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Rebecca Tall Brown & Talin Hartounian 
Tri-Line Marketing One Hart Events
Event Planning 101
Events 101 
Events are the most
Events 101 
Events are the most 
interactive type of marketing
Events 101 
Events are the most 
interactive type of marketing 
& one of the easiest ways to
Events 101 
Events are the most 
interactive type of marketing 
& one of the easiest ways to 
connect personally &
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
The ugly duckling 
Challenges?
Events: Your nonprofit’s ugly duckling 
Most common complaints:
Events: Your nonprofit’s ugly duckling 
Most common complaints: 
● Too expensive
Events: Your nonprofit’s ugly duckling 
Most common complaints: 
● Too expensive 
● High risk (what if we don’t 
make money?)
Events: Your nonprofit’s ugly duckling 
Most common complaints: 
● Too expensive 
● High risk (what if we don’t 
make money?) 
● Not enough support staff
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
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
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
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
By looking at events as the ugly duckling, we 
are internally setting them up for failure
How do we change that? 
5 simple steps to successful events:
How do we change that? 
5 simple steps to successful events 
1. Determine Objectives
How do we change that? 
5 simple steps to successful events 
1. Determine Objectives 
Two most common objectives: 
raise money & raise awareness
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
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
5 simple steps to successful events 
2. Dream BIG… 
but set reasonable expectations
Reasonable expectations: 
● Scale of event should parallel your 
means (staff size, volunteer network, 
marketing reach, funding etc)
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
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.
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)
Realistic expectations:
5 simple steps to successful events 
3. Go to war with a strong army 
by creating a strong event committee
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
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)
But who are these magical people?
But who are these magical people? 
● Board members
But who are these magical people? 
● Board members 
● Friends, colleagues or family of board members & staff
But who are these magical people? 
● Board members 
● Friends, colleagues or family of board members & staff 
● Ambitious college students
But who are these magical people? 
● Board members 
● Friends, colleagues or family of board members & staff 
● Ambitious college students 
● Retired individuals
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
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
5 simple steps to successful events 
4. Create multiple revenue streams
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
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
5 simple steps to successful events 
5. Be frugal, not stingy
5 simple steps to successful events 
5. Be frugal, not stingy 
Event Objective: 
To raise money
5 simple steps to successful events 
5. Be frugal, not stingy 
Event Objective: 
To raise money 
Overall Objective always: 
Retain interest & loyalty
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
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
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
The ugly duckling no more!
Marketing your Events
What is Marketing?
What is Marketing? 
Marketing is simply
What is Marketing? 
Marketing is simply 
communicating and connecting
What is Marketing? 
Marketing is simply 
communicating and connecting 
your product/service
What is Marketing? 
Marketing is simply 
communicating and connecting 
your product/service 
to the people you want to sell to.
Communicating & Connecting 
Communicating 
Respond Thoughtfully 
Acknowledging 
Listening 
Saying
Communicating & Connecting 
Communicating
Communicating & Connecting 
Communicating 
Saying
Communicating & Connecting 
Communicating 
Listening 
Saying
Communicating & Connecting 
Communicating 
Acknowledging 
Listening 
Saying
Communicating & Connecting 
Communicating 
Respond Thoughtfully 
Acknowledging 
Listening 
Saying
Three Marketings Musts 
Capture 
Educate 
Stimulate Action
Three Marketings Musts 
Capture
Three Marketings Musts 
Capture 
Educate
Three Marketings Musts 
Capture 
Educate 
Stimulate 
Action
Communicating & Connecting 
Respond Thoughtfully 
Acknowledging 
Listening 
Saying
Communicating & Connecting 
Communicating Connecting 
● Inclusion 
● Recognizing the many 
goals/interests 
Respond Thoughtfully 
Acknowledging 
Listening 
...with consistency Saying
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?
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?
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?
How Do I Help the People I Want to Work with 
Solve a Need? 
Safety 
Rest 
Creation 
Being understood 
Participating
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
How Do I Help the People I Want to Work with 
Solve a Need? 
Safety - addressing bad public relations
How Do I Help the People I Want to Work with 
Solve a Need? 
Rest - not having to do everything themselves
How Do I Help the People I Want to Work with 
Solve a Need? 
Creation - creating something new, beneficial
How Do I Help the People I Want to Work with 
Solve a Need? 
Participating - retaining/engaging their team
How Do I Help the People I Want to Work with 
Solve a Need? 
Identity - being socially responsible
How Do I Help the People I Want to Work with 
Solve a Need? 
Freedom - not having to worry
How Do I Help the People I Want to Work with 
Solve a Need? 
Transformation - being seen as “better”
How Do I Help the People I Want to Work with 
Solve a Need? 
Meaning - leaving a legacy of impact
How Do I Help the People I Want to Work with 
Solve a Need? 
Love - receiving community recognition
Moving Forward
Moving Forward 
Events Presentation 
● 2015 planning 
● Board/team presentation 
● Interest List Sign-up
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
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

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Think Like a Non-Profit, Act Like a Business: Event Planning & Marketing

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