how to plan & promote special events & secure sponsors!

Creative Solutions & Innovations | www.creative-si.com | 404.325.7031

Deborah Spector, PresidentCreative Solutions &

[email protected]

Special Events: How to Plan & Promote Them &

Secure Sponsors!

mailto:[email protected]

Special Events: How to Plan & Promote Them, & Secure Sponsors

Goals for Today’s Session: Understand the importance of special

events The importance of the planning phase

for a successful event Learn how to engage board members &

volunteers Explore promotional tools & platforms Learning the why & how of securing

sponsorsCreative Solutions & Innovations

| www.creative-si.com | 404.325.7031

Importance of Special Events


Bring attention to your mission. Improve bottom line performance &

market share through new donors & sponsors.

Provide a captive audience Create a meaningful way to thank

existing supporters. Raise awareness & engage people. Build relationships with the business

community. Can cultivate relationships with annual

and major gift prospects. Key to successful fundraising



Planning Your Special Event

Brainstorming

Bring you board members, volunteers & new voices to the table. Explore:

Is having an event a good idea? What event can reach our goal? Is there a link between this event and our

mission? Do we have enough time to plan? Can we find a reliable event chair with enough

time and energy? Do we have adequate volunteer and staff

support?

Develop a SWOT AnalysisInternal Strengths:•Volunteer Corps•Brand Recognition

External Opps:•Community looks forward to our event•New underwriter•New businesses in community

Internal Weaknesses:•Lack of Capacity•Small, stretched staff•No marketing expertise

External Threats:•Another nonprofit event entering our space•Weak economy•Changing weather patterns


An integrated model

Your development plan includes events at

every level:


Event360

Experiential Marketing


“Research shows that face-to-face events have a greater return on investment than most other forms of advertising or public relations.”

Mike Cleary of Abcom

Special events at every phase of your campaign provide that experiential experience in which an emotional

connection can be made!

http://www.abcom-inc.com/

Branding your event Special event branding creates an experience

that participants will not forget. The event resonates with an organization’s

brand promise & adds to the public knowledge of its mission, vision and values.

Branding an event creates a signature event in which members of the community and sponsors want to be involved year after year.



Special Event Timeline


Develop a Budget

Event Add-onsPrograms with adsLive auctionsSilent auctionsOn-line auctionsCash rafflesGiving TreesCelebrity servers



Promoting Your Special Event


Revenue Follows Good Communications

“Any group that does not have an effective communication program will raise only a fraction of the money they would otherwise attract.”

Fundraising Guru Roger CraverStrategic Communications for Nonprofits


Promoting Your Special Event

Plan publicity early Budget ahead Define your target audience Set Goals Develop a strategy Know your deadlines

After the Event


Create a conversion campaign Set up social media & website with:

Invitations to sign up for e-newsletterAnnouncements of volunteer opportunities

at future events and programs Invitation to hold a third party event information about your programs and the

people you touchVideo & photos from eventPost-event surveys

Develop outreach program to participants & sponsors



Sponsorships & Your Special Event

Why are sponsors important?

Sponsors promote the cause to a wider audience

Sponsors attract other sponsorsSponsors help cover costs so more

donations & ticket fees go directly to nonprofit


Provide Great Reasons to be a Sponsor Generate sales & leads in sponsor’s key

business section Build relationships with new & existing

customers Opportunity to ‘get in early’ & build

fruitful relationships with your board Build brand awareness boosting market

& buyer perception Benchmark products & services against

competitors


Steps for securing sponsors - #1

Put together a sponsorship team. Hold a brainstorming session to identify

companies and local businesses that would want to reach your audience.

Speak with your board, members and volunteers and find out with which companies they have relationships and if they are willing to pursue or provide contact information for your sponsorship committee to use.



Research your prospects before you approach. Do you have an understanding of why current

sponsors support your event? When do they set their marketing/sponsorship

commitments? Do they sponsor specific organizations or

causes? Do you provide access to their target

audience? Do you have key influencers to help you reach

your prospects?



Set sponsorship levels: Make sure the benefits at each level are

distinct and enticing enough to encourage new sponsors to participate and to encourage previous sponsors to move up a level.

You should base your sponsorship levels on the benefits to the sponsor.

Be flexible and be prepared to customize levels to meet their marketing needs.



Be prepared to call prospects and pitch your event as a great marketing opportunity.

You have 20 seconds to describe your audience, some of the marketing benefits and to offer to email your package.

Be sure and post your sponsorship levels on your event website.

Follow up, follow up, follow up! Once you’ve made your pitch and sent your proposal, don’t let the opportunity slip away.


Steps for securing sponsors - #5 Cultivate your relationships by staying in touch

before & after the event, not only when you receive their money.

Always give your sponsors all the publicity you promised.

Provide links to all the publicity posted on your site.

Thank your sponsors & then thank them some more.

Don’t go overboard & spend a lot of money on presents.

Create baskets with donated goods for sponsors’ gifts. Creative Solutions & Innovations

| www.creative-si.com | 404.325.7031


Interested in CS&I Event Marketing Tools & Templates?

Just email [email protected]


Thank you!

how to plan & promote special events & secure sponsors!

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