February 2010 Special Event Basics OLA SuperConference 2010 1 Building a Succesful Event: Special...

February 2010 Special Event BasicsOLA SuperConference 2010 1

Building a Succesful Event:Special Events 101

presented byAnn Andrusyszyn, C.F.R.E.

OLA SuperConference 2010

BLUEPRINT FOR SUCCESS

DesignPlanImplementConstructInspect

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SO YOU’RE PLANNING AN EVENTWHY THIS EVENT?You hear about a great event and decide to

try it out at your organizationYou repeat the same event year after year,

not because it has been a great success but because it has become “sacred” and no one dare change it

A strong personality on the board suggests it

Another group has had a successful event, so you assume it will work for you

It’s in your strategic plan

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WHAT IS THE PURPOSE?

◦To raise money◦To generate donor prospects or

volunteers◦To increase public awareness◦To reach a different constituency◦To bring attention to your mission

or cause e.g. campaign kick-off

◦Some combination of all of the above

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SOME EVENTS RAISE MORE MONEY BUT LESS AWARENESS

More “exclusive”Less individuals in attendanceHigher individual cost to attendLower administrative and

advertising expensesMore donor prospectsMore exclusivity for sponsorsAttendees have greater loyalty

to the organisation

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SOME EVENTS RAISE AWARENESS BUT LESS MONEYWider appealFewer donor prospects Often require a bigger investment

of time, people and moneyLarger attendanceHigher visibilityHigher admin and advertising

costsAttendees have less loyalty to the

organisation

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CHOOSING THE RIGHT EVENT

Audiences◦List all possible groups of people you

would like to have at your eventAssets

◦What does your event offer to your audience and participants?

Vision◦What is the highest expectation for the

event?Promise

◦What will each event participant actually take away from the event experience?

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CHOOSING THE RIGHT EVENT

Differentiators◦ What makes your event so special/different?

Competitors◦ Is there any direct competitive activity for your event?

Brand ◦ What is the essence of your event - these few words

sum up the optimal experience for your event - oftentimes, event titles come from your brand

Is it even the right thing for us to do?

Use the “READY FOR EVENT” CHECKLIST (handout) or make an EVENT COMPARISON CHART*

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Event Comparison Chart - sample

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SWOT ANALYSIS

STRENGTHSWEAKNESSESOPPORTUNITIESTHREATS

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TIMING

Investigate what other community events are taking place around the date/time you are considering

You may be competing for the same audience, volunteers and donors

Develop an Event Schedule Planner* or a Critical Path

Always have a Plan BSpecial Event BasicsOLA SuperConference 2010 11

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Event Schedule Planner - sample

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SITE SELECTION

Site Matrix*Site Plan*PermitsTraffic PatternsAvailability of electricity/ water supply/

restroomsFurniture/equipment needsArea for tent(s)Other events sharing the venue at the

same timeCity/ Police Clearances/ parking/ security

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Site Selection Matrix - sample

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Site Plan - sample

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EVENT COMMITTEE, BOARD& STAFF

Recruit a strong committee

Include and inform board members

Include and inform staff members

Develop Committee Duties (handout) for committee members

Develop a training program for committee members

Keep minutes of meetings with action notes for follow-upSpecial Event Basics

OLA SuperConference 201016February 2010

FINANCES

BudgetInvoice

ProceduresPetty CashSpecial Bank

AccountsSystem of

ReceiptsVendor Policies

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PREPARING THE BUDGET

How much money do you want to raise?

What should be in the budget?Expenses should not exceed

approximately 30% of revenueBudget Planning Checklist

(handout) Examples of event budgets

can be found onlineSpecial Event BasicsOLA SuperConference 2010 18

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SPONSORSHIP

CashIn KindUnderwritingDifference between a

sponsorship and a donation

What’s in it for you?What’s in it for them?Contract - verbal vs.

written Special Event BasicsOLA SuperConference 2010 19

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MARKETING AND PROMOTIONMarketing Plan Communications Plan Design of Brochures, Posters, Sponsor

Packages SignagePreparation of Mailing Lists/Email ListsPrinting PostageFiling system to track responses,

contributions and reservations

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EQUIPMENTLogos, Banners,

SignageDecorations

(Creative, Reusable, Purposeful)

Display & Exhibit Equipment

Tables & ChairsTransportationMerchandise (if you

choose to distribute or sell)

Informational Handouts (Brochures, One Pagers, CDs)

LightingSoundAudiovisual

EquipmentElectrical

outlets/cordsGeneratorsPhones, Faxes and

Computers for onsite production needs

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FINE DETAILSInvite speakersWorking agendaPrint programme

for eventSpeaking notes,

speeches Award

Certificates or Plaques

Brochures

InvitationsPostersSeating charts,

name cardsMedia, Slideshow

& DisplaysMusic

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VOLUNTEERSConsider all positions

requiredDevelop an organisational

chart*Develop a job description

(handout) for each positionDevelop training sessionLook after them at the eventDevelop recognition plan

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Organisational Chart - sample

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SAFETYSt. Johns AmbulanceFire Prevention measuresEvent InsuranceEvent Waiver (handout) for

volunteers and for participantsIf event is physical in nature,

ensure there is water on hand for everyone

Site locate for hydro, gas, water, etc. Special Event Basics

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FOODSimcoe Health Unit Special Event

Permit, if food is being cooked on site by your organization

Provide or sell to your participants

Volunteers should be fed and should have a full meal if they are there longer than4 hours

Event dependentSpecial Event BasicsOLA SuperConference 2010 26

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AFTER EVENT

RECOGNITIONEVALUATIONCOMMITTEE

DEBRIEFWRAP UP REPORT

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RECOGNITONWho should be recognized?

◦ Volunteers◦ Sponsors◦ Staff◦ Long time supporters

How should they be recognized?◦ Formal vs. Informal

Who does the recognition?◦ Staff Member◦ Board Member ◦ Committee Chair

Is recognition included in your budget?When should you do recognition?

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EVALUATION

Feedback◦ Volunteer Survey

(handout) ◦ Participant survey

Fiscal◦ Number of

Participants◦ Sponsor Revenue◦ Income◦ Expenses◦ Balance Budget

Other◦ # of spectators◦ Media Coverage

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COMMITTEE DEBRIEF

Should be done as soon as possible after the event

Should be constructive criticism

As the event organizer, stay calm and don’t take it personally

Encourage input from all members

Keep notes and action items

Follow-up on recommendations

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WRAP-UP REPORT Items to include:

◦ Background◦ Committee◦ Results

Sponsorship Number of Participants Revenue sources

◦ Recommendations◦ Closing Remarks◦ Attachments

SWOT Analysis Financial Results

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WEBLINKS Special Events: Why go to all the trouble?

Carolyn Rickey

http://www.charityvillage.ca/cv/research/rfmk38.html Event organizer's checklist for designing sponsorships with

confidence

Pat Kahnert

http://www.charityvillage.ca/cv/research/rfmk40.html Effective event tools and tips

Paulette Vinette

http://www.charityvillage.ca/cv/research/revnt1.html Planning Special Events: Blueprint For Success

Debora Meskauskas

http://www.librarysupport.net/librarylovers/eventips.html Your Organization's Next Special Event: "Fund-Raiser" Or

"Friend-Raiser?"Tony Poderishttp://www.raise-funds.com/112601forum.html

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Additional Resources Microsoft Office Online

Some simple templates for event planning, correspondence, etc. in the “Templates” sectionhttp://office.microsoft.com/en-us/templates/CT062100681033.aspx

Check your local Public Library for event planning books

Charity Villagehttp://www.charityvillage.ca

Association of Fundraising Professionals – Greater Toronto Chapterhttp://www.afptoronto.org

Sessions at AFP Congress, through the Greater Toronto Chapter of AFPhttp://afptoronto.org/index.php/congress

Event Planning online course, through Charity Villagehttp://www.charityvillage.ca/cv/learn/cvcevents.html

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Seven Stages of a project~ anonymous ~

Phase 1: Uncritical acceptance Phase 2: Wild enthusiasm Phase 3: Dejected disillusionment Phase 4: Total confusion Phase 5: Search for the guilty Phase 6: Punishment of the innocent Phase 7: Promotion of non-participants

February 2010

WRAP UPMany aspects to running a

successful eventMake sure you research all

aspects before deciding to go ahead

ROI - Return on Investment has to be worth all the time and effort

The “after” actions are as important as the planning

Good luck!

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Thank you for your time

Questions?Comments?

Ann Andrusyszyn Barrie Public Library

(705) 728-1010 ext. 7040aandrusyszyn@barrie.ca

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