afp westchester npd 2013 practical planning strategies for marketing your fundraising events - karen...
DESCRIPTION
Event fundraisers are challenged to keep pace with best practices in the use of digital media and to adopt an integrated strategy into their event communications. This presentation guides attendees to identify target audiences, develop time-sensitive messages and plan a comprehensive media strategy to maximize engagement in their events. The session includes an overview of available media, from printed matter to websites/pages, emails, social media and mobile. It introduces the concept of “drip marketing,” engaging the reader with increasingly interesting and urgent messages over the pre and post event timeframe. Finally, the session demonstrates a “flow-charting” technique, where each message is scheduled on a calendar, indicating which medium will be used and with what frequency to achieve an ideal “media mix.” It shows how outreach for multiple events can be planned in advance to allow busy event fundraisers to maintain activity on all messaging despite intervening deadlines and other priorities. LEARNING OBJECTIVES/TAKEAWAYS: To create an awareness of the need for a marketing/media strategy for special events that goes beyond the dated “save the date” postcard, sponsor letter and event invitation model; To stimulate the thought process of planning unique, time-sensitive messages to different demographic groups for various events; To encourage attendees to chart out and follow a year-round, multi-media strategy to keep concurrent messaging in front of their prospects for multiple events.TRANSCRIPT
PRACTICAL PLANNING STRATEGIESfor Marketing Your Fundraising Events
Presented by
Karen Perry-WeinstatPresident
I. objectives
II. strategies
III. tactics
DEFINING THE TERMS
EVENT OBJECTIVE - GOAL
to raise funds to support the mission of the organization
BENCHMARKS:
net return $ +/- prior eventnew event – expectations
STRATEGY
a large-scale, long-term plan for reaching a result or delivering an objective
identification and deployment of specific action items to execute the strategy(ies)
TACTIC
YOUR STRATEGIC PLAN
YOUR STRATEGIC PLAN
• define the target audience
STRATEGY: DEFINE THE TARGET AUDIENCE
DEMOGRAPHICS
• primary• secondary
• SEX: male/female/adults/families• AGE: typical range• GEOGRAPHY: radius/local/regional• STATUS: prior donor or new participant
YOUR STRATEGIC PLAN
• define the target audience
• long term versus short term
approach
• networking
STRATEGY: LONG TERM APPROACH
• add/change event(s) to keep current
• networking
STRATEGY: LONG TERM APPROACH
• add/change event(s) to keep current
• networking
STRATEGY: LONG TERM APPROACH
• develop partnerships
• add/change event(s) to keep current
• networking
STRATEGY: LONG TERM APPROACH
• develop partnerships• meaningful volunteer programs
• add new media
STRATEGY: SHORT TERM APPROACH
• add new media
STRATEGY: SHORT TERM APPROACH
• introduce new entertainment or activities
• add new media
STRATEGY: SHORT TERM APPROACH
• introduce new entertainment or activities
• pre-event kick off
• add new media
STRATEGY: SHORT TERM APPROACH
• introduce new entertainment or activities
• pre-event kick off
• step up the cool factor
YOUR STRATEGIC PLAN
• define the target audience
• long term versus short term
approach• engage them with relevant content
STRATEGY: RELEVANT MESSAGES
TARGET MESSAGE
• corporate sponsor
• board member
• donor at large
• honoree
• event attendee
• CSR exposure
• leadership for cause
• value to mission
• association with mission
• enjoyable program for good cause
YOUR STRATEGIC PLAN
• define the target audience
• long term versus short term
approach• engage them with relevant content
• effective reach and frequency
EFFECTIVE REACH & FREQUENCY
STRATEGY: REACH & FREQUENCY
• emails• websites• social media• direct mail• text campaigns
Start to define tactics
• printed materials• newsletters• PSAs • paid advertising• signage
Drizzle
• public relations• save-the-date cards• committee outreach• newsletter items• event announcements• event website/page
STRATEGY: REACH & FREQUENCY
• emails • invitations • event website• social media • sponsor letters • PSAs • paid advertising• calendar listings• committee engagement
Steady Rain
STRATEGY: REACH & FREQUENCY
Downpour
STRATEGY: REACH & FREQUENCY
• emails • social media • sponsor calls/emails • PSAs • text messaging• press releases• paid advertising• event website• e-journal
MORE $$$
A SUCCESSFUL EVENT
Sunshine
STRATEGY: REACH & FREQUENCY
PLAN BACKWARDS
FLOW CHART – an effective tool
PLAN BACKWARDS
MONTHLY TIMELINE – an effective tool
Timeline for Fall Event
Strategic Planner
Tactical Operators
BENJAMIN FRANKLINPundit
'If you fail to plan, you are planning to fail!'
author, printer, politician, postmaster, scientist, musician, inventor, satirist,
civic activist, statesman, diplomat
PRACTICAL PLANNING STRATEGIESfor Marketing Your Fundraising Events
Presented by
Karen Perry-WeinstatPresident