the nonprofit event managementsuccess formula:planning and promotion                                 © 2012
what you‟re going to learn• planning your nonprofit event• promoting your nonprofit event to:  – create buzz  – increase r...
increase charitable funds                    “I used your Event                    Marketing tool to                    pr...
grow your audience “We are able to keep members and communities engaged and connected with our Community Chamber Events.” ...
save valuable time                     “I had been using                     spreadsheets to keep                     trac...
planning your event                      © 2012
why are you having an event?                                                               3 top reasons                  ...
why should they attend?   goal                            measure                       main takeaway of    what is in it...
Chesapeake Wine Festival    goal     sell tickets >50% of       tickets in advance     raise money for cause     get mo...
promoting your event                       © 2012
communication schedule© Constant Contact 2012                          11   © 2012
create buzz (5-6 weeks)                          email newsletter                               event directories         ...
leverage your email newsletter• take advantage of the emails you already send!                                            ...
use your website to drive awareness• promote all your upcoming events on your website                         just set it ...
display upcoming events• make it easy to find date and time that works       Southeast Kentucky Chamber of Commerce       ...
list your events publicly• expand your reach with event directories  − event directories     − Events in America     − Soc...
increase registration (3-4 weeks)                           registration form                              social media po...
event homepage• provide them all the information they need• one-click registration• easier than updating  your event websi...
make the most of your invitation• make it easy to RSVP right from the print mailing                       • offline       ...
50% ofpeople whoreceive directmail invitationspreferrespondingthrough URLs.                   © 2012
does this invite work?  • no easy way to RSVP  • very little branding  • no map  • no way to share event    invitation    ...
event invitations                                  Subject Line: Save 10%, register before 9/15• get noticed in the inboxs...
look professional with branding before               after                                  © 2012
look professional with branding• match the look and feel of your organization                                           lo...
event invitations                                     Subject Line: Past attendees get an exclusive invite!• don‟t batch a...
send to non-responders• contact people who haven‟t RSVP‟d  invite           invite to non-responders   − only sent to thos...
engaging event invites• motivate registrations with video  – video increases click-through    rates by 300% - Forrester Re...
sending for maximum impact• dodge traffic by avoiding  peak sending times  – the highest spike was at 6AM    - The Science...
expanding your invite‟s reach• reach your widest audience with Simple Share  – customize the message for each site  – incl...
collect registrations easilykeep it short• only ask necessary questionscharge a fee• implies value• most common reason peo...
generate donations• ask people who RSVP “no” to donate!                  − take advantage of people who want              ...
registrants can share on social media• registrants can spread the word about the event                                    ...
promote your event on Facebook• engage your fans with compelling postsask your Facebook fans to “Like”   – gets a 216% hig...
promote your event on Facebook• use the Facebook app to promote 24/7                                         © 2012
89% of smallorganizations useFacebook to markettheir events            - Constant Contact Event Marketing Survey, October ...
promote your event with social media• promote your event where your audience is!  – 77% are using social    media to promo...
maximize attendance (0-2 weeks)                          email reminders                                tickets/confirmati...
increase attendance with reminders• don‟t just resend the invite   – include a link to a pre-event     survey or poll   – ...
remind them to print their tickets• ticket serves as a  tangible reminder• makes the check-  in process a snap!           ...
update your event homepage• get registrants excited about the event!  – use to provide    additional info about    your ev...
small organization use social media70%               4 days prior to event (61%)60%50%40%                      to get re...
create buzz for your next event                          email reminders                               tickets/confirmatio...
continue the relationshipupdate your event homepage• show pictures from event• include any event collateral• send a follow...
collect feedback with a survey what did they like best?                            did you meet your goal?                ...
continue the relationship• communication doesn‟t stop once the event is over  – stay top of mind  – keep them engaged with...
takeaways     email newsletter, website, calendar, event directories     invites, registration form, social sharing & post...
take the next step Sign up for a trial           Check out our blog           Call a coach!   Sign up for a free          ...
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The Nonprofit Event Success Formula

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Learn how your nonprofit can successfully plan and promote events. We break down the steps to create buzz, increase registrations and maximize attendance.

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The Nonprofit Event Success Formula

  1. 1. the nonprofit event managementsuccess formula:planning and promotion © 2012
  2. 2. what you‟re going to learn• planning your nonprofit event• promoting your nonprofit event to: – create buzz – increase registration – maximize attendance © 2012
  3. 3. increase charitable funds “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.” -Roland Davis, Event Chairman © 2012
  4. 4. grow your audience “We are able to keep members and communities engaged and connected with our Community Chamber Events.” -Brad Hall, President & CEO © 2012
  5. 5. save valuable time “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.” - Lisa Smith, Founder © 2012
  6. 6. planning your event © 2012
  7. 7. why are you having an event? 3 top reasons nonprofits host goal measure events:  what do you want to  what are the measurable achieve? results from your event? 1. educate  what is success (ROE)? 2. generate awareness  is there a target possible measures: audience? 3. get donations  increased mentions on possible goals social media, web traffic  increased donations  increase awareness for your cause  high satisfaction, increase in volunteer sign ups  drive donations  solicit volunteers - Constant Contact Event Marketing Survey, 2010 © 2012
  8. 8. why should they attend? goal measure main takeaway of  what is in it for the  how will you calculate if the event should attendee? the attendees achieved be reflected in –the tangible benefit for their goals? your promotional spending my activities time/money. possible measures:  what motivates for participation?  satisfied comments in  what do they learn? survey and social media possible goals  increased donations and volunteers  enjoyable time  help a charity © 2012
  9. 9. Chesapeake 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 © 2012
  10. 10. promoting your event © 2012
  11. 11. communication schedule© Constant Contact 2012 11 © 2012
  12. 12. create buzz (5-6 weeks) email newsletter event directories website calendar© Constant Contact 2012 12 © 2012
  13. 13. leverage your email newsletter• take advantage of the emails you already send! © 2012
  14. 14. 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 away registration © 2012
  15. 15. display upcoming events• make it easy to find date and time that works Southeast Kentucky Chamber of Commerce 60% decline due to date / time / location. -According to 200K RSVP declines link from:  website  email newsletter  email signature  Facebook, Twitter, LinkedIn © 2012
  16. 16. list your events publicly• expand your reach with event directories − event directories − Events in America − SocialVents − local paper − local event calendars − co-marketing © 2012
  17. 17. increase registration (3-4 weeks) registration form social media posts event homepage paper mail invites email invites social sharing Facebook app© Constant Contact 2012 17 © 2012
  18. 18. event homepage• provide them all the information they need• one-click registration• easier than updating your event website• link from: − website − social media − email © 2012
  19. 19. make the most of your invitation• make it easy to RSVP right from the print mailing • offline – provide a phone number • online – QR codes − http://qrcode.kaywa.com – Bit.ly link − http://bitly.com © 2012
  20. 20. 50% ofpeople whoreceive directmail invitationspreferrespondingthrough URLs. © 2012
  21. 21. does this invite work? • no easy way to RSVP • very little branding • no map • no way to share event invitation © 2012
  22. 22. event invitations Subject Line: Save 10%, register before 9/15• get noticed in the inboxsubject lines− emails with a date in the subject line generate a 24-29% higher open rate - Worldata Email Usage Study Q4 2010give them the info they need− event info, including a mapmake it easy to respond− clear call to action with RSVP © 2012
  23. 23. look professional with branding before after © 2012
  24. 24. look professional with branding• match the look and feel of your organization logo colors fonts images © 2012
  25. 25. event invitations Subject Line: Past attendees get an exclusive invite!• don‟t batch and blast – segmentation delivers a 7x increase in open rates and a 14x increase in click-through rates - Understanding ISP-Level Email Filtering – „exclusive‟ in the subject line generates an additional 24% open rate - Worldata Email Usage Study Q4 2010 © 2012
  26. 26. send to non-responders• contact people who haven‟t RSVP‟d invite invite to non-responders − only sent to those invitees that 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 © 2012
  27. 27. engaging event invites• motivate registrations with video – video increases click-through rates by 300% - Forrester Research – 42% create and post event marketing videos to YouTube -Constant Contact Event Marketing Survey, 2011 try videos featuring: − guest speakers − activities − success stories © 2012
  28. 28. sending for maximum impact• dodge traffic by avoiding peak sending times – the highest spike was at 6AM - The Science of Social Timing, Hubspot 2011 – online giving happens largely between 9am-5pm schedule your emails:  5-6 weeks: send announcement on weekdays -The Online Giving Study  3 weeks: send reminder  2 days: send “don‟t miss” email © 2012
  29. 29. expanding your invite‟s reach• reach your widest audience with Simple Share – customize the message for each site – include an image – easily share to Facebook, Twitter, and LinkedIn © 2012
  30. 30. collect registrations easilykeep it short• only ask necessary questionscharge a fee• implies value• most common reason people don‟t attend is date/time, not feepay 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 © 2012
  31. 31. generate donations• 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 © 2012
  32. 32. registrants can share on social media• registrants can spread the word about the event © 2012
  33. 33. promote your event on Facebook• engage your fans with compelling postsask your Facebook fans to “Like” – gets a 216% higher interaction rate for pages - A Scientific Approach to Facebook Marketing, Momentus Media 2011ask them to comment too – gets a 27% higher interaction rate - A Scientific Approach to Facebook Marketing, Momentus Media 2011 © 2012
  34. 34. promote your event on Facebook• use the Facebook app to promote 24/7 © 2012
  35. 35. 89% of smallorganizations useFacebook to markettheir events - Constant Contact Event Marketing Survey, October 2011 © 2012
  36. 36. 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 - Constant Contact Event Marketing Survey, October 2011 © 2012
  37. 37. maximize attendance (0-2 weeks) email reminders tickets/confirmation event homepage social media engagement© Constant Contact 2012 37 © 2012
  38. 38. increase attendance with reminders• don‟t just resend the invite – include a link to a pre-event survey or poll – show event count down – provide guest speaker info – make it easy to share © 2012
  39. 39. remind them to print their tickets• ticket serves as a tangible reminder• makes the check- in process a snap! © 2012
  40. 40. 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 © 2012
  41. 41. small organization use social media70%  4 days prior to event (61%)60%50%40%  to get repeat attendees (39%)  to get more attendees (35%)30% - Constant Contact Event Marketing Survey, October 2011 © 2012
  42. 42. create buzz for your next event email reminders tickets/confirmation event homepage social media engagement social media survey homepage© Constant Contact 2012 42 © 2012
  43. 43. continue the relationshipupdate your event homepage• show pictures from event• include any event collateral• send a follow-up emailcollect 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 © 2012
  44. 44. collect feedback with a survey what did they like best? did you meet your goal? pull responses for future promotions what could be improved? © 2012
  45. 45. continue the relationship• 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 © 2012
  46. 46. 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 © 2012
  47. 47. take the next step Sign up for a 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: Call us: Get your first event Learn more about how campaign in front of Set up an 855-816-6508 Toll-free: appointment event marketing can help your email subscribers small businesses and with a personal coach to and social networks – it’s non-profits optimize have all your questions easy and free! event marketing efforts. answered constantcontact-event.com bit.ly/eventmarketingcoach constantcontact.com/blog © 2012

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