In my work with various non-profit organizations including the Celma Mastry Ovarian Cancer Foundation, I use a very methodical event management system. As sure as Spring follows Winter, there is a rhythm to the life of an event that flows from Save the Date to Celebrate!
I'm preparing the materials for a training session for the Foundation's Event Committee Chairs in March and it occurred to me that you, or someone you know, may be involved with a non-profit who could use this information. These organizations are especially vulnerable during a economic recession. Please share this post with the charities you support, not only the Web-based Event Management Phases by more importantly, the Marketing Message Opportunities section that follows.
Do you belong to an organization that uses the web for event promotion? I invite you post a comment to share your tips for creating successful charity events.
Web-based Event Management
Each event flows through several phases from Save the Date to Celebrate! Savvy event planners can use this outline to guarantee the success of their event before it happens.
Phase 1 - Save the Date- Add a new page to your site to announce your future event. Include contact information for event team. Create a home page link to the page within your "In the News" page section.
Phase 2 - Promote Sponsorship - Add a new page outlining the benefits and commitment expected at each sponsorship level. Publish newly committed sponsors immediately, then use their example to garner additional sponsors.
Phase 3 - Participant/Patron Registration - Create product links within your shopping cart to provide on-line registration. The ability to Identify registered users allows you to communicate directly with them as a group and prevents the annoying, Have you Registered Yet?messages from reaching those who pre-register.
Phase 4 - Event Reminder Broadcast - Your busy sponsors and patrons appreciate follow up reminders. As the date draws near, publish driving directions, map links and event detail updates and send an event follow up email to your world. This also serves as a gentle reminder for those who have not yet registered.
Phase 5 - Conduct Event- Depending on the needs of the event and your ability to connect to the web at the event site, consider using your on-line eCommerce resources to process on-site registrations, accept donations and conduct real-time auctions.
Phase 6 - Celebrate Success- Sharing the results of your event with loyal sponsors and patrons paves the way for their future participation. Publish fund-raising totals, prize and award winners, Images of HSP (Happy Smiling People) and acknowledgment of sponsor and patron support.
Phase 7 - Event Hibernation - Once the cheering dies down, replace your registration links with a "See You Next Year" invitation. This year's event description, results, photos and valuable sponsor links should remain visible, leaving the page dormant until it's time to launch the "Save the Date" phase next year.
Marketing Message Opportunities
Distributing incessant, gratuitous marketing messages is the fastest way to kill the promotional buzz for your event. The solution to this marketing challenge lies in the event phases outlined above. Inviting sponsors and patrons to "Save the Date" demonstrates your respect for their busy schedules and the value you place on their participation. Announcing sponsorship opportunities reveals your understanding that sponsorship relationships are built with the handshake of partnership, instead of simply begging for a handout.
Each event phase provides a natural marketing message opportunity. It allows you to include the 3 W's vital to all successful on-line marketing:
Who - "I'm Jerry of the [blank] organization."
Why - "I'm contacting you to announce ..."
What - "Please Save the Date", "Consider Sponsoring", "Download the driving directions.", etc.
The 3 W's are especially useful for email messages. They not only tell you what to say, but when you have said enough!
I hope you find these tips valuable and invite you to share them with your favorite non-profit organization.
Thanks for visiting, and may all your days be Just Another Day in Paradise.
Jerry Gitchel
727-278-9382
