afp westchester npd 2013 practical planning strategies for marketing your fundraising events - karen...

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