The nonprofit event management success formula


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The nonprofit event management success formula

  1. 1. #NPSuccess© Constant Contact 2012 1
  2. 2. Today We’ll Be Discussing Planning your nonprofit event Promoting your nonprofit event to  Create buzz  Increase registration  Maximize attendance#NPSuccess 2
  3. 3. #NPSuccess#NPSuccess 3
  4. 4. Increase Charitable Funds… by Running Affordable Events Customer: Chesapeake Virginia Wine Festival Success Looks Like… Encouraging advanced ticket sales, so that more fundraising dollars could go to fighting cancer. Her Success Formula: Streamlining the work involved in planning and managing a wine tasting by using affordable, online registration tools. What’s Working: “I used your Event Marketing tool to promote a wine festival to benefit charity. We ended up attracting 7,800 attendees and raising $150,000 for cancer research.”© Constant Contact 2012 4
  5. 5. Grow Your Audience… by keeping them engaged. Customer: The Southeast Kentucky Chamber of Commerce Success Looks Like… Increasing the chamber’s membership from 375 to 500 in less than a year, but keeping membership engaged and informed. What’s Working: His Success Formula: “We are able to keep members and communities Using online surveys to gather feedback about important local engaged and connected with our legislation, social media to build a Community Chamber Events.” community. keep members involved with upcoming events.© Constant Contact 2012 5
  6. 6. Keeping Playdates Official, Professional… and Fun Customer: Chase’s House, New York City Success Looks Like… Seeing attendance for playdates grow by 300% in one year and still managing it all as a team of one. Her Success Formula: Using event and email marketing to keep track of families coming to each event. What’s Working: “I had been using spreadsheets to keep track of who had accepted and declined invitations, but it was a nightmare. Now, I can just print out automatic RSVP lists.”© Constant Contact 2012 6
  7. 7. #NPSuccess
  8. 8. Why are You Having an Event? The 3 Top Reasons Goal Measure Nonprofits Host Events:  What do you want to  What are the achieve? measurable results from your event?  What is success (ROE)? 1. Educate  Is there a target Possible Measures: 2. Generate audience?  Increased mentions on social __awareness media, web traffic  Increased donations 3. Get donations Possible Goals  High satisfaction, increase in  Increase awareness for your volunteer sign ups cause  Drive donations  Solicit volunteers - Constant Contact Event Marketing Survey, 2010© Constant Contact 2012 8
  9. 9. Why Should They Attend? Goal Measure Main takeaway of  What is in it for the  How will you calculate the event should attendee? if the attendees be reflected in – The tangible benefit for achieved their goals? your promotional spending my time/money. activities  What motivates for participation? Possible Measures:  What do they learn?  Satisfied comments in survey and social media Possible Goals  Increased donations and volunteers  Enjoyable time  Help a charity© Constant Contact 2012 9
  10. 10. Chesapeake Virginia Wine Festival Goal  Sell tickets >50% of tickets in advance  Raise money for cause  Get more attendees than previous year Measure:  85% of tickets sold in advance  Raised $150,000  7,800 attendees© Constant Contact 2012 10
  11. 11. #NPSuccess
  12. 12. Communication Schedule© Constant Contact 2012 12
  13. 13. Create Buzz (5-6 Weeks Ahead) Email Newsletter Event Directories Website Calendar© Constant Contact 2012 13
  14. 14. Leverage Your Email Newsletter Take advantage of the communications you already send!© Constant Contact 2012 14
  15. 15. Use Your Website to Drive Awareness Promote all your upcoming events on your website Just set it and forget it!  Add it once  Automatically updates  One-click registration© Constant Contact 2012 15
  16. 16. Display Upcoming Events Make it easy to find date and time that works for them Southeast Kentucky Chamber of Commerce Link from:  Your website  Email Newsletter  Email signature  Facebook, Twitter, LinkedIn Decline due to 60% Date / Time / Location. -According to research on 200K RSVP declines© Constant Contact 2012 16
  17. 17. List Your Events Publicly Expand Your Reach With Event Directories  Event directories  Events in America  SocialVents  Local paper  Local event calendars  Co-marketing© Constant Contact 2012 17
  18. 18. Increase Registration (3-4 Weeks) Registration Form Social Media Posts Event Homepage Paper Mail Invites Email Invites Social Sharing Facebook App© Constant Contact 2012 18
  19. 19. Event Homepage Provide them all the information they need  One-click registration  Easier than updating your event website for each event  Link from: − Website − Social media − Email© Constant Contact 2012 19
  20. 20. Make the Most of Your Invitation Make it easy to RSVP right from the print mailing  Offline  Provide a phone number  Online  QR codes −  link − “50% of people who receive direct mail invitations prefer responding through URLs.” - Direct Marketing Association© Constant Contact 2012 20
  21. 21. Does this Invite Work?  No easy way to RSVP  Very little branding  No map  No way to share event invitation© Constant Contact 2012 21
  22. 22. Event Invitations Get noticed in the inbox! Subject Line: Save 10%, register before 9/15  Subject Lines: “Emails with a date in the subject line will generate a 24-29% higher open rate.” - Worldata Email Usage Study Q4 2010 Give them the info they need  Event info, including a map Make it easy to respond  Clear call to action with RSVP© Constant Contact 2012 22
  23. 23. Look Professional with Branding Before After© Constant Contact 2012 23
  24. 24. Look Professional with Branding Match the look and feel of your organization Make sure to insert your:  Logo  Font  Colors  Images© Constant Contact 2012 24
  25. 25. Event Invitations Don’t blast your invite out to everyone at once  Chesapeake sent invitation to past Subject Line: Past attendees get an exclusive invite! attendees first “Exclusive in the subject line generates an additional 24% open rate. - Worldata Email Usage Study Q4 2010 “Segmentation delivers a 7x increase in open rates and a 14x increase in click-through rates.” - Understanding ISP-Level Email Filtering© Constant Contact 2012 25
  26. 26. Send to Non-Responders Contact people who haven’t RSVPed Invite  Only sent to those invitees that Invite to Non-Responders have not RSVP’d yet  Don’t just resend the event invitation − Provide an incentive to attend − Switch up your subject line − Try a different sending time© Constant Contact 2012 26
  27. 27. Event Invitations Motivate registrations with video Take those videos and use them in your event invitation! Video increases click-through rates by 300%.” - Forrester Research “42% of small organizations created and posted event marketing videos to YouTube.” -Constant Contact Event Marketing Survey Try videos featuring: October 2011  Guest speakers  Activities  Success stories© Constant Contact 2012 27
  28. 28. Sending Your Event Invitation Send your invite when people want it Dodge traffic in the inbox by avoiding peak sending times “The highest spike was at 6AM.” - The Science of Social Timing, Hubspot 2011 Schedule your emails: “Online giving happens largely  5-6 weeks: Send announcement between 9-5 on weekdays.”  3 weeks: Send reminder -The Online Giving Study Network for Good and TrueSense Marketing  2 days: Send “Don’t miss” email© Constant Contact 2012 28
  29. 29. Sharing Your Event Invitation Reach the widest audience with Simple Share  Customize the message for each site  Include an image  Easily share to all your Facebook, Twitter, and LinkedIn profiles “51% of small organizations use their social networks 4 weeks before their event.”- Constant Contact Event Marketing Survey, October 2011© Constant Contact 2012 29
  30. 30. Registration Form Keep it short  Only ask necessary questions Charge a fee  Implies value  Most common reason people don’t attend is date/time, not fee Pay in advance  Increases likelihood of attendance  It rained during Chesapeake Wine Festival, but 85% of ticket sales occurred ahead of time. Still had 7,800 attendees© Constant Contact 2012 30
  31. 31. Registration Form Ask people who RSVP “No” to donate!  Take advantage of people who want to help, but can’t attend!  Assign a suggested amount or allow the donor to put in their own donation amount.  Attendees aren’t the only ones who can donate to your cause© Constant Contact 2012 31
  32. 32. Registrants Can Share on Social Media Registrants can spread the word about the event by sharing on Facebook or Twitter© Constant Contact 2012 32
  33. 33. Promote Your Event on Facebook Engage your fans with compelling posts  Ask your Facebook fans to “Like” your post “Gets a 216% higher interaction rate for pages.” - A Scientific Approach to Facebook Marketing, Momentus Media 2011  Ask them to comment too! “Gets a 27% higher interaction rate.” - A Scientific Approach to Facebook Marketing, Momentus Media 2011© Constant Contact 2012 33
  34. 34. Promote Your Event on Facebook Use the Facebook App to promote 24/7 “89% of small organizations use Facebook to market their events.” - Constant Contact Event Marketing Survey, October 2011© Constant Contact 2012 34
  35. 35. Promote Your Event with Social Media Promote your event where your audience is! “77% are using social media to promote events and 74% think its effective.” - Constant Contact Event Marketing Survey, October 2011 “66% use Twitter and 37% create a #hashtag for the event.” - Constant Contact Event Marketing Survey, October 2011© Constant Contact 2012 35
  36. 36. Maximize Attendance (0-2 Weeks Ahead) Email reminders Tickets/Confirmation Social media engagement Event homepage© Constant Contact 2012 36
  37. 37. Increase Attendance with Reminders Don’t just resend the event invite!  Include a link to a pre-event survey or poll, then show results  Show event count down  Provide guest speaker info  Make it easy to share with “Forward to friend” link and Social Share button© Constant Contact 2012 37
  38. 38. Remind Them to Print their Tickets  Ticket serves as a tangible reminder  Makes the check-in process a snap!© Constant Contact 2012 38
  39. 39. Update Your Event Homepage Get registrants excited about the event!  Use to provide additional info about your event  Useful for when you are promoting on Twitter and other places without a lot of real estate© Constant Contact 2012 39
  40. 40. Social Media Engagement Don’t just link to the registration page!  39% of small organizations use social media to get repeat attendees “35% use social media to get more attendees.” - Constant Contact Event Marketing Survey, October 2011 “61% use their social networks in the days prior to the event.” - Constant Contact Event Marketing Survey, October 2011© Constant Contact 2012 40
  41. 41. Use Follow-Up to Create Buzz for Your Next Event Email reminders Tickets/Confirmation Event homepage Social media engagement Social media Survey Homepage© Constant Contact 2012 41
  42. 42. Make People Want to Come Back Update your Event Homepage  Show pictures from event  Include any event collateral Send a follow-up email  Collect feedback with a survey  Ask: − What did they like best? − What could be improved? − Ask questions to measure your goal − Pull responses for future promotions© Constant Contact 2012 42
  43. 43. Make People Want to Come Back Communication doesn’t stop once the event is over  Stay top of mind  Keep them engaged with social media  Thank them for attending  Post pictures from the event  Ask for feedback  Promote the next event© Constant Contact 2012 43
  44. 44. Takeaways Email Newsletter, Website, Calendar, Event Directories Invites, Registration Form, Social Sharing & Posts, Facebook App Reminders, Tickets, Update Homepage, Social Media Posts Update Homepage, Survey, Follow Up Email, Social Media Posts#NPSuccess 44
  45. 45. Take the Next Step Sign up for trial Check out our blog Call a coach! Sign up for a free Check out our blog We’re happy to help! Event Marketing trial Get started today! Call us: Arm yourself with the tools and Learn more about how event Toll-free: 855-816-6508 coaching to get your first event marketing can help small campaign in front of your email business and nonprofits optimize subscribers and social networks. event marketing efforts. Set up an appointment with a personal coach to have all your Toll-free: 855-816-6508 questions answered: coach© Constant Contact 2012 45