Once the event is over, the data tells you what worked.
What's tracked per event
- Total registered — split by ticket type.
- Total revenue — gross, less fees, net.
- Show-up rate — checked-in / registered.
- Add-on attach rate — how many bought silent auction paddles, drink tickets, etc.
- First-time attendees — registrations whose contacts had no prior event registrations.
Post-event campaigns
Tormano automatically creates two segments after an event:
- Attendees — people who checked in. Send them a "thanks for coming" email plus impact recap.
- No-shows — registered but didn't check in. Send a "we missed you" email with the recording or recap link.
Conversion tracking
For first-time attendees, watch the 30-day post-event window: do they make a donation? sign up to volunteer? attend another event? Tormano's contact engagement score weighs event attendance heavily.
Year-over-year reports
Compare same-event-this-year vs last-year for galas and recurring fundraisers. Revenue growth, attendance growth, average gift size.