GCN Nonprofit University

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SPECIAL EVENTS PLANNING TO EXECUTION

• GCN Nonprofit University
• June 4, 2008
• Deborah Spector
• deborah_at_creative-si.com

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Step 1

• Plan for a Successful Event!

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Clarify your mission

• What do you do?
• Why is it important?
• What is your organizations vision for a better
  world?
• How will you achieve this?

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TAKE AWAY

• Your first key to a successful event is your
  ability to tell the community who you are and why
  you matter.

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GROUP ACTIVITY

• Take a few minutes to describe your organization,
  why it is important and how it makes the world a
  better place. You can make this up!

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DONT FORGET

• You do events to further your mission. So, keep
  focused on your mission!

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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

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Set Goals

• The two main goals
• Raise Money
• Raise Awareness

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GOAL METRICS FOR RAISING MONEY

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

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GOAL METRICS FOR AWARENESS

• Number of names collected
• Number of media impressions
• Number of new people who attended

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TAKE AWAY

• Set Your Goal Before You Do Any Planning.

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GROUP EXERCISE

• Set your goal for your special event. Make it
  specific. Use metrics.

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OTHER GOALS

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

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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?

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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?

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Special Event Models

• Community wide-special events involve thousands
  of people. Tickets are usually inexpensive and
  the event sponsors receive media and other types
  of recognition and can give away and/or sell
  product. If produced correctly they can raise a
  lot of money.

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Special Event Models

• Auctions can be stand-alone event 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. The two types of
  auctions are silent and live.

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Special Event Models

• Theatre and art gallery opening parties provide a
  built-in hook an opportunity to see something
  new before the general public.

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Special Event Models

• Sporting events provide a 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.

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Special Event Models

• Award or tribute dinners are the most widely used
  special events. They offer a nonprofit an
  opportunity to award an outstanding community
  figure or to honor one of their own outstanding
  members. The dinners can focus on people,
  corporations or professions opening the way to
  strong attendance and donations.

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TAKE AWAY

• Choose an event model that matches your financial
  goal.

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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

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Sponsorship Chair

• Identifies potential sponsors/donors
• Determines benefits to sponsors
• Ensures that promised benefits are delivered
• Oversees sponsorship package development
• Works with sponsorship sales team

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Host Committee Chair

• Develops strategies for engaging host committee
  members.
• Designs roles and responsibilities of host
  committee.
• Serves as hosts at event.

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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.

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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.

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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.

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Take Away

• Volunteer leadership can make or break your
  event. You need to provide whatever support is
  necessary to make them successful.

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Special Event Timeline
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Creating a Budget
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Promoting Your Special Event

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

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Template PR TimelineCreate Template with three
months

• ltInsert name of event dategt
• ltInsert PR committee chair contact infogt
• ltInsert current dategt
• Activity Target Date Lead Volunteer Notes/Status
  
• Planning Committee
• Finalize PR plan and Completed
• Assign responsibilities
• Expand PR Committee
• Identify persons to assist
• With media pitches
• Website Planning
• Meet with website
• content writers
• Designers
• Advertising Outreach
• Secure Advertising
• Partners
• Graphic Design
• Publicity Outreach Press releases, media
  advisory, speaker bios

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Marketing/PR Committee Minutes

• Date
• Time
• Place
• In Attendance
• Marketing/Advertising Campaign Proposals
• Publicity Plans
• Program Book
• E-marketing
• Earned Media
• Website
• Community Events

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Website Newsroom
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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

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• Securing sponsorships is about building effective
  partnerships that enhance an organizations
  mission and the sponsors business goals.
• Put together a sponsorship team.
• Research your prospects before you approach.
• Set sponsorship levels
• Be creative and flexible when you create your
  package.
• Be prepared to call prospect pitch your event.
• Follow up, follow up, follow up!
• Cultivate your relationship. Give sponsors what
  you promised.
• Thank your sponsors and then thank some more.

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Timeline for Sponsorship Effort

• April
• Preparing to Sell
• Agreement on campaign identity and message points
• Finalize offering, packages, media buy and assets
• Plot sales strategy
• Identification and research of prospects
• May
• Selling Phase I
• Place first announcements of event in vehicles
  read by prospects
• Write and send offer letter with fact sheet
• Start securing sales appointments
• (Continued)

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• June
• Selling Phase 2
• Prepare tailored proposals
• Make presentations
• Follow-up and appointment setting
• Preparation and dissemination of offer letters
• Securing Sales appointments
• July September
• Selling Phase 3
• Prepare tailored proposals
• Make presentations
• Contract negotiations
• Closing

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Sponsorship Package

• Personalized letter signed in blue ink
• Fact sheet about the event
• Nonprofits brochure
• Sponsorship Opportunities Contract

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10/6/2009
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SPECIAL EVENTS PLANNING TO EXECUTION

• GCN Nonprofit University
• June 4, 2008
• Deborah Spector
• deborah_at_creative-si.com