As a part of the P2E structured learning platform, we would like to engage the community members through online discussions on relevant topics. Through this exercise we aim to equip our community members with the necessary knowledge to help them graduate to the organize stage.

1. Organising Events & Campaigns
Presentation by Nidhi Bhardwaj,
Senior Manager Marketing & Communications,
CARE India.
Currently also managing the youth Program Power to empower.

2. What is an Event ?
Any planned happening with an objective, conducted to achieve desired
outcomes.
In other words: An event can be described as a public assembly for a purpose
and can be classified on the basis of their size, type and context.

3. What is a Campaign ?
An activity done year by year for awareness and desired outcomes.
In other words: A campaign is a series of actions that build up to create real-
world change.

4. Difference b/w Event & Campaign
• 1 or multiple objective
• Involving limited group or
people
• Short engagement/short term
activity.
• 1 cause
• Driving hundreds of people to stand
up or think for the cause.
• Creating one voice for one subject or
goal.
• Long term engagement activity with
expanding contact list.
• Ongoing activity till goal or objective
is met.

5. What kind or Type of event/campaign
Education and career events: Events
like education fair, job fair, workshop,
seminar, debate, contest, competition
etc.
Sports events: marathons, walkathons,
cycling, etc
Entertainment events: Events like
music concerts, fairs, festivals, fashion
shows, exhibition, auction stage shows
etc.
Advocacy: activities to push for a policy or
subject to stakeholders and policy makers
Awareness for a cause: mass programmes
talking of the cause for more awareness
through various tools.
In support for a cause: increasing supporter
base in figures to push a policy in favor along
with awareness
Online

6. Corporate events: Events like road
shows, challenge events, exhibitions,
conferences, engagement activities
Religious events: Events like religious
festivals / fairs, religious procession,
Katha, Diwali fair, Dusherra fair etc.
Media events: launch, Press
conference, charity dinner etc
Fund raising/ cause related events:
Any event can be turned into a fund
raising or cause related event (How is
discussed later)
Continued

7. Planning
BASIC PROCEDURAL OUTLINE TO CONSIDER WHEN PLANNING AN EVENT /CAMPAIGN
OR ACTIVITY
• Identify what type of event/activity you would like to do
• The activity should be in sync with the organizational objectives, vision and mission specially the cause it
works for
• The key to a successful event is Right Timing
• Outline the goals of the event
• Identify what you would like to accomplish
• Define your objectives and outcomes of the event or activity.
• Identify the target audience and event emphasis: Education, Health, women empowerment, advocacy,
fundraising etc.
• Consider a suitable date and time for the event /campaign or activity.
• Consider locations and types of facilities to host event.
• Determine the use of space and or seating arrangement and capacity
required for the event or activity.

8. Continued
• Decide who will be responsible to secure the facility and be the event coordinator.
• Consider having partnerships with other organizations or people to assist with the execution
of the event/campaign.
• Outline their role along with determining key decisions and involvements
• Create an event/campaign budget with contingency.
• Identify the sources and amounts of potential revenue and expenses.
• Revise for realistic and necessary true cost and revenue updates.
• Create an event timeline and work backwards.
• Outline all essential decisions/activities in a time sequential order from the point of initial
consideration to decision being finalized and decisions being executed.
• Document who is responsible for each function.

9. Continued
• Communicate the timeline to everyone involved in the planning or fulfillment of the
event.
• For the flow of Program : outline the order of activities that need to occur at the event
• Allocate responsible people for the assigned jobs, who will perform or execute the
agenda items.
•I n case a published program is necessary create and print the program like invites
event flow etc.
• Presentation(s)/ Speakers/on the dais: Identify the topics of information to be shared.
• If presenters/speakers or moderators are needed, identify the potential and invite to
participate with detail agenda in advance.
• Pre-decide on the time frame for each presentation or speech.
• Pre-decide the type of communication that should transpire with the

10. The most important part Internal & External Communication
External Communication
• Identify the method(s) which will be used to publicize the event
• Decide who will be responsible for the development of invitations, flyers, press releases,
emails, follow ups, etc.
• Decide who will be the contact for public inquires on the event day or would be responsible
to disseminate the types of information and collect data on the event day.
Internal Communication
• Communication to the people within the organization to inform them, and encourage them
to participate. E.g.by email, newsletter etc.
• Online information or updates
• Social updates and involvement
• Designs/creative’s etc for the event
• IT : checking all IT related data’s, like line up of ppt’s, running of equipments etc.

11. The Big Question ?
• We have an idea
• We have the plan
• The most crucial part BUDGET
• Budget and planning go hand in hand

12. How to Budget ?
• First things first, decide on the date of the event then work backwards.
• Book the venue
• List out the needful and necessary items required for the event
• Invite quotations from vendors in case of need
• Take necessary approvals
• Always have a miscellaneous or contingency budget in your list
• Access resources available and required
• Budget every minute expense
• Find herein a general budget chart for your reference

13. Raising Funds/Brand by event/Campaign
• All is well when support is enough
• Identify mode of ask, it can be online i.e. diversion to donation webpage, ticket sales, free to
will donations, merchandise, stalls, sponsorship, barter deals, exhibition, auction etc.
• Mode of fundraising is completely on the type of event one chooses.
• What needs to be clear is a simple ASK:
• Have limited options
• Always keep a column of address and email id to keep the contact in loop for future to make
sure that the promised deliverables are met with the donor
• The cause of support should be very clear in all communication. Use all communications
tools to reach to your audiences, films, stills, social sites, e- mails etc. Keep the CARE rep in
loop.
• Align to CARE values and refer to Toolkit

14. Promotion
• Promotion is an integral part of any event or campaign
• Know your audience before making a plan
• Outline the communications tools
• Workout and draw budgets and timelines
• Give ample time for planning
• Give ample time to build promo’s creative’s
• Start out 15 days before the due date
• Promotion can be planned in 2 levels
• Digital/online - FB, twitter, Linked in, Pinterest, You tube, P2E platform, website etc.
• Media- like newspaper listing, community radio announcements, college promotions to
involve youth if need be.

15. Continued
• Other tools –invitations, invites, e-mailers, newsletter’s,
• Always make a strategy and strong communication plan to work on promotions
• Promotions should be timed before due date so invitees do not forget
• Always run through all promotion activities before the due date to keep the event on top
of mind of invitees
• RSVP to the person who invites in case of online event invite
• Create a build up or other interesting material in case of activity oriented event
• Create visual impactful material in case of cause related event
• Create content focused material in case of conference, seminar or similar like event
• Create message and image based material in case of celebrity involvement to draw
attention.

16. Media
• Media plays a crucial role towards advocacy, awareness and supporter building initiation
• Before any event identify a group of media who are interested in the subject
• Design a media strategy and identify a list of target media to be tapped
• Identify a spokesperson on behalf of the organization it could be 1 or 2.
• Always prepare a media brief - draft for the spokesperson talking of the subject, and
outlining probable questions from the media
• Have a press release ready with quotes from the head of organisation and other parties
involved with a brief background in the end about the organisation
• In case you have a brand ambassador, present the ambassador first and let the
ambassador talk on the subject

17. Continued
• A brief to the ambassador/Task forces/volunteers should reach in advance
• The message of the event should be clear in all communications
• Any controversial or contradictory statement should be avoided Always take prior
consent
• Data’s and figures if quoted should be cross checked before presenting to the media
• Invites should reach a day or 2 before in advance to media representatives
• Follow-ups regarding their attendance should be clear
• In all means putting the organisation name and effort forward along with the subject
• In all means maintaining the dignity and image of the organisation
• Post event feeding with images, feedbacks, useful information to the point of contact for
dissemination in the organisation.

18. Volunteers and engagement
• Identify the volunteer with their key skills.
• The big challenge of working with volunteers is training them. Not all volunteers are
experienced, and everyone needs clear direction to ensure your event is a success.
• Every candidate comes from a different background and with a different understanding, to
start is to bring them all on one page
• Allocate groups with group in-charge for a smooth flow of information
• Communicate the expectations and deliverables very clearly
• Let them know you are available if they have any questions or uncertainties. It's better
for them to ask you for assistance the first time (if they need it)
•Be 100% certain that your volunteers have clear instructions. If possible do a run-
through with them before an event so they can ask any questions, somewhat of a pre-event
planning event.
• Make your instructions very crisp and clear.

19. Continue
• Allocate duties to group heads for different jobs as they would then make sure to that their
team volunteers are executing the task well.
• There should be no overlap of work
• Make sure your equipment like walkie-talkies and mobiles are always on
• Do a run check /practice drill with all groups with allocated tasks and other details.
• The biggest blunder is to assume. NEVER ASSUME, always make things clear with a chart
and a flow of activities
• Always motivate the volunteers
• Once the event is over and if budget allows treat your volunteers and give them a token of
THANK YOU like certificates.
• Post event always be in touch with your candidates as they might be your future prospect.
• Always thank and respect your volunteers.

20. Crisis Management
Any situation when gets interrupted or goes in the wrong direction or is not as per
expectations is termed as crisis.
HOW TO DEAL WITH IT?
• Be it online or in field, crisis can take place due to any reason which might damage our
objective. When in a situation of crisis:
•The aim should be to minimize the impact of a foreseeable event and to plan to how to
resume normal functions after the crisis
2 key things to remember:
• Preparing for predictable and quantifiable crises
• Preparing for unexpected and unwelcome events
• In either situation never loose calm rather, gather all the presence of mind to deal with the
probable SOLUTION.
• Keep communications going at the time of crisis as that would help deliver solutions

21. Continued
Crisis management involves:
• Identifying a crisis
• Planning a response
• Responding to a sudden event that poses a significant threat to the firm
• Limiting the damage
• Selecting an individual and team to deal with the crisis
• Resolving a crisis
• Stages can be warning bells, crisis time, recovery and post crisis analysis
• Always while planning be prepared with an contingency plan and the key is “WHAT IF”.
• Identify a team member for support in such a time who would be prepared with all back-
up like software, data card, IT tools, any other as per requirement.

22. Hope this presentation was useful.
Happy planning and execution.
I will look forward for your feedback/queries .
Feel free to contact me on
nbhardwaj@careindia.org
Thank you