| Each has its own purpose and can
be very effective if used for that purpose. Confusing the type
of event can result in disaster. There are fundraising events,
in other words, events that are run to make a profit for the
organization. People pay to attend, buy something at the event,
or gather pledges and then participate in the event. Similar
to these types of events are what is often called third party
events. These events are staged by someone or some organization
other than the charity for the benefit of a charity. Another
form of event is used for cultivation of prospects, recognition
of donors or volunteers and to make announcements, such as the
launch of a campaign. The purpose of this type of event is not
to raise money at the event but to publicize the charity and
inform potential donors about something new, with the intention
that they will follow-up with a donation.
2. Make Appropriate Decisions Based on Type of Event
If you are running a fundraising event, you need to decide
how you will make money with the event. This may seem obvious,
but it is sometimes overlooked. Ask yourself if the funds
will come from admission tickets, sponsors, sales of items
in additional to the admission cost, a silent or live auction,
door prizes, and so on. For third party events take these
things into consideration. If you are working on the charity
side, make sure that you have an understanding of what your
role will be. It is easy to get asked to do more than your
organization may have the resources to do. If you are the
third party, understand how exactly how your event will benefit
the charity. If the main purpose of your event is to make
announcements and cultivate prospects, you will make more
if you offer something for free and make the request for a
donation later. Pay attention to how the media are managed
at the event
3. Planning the Event
Cover the basics first - secure the venue, have enough food
and drinks, book entertainment or speakers, look after details
like parking, coat check, security, and washrooms. Prepare
a budget based on these basics then adjust as more things
are added or sponsors are secured. Prepare a detailed checklist
of everything you will need - invitations, RSVP, who orders
what and do it well in advance. Make a timeline working back
from the day of the event and mark the deadlines for getting
invitations out, placing ads in media, payments of deposits,
to suppliers and entertainers, and when the RSVP must be received.
Walk through the venue and imagine how people will move as
they come to the event. Anticipate people's needs and if at
all possible, don't have people waiting in lines at any time,
get them a drink ASAP, and get them seated or involved.
Double check everything.
4. Promoting Your Event
Brand your event. Even if it is a relatively small event,
a unique name, slogan and logo can help to sell the event.
Consider building a special website for the event, with a
link from your organization's website. A unique URL can help
to brand the event and this can also make tracking registrations
easier. If you are sending invitations to your mailing list,
usually about six weeks to a month is an appropriate time
to mail invitations. Use email lists and email invitations
and have people register for the event on your website. If
the event is open to the public, advertise in the media, using
the media that will target your audience. As an example, if
your event is upscale, advertise in business media or if your
event is family oriented, advertise in community newsletters.
Issue press releases when the date of the event is set, about
a week before the event and just after the event.
5. The Day of the Event
Rehearse the program - time speakers and make sure they know
where to stand and what to say. Test the audio visual equipment
and have backup systems in place. If you are doing something
that requires some technical skill, like a video presentation
or sound feeds for media, hire a technician to be on standby.
Always have a contingency plan for bad weather, late speakers,
and emergencies.
6. If You Are in Charge of the Event
Never forget that you are working. It can be easy to relax
with a few drinks and get into the mood of the event, especially
if things are going well. Never forget that you are working.
Be prepared to deal with the unexpected. Keep review your
check list. Remember that key people - celebrity guests, speakers,
entertainers - want to be taken care of and told what to do.
Never leave them alone or ask them to decide something. Meet
people where they arrive, assign someone to be with them at
all times and respond to whatever they request. The most common
breakdowns at an event are poor venue (too small, inadequate
parking, not enough washrooms), poor food service, a/v breakdowns,
and key people who don't show up or show up late. Try to anticipate
these problems and solve them if they occur.
7. Wrap - up
Do a final accounting for the event as soon as possible.
If a fundraising event, take all costs and revenue into account
but also all take other benefits into account, such as an
assessment of the value of the publicity you gained, new people
you met and so on. If the event is for an announcement or
donor cultivation, make sure you have follow-up planned -
follow-up calls and letters to participants and to media.
Get thank-you letters out to sponsors, suppliers and volunteers
as soon as possible.
Author, Ron Strand is a part-time Instructor at the Centre for Communication Studies at Mount Royal College and the President of Strateo Consulting Inc. - a strategic marketing and communications consulting firm.
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