NonProfit Event PlanningBy,

Kelsey Severson

Introduction - Nonprofits hold events of different types for various purposes. These

can be basic or complex in nature, depending on the needs or goals of the organization.

- These may include providing education, fundraising, creating awareness, outreach to a population, collaborating with other groups, and more.

- The steps involved in event planning are often interchangeable and can happen in any order.

- Ultimately, putting on an event for an organization is meant to serve a specific goal. This tends either be monetary, for overhead and other costs, or to reach out to the public in some way. Events follow three overall steps:

-- Pre-planning: This is most the important. Frequency of the event, level of support needed,

duration/frequency, advertising, etc, all fall within this category, and are dependent on the [complexity] of the event

- Day of: On the day of the event, the time spent setting up, taking down, managing volunteers, and keeping to a schedule are the most vital to a successful outcome.

- Post event: The steps involved post-event are to create suggestions for the next one (if applicable), gather information from attendees, and thank sponsors and/or volunteers for their help.

Elements of Event Planning

Goal Setting- Having a goal for the event is the first step in event planning.

- This might be relative or specific (e.g. informing or educating versus dollar value reached or attendance).

- Will this goal support the organization financially? - Is it to support the organization’s programs?

- Will it cover overhead, payroll, or various other costs?

- Is the event meant to spread awareness or educate in some way?- Is there a designated audience or population?- Will the event give back to the community or help them to become aware of resources?- Will there be a tangible, ‘quantitative’ value of the event?

Getting Prepared- After defining a goal, but before diving into the specifics, the organization or designated planning

committee should have a method of keeping track of progress. If the event is large-scale, this can be one of the most important pieces of the event planning process.

- A committee, or even sub-committees, might be designated with various tasks; budgeting, advertising, gathering suggestions, donations, etc.

- It is often useful to make a checklist or agenda for steps leading up to the event, so that each aspect is addressed in time.

- Designating an individual or group to follow-up on progress can be very helpful in ensuring things are on track.

Doing the Research

- Had the organization put on the same or similar event in the past? If so, creating new steps or goals based on what went well or didn’t can help create a more successful event. Some areas might include:

- Where there enough volunteers? Did things work out on time? Was the budget over or under

estimated? Did it reach the designated outcome?

- If this is a first time event, considerable time should be spent coming up with a budget and supply needs. It is always better to be over prepared than underprepared. It can be helpful to research to talk to another organization who has done a similar event and what advice they can offer.

- Making a ‘game plan’ in case of changes to the event checklist or shortage of resources on the day

of can save a lot of stress.

Budget and Duration

- Many places give discounts to nonprofits and businesses are often glad to donate to a cause. However, there is almost always costs associated with planning; advertising, printing, prizes, venue costs, and food to name a few.

- If the event is recurring, the organization may have a good idea about the costs associated with the event. If it is a first time event, adjustments may need to be made along the way.

- The expected donations and money earned from the event, if applicable, should be set realistically and divided into how they will be used for the organization.

Audience and Stakeholders- This step usually falls within goal setting, but specifically determines who the event is meant to

impact and support sources needed.

- Stakeholders are those who have put their energy into the event, either monetarily or time-wise. They may seek a return for their contribution in some form. Stakeholders are either internal or external*, reflecting who is able to input ideas or resources.

- The population or clientele that the event is meant reach can impact the planning process greatly. For example, if the event seeks to reach out to the local homeless community,advertising might need to be made directly and the materials at the event should reflect their needs.

- If the event is open to the general community, a variety of materials is best, as people could attend for many different reasons.

Donations- Once a tentative budget and timeline have been established, looking for donations in one of the next

steps in the process, if applicable to the event.

- Anyone who is involved with the event or organization should be encouraged to help solicit donations. However, there may be certain people or a committee in charge of donations, especially for larger donations. If the event has a raffle or prize giveaway, themed baskets may encourage attendees that have specific interests.

- Each donation should have a way of being tracked, as to get specific information about the item(s) and give donors a tax deductible form for it.

- Businesses or individuals with larger contributions may want sponsorship for the event or some other way to get their information disseminated at the event.

- Having a ‘donation plan’ is helpful for staying organized. This could mean having a script for talking with donors, a list to keep track of which businesses have been contacted, and how to follow up with donors after a request has been made.

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Donations, Cont..- Finding donors can be one of the most difficult aspects of event planning, especially for fundraisers.

There are different ways to find donors

- Contacting previous donors. This may be more difficult for newer organizations, as they do not have a ‘list’ to go off of and need to be more persuasive in promoting their mission.

- Personal connections of the volunteers/employees of the organization are usually the first

effort to solicit donations, mostly via friends or family who have a business or want to donate monetarily.

- The most common way to find new donations is by contacting local businesses, either in

person or by phone.

- There are two main types of donations; in-kind and monetary- In-kind donations include physical items such as gift cards, products, discounts, etc.

- Monetary donations include any money that is given directly, either to cover the costs of the event or the organization’s overhead and regular expenses

Venue and amenities - Finding a venue for the event may be simple (if it is recurring) or a difficult undertaking. There are

many factors that go into picking a venue for an event, including;

- Price- some places will let nonprofits host an event for free or give a discount. The price should be set realistically to the event budget.

- Size- will the venue be able to accommodate the expected attendance? It is better to have extra space than to be full on the day of.

- Convenience- Is the location close to an urban area or nearby the population you are trying to reach out to? Will there be sufficient parking and disability accommodations?

- Does the venue have amenities, such as a kitchen or projector screen, that will be

needed for the event?

- For most types of events, having refreshments is a nice gesture for attendees. In-kind donations from local stores or restaurants is a common way of getting refreshments. Some considerations are having a balance of health snacks, treats, tea/coffee, and juice. Since there are a growing number of people with vegan or gluten free diets, it would be a good idea to have some food available for them. Some fundraisers include serving alcohol, but this can make the event more complicated or exclusive.

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Venue and amenities, cont.- Smaller events might not need much in the way of gifts or entertainment, but it can be helpful as part

of a larger event.- Live entertainment can attract more attendees and be a fun part of the planning process. music and

other types of performances tend to be the most popular.

- If children are likely to be a part of the event attendence, small activities such as an art table or playroom can both boost attendance and give parents a break.

- If other organizations or businesses will be taking part in the event, they might provide activities for attendees and/or have suggestions for them.

Volunteers- Since most nonprofits rely on volunteers for their services and events, coordinating with them is a

vital part of the planning process. Involvement may begin from the very beginning of planning or shortly before the event. Volunteer roles can include: soliciting donations, being on the planning committee, collaborating with other businesses and organizations, advertising, event set up and take down, tabling, a more.

- Finding adequate volunteers for the day of the event should be a part of the planning checklist. It is better to be ‘overstaffed’ than to have a shortage. Volunteers should have some form of recognition for the effort, either during or after the event.

- A person who is on the planning committee or who oversees the event progress should be in charge of following-up with volunteers and making sure each person is up to date on their role.

Advertising- Advertising can be one of the best parts of event planning. There is room for creativity, becoming

recognized and connecting within the community.

- Since each event is different, the method, timeframe, and amount of advertising will vary greatly. First time events and those seeking large attendance will need to be more proactive in their efforts.

- Posters, press releases, word-of-mouth, hand-outs, social media pages, listservs, and the organization's website are some of the ways that advertising can be distributed. If you are trying to advertise in a community newsletter or events calendar, it is best to submit the event info as far in advance as possible. Some outlets might want payment for the event listing, which should be considered if necessary and within the event budget.

- The design and method of distribution should reflect the demographic of the expected attendees if not considered a general community event.

Pre-planning

- If all of the steps in the prior slides have been completed, and the event is happening soon, there are some steps that can make the day of the event happen much more smoothly. Some suggestions are:

- Following-up with volunteers to ensure they will be attending and know their designated role and arrival time.

- (If applicable) Making sure all of the in-kind donations are ready for display and when refreshments should be picked up.

- Gathering all necessary supplies for the event, such as tables and chairs, hand-outs, art supplies, silverware and dishes, raffle tickets, prizes, etc.

- (If applicable) Contact the organization(s) that you are collaborating with to ensure they are on track and when they will be setting up and taking down their materials.

- (if applicable) Contact whomever is providing live entertainment and make sure they are still able to perform.

Day of the event- The day of the event is likely exciting but hectic. Being underprepared can cause a lot of stress and

affect the outcome of the event. The size and frequency of the event can play a large role in how prepared the organization is. Creating a checklist prior to the event which outlines the steps and timeframe will be helpful. Though this part of the process is the most variable and uncertain, there are a some general steps to account for:

- Get there early! It is better to be waiting around for awhile until attendees arrive than be

scrambling last minute to get everything together. If the volunteers in charge of set-up do not show up, try to contact them or other volunteers who can help instead.

- It is not uncommon for any live entertainment or organizations who will be present to show up on their own time, but try to contact them if they haven’t shown up around their expected time.

- Check to make sure any of the necessary amenities or electronics are working.

- Arrange tables, seating, activities, handouts, prizes or other supplies, leaving adequate room for foot traffic.

- Depending on the size of the event and venue, volunteers may need to be designated for parking navigation and/security.

Day of event, cont.- Raffles and giveaways can be hectic, as some people leave before being called and the

speaker(s) must get the attendees attention.

- Food- If any cooking needs to be made, make sure it is timed to be freshest during the event. Make foods and drinks easily accessible and clearly marked.

- If there is a presentation being given at the event, the speaker(s) should be prepared for extra questions and information.

- Gathering demographic or evaluative information can be helpful for the event planners to gauge the attendee’s opinions or where to improve for another event. Some nonprofits rely on these tools to get funding from regular donors.

- Make sure there is adequate time and volunteers for take-down and any leftover or lost items are attended to.

Post-event

- Thank and congratulate those who helped with the event in any capacity.

- Invite any volunteers or attendees to share their opinion on the event and any suggestions they have. If the event is recurring, getting an idea of what went well and what didn’t is imperative. This might include analyzing the budget/expected funds, entertainment and refreshment choices, volunteer staffing, venue, and success of collaborations.

- Make a game plan. - If the event is recurring, take the suggestions to make the event more successful next time. - If there were monetary donations given, how will these be used for the organization?

- If this was a first time event or put on by a new organization, will this type of event contribute in the way you want or expected it to?

My experiences- As part of my internships through the human services program at WWU, I helped

to put on a variety of events. - At the Bellingham Senior Activity Center (BSAC), I was in charge of advertising,

in-kind donations, and the planning committee for their yearly VIP benefit event, which was a dinner and play for the Drowsy Chaperone at the Bellingham Theatre Guild.

- My second internship with NAMI Whatcom gave me multiple opportunities for event planning. Initially, I coordinated lobby day with the Whatcom affiliate to advocate at the capitol for mental health funding and policy changes. Throughout the rest of my internship, I assisted in advertising and coordinating for several educational events in the community.

- These experiences have given me valuable skills in event planning and understanding their important role within nonprofits. I enjoyed the creativity and confidence that I was able to build upon by taking part of the process.