Embed Size (px)
DESCRIPTION
Feel like instigating a riot? Present the idea of planning another event or a marketing challenge at your next board meeting! Neither marketing nor events should be a ticking time bomb among your team. Whatever happened to the FUN in FUNdraising events??? Marketing and events are the quickest way to build a polished, trustworthy organization and among the easiest ways to establish yourselves and gain recognition among the community. Don’t believe us? We see it in the for-profit world all the time: Dove sells positive body image, Kraft sells childhood, and Tesla sells magic. There is no reason the same can’t be true for your organization. But before you can steer from the moment-to-moment charity hustle, you have to start operating and approaching both marketing and event planning as a business. The “charity hustle” is no longer cute, and let’s face it, you’re just too awesome and work too hard to not see the results you want and need. We cover: 5 Rules of Event Planning your Non-Profit needs to implement STAT Marketing 101 for Non-Profits - what you should focus on, and what to drop, immediately (that could actually be doing more harm than good). How to act like a business, while still thinking like a nonprofit Help your nonprofit build trust, awareness, and self-sustainability. About the creators of this presentation The workshop is the love-child of small-business marketing strategist Rebecca Tall Brown, and event planning ninja Talin Hartounian focused on social responsibility. We’ve both realized that if nonprofits tweak their marketing and event approaches even just a little, they’re going to have a MUCH easier path in reaching their fundraising and community outreach goals, all while having fun! This presentation was co-created with the lovely and talented Talin Hartounian of One Hart Events - http://onehartevents.com/
Citation preview
Rebecca Tall Brown & Talin HartounianTri-Line Marketing One Hart Events
Event Planning 101
Events 101Events are the most
Events 101Events are the most
interactive type of marketing
Events 101Events are the most
interactive type of marketing & one of the easiest ways to
Events 101Events are the most
interactive type of marketing & one of the easiest ways to
connect personally &
Events 101Events are the most
interactive type of marketing & one of the easiest ways toconnect personally & engage audience in a call to action
The ugly duckling
Challenges?
Challenges?
Events: Your nonprofit’s ugly ducklingMost common complaints:
Events: Your nonprofit’s ugly ducklingMost common complaints:
● Too expensive
Events: Your nonprofit’s ugly ducklingMost common complaints:
● Too expensive● High risk (what if we don’t
make money?)
Events: Your nonprofit’s ugly ducklingMost common complaints:
● Too expensive● High risk (what if we don’t
make money?)● Not enough support staff
Events: Your nonprofit’s ugly ducklingMost common “solutions?”Most common complaints:
● Too expensive● High risk (what if we don’t
make money?)● Not enough support staff
Events: Your nonprofit’s ugly ducklingMost common “solutions?”
● Under budget eventMost common complaints:
● Too expensive● High risk (what if we don’t
make money?)● Not enough support staff
Events: Your nonprofit’s ugly ducklingMost common “solutions?”
● Under budget event● Use staff with other jobs or
volunteers with no experience
Most common complaints:● Too expensive● High risk (what if we don’t
make money?)● Not enough support staff
Events: Your nonprofit’s ugly ducklingMost common “solutions?”
● Under budget event● Use staff with other jobs or
volunteers with no experience
● wait until last minute
Most common complaints:● Too expensive● High risk (what if we don’t
make money?)● Not enough support staff
By looking at events as the ugly duckling, we are internally setting them up for failure
How do we change that? 5 simple steps to successful events:
How do we change that? 5 simple steps to successful events
1. Determine Objectives
How do we change that? 5 simple steps to successful events
1. Determine Objectives
Two most common objectives: raise money & raise awareness
How do we change that? 5 simple steps to successful events
1. Determine Objectives
Two most common objectives: raise money & raise awareness
Secondary objectives include:Throw a great party, surpass numbers from last year, celebrate an
achievement, honor donors etc
1. Determine objective...then match with eventTypes of fundraising events:● Golf Tournament● Dinner gala● 5k Run/Walk● Charity Poker & Casino Night● Alcohol & Food Pairings● Concert
Types of Awareness events:● Street Fair● 5k Run/Walk● Plaque/Check presentation● Groundbreaking● Program launch cocktail party
5 simple steps to successful events
2. Dream BIG…but set reasonable expectations
Reasonable expectations:● Scale of event should parallel your
means (staff size, volunteer network, marketing reach, funding etc)
Reasonable expectations:● Scale of event should parallel your
means (staff size, volunteer network, marketing reach, funding etc)
● Set a realistic budget. Ask yourselves: How much does it actually cost, not how much you’re willing to spend
Reasonable expectations:● Scale of event should parallel your
means (staff size, volunteer network, marketing reach, funding etc)
● Set a realistic budget. Ask yourselves: How much does it actually cost, not how much you’re willing to spend
● Determine reasonable timeline with deadlines.
Reasonable expectations:● Scale of event should parallel your
means (staff size, volunteer network, marketing reach, funding etc)
● Set a realistic budget. Ask yourselves: How much does it actually cost, not how much you’re willing to spend
● Determine reasonable timeline with deadlines.
Timeline rule of thumb:● Min 2 months to market any
event● 3 to 6 months for small scale● 9 to 12 months for big events
(gala, golf, casino, 5k)
Realistic expectations:
5 simple steps to successful events
3. Go to war with a strong armyby creating a strong event committee
5 simple steps to successful events
3. Go to war with a strong armyby creating a strong event committee
Dedicated individuals with distinct roles who feel empowered to take initiative & have the time to make things happen
5 simple steps to successful events
3. Go to war with a strong armyby creating a strong event committee
Their role: to take on event duties so you can focus on most important thing: shmoozing & cultivating donor relations (the call to action)
But who are these magical people?
But who are these magical people?● Board members
But who are these magical people?● Board members● Friends, colleagues or family of board members & staff
But who are these magical people?● Board members● Friends, colleagues or family of board members & staff● Ambitious college students
But who are these magical people?● Board members● Friends, colleagues or family of board members & staff● Ambitious college students● Retired individuals
But who are these magical people?● Board members● Friends, colleagues or family of board members & staff● Ambitious college students● Retired individuals● A couple socialites to designate as your event
chairpersons
But who are these magical people?
Cherish them.
● Board members● Friends, colleagues or family
of board members & staff● Ambitious college students ● Retired individuals● A couple socialites to
designate as your event chairpersons
5 simple steps to successful events4. Create multiple revenue streams
5 simple steps to successful events4. Create multiple revenue streams
Relying on ticket sales alone is the riskiest equationExample: 100 people, $100 tickets
Other revenue streams for events:● Sponsorships!● Silent & Live auctions● Merch sales● Vendors/exhibitors● Donation “jars”● Fundraising games● Raffle (opportunity drawings)● Final ask● Donation cards on tables
5 simple steps to successful events5. Be frugal, not stingy
5 simple steps to successful events5. Be frugal, not stingy
Event Objective:To raise money
5 simple steps to successful events5. Be frugal, not stingy
Event Objective:To raise money
Overall Objective always:Retain interest & loyalty
5 simple steps to successful events5. Be frugal, not stingy
$25 billion in donations are not loyal to an organization & switchable to new charities
23.7% retention rate of 1st year donors
5 simple steps to successful events5. Be frugal, not stingy
Leave them with a good impression so they come back to spend more money
5 simple steps to successful events1. Set objectives2. Dream big, but act realistic3. Build an army4. Create multiple ways to make money5. Be frugal, not stingy
The ugly duckling no more!
Marketing your Events
What is Marketing?
What is Marketing?Marketing is simply
What is Marketing?Marketing is simply
communicating and connecting
What is Marketing?Marketing is simply
communicating and connecting your product/service
What is Marketing?Marketing is simply
communicating and connecting your product/service
to the people you want to sell to.
Communicating & ConnectingCommunicating
Saying
Listening
Acknowledging
Respond Thoughtfully
Communicating & ConnectingCommunicating
Communicating & ConnectingCommunicating
Saying
Communicating & ConnectingCommunicating
Saying
Listening
Communicating & ConnectingCommunicating
Saying
Listening
Acknowledging
Communicating & ConnectingCommunicating
Saying
Listening
Acknowledging
Respond Thoughtfully
Three Marketings MustsCaptureEducateStimulate Action
Three Marketings MustsCapture
Three Marketings MustsCaptureEducate
Three Marketings MustsCaptureEducateStimulateAction
Communicating & Connecting
Saying
Listening
Acknowledging
Respond Thoughtfully
Communicating & ConnectingCommunicating Connecting
● Inclusion● Recognizing the many
goals/interests
...with consistencySaying
Listening
Acknowledging
Respond Thoughtfully
The People I Want to Work withRecipients/Clients● Where are they located?● What ‘turns them on’?● How do they search/find
you?
Donors/Funders● Where are they located?● What ‘turns them on’?● How do they search/find
you?
The People I Want to Work withRecipients/Clients● How do they like to be
communicated with?● How often?● What channels?● What is too much?
Donors/Funders● How do they like to be
communicated with?● How often?● What channels?● What is too much?
How Do I Help the People I Want to Work with Solve a Need?Recipients/Clients● What are their needs?● What are their pain-
points?
Donors/Funders● What are their needs?● What are their pain-
points?
How Do I Help the People I Want to Work with Solve a Need?SafetyRestCreationBeing understoodParticipating
How Do I Help the People I Want to Work with Solve a Need?SafetyRestCreationBeing understoodParticipating
IdentityFreedomTransformationMeaningLove
How Do I Help the People I Want to Work with Solve a Need?
Safety - addressing bad public relations
How Do I Help the People I Want to Work with Solve a Need?
Rest - not having to do everything themselves
How Do I Help the People I Want to Work with Solve a Need?
Creation - creating something new, beneficial
How Do I Help the People I Want to Work with Solve a Need?
Participating - retaining/engaging their team
How Do I Help the People I Want to Work with Solve a Need?
Identity - being socially responsible
How Do I Help the People I Want to Work with Solve a Need?
Freedom - not having to worry
How Do I Help the People I Want to Work with Solve a Need?
Transformation - being seen as “better”
How Do I Help the People I Want to Work with Solve a Need?
Meaning - leaving a legacy of impact
How Do I Help the People I Want to Work with Solve a Need?
Love - receiving community recognition
Moving Forward
Moving ForwardEvents Presentation● 2015 planning● Board/team presentation● Interest List Sign-up
Moving ForwardEvents Presentation● 2015 planning● Board/team presentation● Interest List Sign-up
Events 101 Classes● Events & Marketing 101● November 12 @ 10am, Hera
Hub Mission Valley● [email protected]
Marketing 101 Webinars & Classes● Monthly Marketing 101● September 10th @10a● TriLineMarketing.com
Rebecca Tall Brown Tri-Line Marketing
TriLineMarketing.com
LinkedIn.com/in/BeccaAtTriLine
Twitter.com/BeccaAtTriline
Facebook.com/TriLineMarketing
Talin HartounianOne Hart Events
OneHartEvents.com
LinkedIn.com/in/TalinHartounian
Twitter.com/
Facebook.com/OneHartEvents
Twitter.com/OneHartEvents
