Online Event Marketing For Non Profits


Published on

See how nonprofits of all types are turning to new ways of planning, managing and promoting their live and online events. Learn the best practices and tools of event marketing that save precious time are easy to use and designed to be flexible with the nonprofit in mind. Using real-life case studies learn exactly how others leveraged the tools and techniques that make online event marketing so appealing. Come with your questions and ideas and leave with real life solutions to make your events rock.

  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Today’s presentation will cover the following topics: We will discuss the many benefits of using on-line registration to track and analyze participation. We will also cover many of the varied ways you can keep in touch with your constituents, encourage participation and reach those people that are not currently part of your contact list. We will touch on ways you can measure the success of your event and how you can use this information to plan even better, more robust events in the future. I will finish by sharing Event Marketing Best Practices.
  • Professional looking communications improve the reputation of the organization. Sending informative emails about the event and your cause makes you trusted resource and builds credibility for the work you are doing.
  • Here’s an example of an organization that used the online calendar feature for success. Challenge: Getting volunteers to help their mission dedicated to growing a healthy, livable community in the Sacramento, CA region. The Sacramento Tree Foundation was concerned about getting the right number and type of volunteers to help. By using registration questions, the organization used the responses to appropriately group volunteers and create teams that contained experienced members, leading to a more productive event. By using EvM, they did have number of volunteers needed for each project and were able to identify specific skill sets that made for a more productive event. They were able to support their mission by fulfilling all volunteer dates. This is also an opportunity to follow-up with unsatisfied customers.
  • The fun part is promoting your event, so “Let them know and they’ll show!” Let’s start with Invitations: Don’t forget to always send a “Save the Date!” Personal invitations to pre-existing networks of donors and friends through multiple channels have been rated as the most effective methods for communicating. Website: Here, provide the event details and don’t forget a “Join my mailing list” button.Social Media: Keep audience engaged throughout the promotion process by highlighting exciting new speakers and keeping them informed of interesting changes/additions to the program. We’ll further discuss Social Media in today’s presentation and provide context to using it. Remember, communicate where your audience is listening, and they are on Social Media. Attendees who feel more engaged and connected with the organization are less likely to cancel.
  • Using Event Marketing from Constant Contact, we’ll see that it’s 1) Time Saving, 2) Easy to use, 3) An online place for centralized information and ultimately will mean a better and smoother event for you and your attendees. In the past, manual registrationand a high number of people paying “at the door” resulted in an organization having to make a “best guess” in regards to food and facility size. Pre-registration reduces waste of precious time, money and resources, something nonprofits are constantly seeking. Another time saver is that info is more accurate, since participants self-register.EvM is also so easy to use, volunteers who are new to using CTCT, are able to quickly step-in and help.In addition, CTCT allows you Plan a better event when you know who is coming. Based on the registration “title” field, a lecture-type session could become a CEO Roundtable discussion, delivering more value to the participants. All of these benefits make for a smoother, more efficiently run conference, fundraiser or special event. Simply put, you get better event planning with Constant Contact Event Marketing.
  • For example,some of the challenges Allston Village Main Streets faced were that manual registration makes it difficult to register attendees and get a proper headcount. Having to overestimate a head count, means needlessly paying for meals that are not necessary, or booking a location that is larger and more expensive. Attendees are directed to an easy to use online registration page. Better registration management means spending less money to host the event. Another recommendation: The look and feel of the registration page should underscore the event theme or cause, and we’ll see how to accomplish this using Event Marketing.
  • Online Event Marketing For Non Profits

    1. 1. Online Event Marketing for NON-Profits <br />Heidi Tobias-Wong<br />Constant Contact<br />Twitter @htoby<br />Email:<br />
    2. 2. Copyright © 2011 Constant Contact Inc.<br />Agenda<br />Plan<br />Setting Objectives<br />Using Objectives<br />Ask for information you need<br />Promote & Communicate<br />Promote to the right people<br />Let the people you know promote for you<br />Leverage Social Media and Mobile<br />Be found on the web<br />Engage with attendees<br />Registration<br />Acknowledge and communicate<br />Before Event<br />During Event<br />Post Event<br />Measure your success<br />Reports<br />Feedback<br />2<br />
    3. 3. Plan- Setting Objectives<br />What do you want to accomplish?<br />Determine the ultimate purpose of the event and why are you hosting.<br /><ul><li>Type of event
    4. 4. Right content
    5. 5. Right people to attend</li></ul>What action do you want from them<br />What will participants take away? <br />Learn to save Money<br />How to get the best ROI<br />Effective strategies to fundraise<br />How to measure success-Return on Investment<br /><ul><li>You want a return so you must calculate how much to invest and create a budget.</li></ul>Will attendees be a referral engine if they leave satisfied?<br /><ul><li>Free event vs. Free admission</li></ul>– avoid last moment discounts to attend.<br />Copyright © 2011 Constant Contact, Inc.<br />3<br />
    6. 6. Plan- Setting Objectives<br />For the attendee, what do they want?<br />What is in it for me?<br />-The tangible benefit for spending my time/money.<br /><ul><li>What motivates for participation?
    7. 7. What do they learn?
    8. 8. Networking
    9. 9. Making a difference
    10. 10. Create a Top 3 attendee take-away list
    11. 11. What are the different messages and “hot button issues” for discussion?</li></ul>Copyright © 2011 Constant Contact, Inc.<br />4<br />
    12. 12. Plan- Setting Objectives<br />What they want?<br />Freshen a stale fundraising event<br />Fundraise for Sindney M. Oman Cancer Center<br />What attendees want?<br />Something interesting to do while giving back<br />Attending an “It” event<br />
    13. 13. Results- Setting Objectives<br />What was achieved:<br />7,800 attendees<br />250 volunteers<br />profit of $150,000<br />Increase engagement<br />What attendees got:<br />A good time and doing something good<br />New wines and a way to be involved<br />Motivation & resources for next event<br />
    14. 14. Plan- Using Objectives<br />7<br />Are you not sure what to plan? Ask! <br />Use the Event Planning & Feedback section of the Survey tool to gather data.<br />From a two-minute survey you learn:<br /><ul><li>The type of event
    15. 15. How to promote
    16. 16. If the event should be public
    17. 17. The right audience for the right events (matching objectives)
    18. 18. What the audiences considers a success/valuable</li></ul>Copyright © 2011 Constant Contact, Inc.<br />Ask the uncomfortable question about a previous event:<br />“What didn’t you like about our last event?”<br />
    19. 19. Plan- Using Objectives<br />Sample Questions to try<br />How much do you expect to pay for an event?<br />Which types of our events have you attended in the past?<br />What is your primary reason for attending an event?<br />What is the most convenient time to have an event?<br />What types of events would you be interested in attending?<br />Which generation are you? (Gen Y, Gen X, Baby Boomer, etc.)<br />-Actual questions from Downtown Woman’s Club<br />8<br />Copyright © 2011 Constant Contact, Inc.<br />
    20. 20. Plan- Using Objectives<br />For a successful event, identify your audience’s goals, as well as your own<br />Considerations for attendees<br />Time of Day<br />Age 55+ prefer mornings<br />Parents prefer lunch <br />Singles prefer evenings<br />Location<br />Traffic<br />Public transportation<br />Parking<br />Wheelchair access<br />Other community events<br /><ul><li>Can you piggy-back off something else?
    21. 21. Be sure your event is not scheduled at the same time as another</li></ul>Event execution<br /><ul><li>Assign a back-up person and have contingency plans
    22. 22. Prepare staff in case of questions or issues (Fire Drill)
    23. 23. Include enough breaks in the agenda
    24. 24. Provide WIFI if not already available</li></ul>Copyright © 2011 Constant Contact, Inc.<br />9<br />
    25. 25. Plan- Using Objectives<br />Share your story:<br />Recent or Upcoming Event<br />Attendee Objective<br />Your Objective<br />Value and Content Focus of event<br />
    26. 26. Promote and communicate<br />
    27. 27. Are you promoting to the right people?<br />Who do you want to come?-create an “ideal” attendee profile both new and familiar with your organization and know why. <br />Demographic<br />Psychographic<br />Industry, Educational background, Geography<br />Influence in networks (local and social)<br />Where do they spend time?<br />Online: Social media, industry blogs, websites, virtual trade-shows, etc.<br />Offline: Social groups, cafes, Meet up, Chamber meetings, etc.<br />Print: Newspapers, trade publications, magazines<br />Where do they look for information about events?<br />Local calendar listings, local media outlets (,<br />List in your own event calendar on your site<br />Get included in radio or tv listings<br />“Forward to a Friend” Invites<br />Word of Mouth<br />Search Engines and Social Media<br />12<br />Copyright © 2011 Constant Contact, Inc.<br />
    28. 28. Are you promoting to the right people?<br />Worksheet: <br />
    29. 29. Foundation from those who know you<br />Email invites for those who know your organization<br /><ul><li>Brand is important</li></ul>-79% of respondents said they hit the "report spam" button when they don't know who the sender is.<br />-Email Sender and Provider Coalition (2007) <br /><ul><li>Use Subject Lines that get you opened
    30. 30. Write a headline that captures and keeps attention
    31. 31. Show your personality
    32. 32. Personalize message to recipient –the same invite does not need to go to everyone on your list
    33. 33. How do they know you? Use this to make the invite relevant
    34. 34. Segment the content of the message</li></ul>-56% of consumers consider marketing messages from known senders to be Spam if the message is “just not interesting to me.” <br />- Q Interactive, 2007<br />14<br />Copyright © 2011 Constant Contact, Inc.<br />
    35. 35. Good Invitations cause interest and action<br />Include:<br />Why do or should I care?<br />Simple step-by-step easy registration or RSVP<br />-How do I say yes or no<br />-If no, can I still donate to cause?<br />When and where?<br />How do I get there?<br />Is there a cost?<br />Who do they contact for more information or to ask questions? <br />Add list of upcoming events<br />Content is Share worthy<br /><ul><li>“Forward to a Friend”-email
    36. 36. Share button for posting social media</li></ul>15<br />Copyright © 2011 Constant Contact, Inc.<br />
    37. 37. What about your invites? Do they do more than ask people to come?<br />Goals:<br />Increase awareness<br />Improve activism/volunteerism<br />Improve performance of donor base<br />Strengthen community relationship<br />How do you know if your invites did their job?<br />Invitations cause interest and action<br />16<br />Copyright © 2011 Constant Contact, Inc.<br />
    38. 38. Success with Event Invitations<br />The Salem Athenaeum<br />Their challenge: <br /><ul><li>Maintaining support for the organization’s mission
    39. 39. Attracting both new and former attendees</li></ul>With Event Marketing: <br /><ul><li>Send informative email invitations
    40. 40. Professional looking event homepage
    41. 41. Online registration to confirm commitment</li></ul>Their results: <br /><ul><li>Payment in advance encourages attendance
    42. 42. Increased attendance meant more revenue from the fundraiser</li></ul>Copyright © 2011 Constant Contact Inc.<br />17<br />“Event Marketing allows us to gauge registration numbers in advance. <br />I know how many people should staff the event, if I am going to have enough space for the attendees, and what the audience expectations are for the event.”– Jean Marie Procious, Director of The Salem Athenaeum<br />
    43. 43. Does this invite work? <br />Works<br /><ul><li>Headline captures attention and sense of urgency
    44. 44. Visuals match event theme</li></ul>Does not work<br /><ul><li>No way to RSVP on line
    45. 45. Created sense of urgency but no way to take immediate action
    46. 46. Unclear how to sign up for event
    47. 47. No personalization
    48. 48. No map for directions on how do I get there
    49. 49. No way to share
    50. 50. Missing out the power of word of mouth and social media marketing</li></li></ul><li>19<br />Beyond one event invitation<br />Share upcoming events in your email newsletters to increase awareness.<br /><ul><li>“Attend My Events” button appears in the Insert menu
    51. 51. Clicking this option will feature:
    52. 52. Event Name
    53. 53. Start/End date and time
    54. 54. Event Description (if given)
    55. 55. Location
    56. 56. Event names link to Event Homepage/Registration page
    57. 57. Track what readers are interested in what events</li></ul>Copyright © 2011 Constant Contact Inc.<br />
    58. 58. Leverage Social Media Marketing<br />20<br />Get more attendees by sharing the event on Facebook…<br />1<br />2<br />The Facebook post can contain a custom message to encourage attendance and will include a link to register. <br />3<br />Copyright © 2011 Constant Contact, Inc.<br />
    59. 59. 21<br />Leverage Social Media Marketing<br />Reach prospective attendees beyond your email list.<br />Establish a hashtag (e.g. #NPGG) to track buzz around the event. <br />Tweet your event and watch how your followers retweet the details.<br />Do not forget to ask them to retweet, asking and saying Please really does work. <br />Copyright © 2011 Constant Contact, Inc.<br />
    60. 60. Leverage Social Media Marketing<br />Foursquare<br />How can you use it?<br />Do you have a venue? Create a location to check in.<br />Co-marketing with local business? Drive traffic to each other. <br />Leave a tip about your event<br />Leave a To Do about your event<br />Scavenger hunt around event-<br /><ul><li>Hints in tips area</li></ul>Understand interests of people checking in-profile info<br />
    61. 61. Copyright © 2011 Constant Contact, Inc.<br />23<br />Leverage Social Media Marketing<br />Built-in Promotions with Social Media and Search Engine Optimization<br /><ul><li>Help your event be found in online searches by using keywords
    62. 62. Topics, speakers, theme, location
    63. 63. Create an event hashtag to encourage conversation about the event
    64. 64. The hashtag is automatically featured in event communications</li></li></ul><li>Share an event on Facebook<br />
    65. 65. Can your event be found on the Web?<br />Do you have an event homepage?<br />Use homepage for more promotional details and drive desire to attend. <br />Match the branding and colors of your website to your event homepage. <br />“The homepage flexibility provides a fantastic outlet for other complementary marketing strategies such as posting for social networking and affiliates websites.”<br />-Shannon Beth Harrington, SB Cre8tive<br />Copyright © 2011 Constant Contact, Inc.<br />25<br />
    66. 66. Can your event be found on the Web?<br />Talk About Content<br />List the sessions offered/Agenda<br />Link to guest speaker bios, websites, book reviews <br />Showcase new products or services<br />Enable Interaction<br />Provide event contact’s information for questions<br />Feature testimonials of former attendees <br />Create and update a “What’s New” section<br />Display pictures from past events or featured speakers<br />Join My Mailing List for future events<br />Include Fine Print<br />Post items for sale for fundraiser<br />State cancellation and refund policy (if applicable) and make it fair and friendly<br />It ‘s more seamless for people and easier for everyone. For people signing up for the events they don’t have to bounce from a newsletter, to our website, to PayPal and back-it’s so flawless and easy. What we were hoping for is what we got and so much more.-Leslie Sturgeon, Women Inspiring Woman <br />Tips:<br />-Keep your branding consistent<br />-Make the page easy to share and be found in Social Media<br />-Use the words that attendees use, not internal jargon<br />26<br />Copyright © 2011 Constant Contact, Inc.<br />
    67. 67. Copyright © 2011 Constant Contact, Inc.<br />27<br />Can your event be found on the Web?<br />Promote events on your website with “Attend My Events” Widget.<br />Providing a list on your website:<br /><ul><li>Increases awareness of your upcoming events
    68. 68. Helps improve attendance or increase the number of volunteers
    69. 69. Increase SEO value</li></li></ul><li>Online Event Calendar<br />Sacramento Tree Foundation<br />Their challenge: <br /><ul><li>Getting the right number and type of volunteers to help</li></ul>With Event Marketing:<br /><ul><li>Invitations provide information regarding upcoming volunteer opportunities
    70. 70. Asking for best times/dates in invite</li></ul>Their result: <br /><ul><li>Had the number of volunteers needed for each project
    71. 71. Identified skill sets for a more productive event
    72. 72. Able to support mission by fulfilling all volunteer dates</li></ul>Copyright © 2011 Constant Contact Inc.<br />28<br />
    73. 73. Boost attendance with promotional variety<br />Copyright © 2011 Constant Contact Inc.<br />29<br />Let them know and they’ll show! <br />Remember: communicate where your audience is listening!<br />
    74. 74. Engagement with Attendees<br />
    75. 75. Step 1: Registration<br />Easy to use self registration<br />Decreases errors<br />Attendees register when and how they want<br />Centralized Information and Professional Looking<br /><ul><li>One place for all event information
    76. 76. Same branding for all event communications
    77. 77. Track and see the details registrant provide
    78. 78. Have a better event when you know who is coming</li></ul>Time Saving<br />Manual registration = Hours of time vs. Online = time saving <br />One person can run the show<br />Easy for anyone to manage, even new volunteers<br />31<br />Copyright © 2011 Constant Contact Inc.<br />
    79. 79. Copyright © 2011 Constant Contact Inc.<br />How registration engages<br />Allston Village Main Streets<br />Their challenge: <br /><ul><li>Difficult to get a proper headcount
    80. 80. Mixed expectations of events
    81. 81. Over-ordering or booking a location that is too small/large
    82. 82. Collecting payment from registrants</li></ul>With Event Marketing: <br /><ul><li>Easy to use online registration page
    83. 83. All information is collected in one place
    84. 84. Registrants pre-pay online through PayPal</li></ul>Their results: <br /><ul><li>Knowledge what all the attendees expect
    85. 85. Saved time and money by knowing the right amount of space and amenities necessary
    86. 86. Easier registration process for all involved
    87. 87. Event updates go out on time to the right people</li></ul>32<br />“It takes the guessing out of running good events.”<br />-Katie Reed, Executive Director<br />
    88. 88. Step 2: Acknowledge and Communicate<br />Confirmation<br />Landing Page and email<br />Confirmation Message<br />Keep it short and concise<br />Include link to pre-event survey or poll to understand expectations<br />Provide contact information for the individual who can answer questions<br />Feature quotes from attendees in the past to similar events<br />Reference the “Add to my Calendar” feature<br />Copyright © 2011 Constant Contact, Inc.<br />33<br />
    89. 89. Step 2: Acknowledge and Communicate<br />Copyright © 2011 Constant Contact Inc.<br />34<br />Ask registrants to share the event information. Jump start the word of mouth buzz around your event.<br />Once registered, attendees can spread the word about the event by sharing on Facebook or Twitter.<br />
    90. 90. Step 2: Acknowledge and Communicate<br />Reminder communications<br />Increase % that show<br />Show count down until event<br />Include a link to a pre-event survey or poll, then near event start date or at start of event review results<br />Provide hints to guess secret guest speaker/feature<br />Tweet event information and include event #hashtag in the tweet<br />Share event details on your Facebook wall<br />Make it easy to share with “Forward to friend” link and Social Share button<br />35<br />Copyright © 2011 Constant Contact, Inc.<br />
    91. 91. Step 2: Acknowledge and Communicate<br />Sending Save the Datesand Reminders<br />How many days/hours of notice and registration time do they need?<br />5-6 weeks before the event: Send the personalized invite “announcement”<br />3 weeks before: Send email “reminder”<br />-Include new offer/special discounts<br />-Feature any special guests who are attending<br />2 days before: Send final “don’t miss” email with date/time/location <br />Tips: <br />One announcement and two reminders<br />Create messages and schedule sends before the event <br />Include the event info in your newsletter<br />Send a follow up to those that did register and also to those that did not register<br />36<br />Copyright © 2011 Constant Contact, Inc.<br />
    92. 92. During the Event<br />Encourage attendees to tweet about what they are experiencing during the event under the event #hashtag.<br />People who are interested and could not make it can be part of event following a twitter feed. <br />Encourage attendees to post photos and videos from mobile devices to Twitter with tools like Twitpic<br />
    93. 93. During the Event<br />Consider using QR Codes to keep the interaction going<br />Get feedback via a poll or short survey that people can access via mobile device<br />Post video content that is complementary to the event objectives to view via a mobile device<br />What are your thoughts about Geek Girl Boot camp?<br />How do I build? -<br />Add- .qr at end of shorten url<br />
    94. 94. During the Event<br />Foursquare<br />How can you use it?<br />Watch how many and who has checked in.<br /><ul><li>Know when the people you want to connect with have arrived.</li></ul>Watch the comments, tips and to do’s left by attendees. <br /><ul><li>Gain a clear understanding of what popular/trending in your event. </li></li></ul><li>Post Event communications<br />
    95. 95. Post event email and homepage<br />41<br /><ul><li>Thank attendees
    96. 96. Post quotes and photos from attendees
    97. 97. Provide links to materials distributed at the event.
    98. 98. Consider hosting them via Slide Share
    99. 99. Provide contact information for the individual who can answer questions
    100. 100. Give participants a way to stay connected through the “Join Our Mailing List” link or social media sites
    101. 101. Include link to post-event survey</li></ul>Copyright © 2011 Constant Contact, Inc.<br />
    102. 102. Collect Post Event Feedback <br />Use a Survey<br />Ask about satisfaction with content, facilities, etc.<br />How likely are they to come again?<br />How likely are they to tell others about your events?<br />Ask quesitons that get answers you can act upon. <br />Example: “What didn’t you like about our last event?”<br /><ul><li>Over 60 templates to start with to meet your objective
    103. 103. Includes good questions
    104. 104. You can edit, remove, add, and re-order questions
    105. 105. You can add your logo, colors and images </li></li></ul><li>Collect Post Event Feedback <br />Review the comments and conversations on your Facebook wall. <br />Review the comments via Twitter about your event by searching under the event #hashtag.<br />
    106. 106. Feedback and Data for next event<br />Leverage details from your registration data to help identify the right segments of people to invite to your next event. <br />Use the information they have shared to personalize your future communications.<br />Details such as who paid, how they paid, demographic, etc.<br />
    107. 107. Did you meet the objectives?<br />Measure your objectives by: <br />The number of people who attendee<br />Donations raised<br />Data collected via reports and survey<br />Measure attendee objectives by:<br />Conversations about event in social media networks<br />Feedback in surveys<br />Show rate of individuals registered<br />
    108. 108. Next Steps<br />Create objectives for your next event. <br />Your objective<br />Attendee objective<br />Identify the right people and ways to promote your event.<br />Monitor the sentiment of about your event before, during and after the event.<br />Use this information to make your next event rock. <br />Want more information about Event Marketing?<br />Attend a Event Marketing Planning and Promotion Webinar<br /><br />Start your free trial of Constant Contact’s Event Marketing Tool.<br /><br />
    109. 109. Questions?<br />