How to plan & promote special events & secure sponsors!
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How to plan & promote special events & secure sponsors!

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Ready to produce a successful special event? How to plan & promote special events & secure sponsors provides the keys to success. The CS&I Special Event Marketing Tools & Templates is available for ...

Ready to produce a successful special event? How to plan & promote special events & secure sponsors provides the keys to success. The CS&I Special Event Marketing Tools & Templates is available for you as a complement to this fast paced Webinar.

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How to plan & promote special events & secure sponsors! How to plan & promote special events & secure sponsors! Presentation Transcript

  • Special Events: How to Plan & Promote Them & Secure Sponsors! Deborah Spector, President Creative Solutions & Innovations deborah@creative-si.com Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Special Events: How to Plan & Promote Them, & Secure Sponsors Goals for Today‟s Session:      Understand the importance of special events The importance of the planning phase for a successful event Learn how to engage board members & volunteers Explore promotional tools & platforms Learning the why & how of securing sponsors Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Importance of Special Events Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  •         Bring attention to your mission. Improve bottom line performance & market share through new donors & sponsors. Provide a captive audience Create a meaningful way to thank existing supporters. Raise awareness & engage people. Build relationships with the business community. Can cultivate relationships with annual and major gift prospects. Key to successful fundraising Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Planning Your Special Event Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Brainstorming Bring you board members, volunteers & new voices to the table. Explore:  Is having an event a good idea?  What event can reach our goal?  Is there a link between this event and our mission?  Do we have enough time to plan?  Can we find a reliable event chair with enough time and energy?  Do we have adequate volunteer and staff support?
  • Develop a SWOT Analysis Internal Strengths: External Opps: •Volunteer Corps •Brand Recognition •Community looks forward to our event •New underwriter •New businesses in community Internal Weaknesses: External Threats: •Lack of Capacity •Small, stretched staff •No marketing expertise •Another nonprofit event entering our space •Weak economy •Changing weather patterns
  • An integrated model Your development plan includes events at every level: Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Event360 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Experiential Marketing “Research shows that face-to-face events have a greater return on investment than most other forms of advertising or public relations.” Mike Cleary of Abcom Special events at every phase of your campaign provide that experiential experience in which an emotional connection can be made! Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Branding your event    Special event branding creates an experience that participants will not forget. The event resonates with an organization‟s brand promise & adds to the public knowledge of its mission, vision and values. Branding an event creates a signature event in which members of the community and sponsors want to be involved year after year. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Special Event Timeline Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Develop a Budget Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Event Add-ons Programs with ads  Live auctions  Silent auctions  On-line auctions  Cash raffles  Giving Trees  Celebrity servers  Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Promoting Your Special Event Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Revenue Follows Good Communications “Any group that does not have an effective communication program will raise only a fraction of the money they would otherwise attract.” Fundraising Guru Roger Craver Strategic Communications for Nonprofits Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Promoting Your Special Event Plan publicity early  Budget ahead  Define your target audience  Set Goals  Develop a strategy  Know your deadlines  Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • After the Event Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Create a conversion campaign  Set up social media & website with:  Invitations to sign up for e-newsletter  Announcements of volunteer opportunities at future events and programs  Invitation to hold a third party event  information about your programs and the people you touch  Video & photos from event  Post-event surveys  Develop outreach program to participants & sponsors Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Sponsorships & Your Special Event Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Why are sponsors important? Sponsors promote the cause to a wider audience  Sponsors attract other sponsors  Sponsors help cover costs so more donations & ticket fees go directly to nonprofit  Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Provide Great Reasons to be a Sponsor      Generate sales & leads in sponsor‟s key business section Build relationships with new & existing customers Opportunity to „get in early‟ & build fruitful relationships with your board Build brand awareness boosting market & buyer perception Benchmark products & services against competitors Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Steps for securing sponsors - #1 Put together a sponsorship team.  Hold a brainstorming session to identify companies and local businesses that would want to reach your audience.  Speak with your board, members and volunteers and find out with which companies they have relationships and if they are willing to pursue or provide contact information for your sponsorship committee to use.  Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Steps for securing sponsors - #2 Research your prospects before you approach.  Do you have an understanding of why current sponsors support your event?  When do they set their marketing/sponsorship commitments?  Do they sponsor specific organizations or causes?  Do you provide access to their target audience?  Do you have key influencers to help you reach your prospects? Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Steps for securing sponsors - #3 Set sponsorship levels:  Make sure the benefits at each level are distinct and enticing enough to encourage new sponsors to participate and to encourage previous sponsors to move up a level.  You should base your sponsorship levels on the benefits to the sponsor.  Be flexible and be prepared to customize levels to meet their marketing needs. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Steps for securing sponsors - #4 Be prepared to call prospects and pitch your event as a great marketing opportunity.  You have 20 seconds to describe your audience, some of the marketing benefits and to offer to email your package.  Be sure and post your sponsorship levels on your event website.  Follow up, follow up, follow up! Once you‟ve made your pitch and sent your proposal, don‟t let the opportunity slip away. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Steps for securing sponsors - #5 Cultivate your relationships by staying in touch before & after the event, not only when you receive their money.  Always give your sponsors all the publicity you promised.  Provide links to all the publicity posted on your site.  Thank your sponsors & then thank them some more.  Don‟t go overboard & spend a lot of money on presents.  Create baskets with donated goods for sponsors‟ gifts.  Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Interested in CS&I Event Marketing Tools & Templates? Just email deborah@creative-si.com Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • Thank you! Creative Solutions & Innovations | www.creative-si.com | 404.325.7031