Q: We are planning our first Ask Event^™. What related data should we be tracking?

Brian in Seattle

A: If you will be putting on the Free One-Hour Ask Event, there will be many things you'll want to track. These include data on each individual guest as well as collective data from the overall event.

Data on each individual guest includes: did this person RSVP, did this person attend, the name of this person's Table Captain, the amount of the donor's gift or pledge on the day of the event, and the dates these pledges were paid off or increased (perhaps at subsequent events).

Data on the overall event could include: the names of everyone who accepted the invitation, the number of total guests who attended your Ask Event, total gifts received by all donors (including pledges) on the day of the event, and total gifts and pledges received in the next three months from Ask Event guests.

In conjunction with future Ask Events, you might be collecting data on donors who become Table Captains, donors who pay off or increase their gift at the next Ask Event, the number of repeat attendees, etc.

After the Ask Event, you will want to track the entire Follow-Up process. As you call each new donor, what are they saying? Who would they like to invite to a Point of Entry^®? Would they like to host a Point of Entry? Would they like to be a Table Captain again next year? Did any of their guests express interest in becoming Table Captains? What about the people who left their table without turning in a completed pledge card? What, if anything, did they say as they left? Be sure to note these comments in the file for that guest, including any next steps needed.

As for the "thank you" and recognition process, you will need to track when and how each donor was thanked. What other feedback have they given you since the event? What is the next contact or next step with each of these donors? Is that next step tied to the master "to-do" calendar for that date?

Even more importantly, the tracking system will then allow you to make queries of the data in the system and to make reports of any information you need. Who attended which event? Who were the major donors at your Ask Event? Who are the people who need a Follow-Up Call, a visit from a board member, or a thank-you note?