Special Events from Planning to Execution

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You must plan for success! Special events tell the community who you are and why your nonprofit matters.

Always do special events to further your mission, not just to hold an event.

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  • Rate of return is your return on your investment, the return on what you spent. This is your profit divided by your expenses. Profit margin is your net dollars divided by gross revenues.
  • Special Events from Planning to Execution

    1. 1. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 January 2010 from planning to execution SPECIAL EVENTS
    2. 2. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Why do Special Events? • Raise Money • Raise Awareness • Increase Volunteer Opportunities • Provide the experiential component to your development program
    3. 3. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Linking mission & events Simply put, you are your mission! Your events are a much needed tool to further your organization’s mission
    4. 4. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Keys to a Successful Event! • Plan for success. • Your ability to tell the community who you are and why you matter. • Top of mind – Always do events to further your mission, not just to have a successful event.
    5. 5. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 EVENTS NEED TO BE 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
    6. 6. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Innovate and Create! ResearchResearch DesignDesign PlanPlan CoordinateCoordinate EvaluateEvaluate Adapted from The Goldblatt Event Management Process
    7. 7. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Brainstorming is your key to successful research!
    8. 8. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Develop a SWOT Analysis Strengths Opportunities Weaknesses Threats
    9. 9. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Information is Power Research Information Problem-solving Goal-Attainment Event Design Improvement George Washington University
    10. 10. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Design Introduce Brainstorming Ideas from Stakeholders Consensus Prioritization Event Design George Washington University
    11. 11. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Coordination Coordination is the Herculean task of keeping all the moving parts of an event on track!
    12. 12. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Evaluation • Use evaluation in all stages of your event planning. It will help you monitor whether you’re on track or need to regroup. • Evaluation gives you the information you need to set the stage for your next event!
    13. 13. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 • Goals • Type of event • Volunteer roles • Event timeline • Budgets • Marketing/pr • Sponsorships • e-fundraising Event Elements
    14. 14. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Raise Money Raise Awareness The Two Main Goals
    15. 15. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Ways to Measure $$$ • Gross dollars raised • Net dollars raised • Rate of return • Average donation per attendee
    16. 16. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Ways to Measure Awareness Metrics • Number of contacts • Number of hits on your event website • Number of new people who attended
    17. 17. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Other Goals • Friend-raising • Motivate board members to get more involved • Increase volunteers • Expand your network • Market your organization
    18. 18. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Planning Process • 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?
    19. 19. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Planning Process • Can we cover event expenses before we collect revenue? • Do we have talent to promote the event? • Will the event benefits be worth the time and effort? • Will we make our goal?
    20. 20. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Special Event Models Community wide-special events: • A good way to raise money for your annual campaign. • Tickets are usually inexpensive to attract hundreds of people. • Event sponsors usually underwrite these events in trade for recognition in their target audiences and/or the ability to distribute or sell product.
    21. 21. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Special Event Models Silent and Live Auctions: • Stand-alone events or paired with another event. • Volunteers obtain donations of goods, services and merchandise. • Expenses are low compared to gross revenue. • Donors receive recognition and a tax write-off.
    22. 22. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Special Event Models Theatre and art gallery opening parties • Need to provide a built-in hook – an opportunity to see something new before the general public. • Build more awareness than raise substantial money. • Work best if the theatre or gallery owners take responsibility for promotions and inviting their patrons as a way to introduce your nonprofit and make a donation to a good cause.
    23. 23. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Special Event Models Sporting events: • Good opportunity to hold a fundraising event. • Many are held at athletic clubs, or during competition so you have built in attendance. • They lend themselves to auctions and raffles. • Best if your nonprofit participates but is not responsible to coordinate. • Even better if your nonprofit is recipient of donation.
    24. 24. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Special Event Models Award or tribute dinners: • Most widely used special events. • Provide a nonprofit an opportunity to award an outstanding community figure or to honor one of their own outstanding members. • A significant event for major donors. • Well-planned they produce the most income.
    25. 25. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Special Event Roles Event Chair(s) – Oversight of all activities related to event from start to finish. • Oversees event at-large • Generates budget with finance chair • Appoints committee chairs • Identifies prospective honoree • Maintains communication with event team Note: Most of the work stays in specific committees
    26. 26. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 • Identifies potential sponsors/donors • Determines benefits to sponsors • Ensures that promised benefits are delivered • Oversees sponsorship package development • Works with sponsorship “sales” team Sponsorship Chair
    27. 27. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Host Committee Chair • Develops strategies for engaging host committee members. • Designs roles and responsibilities of host committee. • Serves as hosts at event.
    28. 28. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Volunteer Chair • Identifies volunteer needs for each committee with committee chairs. • Communicates regularly with volunteers. • Recruits more volunteers if needed. • Oversees volunteer activities day of event.
    29. 29. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Marketing/PR Chair • Develops promotion package. • Creates tagline and logo. • Creates and fulfills hold-the-date cards, invitations, flyers, posters. • Works with Webmaster to set up pressroom on event site. • Develops communications pieces for various media. • Creates media distribution list.
    30. 30. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Special Event Roles Logistics Committee Chair – oversees details and flow on day of event. Invitation Committee Chair – oversees pricing, design and fulfillment of hold the date card and invitations. Decorations Committee Chair – oversees site decoration. Auction Committee Chair – organizes silent and/or live auction. Entertainment/Program Chair – oversees entertainment and event program.
    31. 31. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Special Event Timeline
    32. 32. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Creating a Budget
    33. 33. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Promoting Your Special Event • Plan publicity early • Budget ahead • Define your target audience • Set Goals • Develop a strategy • Know your deadlines
    34. 34. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Website Newsroom
    35. 35. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010
    36. 36. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 WOM Communication • 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.
    37. 37. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Mailings 411 • Mailings - invitations, announcements, “Save the Date” Cards – are still a vital part of your arsenal to reach your goals. • Give them something tangible to hold onto • Ask for a reply by mail, adds commitment on their part • Preview the event, program, cause, to build excitement and interest • Add print and mail to your budget, it more than pays for itself, especially at Nonprofit rates! Erna Schneiderman Morningside Marketing Group, Inc. 404-840-6663 www.morningsidemktg.com
    38. 38. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Social Networking Sites • Twitter.com – tell everyone about your fundraiser in 140 characters • MySpace.com – tell your ‘friends’ about your fundraiser • 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
    39. 39. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 Sponsorships A sponsorship is a contract entered into between a company and an organization for marketing purposes that includes rights and benefits. Corporations benefit from sponsorships: • Enhance Image • Drive Sales • Create Positive publicity • Heighten visibility • Reach specific niche markets
    40. 40. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010
    41. 41. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 E-Fundraising
    42. 42. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 SPECIAL EVENTS | January 2010 www.donate.net
    43. 43. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 January 2010 from planning to execution SPECIAL EVENTS

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