This document outlines practical planning strategies for marketing fundraising events. It discusses defining objectives, strategies, and tactics, with the overall event objective being to raise funds for an organization. Key strategies discussed include defining the target audience, taking both long-term and short-term approaches, engaging the audience with relevant content, and achieving effective reach and frequency through various tactics. The importance of planning backwards through timelines and flow charts is also emphasized.
Laying the crucial groundwork of your successful Capital Campaign through your Quiet Phase, leading to the Public Phase Success-and moving to Post Campaign Celebration and laying the groundwork for your next Campaign..
Event bidding is not an exact science whereby success can be guaranteed by following a set formula. The event bidder must treat each new bid as being unique. However, there are a number of factors common to all successful event bids that the event bidder is encouraged to employ.
These include...
Avoiding Common Capital Campaign MistakesBloomerang
With the economy improving, more nonprofits are launching capital campaigns to reach more people. Sadly, many campaigns stall from a few common mistakes. Brent A. Hafele, M.A. will show you how to avoid these mistakes and make your fundraising campaign a great success.
Laying the crucial groundwork of your successful Capital Campaign through your Quiet Phase, leading to the Public Phase Success-and moving to Post Campaign Celebration and laying the groundwork for your next Campaign..
Event bidding is not an exact science whereby success can be guaranteed by following a set formula. The event bidder must treat each new bid as being unique. However, there are a number of factors common to all successful event bids that the event bidder is encouraged to employ.
These include...
Avoiding Common Capital Campaign MistakesBloomerang
With the economy improving, more nonprofits are launching capital campaigns to reach more people. Sadly, many campaigns stall from a few common mistakes. Brent A. Hafele, M.A. will show you how to avoid these mistakes and make your fundraising campaign a great success.
Attendees are the lifeblood of meetings and events! As a meetings professional, you know strong participation means more business gets accomplished: sessions are well attended, stakeholders are satisfied, hotel room blocks are filled and best of all, the overall success of your event is maximized!
Anne Peyton will show you how to develop a stewardship program, and flip your internal switch from ‘I know I need to, but I never have time!’ to ‘I’m building stronger relationships with my donors, they feel more connected to why we do what we do, and I’m loving it!’
This is an overview of DSVP's Storytelling Initiative. This strategy engaged a variety of stakeholders, captured a large quantity of communication assets, and has produced a variety of communication pieces over the course of a year. This is how we do strategic communications on a shoestring budget and keep our social media outlets fresh!
If your Nonprofit is considering a major fundraising campaign, this slide can help you address many important issues that need to be addressed while planning your project.
Top event management companies in India have an ideal checklist of how the entire procedure will be and how everything will be organized. . For more information visit https://www.hansaevents.com/services/mice
The Meeting and Event Planning Certificate Program at California State University, Dominguez Hills offer participants will learn
about career opportunities, and mingle with experts
in all areas of meeting and event planning such as
convention service managers, hotel sales managers,
audio visual equipment providers and production
company representatives.
The New Fundraising Frontier—Chart Your Path to Crowdfunding SuccessKimbia, Inc
Want to gain 60% more donors? Keep hearing about crowdfunding events but don’t know where to start or if it’s the right direction for your organization? Join the fundraising experts from Kimbia and Charity Dynamics and learn the ropes!
Program Planning Workshop with Mr. Caloy DiñoMights Rasing
Mr. Caloy Diño of FEBC Philippines shares the process of Program Planning and Implementation at the Young Leaders Summit 2014, organized by Young People's Ministries
http://pinoyyouth.org
Attendees are the lifeblood of meetings and events! As a meetings professional, you know strong participation means more business gets accomplished: sessions are well attended, stakeholders are satisfied, hotel room blocks are filled and best of all, the overall success of your event is maximized!
Anne Peyton will show you how to develop a stewardship program, and flip your internal switch from ‘I know I need to, but I never have time!’ to ‘I’m building stronger relationships with my donors, they feel more connected to why we do what we do, and I’m loving it!’
This is an overview of DSVP's Storytelling Initiative. This strategy engaged a variety of stakeholders, captured a large quantity of communication assets, and has produced a variety of communication pieces over the course of a year. This is how we do strategic communications on a shoestring budget and keep our social media outlets fresh!
If your Nonprofit is considering a major fundraising campaign, this slide can help you address many important issues that need to be addressed while planning your project.
Top event management companies in India have an ideal checklist of how the entire procedure will be and how everything will be organized. . For more information visit https://www.hansaevents.com/services/mice
The Meeting and Event Planning Certificate Program at California State University, Dominguez Hills offer participants will learn
about career opportunities, and mingle with experts
in all areas of meeting and event planning such as
convention service managers, hotel sales managers,
audio visual equipment providers and production
company representatives.
The New Fundraising Frontier—Chart Your Path to Crowdfunding SuccessKimbia, Inc
Want to gain 60% more donors? Keep hearing about crowdfunding events but don’t know where to start or if it’s the right direction for your organization? Join the fundraising experts from Kimbia and Charity Dynamics and learn the ropes!
Program Planning Workshop with Mr. Caloy DiñoMights Rasing
Mr. Caloy Diño of FEBC Philippines shares the process of Program Planning and Implementation at the Young Leaders Summit 2014, organized by Young People's Ministries
http://pinoyyouth.org
Integrated Marketing in the Digital EraSteve Drake
Summary slides of 12 case studies from four seasoned association marketing professionals. Based on the success of last year's program, this panel of association management company marketing specialists returns with a dozen case studies highlighting integrated marketing programs for membership, meetings, public awareness, and product launches. Learn what works and what doesn’t. Explore the tools used to create, deliver and measure marketing programs. Walk away with loads of ideas you can use right away! From the 2013 ASAE annual meeting in Atlanta.
A properly executed event has the power to garner attention from media, travelers and the community, all while driving home a key message. This presentation outlines how to pull off an event that is not only memorable, but impacts your business success.
With 2020 around the corner, now is the time to get Sirius about your events. SiriusDecisions’ research director of demand marketing strategies, Cheri Keith, is our featured speaker this month! She will take you through a deep dive on the SiriusDecisions’ Event Management Framework to help you refine, plan and execute your events with precision.
You will also learn about a tool that will help you determine which events are best for your business based on value and cost. This value-packed webinar will provide you with a clear roadmap for implementation so you can hit the ground running. This webinar is not one to miss!
Key takeaways:
Key components of a modern and effective event strategy
A tool to determine which events are most appropriate based on value and cost
A roadmap for implementing modern event practices
In the spirit of complete transparency I wanted to present some client deliverables. The following presentation has been redacted, but the fundamental core thinking remains intact.
And while many of you are wondering why I would let people see "the secret sauce" I am a firm believer in exchange of information. Moreover, as the rise of the personal brand increases exponentially with the power of social and content marketing will truly differentiate us as our ability to think for our clients and nurture their respective goals outcomes.
This presentation is broken down into two parts — one outlines a proposal for social event activation on a enterprise scale. While the second part breaks out in larger idea of the construction of a content channel housed within a brand.
I hope you find the following information both beneficial and thought-provoking. As always, I would love to hear your thoughts. My very best to you and your future efforts.
How to Prepare a Grants Strategy in Uncertain TimesBloomerang
https://bloomerang.co/resources/webinars/
Rachel Werner will review what tried and true methods still have value, what might need to be changed, and what is still left unknown. You can start off 2021 with a better sense of how to be successful during times of uncertainty.
15 Essential Steps to Optimize Your #GivingTuesday Results Kimbia, Inc
Crowdfunding continues to gather momentum because in addition to raising significant new dollars, these events recruit up to 60% new, high-value donors and deliver priceless brandraising. New single-day crowdfunding records have been recently set and surpassed. North Texas Giving Day in September 2013 raised $25.2 M, then #GivingTuesday in December 2013 raised ~ $32M and then Give Local America in May 2014 raised $53.7 M.
This webinar is designed to help nonprofits and higher education institutions set a new crowdfunding record for #GivingTuesday on December 2, 2014.
Focused on 15 key single-day crowdfunding event success factors, it is packed full of proven practices and practical tips from Charity Dynamics, Kimbia, and Social Factor.
Dolores McDonagh, Principal Consultant at Charity Dynamics, will share with you how to:
- Maximize the visibility of #GivingTuesday via your website home and donation pages, blog, and email and press campaigns
- Incorporate this event effectively into your year-end strategy
Miriam Kagan, Senior Fundraising Principal at Kimbia, will communicate how to:
- Pick the right #GivingTuesday model and incentive structure for your organization
- Evaluate the readiness of your platform, processes and team for the big event
Rachel Lewis, Director of Digital Strategy at Social Factor, will show you how to:
- Develop a social media strategy that will attract, engage and energize #Giving Tuesday supporters
- Optimize event results via relevant social media content that converts donors
It’s no secret that B2B events can pump out some dull social content. But just because B2B may have a more serious tone does not mean it needs to be boring!
In this webinar, run in partnership with OgilvyOne Business, we share simple ideas for making your conference a social success. We discuss how companies can turn their events into a platform for driving leads and building customer relationships, and how to apply the same strategy for your event.
In this session you will learn:
- How to use social to get people to meet you face to face
- How to capture more leads from events
- How to make your content more interesting
- How to get your customers to tell their colleagues and peers how great you are
Julibeth Torres, communications planning manager, Stroke Association
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Afundraisingstrategyisaplanthatsetsoutthefundingneedforanorganization,projectorevent,alongsidetheidentifiedactions,timescalesandpossiblefundingresourcestomeetthisneed.
Why develop a fundraising strategy?
Itiscommonlyrecognizedthatbetterplanninghelpstoavoidwastedtimeandresources.Thedevelopmentofafundraisingstrategyshouldenablethepeopleinanorganizationtoensurethat:
•Thereisasharedunderstandingoftheaimsandprioritiesfortheorganization
•Theagreedprioritiesarea‘goodfit’withwhattheorganizationissetuptodo
•Theagreedprioritiesaresetclearlykeepinginscopeandcompetitions
•Setsouthowthoseprioritiesaregoingtoberealized
How would a strategy help in implementation?
Thisisincreasinglyimportantatatimewhenthereisuncertaintyaboutfunding;awelldevelopedfundraisingstrategywillhelpto:
•Provideclarityabouttheorganization'saims/priorities
•Ensurethattheprioritiesarerealisticandachievable
•Ensurebettertargetingoffunders
•Ensurethehighestpossibilityoffundingsuccess
•Encourageasharedresponsibilityforfundraising
•Strategyisaclearmonitoringframework
•Clearlydefinestheexpectationsandroles
Steps while writing a Fundraising Strategy
•Revieworganization'scurrentfundingsources
•Revieworganization'saimsandpriorities
•Determineorganizationalfundingneeds
•KnowtheFundraisinggoalandobjectives
•Whoallcangive;anddecideonhowtoreachthem
•Whowillraisefunds?
•Planorganization's/project’sfinancesforsupportingfundraisingandforwhatspan
•What'sthetarget/timeline/activityplan
•DoaSWOTfortheorganizationtohaveclearperspective
Things you must include in the strategy
•A case statement for the organization to get active in fundraising
•Competition
•Define the needs; products/projects/activities/campaign etc.
•Identification of Prospects
•Tactics and Channel Selection
•Identify Income Targets
•Budget-Expenditure and Income Projection
•Calendar
•Staffing
•Information Management
•Policies & Procedures
•Risks involved
Coming together of Strategy and Implementation
•Regularly review the strategy
•Build strategy up‐dates into monthly/quarterly meetings
•Identify key milestones for the plan to measure progress
•Circulate the plan to new team members; they can add new dimension to the existing plans.
What resources are needed to develop a fundraising strategy?
•People ‐Committee members/staff
•Dedicate Time
•Plan a timetable for completion before the process begins
•Commitment to the process and belief
•A nominated person/s to guide the group through the exercises or an external facilitator
•A nominated person/s to collate the section write ups and finalize the plan which will form the basis of the strategy
•The guide will only be as useful as the information which is put into it
Event Fundraising at a glance
What are the factors to contribute to a successful event
10 steps course of action to run a fundraising event
Materials from Give.Asia team
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
3. EVENT OBJECTIVE - GOAL
to raise funds to support
the mission of the organization
BENCHMARKS:
net return $ +/- prior event
new event – expectations
4. STRATEGY
a large-scale, long-term plan for reaching
a result or delivering an objective
TACTIC
identification and deployment of specific
action items to execute the strategy(ies)
14. STRATEGY: SHORT TERM APPROACH
• add new media
• introduce new entertainment or activities
15. STRATEGY: SHORT TERM APPROACH
• add new media
• introduce new entertainment or activities
• pre-event kick off
16. STRATEGY: SHORT TERM APPROACH
• add new media
• introduce new entertainment or activities
• pre-event kick off
• step up the cool factor
17. YOUR STRATEGIC PLAN
• define the target audience
• long term versus short term approach
• engage them with relevant content
18. STRATEGY: RELEVANT MESSAGES
TARGET
MESSAGE
• corporate sponsor
• CSR exposure
• board member
• leadership for cause
• donor at large
• value to mission
• honoree
• association with mission
• event attendee
• enjoyable program for
good cause
19. YOUR STRATEGIC PLAN
• define the target audience
• long term versus short term approach
• engage them with relevant content
• effective reach and frequency
21. STRATEGY: REACH & FREQUENCY
Start to define tactics
•
•
•
•
•
emails
websites
social media
direct mail
text campaigns
•
•
•
•
•
printed materials
newsletters
PSAs
paid advertising
signage
29. BENJAMIN FRANKLIN
Pundit
'If you fail to plan,
you are planning to fail!'
author, printer, politician, postmaster, scientist,
musician, inventor, satirist,
civic activist, statesman, diplomat
The notion that you need a marketing strategy for a fundraising event is still not fully embraced by the event community. In the past 5-10 years, the number of nonprofits has increased many fold and fundraising events of all types have proliferated. To attract new participants, secure corporate sponsorships and to stand above the fray, nonprofits need to try a different approach.A shift to a more business-mindset is underway on many fronts. For fundraisers, this means looking at an event as a product and developing a marketing plan to stand above the pack.A properly implemented strategic plan will give staff and committees a plan of action and help move the event and the organization where it needs to be!
While it may seem basic, first I’d like to begin by defining these terms. While we are all quick to assume we know the distinctions, evidence of how this work is being done would suggest otherwise! First, we begin with the Event Objective…. The Goal
The objective is generally stated as the mission of the effort but can add details and benchmarks like how much you expect to increase revenues vs. year ago, or, in a down economy – how much you think is a reasonable amount to sustain… for a new event, it sets a target number based on an assessment of the assets and connections of the players.
The strategy is what drives results – it’s the roadmap of how to get where you’re going. Ironically, people tend to skip the strategies and immediately start planning tactics… for event fundraisers this is an easy trap. That’s like saying to drive 15 miles and then turn right at the gas station.It’s much easier when we start out with a guideline like: It’s about a half hour away, just north of the city. … itgives perspective. The details are important, but without perspective, it’s easy to get lost.Basically, we need larger thinking to effectively meet goals.
So let’s talk about some components you might consider for your strategic plan
First, it’s important to define the target audience. Most fundraisers fall into thinking of past contributors, honorees contacts, etc. While they are segments of the target, there is more to consider.
Who are these people? What shared characteristics might they have? For example, for a golf outing you might target primarily affluent MEN say, between the ages of 35-64 but if you add other activities during the day you might attract women as well. Are you talking to people over 60 or under 40? Your message will vary. Also – where are you targeting…. Your local area or around the country or the world…. It’s important to start with this established.Any questions or comments about this?
A second strategy is to distinguish between long and short term approaches. What is a process over time vs. what you can do now.We’ll start with the long term…
Ok – so how many of you are actively committed to networking at least one or two times per month? Do you know this is often your best resource to meet new donors, event participants? There are so many organizations where your profile would stand out – designated networking groups, women’s organizations, rotaries, chambers, trade groups. Ask some of your board or committee members where they recommend you should be.Find a group or groups you like and dig in. Get to know the members. Make a presentation at a program. These relationships are golden to build lists, recruit committee members and connect with sponsors. Good networking takes several years to hit its stride… start by helping the people you meet as you can. They’ll be more than happy to return the favor.
Next, look at your event calendar and think about what’s working and what you may like to change. Don’t immediately assume that because you are beyond capacity with your small staff that you cannot handle changes. For example, if you think a new event may be indicated, you can put out the word. There may be third parties who will step up and raise money for you. Or, consider bringing in an event planner – if you hire the right one, the investment is more than justified. Just don’t assume anything and ask the questions
Another idea is to further develop partnerships and affiliations with businesses in your community. Many want exposure to your inner circle – your board and committee members… Tell story of upscale auto dealer exotic cars
Finally, revisit opportunities to engage community and business people in volunteering for your event. This helps to staff the event and cultivates new donors/attendees.Now for some short term ideas:
The first we suggest is to consider new forms of media to reach target audiences – text messages, social media maybe an online ad journal… how can you step up your game?
Next, Energize the event program with new entertainment, a celebrity or activities to make things fresh
Plan a pre-event kick off to rally the committee and sponsors and announce new ideas
Step up the “cool factor” with new technologies like Ipad check-in, mobile auction bidding and text to pledge to interest participantsFor younger donors – add a after partySo – does anyone have anything to ask or comment about now?
Returning to the strategic plan, another component might be to engage your target audiences with relevant content
Match the message to your target recipient
The core of any successful marketing plan is to reach a sufficient number of that target enough times to first, make an impact and then, to elicit a response.There is a formula that is proven to work and it’s very far from the activity level of most event fundraisers in promoting their events.
Explain chart
To build reach and frequency, we start to think of tactics that will BUILD THE REACH… expand your thinking
Frequency for an event, on the other hand, comes in stages… Our suggestion is to start at least 6 months out with what I like to call the “drizzle” just starting to create a presence
3-4 months out, we step up to a “steady rain.” We employ more media, more frequently to start to capture attention
In the last two months building to the last few weeks, we add urgency with a veritable “downpour”This is designed to elicit a response from those whose attention we’ve captured.
Finally, when the event date comes with a strong strategic plan in place, we raise more money and have a big success!
A strategic approach to achieving and implementing all of this is to PLAN BACKWARDS. Two useful tools for this are either a flowchart or a monthly timeline.The flowchart is my personal favorite and this is a small example.Start by marking the event date and listing the marketing deliverables over the pre-event months.Keep in mind the analogy of drizzle, steady rain and downpour and mark off the dates and times these elements will be released.
You can also establish a monthly timeline with bullets for deliverables. Similarly, as you get closer to the event date, the list of bullets will expand.
The bottom line is that Marketing opportunities keep expanding. New media. New trends. New messages. If your nonprofit is continuing to promote or marketing its fundraising events as they always have done, you will likely experience diminishing returns. Start with a strategic plan to accomplish your objective. You won’t go wrong.
So to conclude, I’ll quote agreat American intellectual … If you fail