Are You Playing 'Twenty Questions' with Your Event Registrants? | npENGAGE

Are You Playing ‘Twenty Questions’ with Your Event Registrants?

By on May 21, 2015


Just because ‘Twenty Questions’ is a good way to pass the time during road trips, does not mean the game has a place on your event registration form. We get it; you want to gather information from participants during the registration process for your peer-to-peer fundraiser.

But are all of those questions really necessary?

Just like certain pieces of clothing are required for you to visit public places, there are certain questions you have to ask during event registration. Team name, fundraising goal, and address are the little black dresses of the registration form. But it’s the additional, custom questions that could use a little more fashion sense. These questions are your event accessories. Think about it—would you wear 20 necklaces at once? No, because it’s distracting.

Just like too much of a good thing can be a fashion faux pas, the same can be said for asking too many questions during the event registration process.

People are busy and a lengthy registration process can turn off potential participants. They’ll start the process and then drop off because the form is, well, overwhelming. Check out your web analytics and statistical data to see for yourself. Removing unnecessary questions from your forms will help you improve your registration process and increase your conversion rate.

Let’s talk about cutting back.

For each added registration question, objectively consider the following:

  • What will you do with the answer?
  • Will it allow you to segment your messaging?
  • Will it help you reach your goal?

If you are not using the information provided on your registration form, you need to cut it. We’re not saying cut these questions from your event entirely. We understand there is legitimate information you need in order to manage the logistics of your program. We are, however, suggesting that there might be a better time and place to ask.

Leaving these types of questions off the registration form does two things:

  1. It decreases your risk of form drop-off. The fewer questions you ask, the easier it is for someone to complete the action of registering. After they have registered, then you can hit them up for more information.
  2. Asking questions later gives you additional opportunities to engage with your participants between the time of registration and the actual event. Consider sending a questionnaire after participants have reached their fundraising commitment level asking them for additional information.

The bottom line?

Don’t front-load all of your questions during the registration process because you are afraid people won’t answer them later. If people want to participate in your event, they will provide you with the information you need. Worst case—pick up the phone and engage one-on-one with your participants to get it!

Before you leave the house, look in the mirror and take at least one thing off. – Coco Chanel

The same goes for your registration forms. Don’t over accessorize your form with too many questions. When in doubt, take the French fashion designer’s advice and cut at least one.

Want more peer-to-peer fashion advice? Download our newest eBook and join us for our webinar series!

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A technologically savvy and strategic communications professional, Lauren Firestone has more than 10 years direct response experience in digital and traditional media, including 8 years developing, managing and executing online strategies to increase giving, engage constituents and raise awareness.

Lauren is able to leverage her knowledge and understanding of different online technologies to provide non profit organizations with informed direction for their digital fundraising programs. This includes keeping apprised of emerging technologies and best practices as they relate to digital fundraising and marketing; developing creative and effective solutions for clients based on their needs; and using analytics to evaluate strategies and developing future efforts based on results.

Lauren is passionate about helping non-profits achieve their online goals so they can focus on their missions.


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