Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Deborah Spector, PresidentCreative Solutions &
Special Events: How to Plan & Promote Them &
Secure Sponsors!
Special Events: How to Plan & Promote Them, & Secure Sponsors
Goals for Today’s Session: Understand the importance of special
events The importance of the planning phase
for a successful event Learn how to engage board members &
volunteers Explore promotional tools & platforms Learning the why & how of securing
sponsorsCreative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Importance of Special Events
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Bring attention to your mission. Improve bottom line performance &
market share through new donors & sponsors.
Provide a captive audience Create a meaningful way to thank
existing supporters. Raise awareness & engage people. Build relationships with the business
community. Can cultivate relationships with annual
and major gift prospects. Key to successful fundraising
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Planning Your Special Event
Brainstorming
Bring you board members, volunteers & new voices to the table. Explore:
Is having an event a good idea? 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?
Develop a SWOT AnalysisInternal Strengths:•Volunteer Corps•Brand Recognition
External Opps:•Community looks forward to our event•New underwriter•New businesses in community
Internal Weaknesses:•Lack of Capacity•Small, stretched staff•No marketing expertise
External Threats:•Another nonprofit event entering our space•Weak economy•Changing weather patterns
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
An integrated model
Your development plan includes events at
every level:
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Event360
Experiential Marketing
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
“Research shows that face-to-face events have a greater return on investment than most other forms of advertising or public relations.”
Mike Cleary of Abcom
Special events at every phase of your campaign provide that experiential experience in which an emotional
connection can be made!
Branding your event Special event branding creates an experience
that participants will not forget. The event resonates with an organization’s
brand promise & adds to the public knowledge of its mission, vision and values.
Branding an event creates a signature event in which members of the community and sponsors want to be involved year after year.
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Special Event Timeline
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Develop a Budget
Event Add-onsPrograms with adsLive auctionsSilent auctionsOn-line auctionsCash rafflesGiving TreesCelebrity servers
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Promoting Your Special Event
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Revenue Follows Good Communications
“Any group that does not have an effective communication program will raise only a fraction of the money they would otherwise attract.”
Fundraising Guru Roger CraverStrategic Communications for Nonprofits
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Promoting Your Special Event
Plan publicity early Budget ahead Define your target audience Set Goals Develop a strategy Know your deadlines
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
After the Event
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Create a conversion campaign Set up social media & website with:
Invitations to sign up for e-newsletterAnnouncements of volunteer opportunities
at future events and programs Invitation to hold a third party event information about your programs and the
people you touchVideo & photos from eventPost-event surveys
Develop outreach program to participants & sponsors
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Sponsorships & Your Special Event
Why are sponsors important?
Sponsors promote the cause to a wider audience
Sponsors attract other sponsorsSponsors help cover costs so more
donations & ticket fees go directly to nonprofit
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Provide Great Reasons to be a Sponsor Generate sales & leads in sponsor’s key
business section Build relationships with new & existing
customers Opportunity to ‘get in early’ & build
fruitful relationships with your board Build brand awareness boosting market
& buyer perception Benchmark products & services against
competitors
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Steps for securing sponsors - #1
Put together a sponsorship team. Hold a brainstorming session to identify
companies and local businesses that would want to reach your audience.
Speak with your board, members and volunteers and find out with which companies they have relationships and if they are willing to pursue or provide contact information for your sponsorship committee to use.
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Steps for securing sponsors - #2
Research your prospects before you approach. Do you have an understanding of why current
sponsors support your event? When do they set their marketing/sponsorship
commitments? Do they sponsor specific organizations or
causes? Do you provide access to their target
audience? Do you have key influencers to help you reach
your prospects?
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Steps for securing sponsors - #3
Set sponsorship levels: Make sure the benefits at each level are
distinct and enticing enough to encourage new sponsors to participate and to encourage previous sponsors to move up a level.
You should base your sponsorship levels on the benefits to the sponsor.
Be flexible and be prepared to customize levels to meet their marketing needs.
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Steps for securing sponsors - #4
Be prepared to call prospects and pitch your event as a great marketing opportunity.
You have 20 seconds to describe your audience, some of the marketing benefits and to offer to email your package.
Be sure and post your sponsorship levels on your event website.
Follow up, follow up, follow up! Once you’ve made your pitch and sent your proposal, don’t let the opportunity slip away.
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Steps for securing sponsors - #5 Cultivate your relationships by staying in touch
before & after the event, not only when you receive their money.
Always give your sponsors all the publicity you promised.
Provide links to all the publicity posted on your site.
Thank your sponsors & then thank them some more.
Don’t go overboard & spend a lot of money on presents.
Create baskets with donated goods for sponsors’ gifts. Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Interested in CS&I Event Marketing Tools & Templates?
Just email [email protected]
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
Thank you!