Practical planning strategies for marketing fundraising events karen perry weinstat - final ckkp
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Practical planning strategies for marketing fundraising events karen perry weinstat - final ckkp
- 1. PRACTICAL PLANNING STRATEGIES for Marketing Your Fundraising Events Presented by Karen Perry-Weinstat President
- 2. DEFINING THE TERMS I. objectives II. strategies III. tactics
- 3. EVENT OBJECTIVE - GOAL to raise funds to support the mission of the organization BENCHMARKS: net return $ +/- prior event new event – expectations
- 4. STRATEGY a large-scale, long-term plan for reaching a result or delivering an objective TACTIC identification and deployment of specific action items to execute the strategy(ies)
- 6. YOUR STRATEGIC PLAN • define the target audience
- 7. STRATEGY: DEFINE THE TARGET AUDIENCE • primary • secondary DEMOGRAPHICS • • • • SEX: male/female/adults/families AGE: typical range GEOGRAPHY: radius/local/regional STATUS: prior donor or new participant
- 8. YOUR STRATEGIC PLAN • define the target audience • long term versus short term approach
- 9. STRATEGY: LONG TERM APPROACH • networking
- 10. STRATEGY: LONG TERM APPROACH • networking • add/change event(s) to keep current
- 11. STRATEGY: LONG TERM APPROACH • networking • add/change event(s) to keep current • develop partnerships
- 12. STRATEGY: LONG TERM APPROACH • • • • networking add/change event(s) to keep current develop partnerships meaningful volunteer programs
- 13. STRATEGY: SHORT TERM APPROACH • add new media
- 14. STRATEGY: SHORT TERM APPROACH • add new media • introduce new entertainment or activities
- 15. STRATEGY: SHORT TERM APPROACH • add new media • introduce new entertainment or activities • pre-event kick off
- 16. STRATEGY: SHORT TERM APPROACH • add new media • introduce new entertainment or activities • pre-event kick off • step up the cool factor
- 17. YOUR STRATEGIC PLAN • define the target audience • long term versus short term approach • engage them with relevant content
- 18. STRATEGY: RELEVANT MESSAGES TARGET MESSAGE • corporate sponsor • CSR exposure • board member • leadership for cause • donor at large • value to mission • honoree • association with mission • event attendee • enjoyable program for good cause
- 19. YOUR STRATEGIC PLAN • define the target audience • long term versus short term approach • engage them with relevant content • effective reach and frequency
- 20. EFFECTIVE REACH & FREQUENCY
- 21. STRATEGY: REACH & FREQUENCY Start to define tactics • • • • • emails websites social media direct mail text campaigns • • • • • printed materials newsletters PSAs paid advertising signage
- 22. STRATEGY: REACH & FREQUENCY • • • • • • public relations save-the-date cards committee outreach newsletter items event announcements event website/page Drizzle
- 23. STRATEGY: REACH & FREQUENCY • • • • • • • • • emails invitations event website social media sponsor letters PSAs paid advertising calendar listings committee engagement Steady Rain
- 24. STRATEGY: REACH & FREQUENCY • • • • • • • • • emails social media sponsor calls/emails PSAs text messaging press releases paid advertising event website e-journal Downpour
- 25. STRATEGY: REACH & FREQUENCY MORE $$$ A SUCCESSFUL EVENT Sunshine
- 26. PLAN BACKWARDS FLOW CHART – an effective tool
- 27. PLAN BACKWARDS MONTHLY TIMELINE – an effective tool Timeline for Fall Event
- 29. BENJAMIN FRANKLIN Pundit 'If you fail to plan, you are planning to fail!' author, printer, politician, postmaster, scientist, musician, inventor, satirist, civic activist, statesman, diplomat
- 30. PRACTICAL PLANNING STRATEGIES for Marketing Your Fundraising Events Presented by Karen Perry-Weinstat President
Editor's Notes
- The notion that you need a marketing strategy for a fundraising event is still not fully embraced by the event community. In the past 5-10 years, the number of nonprofits has increased many fold and fundraising events of all types have proliferated. To attract new participants, secure corporate sponsorships and to stand above the fray, nonprofits need to try a different approach.A shift to a more business-mindset is underway on many fronts. For fundraisers, this means looking at an event as a product and developing a marketing plan to stand above the pack.A properly implemented strategic plan will give staff and committees a plan of action and help move the event and the organization where it needs to be!
- While it may seem basic, first I’d like to begin by defining these terms. While we are all quick to assume we know the distinctions, evidence of how this work is being done would suggest otherwise! First, we begin with the Event Objective…. The Goal
- The objective is generally stated as the mission of the effort but can add details and benchmarks like how much you expect to increase revenues vs. year ago, or, in a down economy – how much you think is a reasonable amount to sustain… for a new event, it sets a target number based on an assessment of the assets and connections of the players.
- The strategy is what drives results – it’s the roadmap of how to get where you’re going. Ironically, people tend to skip the strategies and immediately start planning tactics… for event fundraisers this is an easy trap. That’s like saying to drive 15 miles and then turn right at the gas station.It’s much easier when we start out with a guideline like: It’s about a half hour away, just north of the city. … itgives perspective. The details are important, but without perspective, it’s easy to get lost.Basically, we need larger thinking to effectively meet goals.
- So let’s talk about some components you might consider for your strategic plan
- First, it’s important to define the target audience. Most fundraisers fall into thinking of past contributors, honorees contacts, etc. While they are segments of the target, there is more to consider.
- Who are these people? What shared characteristics might they have? For example, for a golf outing you might target primarily affluent MEN say, between the ages of 35-64 but if you add other activities during the day you might attract women as well. Are you talking to people over 60 or under 40? Your message will vary. Also – where are you targeting…. Your local area or around the country or the world…. It’s important to start with this established.Any questions or comments about this?
- A second strategy is to distinguish between long and short term approaches. What is a process over time vs. what you can do now.We’ll start with the long term…
- Ok – so how many of you are actively committed to networking at least one or two times per month? Do you know this is often your best resource to meet new donors, event participants? There are so many organizations where your profile would stand out – designated networking groups, women’s organizations, rotaries, chambers, trade groups. Ask some of your board or committee members where they recommend you should be.Find a group or groups you like and dig in. Get to know the members. Make a presentation at a program. These relationships are golden to build lists, recruit committee members and connect with sponsors. Good networking takes several years to hit its stride… start by helping the people you meet as you can. They’ll be more than happy to return the favor.
- Next, look at your event calendar and think about what’s working and what you may like to change. Don’t immediately assume that because you are beyond capacity with your small staff that you cannot handle changes. For example, if you think a new event may be indicated, you can put out the word. There may be third parties who will step up and raise money for you. Or, consider bringing in an event planner – if you hire the right one, the investment is more than justified. Just don’t assume anything and ask the questions
- Another idea is to further develop partnerships and affiliations with businesses in your community. Many want exposure to your inner circle – your board and committee members… Tell story of upscale auto dealer exotic cars
- Finally, revisit opportunities to engage community and business people in volunteering for your event. This helps to staff the event and cultivates new donors/attendees.Now for some short term ideas:
- The first we suggest is to consider new forms of media to reach target audiences – text messages, social media maybe an online ad journal… how can you step up your game?
- Next, Energize the event program with new entertainment, a celebrity or activities to make things fresh
- Plan a pre-event kick off to rally the committee and sponsors and announce new ideas
- Step up the “cool factor” with new technologies like Ipad check-in, mobile auction bidding and text to pledge to interest participantsFor younger donors – add a after partySo – does anyone have anything to ask or comment about now?
- Returning to the strategic plan, another component might be to engage your target audiences with relevant content
- Match the message to your target recipient
- The core of any successful marketing plan is to reach a sufficient number of that target enough times to first, make an impact and then, to elicit a response.There is a formula that is proven to work and it’s very far from the activity level of most event fundraisers in promoting their events.
- Explain chart
- To build reach and frequency, we start to think of tactics that will BUILD THE REACH… expand your thinking
- Frequency for an event, on the other hand, comes in stages… Our suggestion is to start at least 6 months out with what I like to call the “drizzle” just starting to create a presence
- 3-4 months out, we step up to a “steady rain.” We employ more media, more frequently to start to capture attention
- In the last two months building to the last few weeks, we add urgency with a veritable “downpour”This is designed to elicit a response from those whose attention we’ve captured.
- Finally, when the event date comes with a strong strategic plan in place, we raise more money and have a big success!
- A strategic approach to achieving and implementing all of this is to PLAN BACKWARDS. Two useful tools for this are either a flowchart or a monthly timeline.The flowchart is my personal favorite and this is a small example.Start by marking the event date and listing the marketing deliverables over the pre-event months.Keep in mind the analogy of drizzle, steady rain and downpour and mark off the dates and times these elements will be released.
- You can also establish a monthly timeline with bullets for deliverables. Similarly, as you get closer to the event date, the list of bullets will expand.
- The bottom line is that Marketing opportunities keep expanding. New media. New trends. New messages. If your nonprofit is continuing to promote or marketing its fundraising events as they always have done, you will likely experience diminishing returns. Start with a strategic plan to accomplish your objective. You won’t go wrong.
- So to conclude, I’ll quote agreat American intellectual … If you fail