The document provides guidance for planning a community fundraising event to benefit the Ottawa Regional Cancer Foundation. It outlines the foundation's values and strategic goals, as well as the services and programs provided at the Maplesoft Centre. The timeline of event planning is broken into key stages from initial registration of the event through to post-event follow up. Guidance is provided on essential event planning components including developing an event outline, budget, and critical path. Sections also address topics like fundraising, sponsorship, promotion, and event day logistics. Resources such as templates, checklists and sample documents are provided in the appendices to support event organizers at each stage of planning.

1. Community Events Toolkit
Steps to Success
Withinthisdocumentyou’ll findahow-toguide foranarray of differentfundraisingevents,including
helpful resourcesandtemplatestoenhance the planningof yourevent. Inadditiontothismaterial,
we are here to assistyouwithanythingyouneed.

2. Table of Contents Community Events Toolkit
SECTION 1: THE OTTAWA REGIONAL CANCER FOUNDATION.................................................................1
About the Ottawa Regional Cancer Foundation...............................................................................1
CommunityACTION.........................................................................................................................1
Our Values.....................................................................................................................................1
Cancer Foundation Organization.....................................................................................................2
Your Support Team & Contact Information......................................................................................2
SECTION 2: THE MAPLESOFT CENTRE...................................................................................................3
Celebrating 20 Years of Innovation..................................................................................................3
About Cancer Coaching...................................................................................................................4
Programs Offered at the Maplesoft Centre......................................................................................4
Richard & Annette Bloch Cancer Survivorship Park..........................................................................5
Volunteering..................................................................................................................................5
SECTION 3: COMMUNITY EVENT TIMELINE...........................................................................................6
The Flow of Your Community Event................................................................................................6
SECTION 4: EVENT PLANNING..............................................................................................................8
Essentials of Event Planning............................................................................................................8
Organizing Your Team.....................................................................................................................9
Committee Meetings......................................................................................................................9
Finances.........................................................................................................................................9
Community Event Bank Account.....................................................................................................9
Developing a Critical Path.............................................................................................................10
Gala Dinners& Golf Tournaments.................................................................................................10
SECTION 5: FUNDRAISING.................................................................................................................11
Traditional Pledges.......................................................................................................................11
On-Line Fundraising......................................................................................................................11
Other Fundraising – Auctions& Raffles .........................................................................................11
Silent Auctions.............................................................................................................................11
Live Auctions................................................................................................................................12
Raffles..........................................................................................................................................12

3. Table of Contents Community Events Toolkit
Auctions and Raffles for Small Events............................................................................................12
Door Prizes...................................................................................................................................12
SECTION 6: SPONSORSHIP.................................................................................................................13
Why Sponsorship..........................................................................................................................13
Sponsorship Plan..........................................................................................................................13
Gifts-in-Kind Sponsorship..............................................................................................................13
SECTION 7: PROMOTION & MEDIA ....................................................................................................14
Ottawa Regional Cancer Foundation Promotion............................................................................14
Community Promotion.................................................................................................................14
Social Media.................................................................................................................................14
Logo Use ......................................................................................................................................14
Website Resources.......................................................................................................................14
SECTION 8: EVENT DAY.....................................................................................................................15
Event Day.....................................................................................................................................15
Event Day Personnel.....................................................................................................................15
Registration..................................................................................................................................15
SECTION 9: EVENT WRAP-UP.............................................................................................................16
Event Evaluation...........................................................................................................................16
Sponsorship Fulfillment................................................................................................................16
Budget Reconciliation...................................................................................................................16
Charitable Tax Receipts.................................................................................................................16
Tours at the Maplesoft Centre ......................................................................................................16
Post Event Celebration on Media..................................................................................................16

4. Table of Contents Community Events Toolkit
APPENDICIES...................................................................................................................................17-
Section2: The MaplesoftCentre
Appendix A: Map of the Ottawa Regional Cancer Foundation........................................................17
Section4: EventPlanning
Appendix B: Community Event Application form...........................................................................18
Appendix C: Item Solicitation Package...........................................................................................19
Appendix D: Committee Organization Chart..................................................................................21
Appendix E: Meeting Agenda Template.........................................................................................22
Appendix F: Meeting Minutes Template........................................................................................23
Appendix G: Budget Tracking Template.........................................................................................24
Appendix H: Critical Path Template...............................................................................................25
Appendix I: Table Number Example ..............................................................................................27
Appendix J: Gala Floor Plan Example.............................................................................................28
Appendix K: Gala Seating Chart Example.......................................................................................29
Appendix L: Charitable Tax Receipt Guidelines ..............................................................................30
Appendix M: Golf Foursome Purchase Order.................................................................................31
Appendix N: Golf Foursome List for Golf Course ............................................................................32
Appendix O: Golf Tournament Contest Ideas.................................................................................33
Section5: Fundraising
Appendix P: Traditional Pledge Form ............................................................................................34
Appendix Q: Auction and Raffle Tracking Templates......................................................................35
Appendix R: Directions for a Silent Auction ...................................................................................36
Appendix S: Silent Auction Bid Sheet Template .............................................................................38
Appendix T: Silent Auction Collateral Display Example...................................................................40
Appendix U: Live Auction Purchase Sheet Template ......................................................................41
Appendix V: Live Auction Bidding Table Card Example...................................................................42
Appendix W: Raffle Item Display Board Template..........................................................................43
Appendix X: Raffle Ticket Template...............................................................................................44
Appendix Y: Raffle Cardstock for Tables Template.........................................................................45
Section6: Sponsorship
Appendix Z: Sponsorship Letter Template .....................................................................................46
Appendix AA: Sponsorship Package Template...............................................................................48
Appendix AB: Industry Sector List .................................................................................................50
Appendix AC: Sponsorship Invoice Template.................................................................................51
Section7: Promotion&Media
Appendix AD: Media Advisory Template.......................................................................................52
Appendix AE: News Release Template...........................................................................................53
Appendix AF: Social Media Tips.....................................................................................................54

5. Table of Contents Community Events Toolkit
Appendix AG: Logo Use Guidelines................................................................................................56
Appendix AH: Website Resources.................................................................................................57
Section8: EventDay
Appendix AI: Event Day Outline ....................................................................................................58
Appendix AJ: Event Script Example................................................................................................61
Appendix AK: Event Day Organization Chart Template...................................................................63
Section9: EventWrap-Up
Appendix AL: Guide To Post-Event Evaluation...............................................................................64
Appendix AM: Sponsorship Thank You Letter Template.................................................................66

6. Section 1: The Ottawa Regional Cancer Foundation Community Events Toolkit
1
About The Ottawa Regional Cancer Foundation
The Ottawa Regional Cancer Foundation is the voice for cancer survivorship in Eastern Ontario.
The Cancer Foundation is a leader in our community in providing local residents with increased
access to person-centered care through the delivery of the Cancer Coaching health service,
innovative cancer research and a world-class clinical trials program.
CommunityACTION
The Cancer Foundation’s vision is to increase cancer survivorship in Eastern Ontario and this
advances our mission – to help people living with cancer by providing survivorship care and
funding research that gives them access to better treatment options. CommunityACTION
reflects our intent to give the many faces of cancer one voice and to work as a community
taking action that leads to increased cancer survivorship. The Cancer Foundation is guided by
our core values and strives to achieve three strategic goals that yield specific survivor
outcomes.
Our Values
We value leadership – We are entrepreneurial, forward-thinking and solution-focused. We
constantly seek to improve ourselves, to develop expertise through which we can deliver
tangible life-changing results for survivors. We believe that empowering survivors enables them
to be leaders in their own way.
We value survivorship – We are respectful, passionate and inspiring. We know that each person
defines survivorship in their own way. Therefore, we strive to increase access to personalized
treatment and care.
We value partnership – We are open-minded and inclusive. We know that increasing
survivorship requires collaboration on a massive scale, so we bring people and organizations
together to work towards common goals.
Values Strategic goals ACTIONs Survivor outcomes
Leadership
Empower more
survivors
Advocate I have a voice and I am heard.
Coach I CAN better help myself.
Survivorship
Increase accessibility
to personalized
treatment
Transform
I get treatment that’s best for my
cancer and my life.
Inspire
I feel part of a community and I
want to give back.
Partnership
Enable integration
and continuity of care
Organize
I have a connected health and
social care team.
Navigate
I have access to the resources I
need.

7. Section 1: The Ottawa Regional Cancer Foundation Community Events Toolkit
2
Cancer Foundation Organization
The Cancer Foundation operates in teams that surround these four strategic objectives:
 Philanthropy, which includes Fundraising and Events,
 Survivorship Care, which includes Cancer Coaching,
 Social Enterprise, which includes Branding and Sales,
 and Strategy and Performance, which includes Finance and Information Management.
Your Support Team & Contact Information
Jennifer Graves is your personal contact at the Cancer Foundation to help make your
community event a success. She will provide you with the tools and resources that the Cancer
Foundation provides for community events, and she will help to facilitate any requests with the
Maplesoft Centre.
These tools and resources will vary depending on the needs of your event. A one-on-one
meeting will help the Cancer Foundation understand and cater to your needs more easily.
Jennifer is available to meet over the phone or in person.
Jennifer Graves
Manager, Community & Corporate Development
jgraves@ottawacancer.ca
The Ottawa Regional Cancer Foundation: located at the Maplesoft Centre
1500 Alta Vista Drive
Ottawa, ON, K1G 3Y9
Tel: 613-247-3527 | Fax: 613-247-3526
www.ottawacancer.ca
facebook.com/survivorshipcare | twitter: @ottawacancer | youtube.com/ottawacancer
The Ottawa Regional Cancer Foundation Charitable Registration Number: 8983 11170 RR0001

8. Section 2: The Maplesoft Centre Community Events Toolkit
3
20 Years of Innovation – Our focus is Cancer. Period.
Two decades ago cancer was a very tough subject to talk about. In fact, most people were
afraid to discuss it, and had a hard time coming to terms with the realities of the disease. Today
we look at cancer in a whole new way. More and more people are surviving the disease and
living longer.
It no longer means the end, but the beginning of a different journey and one that is centered on
each person. Celebrating 20 years, the Ottawa Regional Cancer Foundation has seen the cancer
conversation shift. Today, researchers are talking about cancer as more of a chronic illness, in
some cases one that can be prevented, treated and controlled. Cancer is no longer something
we shy away from discussing – it’s front and centre – and we are attacking it on all fronts.
The Cancer Foundation is incredibly thankful to its donors for their support. Since 1995,
together we have invested more than $54 million towards projects that directly benefit local
families by helping to reduce wait times for diagnosis and treatment and providing care closer
to home – projects like the expansion of the Ottawa Hospital Cancer Centre; the development
of the Irving Greenberg Family Cancer Centre at the Queensway Carleton Hospital; the
activation of cancer care sites at a
number of area hospitals including
Winchester, Pembroke and Arnprior
and development of the Cancer
Coaching personalized care model.
Along with that, we have invested in
innovation in cancer research and
the local clinical trials programs
giving local cancer patients access to
the latest new therapies and
treatment options.
Thanks to our donors and community event organizers like you, we are able to help EVERY
person who is diagnosed with cancer in our community.
A map of the Ottawa Regional Cancer Foundation can be found in Appendix A.

9. Section 2: The Maplesoft Centre Community Events Toolkit
4
About Cancer Coaching
Over the past twenty years, the Ottawa Regional Cancer Foundation has seen the cancer
conversation shift. Today, researchers and health-care professionals are talking about cancer
as more of a chronic illness, in some cases one that can be prevented, treated and managed.
Cancer is no longer something we shy away from discussing
– it’s front and centre – and we are attacking it on all fronts.
One of the many ways we help people in our community
who are impacted by cancer is through Cancer Coaching, a
new health and social care service that was developed by
the Cancer Foundation. Cancer Coaching is available to
people who have been diagnosed with cancer, who are
living with cancer, or who are caring for a loved one who
has cancer. We understand that a cancer diagnosis affects
the whole family and support network.
Our Cancer Coaches are regulated health professionals with a background in oncology. They
work in partnership with clients to help them deal with the day to day challenges of cancer.
Since everyone has different needs, they work differently with each client, depending on what a
person needs the most. Our Cancer Coaches understand that you are the expert in you and
what works for you. As someone who is living with a chronic disease, we know that you spend
an average of 5000 hours per year managing your disease and caring for yourself. We want to
help optimize your efforts. And that is why we start by asking “What matters to you today and
how can I help”?
The role of the Cancer Coach is to help clients identify and work through their current challenge
and help them explore decisions that are right for them and support them in making choices
that work for them, their cancer and their life. Cancer Coaches can give ideas and suggestions
and help a person choose what to work toward, but the decision belongs to the client. You
work with your Cancer Coach to help manage your cancer experience and find ways to live well
and be your healthiest throughout your cancer journey and beyond.
Through Cancer Coaching, you experience greater clarity of mind, a greater sense of control
over your life and feel less alone in dealing with your cancer. You feel better equipped and
have more confidence in your conversations with other members of your health-care team.
You are better able to manage your life and your health and generally feel better
Programs Provided at the Maplesoft Centre
In addition to Caner Coaching, our Wellness Programs and Healing Therapies focus on symptom
management, fitness/exercise, nutrition/cooking and mind-body-spirit balance. The programs
and healing therapies are available to help participants meet their health goals. Some examples
of these ever-evolving programs are yoga classes and nutrition classes like the Nourished Self.

10. Section 2: The Maplesoft Centre Community Events Toolkit
5
Richard & Annette Bloch Cancer Survivors Park
In 2008 the Ottawa Regional Cancer
Foundation officially opened the Richard
and Annette Cancer Survivors Park on 4.5
acres at the busy intersection of Riverside
and Industrial. The project was a
partnership between the Cancer
Foundation, local organizations, the
business community and the City of Ottawa.
The Park was designed as a destination for
cancer patients, their families and network
of caregivers to come and reflect – and also gather hope, strength and inspiration.
Volunteering
If you would like to volunteer with the Cancer Foundation, you can find out more information
at www.ottawacancer.ca under the section “It’s Personal”, then “Volunteer Spotlight”. A form
found there can be filled out with your specific information and requests. The Cancer
Foundation is supported by hundreds of volunteers in a variety of capacities ranging from in-
house administrative help, to volunteering with our events. The Foundation would not be able
to operate without these important people.

11. Section 3: Community Event Timeline Community Events Toolkit
6
The Flow of Your Community Event
Deposit funds
Send in event
photos
Tour & cheque
presentation
On-going
support
Tools &
resources
Website &
social media
Speaker &
volunteers
Endorsement
letter provided
Official summary
& next steps
EVENT DAY
Post event
Identify event
needs
Book meeting with
personal contact at
Cancer Foundation
Register your
community event

12. Section 3: Community Event Timeline Community Events Toolkit
7
Register Your Community Event
Register your event by filling out the form found in Appendix B: Community Event Application,
and submitting it to your Cancer Foundation contact.
Identify Event Needs
In your meeting with your contact, you will determine what your event needs are and what
resources the Cancer Foundation has to offer. You will have the on-going support of your
Cancer Foundation contact through the entire event process. Unique and necessary tools &
resources are provided within the following sections and appendices of this Community Events
Toolkit.
Official Summary & Next Steps
After discussing your event needs, we will provide you with an official summary of all the areas
we can best serve you as well as next steps for your event. Each event has a timeline and we
are here to guide you through each stage. Our role is to be your advisor and supporter.
This Community Events Toolkit was created to help you succeed in your community event. Your
Cancer Foundation contact is always available to help guide your team along.
Endorsement
The Cancer Foundation will provide you with an endorsement letter. This letter indicates that
the Cancer Foundation is aware of and fully supports your event. This letter can also be sent to
potential auction donors as a part of an Item Solicitation Package (Appendix C), which also
includes an item contribution form. This package is covered in more detail in Section 5:
Fundraising, where Auctions and Raffles are addressed.
Post-Event
This topic is covered in Section 8: Event Wrap-Up, found on page 15. Don’t forget to send in
photos from your event that can be posted to our website and social media outlets!

13. Section 4: Event Planning Community Events Toolkit
8
Essentials of Event Planning
There are a number of important components that should be considered when planning an
event. The following are nine of these essentials:
Essentials Factors
1. Event Outline document This document explains what the event is about, and how it
will work. It is an overview that touches on the highlights of all
your event elements. You should ensure that you have a
thorough understanding of all aspects of your event, and
presenting them in an outline format can be very helpful.
2. Audience It is important to clarify who the event is for, and who you
hope will attend. This is your “target market”. You can then
determine how to reach that particular group in the most
effective fashion through tailored marketing and promotion.
3. Setting objectives and
defining success factors
What do you plan to accomplish with your event? What will
success look like? How will you actually measure your
success?
4. Activities and
appearance
It is important to envision what you want your event to be so
that you can accomplish that vision through your planning.
What is the event made of? What will happen at the event?
How will it unfold? What will it look like? What kind of theme,
if any, will you use?
5. Selecting the facility Deciding on what type of facility you will need for your event
(e.g., a ballroom for a gala dinner), and then researching
locations and choosing the best one is another important step
in the event planning process.
6. Resources Determine the people and materials you will need for the
event, then line them up and schedule accordingly.
7. Budget What is your event going to cost? How much do you need to
raise (if applicable)? How are you going to do this? This is a
very important aspect of event planning. See the Finances
section on the next page for additional details.
8. Risk management It is vital to anticipate what might go wrong and then plan the
appropriate responses to these foreseeable issues. This will
leave little room for surprises and unsuspected issues at your
event.
9. Evaluation What worked? What could be done better next time? There
will be more on this aspect in Section 8: Event Wrap-Up.

14. Section 4: Event Planning Community Events Toolkit
9
Organizing Your Team
One of the most beneficial things you can do when organizing your event and recruiting the
people you will need to help you is to organize a committee. A committee allows you to
effectively distribute the various responsibilities to make the event a success. This allows
everyone to focus on one aspect and execute it superbly, rather than having one person trying
to do everything or having several people with their hands in every area of the event. Having a
committee minimizes confusion and maximizes output. An example of a committee
Organization Chart can be found in Appendix D, which outlines the various roles that can be
assigned.
Committee Meetings
Holding regular meetings leading up to your event is essential to keeping your goals on target. A
meeting agenda will ensure all important areas are covered, and meeting minutes – a summary
of the discussion – should be taken during the meeting and sent out to the members
afterwards. Your event Logistics Manager is the best person to handle these, while they work
closely with the Executive Director. A template of a meeting agenda can be found in Appendix
E, and a template of meeting minutes is located in the following Appendix F.
Finances
Budgeting is one of the most important aspects of your event. Without a comprehensive and
accurate budget, your expenses may overrun your revenues, which would result in your event
losing money. Your expenses and potential revenues are going to vary depending on the type of
event you are hosting, but it is important to estimate them beforehand.
Appendix G: Budget Tracking Template provides a filled-in example of a gala dinner budget (first
worksheet), a template for a golf tournament (second worksheet), as well as a blank template
(third worksheet) for you to use when budgeting. Look at the budget that lines up with your
type of event and determine which of these items (in both revenues and expenses) apply to
you. Then, estimate what they will be. As you incur costs and receive funds, you can fill out
what the actual amounts are. This will allow you to keep track of the finances of your event,
and in the end, estimate what your net revenue (i.e., your donation to the Cancer Foundation)
will be.
Community Event Bank Account
We recommend setting up a bank account under your event name. This way you are able to
deposit your own sponsorship dollars, pay for expenses, and in general, successfully manage
the budget you have created.

15. Section 4: Event Planning Community Events Toolkit
10
Developing a Critical Path
We recommend developing a critical path as far back as one year depending on when you form
your event idea. Ideally you should have one person in charge of keeping everyone on track.
Please see Appendix H: Critical Path Template.
Gala Dinners and Golf Tournaments
These two types of events are addressed separately not because they are better ideas, but
because they require a specific set of resources.
Gala Dinners: Resources specific to dinners are found in Appendices I through K, and include
tools like table numbers, floor plans, and seating plans. In general, attendees can purchase a
higher priced ticket to the dinner, with a portion of it going to the cause and the rest covering
their dinner cost. For your reference, Charitable Tax Receipt guidelines from CRA have been
provided in Appendix L to assist you in determining the price points for the tickets and the
accompanying donation. For larger gala dinners, businesses or families could be offered the
opportunity to sponsor different tables – please refer to Section 6: Sponsorship for
recommendations.
Golf Tournaments: Resources specific to golf tournaments are found in Appendices M through
O, including a golf foursome purchase order, foursome list for golf course, and golf tournament
contest ideas. Golfers normally register a foursome for a specific price, with some of it going to
the cause. There are sponsorship opportunities for tournaments as well – in addition to the
benefits covered in Section 6: Sponsorship, companies could have their name and logo
associated with specific “back of the green” tournaments signs.

16. Section 5: Fundraising Community Events Toolkit
11
Traditional Pledges
The most traditional way of raising funds is collecting pledges from donors – be it cash, cheque,
or credit card. While this can sometimes be intimidating, reminding participants of the great
cause they will be helping to support can be an encouragement. Another way to get
participants out asking for pledges is to pick a minimum amount each individual/team needs to
fundraise in order to participate in the event. Another way is to set incentives, like the top
fundraiser receiving a special prize! An example of a traditional pledge form to print out and
give to participants can be found in Appendix P. Please note that if donors would like to receive
a tax receipt, their contact information needs to be complete and their writing legible.
On-Line Fundraising
The Cancer Foundation has tools available for community events that will allow for on-line
fundraising. This on-line feature can be used for participants to raise pledges and for donors to
contribute money in an easy and secure fashion, or it can also be used to sell tickets to an
event. Contact your Cancer Foundation representative if you are interested.
Other Fundraising – Auctions & Raffles
Depending on your event, you may be able to incorporate other unique fundraising initiatives,
in which both the cause and the donor benefit – Silent and Live Auctions, and Raffles. Begin
with sending potential auction donors a letter that introduces your event and the cause you are
supporting, and that includes a form for them to fill in the details of their contribution
(Appendix C: Item Solicitation Package). As you solicit prize items, you will be able to discern
which fundraising initiative is best suited to the prizes you receive.
Silent Auctions
For a silent auction, donated items are collected and put on display. Participants are given the
opportunity throughout the event to bid on the items and when the auction closes, the
participant with the highest bid wins that item. The beauty of a silent auction is that all you
need are the items and a table to display them. In this way, virtually any type of event can
incorporate a silent auction. However, do remember participants need a longer amount of time
to browse and bid on the items.
In Appendix Q, you will find an Excel worksheet that has tracking templates for each type of
fundraiser. Appendix R includes a detailed set of instructions on Silent Auctions, concerning
items such as how to set minimum bids, and how to raise them. Appendix S is a Silent Auction
Bid Sheet Template. And finally, Appendix T contains a Silent Auction Collateral Display
Example.

17. Section 5: Fundraising Community Events Toolkit
12
Live Auctions
Live auctions tend to have fewer items than a silent auction, with higher values. A live auction
works best at a large event, because all your guests need to be in one place at one time. For a
live auction, be sure you have an “auctioneer” who is comfortable with the process.
Additional tools to help you hold a successful live auction can be found in the Appendices:
Appendix U includes a Live Auction Purchase Sheet Template, Appendix V has a certificate
example for the winner, and Appendix W is an example of Table Cards that can be folded in half
and held up for bidding.
Raffles
The difference between auctions and raffles is that a raffle is a draw. Raffle tickets can be sold
at any type of event. Set your price point per ticket to match your audience (i.e. large venue
price point $50-100/ticket, small venue 3 for $10 and 5 for $20).
We encourage you to prominently display the raffle items so participants can become excited
about the items. A template for this display board can be found in Appendix X. A sample raffle
ticket can be found in Appendix Y, and an example of the cardstock display is in Appendix Z.
Raffle Best Practice – although amounts like an ‘arm’s length’ from a ticket role is an option, we
recommend recording the purchaser’s name (instead of relying on reading ticket numbers
aloud), as this is both easier and more quick for announcement of the winner.
Auctions and Raffles for Small Events
There is still an opportunity for a fundraising initiative even if your event has a shorter time
frame or a lack of space for display. We suggest a simpler type of initiative that combines the
ease of a raffle with the choice of a silent auction: The prizes would be displayed like a silent
auction however, instead of participants bidding the price of the item higher and higher, each
item is raffled off.
Place your prize items out on display on different tables, but instead of a paper for people to
bid amounts on, place a box labeled in correspondence to its item. Sell rolls of tickets to
participants – for example, $20 for an arms length or $10 for three tickets – then allow time for
participants to place their tickets into whichever item’s box they desire!
Door Prizes
Door prizes can be a fun and easy addition to any event. Collect the names of each participant
and enter them into a draw, or place a “You’ve Won!” sticker on the bottom of random chairs.
It is nice to display the items that are available for door prizes, especially if winners are given a
choice.

18. Section 6: Sponsorship Community Events Toolkit
13
Why Sponsorship
Sponsorship can be very beneficial to your event. In return for various types of promotion and
benefits, companies will give money to be associated with and visual at your event. These
larger amounts can be used to cover the majority of your expenses, leaving all funds generated
from ticket sales and fundraising for the donation.
Sponsorship is not a donation on the part of a company. It is a mutually beneficial relationship
between a company and your event. That is, both entities will benefit from the exchange of
money or goods/services. The company will typically receive items such as tickets to the event,
logo recognition on all print materials, media exposure in conjunction with the event, and
others benefits. It is up to you to decide what you can offer and what you want to offer in
exchange for how much money.
Sponsorship Plan
The best approach to sponsorship is using a tiered system where different benefits are offered
for different levels of sponsorship. Your first step is to create a Sponsorship Package to give to
prospective sponsors. You have two layout options to choose from, depending on the grandeur
of your event: First is a simple one-pager that explains your event, your cause, and the benefits
you are offering the sponsor. An example of this one page Sponsorship Letter can be found in
Appendix AA. Your second option is to create an entire package with the event and cause
explained, as well as a large grid layout with all the sponsorship levels displayed, so the sponsor
can choose which the best fit is. An example of a Sponsorship Package can be found in
Appendix AB. By reviewing these examples, you will gain an understanding of the typical
benefits that are offered to sponsors – like a basic benefit such as logo recognition at your
event.
After creating your sponsorship packages and sending them out to potential sponsors, you
should create a sponsorship excel spreadsheet to track the responses of your target sponsors.
Create a prospect list for ticket sales, sponsorship, and prizing. To assist in getting you started,
refer to Appendix AC entitled “Industry Sector list”. Once you’ve secured a sponsor, send an
invoice (template in Appendix AD) along with their specific sponsorship choice.
Gifts-in-Kind Sponsorship
Sometimes a company will provide a service or product in lieu of monetary sponsorship; these
are referred to as gift-in-kind sponsorships. It is important to recognize that even though no
money changes hands, gifts-in-kind sponsors are just as vital to the success of an event, and
should be recognized as such. For example, if a restaurant or caterer provides free food for your
event, you would provide them with logo recognition in exchange for the value of their gift.

19. Section 7: Promotion & Media Community Events Toolkit
14
Ottawa Regional Cancer Foundation Promotion
The Cancer Foundation can offer promotion for your event through postings on the Cancer
Foundation website. Details will be taken from the Community Event application you
submitted, but your Cancer Foundation contact may ask you for more details, if needed. Please
note that only events that are open to the public will be posted in the event listing section.
After your event, you can send us your photos for our gallery. We would love to display your
event photos on our website for all to see. Please send us photos in a .jpeg file format. Be sure
to tell us who is in the photos (if known), and ensure you have permission to post their pictures
on the Cancer Foundation’s website. Photos can be emailed to your Cancer Foundation contact.
Community Promotion
There are a number of avenues you can pursue to promote your own event within the
community. We have provided you with examples of a media advisory and a news release in
order for you to communicate your event to the press.
A media advisory (Appendix AD) invites the press to an upcoming event. It provides the basic
information in a very brief format. A news release (Appendix AE) provides more description of
your event. The goal of a news release is that the press can publish it as a story.
Social Media
Social media allows you to reach a large number of people with minimal effort. We encourage
you to make use of social media – such as Facebook, Twitter, and Instagram – to their full
extent. This also allows you an opportunity to be creative and to give your event a fun and
exciting image. There is a Social Media Tips for Community Events document in Appendix AF
that describes each social media outlet in detail.
Logo Use
The Cancer Foundation can provide you with our logos, but we ask that you follow our
guidelines (attached as Appendices AG) and send us any material you create for approval
before you use it.
Website Resources
A list of important website links – including our website – can be found in Appendix AH.

20. Section 8: Event Day Community Events Toolkit
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Event Day
The logistics of event day will involve different people, arrival times, and set up requirements,
among many other things. Each event has a format that is specific to it; however, there are a
few tools we can highlight that will be universal and beneficial. The most imperative document
for you to have on hand is an Event Day Outline (Appendix AI); this document should list each
activity and the time that it will be occurring at, as well as the key people that are involved with
each activity. We recommend sending it out to all your event day personnel. This document can
also be adapted into a script, an example of which can be found in Appendix AJ.
Event Day Personnel
We recommend that one person to be the main Logistics Manager who is the go to and liaison
for deliveries, volunteers, media etc. The rest of team can be assigned different roles –
Appendix AK shows an example of an Event Day Organization Chart and several different roles
that may need to be filled. This chart is a great piece to post at registration or in the volunteer
room. We also recommend sending it before hand to all your event day personnel. Please note
the example of the volunteer outline includes an event that has raffle, silent and life auction,
which may or may not been a part of your specific event.
Registration
Most events will have some form of registration. Once ticket sales are closed, you will need to
begin organizing your registration. Registration documents are normally made in Excel, and
include the first and last name of every one who bought tickets, their company (if they noted
one down), and the number they purchased. When the list has been finalized, organize it
alphabetically by last name to ensure a smooth registration and pleasant first impression. We
recommend printing off multiple copies of the registration for your event day personnel.

21. Section 9: Event Wrap-Up Community Events Toolkit
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Event Evaluation
A post-event review is very important, especially if you plan to host the event on an annual
basis. The best way to learn is to recognize your strengths and weaknesses, and adjusting
accordingly. A guide to a post-event evaluation is in Appendix AL.
Sponsorship Fulfillment
Sponsorship fulfillment packages should include first and foremost a thank you letter. An
example and template for this can be found in Appendix AM. The packages can also include a
variety of documents including anything that mentioned your sponsors’ names or contained
their logos. This could be items such as the sponsor board, the event program, and any other
print materials that reference your sponsors. Packages could also include various photos from
the event and any promotional pieces, such as newspaper articles about your event.
It is important to ensure that you have delivered on the benefits you promised to sponsors so
that they can see their contribution was well worth it. This will increase the likelihood that they
will return to sponsor your event again next year.
Budget Reconciliation
As soon as possible after your event, it is important to input your final expenses and revenues
into your budget-tracking sheet. Once your budget is complete, you can total your net revenues
from the event, and determine how much money you were able to raise. Reconciliation of your
budget helps you to know what went well and what did not, and to brainstorm as to how you
can improve in key areas related to finances.
Charitable Tax Receipts
The guidelines for how the Cancer Foundation will issue tax receipts can be found in Appendix
L. The Foundation follows the guidelines that are set forth by the Canadian Revenue Agency. No
exceptions to these guidelines can be made.
Tours at the Maplesoft Centre
Tours may be arranged for any community group who hosts an event in support of the Cancer
Foundation. Contact the Cancer Foundation to arrange a date for your tour. The tour will
provide you with a personal up-close view of the features and programs offered at the
Maplesoft Centre. On occasion, certain areas of the home may not be accessible due to needs.
Post Event Celebration on Media
Be sure to share your event’s success on your social media pages. Post photos of the event and
release the final total of your donation.