special events from planning to execution

Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 January 2010

from planning to execution

SPECIAL EVENTS

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


Linking mission & events

Simply put, you are your mission!

Your events are a much needed tool to further your organization’s mission


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.


EVENTS NEED TO BE PART OF YOUR DEVELOPMENT PLAN

BequestsRecognition Events

Capital CampaignsLaunch events for public phase

Major giftsTargeted Events

Annual GivingVolume Events

Event360 – www.event360.org


Innovate and Create!

ResearchResearch

DesignDesign

PlanPlan

CoordinateCoordinate

EvaluateEvaluateAdapted from The Goldblatt Event

Management Process


Brainstorming is your key to successful research!


Develop a SWOT Analysis

Strengths Opportunities

Weaknesses Threats


Information is Power

Research

Information

Problem-solving Goal-Attainment

Event Design Improvement George Washington University


Design

Introduce Brainstorming Ideas from Stakeholders

Consensus

Prioritization Event Design George Washington University


Coordination

Coordination is the Herculean task of keeping all the moving

parts of an event on track!


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!


• Goals • Type of event • Volunteer roles • Event timeline • Budgets • Marketing/pr• Sponsorships • e-fundraising

Event Elements


Raise MoneyRaise Awareness

The Two Main Goals


Ways to Measure $$$

• Gross dollars raised• Net dollars raised• Rate of return• Average donation per attendee


Ways to Measure Awareness Metrics

• Number of contacts• Number of hits on your event website• Number of new people who attended


Other Goals

• Friend-raising• Motivate board members to get more involved• Increase volunteers• Expand your network• Market your organization


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?


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?


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.



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.



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.



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.



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.


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 teamNote: Most of the work stays in specific committees


• 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


Host Committee Chair

• Develops strategies for engaging host committee members.

• Designs roles and responsibilities of host committee.

• Serves as hosts at event.


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.


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.


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.


Special Event Timeline


Creating a Budget


Promoting Your Special Event

• Plan publicity early • Budget ahead • Define your target audience • Set Goals • Develop a strategy • Know your deadlines


Website Newsroom


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.


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 SchneidermanMorningside Marketing Group, Inc.404-840-6663www.morningsidemktg.com


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


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


E-Fundraising


www.donate.net

Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 January 2010

from planning to execution

SPECIAL EVENTS

special events from planning to execution

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