Feel like instigating a riot? Present the idea of planning another event or a marketing challenge at your next board meeting! Neither marketing nor events should be a ticking time bomb among your team. Whatever happened to the FUN in FUNdraising events??? Marketing and events are the quickest way to build a polished, trustworthy organization and among the easiest ways to establish yourselves and gain recognition among the community. Don’t believe us? We see it in the for-profit world all the time: Dove sells positive body image, Kraft sells childhood, and Tesla sells magic. There is no reason the same can’t be true for your organization. But before you can steer from the moment-to-moment charity hustle, you have to start operating and approaching both marketing and event planning as a business. The “charity hustle” is no longer cute, and let’s face it, you’re just too awesome and work too hard to not see the results you want and need. We cover: 5 Rules of Event Planning your Non-Profit needs to implement STAT Marketing 101 for Non-Profits - what you should focus on, and what to drop, immediately (that could actually be doing more harm than good). How to act like a business, while still thinking like a nonprofit Help your nonprofit build trust, awareness, and self-sustainability. About the creators of this presentation The workshop is the love-child of small-business marketing strategist Rebecca Tall Brown, and event planning ninja Talin Hartounian focused on social responsibility. We’ve both realized that if nonprofits tweak their marketing and event approaches even just a little, they’re going to have a MUCH easier path in reaching their fundraising and community outreach goals, all while having fun! This presentation was co-created with the lovely and talented Talin Hartounian of One Hart Events - http://onehartevents.com/

1. Rebecca Tall Brown & Talin Hartounian
Tri-Line Marketing One Hart Events

2. Event Planning 101

3. Events 101
Events are the most

4. Events 101
Events are the most
interactive type of marketing

5. Events 101
Events are the most
interactive type of marketing
& one of the easiest ways to

6. Events 101
Events are the most
interactive type of marketing
& one of the easiest ways to
connect personally &

7. Events 101
Events are the most
interactive type of marketing
& one of the easiest ways to
connect personally & engage
audience in a call to action

8. The ugly duckling
Challenges?

9. Events: Your nonprofit’s ugly duckling
Most common complaints:

10. Events: Your nonprofit’s ugly duckling
Most common complaints:
● Too expensive

11. Events: Your nonprofit’s ugly duckling
Most common complaints:
● Too expensive
● High risk (what if we don’t
make money?)

12. Events: Your nonprofit’s ugly duckling
Most common complaints:
● Too expensive
● High risk (what if we don’t
make money?)
● Not enough support staff

13. Events: Your nonprofit’s ugly duckling
Most common complaints: Most common “solutions?”
● Too expensive
● High risk (what if we don’t
make money?)
● Not enough support staff

14. Events: Your nonprofit’s ugly duckling
Most common “solutions?”
● Under budget event
Most common complaints:
● Too expensive
● High risk (what if we don’t
make money?)
● Not enough support staff

15. Events: Your nonprofit’s ugly duckling
Most common “solutions?”
● Under budget event
● Use staff with other jobs or
volunteers with no
experience
Most common complaints:
● Too expensive
● High risk (what if we don’t
make money?)
● Not enough support staff

16. Events: Your nonprofit’s ugly duckling
Most common “solutions?”
● Under budget event
● Use staff with other jobs or
volunteers with no
experience
● wait until last minute
Most common complaints:
● Too expensive
● High risk (what if we don’t
make money?)
● Not enough support staff

17. By looking at events as the ugly duckling, we
are internally setting them up for failure

18. How do we change that?
5 simple steps to successful events:

19. How do we change that?
5 simple steps to successful events
1. Determine Objectives

20. How do we change that?
5 simple steps to successful events
1. Determine Objectives
Two most common objectives:
raise money & raise awareness

21. How do we change that?
5 simple steps to successful events
1. Determine Objectives
Two most common objectives:
raise money & raise awareness
Secondary objectives include:
Throw a great party, surpass numbers from last year, celebrate an
achievement, honor donors etc

22. 1. Determine objective...then match with event
Types of fundraising events:
● Golf Tournament
● Dinner gala
● 5k Run/Walk
● Charity Poker & Casino Night
● Alcohol & Food Pairings
● Concert
Types of Awareness
events:
● Street Fair
● 5k Run/Walk
● Plaque/Check presentation
● Groundbreaking
● Program launch cocktail party

23. 5 simple steps to successful events
2. Dream BIG…
but set reasonable expectations

24. Reasonable expectations:
● Scale of event should parallel your
means (staff size, volunteer network,
marketing reach, funding etc)

25. Reasonable expectations:
● Scale of event should parallel your
means
(staff size, volunteer network, marketing
reach, funding etc)
● Set a realistic budget.
Ask yourselves: How much does it
actually cost, not how much you’re willing
to spend

26. Reasonable expectations:
● Scale of event should parallel your
means
(staff size, volunteer network, marketing
reach, funding etc)
● Set a realistic budget.
Ask yourselves: How much does it
actually cost, not how much you’re willing
to spend
● Determine reasonable timeline with
deadlines.

27. Reasonable expectations:
● Scale of event should parallel your
means
(staff size, volunteer network, marketing
reach, funding etc)
● Set a realistic budget.
Ask yourselves: How much does it
actually cost, not how much you’re willing
to spend
● Determine reasonable timeline with
deadlines.
Timeline rule of thumb:
● Min 2 months to market any
event
● 3 to 6 months for small scale
● 9 to 12 months for big events
(gala, golf, casino, 5k)

28. Realistic expectations:

29. 5 simple steps to successful events
3. Go to war with a strong army
by creating a strong event committee

30. 5 simple steps to successful events
3. Go to war with a strong army
by creating a strong event committee
Dedicated individuals with distinct roles
who feel empowered to take initiative &
have the time to make things happen

31. 5 simple steps to successful events
3. Go to war with a strong army
by creating a strong event committee
Their role: to take on event duties so you can
focus on most important thing: shmoozing &
cultivating donor relations (the call to action)

32. But who are these magical people?

33. But who are these magical people?
● Board members

34. But who are these magical people?
● Board members
● Friends, colleagues or family of board members & staff

35. But who are these magical people?
● Board members
● Friends, colleagues or family of board members & staff
● Ambitious college students

36. But who are these magical people?
● Board members
● Friends, colleagues or family of board members & staff
● Ambitious college students
● Retired individuals

37. But who are these magical people?
● Board members
● Friends, colleagues or family of board members & staff
● Ambitious college students
● Retired individuals
● A couple socialites to designate as your event
chairpersons

38. But who are these magical people?
Cherish them.
● Board members
● Friends, colleagues or family
of board members & staff
● Ambitious college students
● Retired individuals
● A couple socialites to
designate as your event
chairpersons

39. 5 simple steps to successful events
4. Create multiple revenue streams

40. 5 simple steps to successful events
4. Create multiple revenue streams
Relying on ticket sales alone is the riskiest equation
Example: 100 people, $100 tickets

41. Other revenue streams for events:
● Sponsorships!
● Silent & Live auctions
● Merch sales
● Vendors/exhibitors
● Donation “jars”
● Fundraising games
● Raffle (opportunity drawings)
● Final ask
● Donation cards on tables

42. 5 simple steps to successful events
5. Be frugal, not stingy

43. 5 simple steps to successful events
5. Be frugal, not stingy
Event Objective:
To raise money

44. 5 simple steps to successful events
5. Be frugal, not stingy
Event Objective:
To raise money
Overall Objective always:
Retain interest & loyalty

45. 5 simple steps to successful events
5. Be frugal, not stingy
$25 billion in donations are not loyal to an
organization & switchable to new charities
23.7% retention rate of 1st year donors

46. 5 simple steps to successful events
5. Be frugal, not stingy
Leave them with a good impression so they
come back to spend more money

47. 5 simple steps to successful events
1. Set objectives
2. Dream big, but act realistic
3. Build an army
4. Create multiple ways to make money
5. Be frugal, not stingy

48. The ugly duckling no more!

49. Marketing your Events

50. What is Marketing?

51. What is Marketing?
Marketing is simply

52. What is Marketing?
Marketing is simply
communicating and connecting

53. What is Marketing?
Marketing is simply
communicating and connecting
your product/service

54. What is Marketing?
Marketing is simply
communicating and connecting
your product/service
to the people you want to sell to.

55. Communicating & Connecting
Communicating
Respond Thoughtfully
Acknowledging
Listening
Saying

56. Communicating & Connecting
Communicating

57. Communicating & Connecting
Communicating
Saying

58. Communicating & Connecting
Communicating
Listening
Saying

59. Communicating & Connecting
Communicating
Acknowledging
Listening
Saying

60. Communicating & Connecting
Communicating
Respond Thoughtfully
Acknowledging
Listening
Saying

61. Three Marketings Musts
Capture
Educate
Stimulate Action

62. Three Marketings Musts
Capture

63. Three Marketings Musts
Capture
Educate

64. Three Marketings Musts
Capture
Educate
Stimulate
Action

65. Communicating & Connecting
Respond Thoughtfully
Acknowledging
Listening
Saying

66. Communicating & Connecting
Communicating Connecting
● Inclusion
● Recognizing the many
goals/interests
Respond Thoughtfully
Acknowledging
Listening
...with consistency Saying

67. The People I Want to Work with
Recipients/Clients
● Where are they located?
● What ‘turns them on’?
● How do they search/find
you?
Donors/Funders
● Where are they located?
● What ‘turns them on’?
● How do they search/find
you?

68. The People I Want to Work with
Recipients/Clients
● How do they like to be
communicated with?
● How often?
● What channels?
● What is too much?
Donors/Funders
● How do they like to be
communicated with?
● How often?
● What channels?
● What is too much?

69. How Do I Help the People I Want to Work with
Solve a Need?
Recipients/Clients
Donors/Funders
● What are their needs?
● What are their needs?
● What are their pain-points?
● What are their pain-points?

70. How Do I Help the People I Want to Work with
Solve a Need?
Safety
Rest
Creation
Being understood
Participating

71. How Do I Help the People I Want to Work with
Solve a Need?
Safety
Identity
Rest
Freedom
Creation
Transformation
Being understood
Meaning
Participating
Love

72. How Do I Help the People I Want to Work with
Solve a Need?
Safety - addressing bad public relations

73. How Do I Help the People I Want to Work with
Solve a Need?
Rest - not having to do everything themselves

74. How Do I Help the People I Want to Work with
Solve a Need?
Creation - creating something new, beneficial

75. How Do I Help the People I Want to Work with
Solve a Need?
Participating - retaining/engaging their team

76. How Do I Help the People I Want to Work with
Solve a Need?
Identity - being socially responsible

77. How Do I Help the People I Want to Work with
Solve a Need?
Freedom - not having to worry

78. How Do I Help the People I Want to Work with
Solve a Need?
Transformation - being seen as “better”

79. How Do I Help the People I Want to Work with
Solve a Need?
Meaning - leaving a legacy of impact

80. How Do I Help the People I Want to Work with
Solve a Need?
Love - receiving community recognition

81. Moving Forward

82. Moving Forward
Events Presentation
● 2015 planning
● Board/team presentation
● Interest List Sign-up

83. Moving Forward
Events Presentation
● 2015 planning
● Board/team presentation
● Interest List Sign-up
Events 101 Classes
● Events & Marketing 101
● November 12 @ 10am, Hera
Hub Mission Valley
● talin@onehartevents.com
Marketing 101 Webinars
& Classes
● Monthly Marketing 101
● September 10th @10a
● TriLineMarketing.com

84. Rebecca Tall Brown
Tri-Line Marketing
TriLineMarketing.com
LinkedIn.com/in/BeccaAtTriLine
Twitter.com/BeccaAtTriline
Facebook.com/TriLineMarketing
Talin Hartounian
One Hart Events
OneHartEvents.com
LinkedIn.com/in/TalinHartounian
Twitter.com/
OneHartEvents
Facebook.com/OneHartEvents