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CASE STUDY: Not-for Profit Organization (HOPE)

Situation
HOPE is a volunteer-driven, not-for-profit events management organization that raises funds for community-based charities. HOPE's flagship Volleyball SummerFest event combines recreational volleyball with live entertainment. Each year, more than 25,000 players and spectators flock to Mooney's Bay Beach in Ottawa for the greatest summer party in the region.

This Not for Profit Event Management organization was hosting their annual event. The event relies heavily upon the support of a variety of major sponsors, including media, corporate and partner sponsors, along with an integral foundation of volunteers. In order to ensure future sponsorship participation and to measure the satisfaction of volunteers and event participants, HOPE turned to In-Touch to assist with data collection and analysis related to the event experience. Demographic analysis would provide intelligent data for businesses considering financial sponsorships and participant/volunteer feedback would provide valuable insight related to event experience.

Solution
In order to achieve these goals, In-Touch designed a survey that was conducted onsite during the event and delivered to participants via interactive marketing kiosks and mobile tablets. Volunteers facilitated the data collection, by inviting participants to visit the branded kiosks or to interact with the mobile tablets to complete the survey. Prize incentives were included as part of the program, to encourage participation. Post-event feedback was gathered via a web-based survey and distributed to all registered event participants by email for completion. Respondents were automatically entered to win a prize upon survey completion.

The following data collection objectives were highlighted:

• To support the Sponsorship Initiative
  • What is the demographic of event attendees (age, salary range, M/F, profession, preferences)
  • How many attendees/participants were likely to receive their message
  • What is the perceived value of their investment
• To evaluate the Attendees/Participant's experience
  • Satisfaction rating on overall event
  • Identifying ideal event format, areas for improvement with transportation, music, food, refreshments
  • Gather input/suggestions for next year's event schedule
• To measure volunteer satisfaction
  • Feedback regarding schedule, assignments and orientation/training
  • Suggestions for improvements or revisions to next year's volunteer program

Solution benefits
In-Touch designed a survey that greatly improved the quantity and quality of data gathered from event participants. Data from multiple sources (interactive kiosks, tablets and online) was streamed into one reporting and analysis platform. Event staff was able to log in remotely to an interactive web-reporting site, to monitor results in near real-time. Detailed, location-level results were available for immediate follow-up, action planning and targeted support.

Results

• Analysis of the resulting data contributed to the development of a strategy to maximize the event's impact to the sponsors and ultimately to the organization.
• Gained actionable insight regarding the participant experience and identified areas for improvement for optimal event success.
• Businesses could sponsor the event with the confidence that those who would attend would be their best prospects.
• The organization gained a process of continuous improvement for their event objectives and volunteer programs, and a strategy to make it happen.