it user friendly

• Limiting number of questions short user
  experience
• Simple instructions modify as you learn keep
  tone and language consistent
• State specific
• People need to know where they are on your
  website navigation
• Buttons/actions on the left

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Managing our resources

• A,B,C,D (80/20 rule)
• Email boxes contact form/no published email
• Max 24 hour response to emails
• Always use locations
• Cleaning data (20 is rubbish)

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Questions?