february 2010 special event basics ola superconference 2010 1 building a succesful event: special...
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February 2010 Special Event BasicsOLA SuperConference 2010 1
Building a Succesful Event:Special Events 101
presented byAnn Andrusyszyn, C.F.R.E.
OLA SuperConference 2010
BLUEPRINT FOR SUCCESS
DesignPlanImplementConstructInspect
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SO YOU’RE PLANNING AN EVENTWHY THIS EVENT?You hear about a great event and decide to
try it out at your organizationYou repeat the same event year after year,
not because it has been a great success but because it has become “sacred” and no one dare change it
A strong personality on the board suggests it
Another group has had a successful event, so you assume it will work for you
It’s in your strategic plan
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WHAT IS THE PURPOSE?
◦To raise money◦To generate donor prospects or
volunteers◦To increase public awareness◦To reach a different constituency◦To bring attention to your mission
or cause e.g. campaign kick-off
◦Some combination of all of the above
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SOME EVENTS RAISE MORE MONEY BUT LESS AWARENESS
More “exclusive”Less individuals in attendanceHigher individual cost to attendLower administrative and
advertising expensesMore donor prospectsMore exclusivity for sponsorsAttendees have greater loyalty
to the organisation
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SOME EVENTS RAISE AWARENESS BUT LESS MONEYWider appealFewer donor prospects Often require a bigger investment
of time, people and moneyLarger attendanceHigher visibilityHigher admin and advertising
costsAttendees have less loyalty to the
organisation
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CHOOSING THE RIGHT EVENT
Audiences◦List all possible groups of people you
would like to have at your eventAssets
◦What does your event offer to your audience and participants?
Vision◦What is the highest expectation for the
event?Promise
◦What will each event participant actually take away from the event experience?
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CHOOSING THE RIGHT EVENT
Differentiators◦ What makes your event so special/different?
Competitors◦ Is there any direct competitive activity for your event?
Brand ◦ What is the essence of your event - these few words
sum up the optimal experience for your event - oftentimes, event titles come from your brand
Is it even the right thing for us to do?
Use the “READY FOR EVENT” CHECKLIST (handout) or make an EVENT COMPARISON CHART*
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Event Comparison Chart - sample
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SWOT ANALYSIS
STRENGTHSWEAKNESSESOPPORTUNITIESTHREATS
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TIMING
Investigate what other community events are taking place around the date/time you are considering
You may be competing for the same audience, volunteers and donors
Develop an Event Schedule Planner* or a Critical Path
Always have a Plan BSpecial Event BasicsOLA SuperConference 2010 11
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Event Schedule Planner - sample
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SITE SELECTION
Site Matrix*Site Plan*PermitsTraffic PatternsAvailability of electricity/ water supply/
restroomsFurniture/equipment needsArea for tent(s)Other events sharing the venue at the
same timeCity/ Police Clearances/ parking/ security
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Site Selection Matrix - sample
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Site Plan - sample
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EVENT COMMITTEE, BOARD& STAFF
Recruit a strong committee
Include and inform board members
Include and inform staff members
Develop Committee Duties (handout) for committee members
Develop a training program for committee members
Keep minutes of meetings with action notes for follow-upSpecial Event Basics
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FINANCES
BudgetInvoice
ProceduresPetty CashSpecial Bank
AccountsSystem of
ReceiptsVendor Policies
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PREPARING THE BUDGET
How much money do you want to raise?
What should be in the budget?Expenses should not exceed
approximately 30% of revenueBudget Planning Checklist
(handout) Examples of event budgets
can be found onlineSpecial Event BasicsOLA SuperConference 2010 18
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SPONSORSHIP
CashIn KindUnderwritingDifference between a
sponsorship and a donation
What’s in it for you?What’s in it for them?Contract - verbal vs.
written Special Event BasicsOLA SuperConference 2010 19
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MARKETING AND PROMOTIONMarketing Plan Communications Plan Design of Brochures, Posters, Sponsor
Packages SignagePreparation of Mailing Lists/Email ListsPrinting PostageFiling system to track responses,
contributions and reservations
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EQUIPMENTLogos, Banners,
SignageDecorations
(Creative, Reusable, Purposeful)
Display & Exhibit Equipment
Tables & ChairsTransportationMerchandise (if you
choose to distribute or sell)
Informational Handouts (Brochures, One Pagers, CDs)
LightingSoundAudiovisual
EquipmentElectrical
outlets/cordsGeneratorsPhones, Faxes and
Computers for onsite production needs
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FINE DETAILSInvite speakersWorking agendaPrint programme
for eventSpeaking notes,
speeches Award
Certificates or Plaques
Brochures
InvitationsPostersSeating charts,
name cardsMedia, Slideshow
& DisplaysMusic
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VOLUNTEERSConsider all positions
requiredDevelop an organisational
chart*Develop a job description
(handout) for each positionDevelop training sessionLook after them at the eventDevelop recognition plan
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Organisational Chart - sample
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SAFETYSt. Johns AmbulanceFire Prevention measuresEvent InsuranceEvent Waiver (handout) for
volunteers and for participantsIf event is physical in nature,
ensure there is water on hand for everyone
Site locate for hydro, gas, water, etc. Special Event Basics
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FOODSimcoe Health Unit Special Event
Permit, if food is being cooked on site by your organization
Provide or sell to your participants
Volunteers should be fed and should have a full meal if they are there longer than4 hours
Event dependentSpecial Event BasicsOLA SuperConference 2010 26
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AFTER EVENT
RECOGNITIONEVALUATIONCOMMITTEE
DEBRIEFWRAP UP REPORT
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RECOGNITONWho should be recognized?
◦ Volunteers◦ Sponsors◦ Staff◦ Long time supporters
How should they be recognized?◦ Formal vs. Informal
Who does the recognition?◦ Staff Member◦ Board Member ◦ Committee Chair
Is recognition included in your budget?When should you do recognition?
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EVALUATION
Feedback◦ Volunteer Survey
(handout) ◦ Participant survey
Fiscal◦ Number of
Participants◦ Sponsor Revenue◦ Income◦ Expenses◦ Balance Budget
Other◦ # of spectators◦ Media Coverage
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COMMITTEE DEBRIEF
Should be done as soon as possible after the event
Should be constructive criticism
As the event organizer, stay calm and don’t take it personally
Encourage input from all members
Keep notes and action items
Follow-up on recommendations
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WRAP-UP REPORT Items to include:
◦ Background◦ Committee◦ Results
Sponsorship Number of Participants Revenue sources
◦ Recommendations◦ Closing Remarks◦ Attachments
SWOT Analysis Financial Results
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WEBLINKS Special Events: Why go to all the trouble?
Carolyn Rickey
http://www.charityvillage.ca/cv/research/rfmk38.html Event organizer's checklist for designing sponsorships with
confidence
Pat Kahnert
http://www.charityvillage.ca/cv/research/rfmk40.html Effective event tools and tips
Paulette Vinette
http://www.charityvillage.ca/cv/research/revnt1.html Planning Special Events: Blueprint For Success
Debora Meskauskas
http://www.librarysupport.net/librarylovers/eventips.html Your Organization's Next Special Event: "Fund-Raiser" Or
"Friend-Raiser?"Tony Poderishttp://www.raise-funds.com/112601forum.html
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Additional Resources Microsoft Office Online
Some simple templates for event planning, correspondence, etc. in the “Templates” sectionhttp://office.microsoft.com/en-us/templates/CT062100681033.aspx
Check your local Public Library for event planning books
Charity Villagehttp://www.charityvillage.ca
Association of Fundraising Professionals – Greater Toronto Chapterhttp://www.afptoronto.org
Sessions at AFP Congress, through the Greater Toronto Chapter of AFPhttp://afptoronto.org/index.php/congress
Event Planning online course, through Charity Villagehttp://www.charityvillage.ca/cv/learn/cvcevents.html
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Seven Stages of a project~ anonymous ~
Phase 1: Uncritical acceptance Phase 2: Wild enthusiasm Phase 3: Dejected disillusionment Phase 4: Total confusion Phase 5: Search for the guilty Phase 6: Punishment of the innocent Phase 7: Promotion of non-participants
February 2010
WRAP UPMany aspects to running a
successful eventMake sure you research all
aspects before deciding to go ahead
ROI - Return on Investment has to be worth all the time and effort
The “after” actions are as important as the planning
Good luck!
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Thank you for your time
Questions?Comments?
Ann Andrusyszyn Barrie Public Library
(705) 728-1010 ext. [email protected]
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