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
Bequests
Recognition Events
Capital Campaigns
Launch events for public phase
Major gifts
Targeted Events
Annual Giving
Volume Events
Event360 – www.event360.org

Innovate and Create!
ResearchResearch
DesignDesign
PlanPlan
CoordinateCoordinate
EvaluateEvaluate
Adapted 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 Money
Raise 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 team
Note: 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 Schneiderman
Morningside Marketing Group,
Inc.
404-840-6663
www.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

Special Events from Planning to Execution

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