When it comes to nonprofit fundraising events, measuring success is tied directly to how much revenue an event brings in for your cause. For marketers, this means that every event requires the right publicity before, during, and after to help drive attendance and revenue. Planning and executing successful nonprofit fundraisers takes up a ton of time and resources, and the outcomes should reflect this input. With the right front-end planning and focus, your nonprofit events are sure to be highly successful—and profitable.
Below are the steps that your nonprofit marketing team should take when planning a successful event or fundraiser:
It doesn’t matter what industry you’re in: when it comes to event planning, timing is everything. Time management is a critical piece in nonprofit event planning because there are so many moving parts and people. Marketing managers (or volunteers, in some cases) not only have to worry about their own team or volunteers, they also have to deal with vendors, venues, sponsors, VIP guests, and attendees. The sheer number of people involved makes having a master marketing plan a critical step in the successful event planning process.
It can take months to finalize the details and logistics of a successful event, from booking the venue to sending out invites to finalizing sponsorships and volunteers. This is why event teams should build a comprehensive marketing plan well prior to a fundraiser and map out all of the logistics in advance. Marketing plans should include:
There’s no need to reinvent the wheel—your team can use your nonprofit’s existing marketing channels. Just keep in mind that all marketing tools and solutions are different, and there can be a big difference between generic solutions and those built specifically for nonprofit users.
While traditional advertising channels can get lost in the glitz and glamour of flashier online platforms, they’re still some of the most impactful and successful ways to promote events—especially nonprofit fundraisers. Traditional channels include newspaper ads, radio spots, paper flyers, and TV commercials. Leading up to an event (and based on a pre-built marketing plan), nonprofit event marketers should reach out to local radio, newspaper, and TV stations to learn more about sponsorship opportunities. Many of these types of channels will often ‘trade’ a free advertising spot for a presence or sponsorship opportunity at an event, which can translate into a free channel for marketers. Even the online search can be viewed as a traditional platform nowadays, and with nonprofit-focused tools like Google Ad Grants, nonprofit groups can drive online ads without a high price tag.
Another successful traditional channel is word-of-mouth advertising. This type of traditional channel is popular with events that deal with teams or tables (eg. a Table Captain is responsible for filling their entire table with attendees), but it can work well with almost any type of event. Event marketers can work directly with board members, executives, and other members of the event team to reach out to the community. If an event has any VIPs or celebrities in attendance, marketers should see if they can spread the word through the nonprofit’s social channels. Word-of-mouth advertising may seem old-school, but it’s actually a surprisingly effective driver of event publicity and attendance.
Every nonprofit has a list of past donors, attendees, and contacts that can be used as a jumping off point for event invites. With all of these names, marketers can segment out lists and send promotional emails to drive ticket sales, excitement, and attendance. With the right tools in place, marketers can segment lists into groups like:
While segmenting out contacts, marketers should make sure to not send any event invites to guests who have already registered or RSVP’d. Instead, send a thank you email with pictures and descriptions of possible auction items. Another email marketing snafu to avoid is just blasting out a BCC’d email from a personal account to an entire list of potential guests. This looks cheap and hurried when it lands in a recipient’s inbox. Many email service providers (including MailChimp and Constant Contact) offer free or discounted services to nonprofit teams. With an ESP (Email Service Provider), marketers can leverage images, logos, and other dynamic content to make email marketing messages appear professional and official.
In the past few years, social media has become the nonprofit marketer’s best friend. Social platforms like Twitter, Instagram, and Facebook are all free to use and serve to help reach large untapped audiences like never before. Another good option for event marketers looking to raise awareness is Peer to Peer fundraising, which allows them to tell the nonprofit’s story with content that informs the mind and moves the heart. They can then share the page (complete with a donation link) across consumer platforms like Facebook to help spread the word like wildfire.
Social media makes it easy for attendees who have already registered to ‘share’ an event with their networks, or even invite individuals to join one-off, extending the reach and advertising for your nonprofit event. viewing event details. For busy nonprofit event marketers, using a social scheduling tool like Buffer allows them to schedule social posts in advance, leaving one less thing to worry about when it comes to fundraisers.
Use this checklist to make sure you’re on top of your next nonprofit event or fundraiser.
For more information on organizing and executing on successful, lucrative nonprofit events, learn how OneCause can help your team. In the meantime, check out our other resources to help during your event and after it’s over!