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December 2011 Deborah Spector, Founder Creative Solutions & Innovations [email_address] December 2011 SPECIAL EVENTS During Turbulent Times
Why Special Events? Special events are key to successful fundraising. They: Bring attention to your mission. Improves bottom line performance and market share through new donors & sponsors. Create a meaningful way to thank your existing supporters. December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
Bring Attention To Your Mission You do events to further your mission:  What do you do?   Why is it important?   What is your organization’s vision for a better world?   How will you achieve this? December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
Increase Revenue Fundraising events are held to raise money. They need to generate revenue. Cultivation events are investments into potential donors. They are not designed to raise money.  December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
Thank You, Thank You You cannot say thank you enough! A Special Event is the perfect way to say thank you.  Your donors & sponsors need to know their contribution allows you to focus on your mission & provide your services. December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
TAKE AWAY: Be sure you are clear on what type of special event you are holding – fundraising or cultivation. December 2011
EVENTS AS PART OF YOUR DEVELOPMENT PLAN Bequests Recognition Events Capital Campaigns Launch events for public phase Major gifts Targeted Events Annual Giving Volume Events Event360 – www.event360.org December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
Experiential Marketing “ Research shows that face-to-face events have a greater return on investment than most other forms of advertising or public relations.”  Mike Cleary of  Abcom December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
TAKE AWAY: Events are the experiential aspect of your development efforts. Without them people may not know or care who you are! December 2011
December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031   Brainstorming is a great way to answer key questions!
Brainstorming: Create Your Vision   Vision is your grand scheme of how you perceive your event, what it should be, who will attend, what you hope to accomplish. Vision gives you the energy to move toward your goals. A visioning exercise allows everyone around the table to share in the ownership of the goal and as such the success of the event.    December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
Visioning Exercise Is having an event a good idea? What event can reach our goal? Is there a link between this event and our mission? Do we have enough time to plan? Can we find a reliable event chair with enough time and energy? Do we have adequate volunteer and staff support?  December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
Develop a SWOT Analysis Strengths Weaknesses Opportunities Threats December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
Special Event Timeline December 2011
Creating a Budget December 2011
Revenue Follows Good Communications “ Any group that does not have an effective communication program will raise only a fraction of the money they would otherwise attract.” Fundraising Guru Roger Craver Strategic Communications for Nonprofits December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
Promoting Your Special Event Plan publicity early   Budget ahead   Define your target audience   Set Goals   Develop a strategy   Know your deadlines  December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031   #6
Website Newsroom December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
WOM Communication December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
WOM Communications While other marketing channels slow, WOM skyrockets. Great way to involve leadership and other volunteers in your marketing efforts. Twitter, FaceBook and MySpace support WOM efforts. Invitations are key to WOM.  December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
Social Networking Sites Twitter.com –  tell everyone about your fundraiser in 140 characters FaceBook.com –  tell everyone in your network about your fundraiser LinkedIn.com –  professional nonprofits ‘share’ information about fundraiser YouTube.com –  create a video for your fundraiser December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
Sponsorships A sponsorship is a contract entered into between a company and an organization for marketing purposes that includes rights and benefits. December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
Keys to Sponsorships North American businesses spent more than $17.2 billion sponsoring events in 2010. These included charity galas, athletic contests, concert series, and the like -- according to IEG Sponsorship Report. December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
      December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031      
Electronic Fundraising December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
www.donate.net December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
Resources Sponsorships: Patricia Martin , Made Possible By: Succeeding With Sponsorship  Jossey-Bass, 2004 Communications:   Kathy Bonk, Henry Griggs, Emily Tynes,  The Jossey-Bass Guide To Strategic Communications For Nonprofits , Jossey-Bass, 1999 MarketingProfs -  http://www.marketingprofs.com/   Using Social Media: Using FaceBook for Your Nonprofit- http://www.techsoup.org/community/facebook/index.cfm Special Events: How to Make the Most of Your Special Event -  http://nonprofit.about.com/od/fundraising/a/specialevents.htm Alan L. Wendroff, Making the Most of Special Events, Jossey-Bass, 2003 December 2011 Creative Solutions & Innovations  |  www.creative-si.com  |  404.325.7031
Thank You! Interested in sample budgets & event management timelines? Contact [email_address] December 2011

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Special events during turbulent times

  • 1. December 2011 Deborah Spector, Founder Creative Solutions & Innovations [email_address] December 2011 SPECIAL EVENTS During Turbulent Times
  • 2. Why Special Events? Special events are key to successful fundraising. They: Bring attention to your mission. Improves bottom line performance and market share through new donors & sponsors. Create a meaningful way to thank your existing supporters. December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 3. Bring Attention To Your Mission You do events to further your mission: What do you do? Why is it important? What is your organization’s vision for a better world? How will you achieve this? December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 4. Increase Revenue Fundraising events are held to raise money. They need to generate revenue. Cultivation events are investments into potential donors. They are not designed to raise money. December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 5. Thank You, Thank You You cannot say thank you enough! A Special Event is the perfect way to say thank you. Your donors & sponsors need to know their contribution allows you to focus on your mission & provide your services. December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 6. TAKE AWAY: Be sure you are clear on what type of special event you are holding – fundraising or cultivation. December 2011
  • 7. EVENTS AS PART OF YOUR DEVELOPMENT PLAN Bequests Recognition Events Capital Campaigns Launch events for public phase Major gifts Targeted Events Annual Giving Volume Events Event360 – www.event360.org December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 8. Experiential Marketing “ Research shows that face-to-face events have a greater return on investment than most other forms of advertising or public relations.” Mike Cleary of Abcom December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 9. TAKE AWAY: Events are the experiential aspect of your development efforts. Without them people may not know or care who you are! December 2011
  • 10. December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 Brainstorming is a great way to answer key questions!
  • 11. Brainstorming: Create Your Vision   Vision is your grand scheme of how you perceive your event, what it should be, who will attend, what you hope to accomplish. Vision gives you the energy to move toward your goals. A visioning exercise allows everyone around the table to share in the ownership of the goal and as such the success of the event.    December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 12. Visioning Exercise Is having an event a good idea? What event can reach our goal? Is there a link between this event and our mission? Do we have enough time to plan? Can we find a reliable event chair with enough time and energy? Do we have adequate volunteer and staff support? December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 13. Develop a SWOT Analysis Strengths Weaknesses Opportunities Threats December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 14. Special Event Timeline December 2011
  • 15. Creating a Budget December 2011
  • 16. Revenue Follows Good Communications “ Any group that does not have an effective communication program will raise only a fraction of the money they would otherwise attract.” Fundraising Guru Roger Craver Strategic Communications for Nonprofits December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 17. Promoting Your Special Event Plan publicity early Budget ahead Define your target audience Set Goals Develop a strategy Know your deadlines December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 #6
  • 18. Website Newsroom December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 19. December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 20. WOM Communication December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 21. WOM Communications While other marketing channels slow, WOM skyrockets. Great way to involve leadership and other volunteers in your marketing efforts. Twitter, FaceBook and MySpace support WOM efforts. Invitations are key to WOM. December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 22. Social Networking Sites Twitter.com – tell everyone about your fundraiser in 140 characters FaceBook.com – tell everyone in your network about your fundraiser LinkedIn.com – professional nonprofits ‘share’ information about fundraiser YouTube.com – create a video for your fundraiser December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 23. Sponsorships A sponsorship is a contract entered into between a company and an organization for marketing purposes that includes rights and benefits. December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 24. Keys to Sponsorships North American businesses spent more than $17.2 billion sponsoring events in 2010. These included charity galas, athletic contests, concert series, and the like -- according to IEG Sponsorship Report. December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 25.       December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031    
  • 26. Electronic Fundraising December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 27. www.donate.net December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 28. Resources Sponsorships: Patricia Martin , Made Possible By: Succeeding With Sponsorship Jossey-Bass, 2004 Communications:   Kathy Bonk, Henry Griggs, Emily Tynes, The Jossey-Bass Guide To Strategic Communications For Nonprofits , Jossey-Bass, 1999 MarketingProfs - http://www.marketingprofs.com/ Using Social Media: Using FaceBook for Your Nonprofit- http://www.techsoup.org/community/facebook/index.cfm Special Events: How to Make the Most of Your Special Event - http://nonprofit.about.com/od/fundraising/a/specialevents.htm Alan L. Wendroff, Making the Most of Special Events, Jossey-Bass, 2003 December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 29. Thank You! Interested in sample budgets & event management timelines? Contact [email_address] December 2011

Editor's Notes

  1.