Transcript
Page 1: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat

PRACTICAL PLANNING STRATEGIESfor Marketing Your Fundraising Events

Presented by

Karen Perry-WeinstatPresident

Page 2: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat

I. objectives

II. strategies

III. tactics

DEFINING THE TERMS

Page 3: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat

EVENT OBJECTIVE - GOAL

to raise funds to support the mission of the organization

BENCHMARKS:

net return $ +/- prior eventnew event – expectations

Page 4: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat

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

Page 5: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat

YOUR STRATEGIC PLAN

Page 6: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat

YOUR STRATEGIC PLAN

• define the target audience

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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

Page 8: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat

YOUR STRATEGIC PLAN

• define the target audience

• long term versus short term

approach

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• networking

STRATEGY: LONG TERM APPROACH

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• add/change event(s) to keep current

• networking

STRATEGY: LONG TERM APPROACH

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• add/change event(s) to keep current

• networking

STRATEGY: LONG TERM APPROACH

• develop partnerships

Page 12: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat

• add/change event(s) to keep current

• networking

STRATEGY: LONG TERM APPROACH

• develop partnerships• meaningful volunteer programs

Page 13: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat

• add new media

STRATEGY: SHORT TERM APPROACH

Page 14: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat

• add new media

STRATEGY: SHORT TERM APPROACH

• introduce new entertainment or activities

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• add new media

STRATEGY: SHORT TERM APPROACH

• introduce new entertainment or activities

• pre-event kick off

Page 16: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat

• add new media

STRATEGY: SHORT TERM APPROACH

• introduce new entertainment or activities

• pre-event kick off

• step up the cool factor

Page 17: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat

YOUR STRATEGIC PLAN

• define the target audience

• long term versus short term

approach• engage them with relevant content

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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

Page 19: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat

YOUR STRATEGIC PLAN

• define the target audience

• long term versus short term

approach• engage them with relevant content

• effective reach and frequency

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EFFECTIVE REACH & FREQUENCY

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STRATEGY: REACH & FREQUENCY

• emails• websites• social media• direct mail• text campaigns

Start to define tactics

• printed materials• newsletters• PSAs • paid advertising• signage

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Drizzle

• public relations• save-the-date cards• committee outreach• newsletter items• event announcements• event website/page

STRATEGY: REACH & FREQUENCY

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• emails • invitations • event website• social media • sponsor letters • PSAs • paid advertising• calendar listings• committee engagement

Steady Rain

STRATEGY: REACH & FREQUENCY

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Downpour

STRATEGY: REACH & FREQUENCY

• emails • social media • sponsor calls/emails • PSAs • text messaging• press releases• paid advertising• event website• e-journal

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MORE $$$

A SUCCESSFUL EVENT

Sunshine

STRATEGY: REACH & FREQUENCY

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PLAN BACKWARDS

FLOW CHART – an effective tool

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PLAN BACKWARDS

MONTHLY TIMELINE – an effective tool

Timeline for Fall Event

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Strategic Planner

Tactical Operators

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BENJAMIN FRANKLINPundit

'If you fail to plan, you are planning to fail!'

author, printer, politician, postmaster, scientist, musician, inventor, satirist,

civic activist, statesman, diplomat

Page 30: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat

PRACTICAL PLANNING STRATEGIESfor Marketing Your Fundraising Events

Presented by

Karen Perry-WeinstatPresident


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