Post on 02-Jun-2018
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The Special Event Campaign
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A social affair that entertains as
well as informs; educating the
would-be consumer against a
backdrop of intrigue and
entertainment
Defined or characterized by -
PARTICIPATION
Deliver a message in person,face-to-face with the target
audience, and usually with the
opportunity for direct exchange
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The Annual Stiletto Run event
began in 2008 by Elmwoodbusiness owner, Sue Marfino,
to support the mission of
the Ovarian Cancer National
Alliance.
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Austins Annual Stiletto - to help
find a cure for breast cancer.
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Donation to Wheat Trust -
Womens Hope, Education and
Training - a community-based
organisation geared toward
supporting women in small
businesses with funding andeducation.
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Types of special events
Commemorations/anniversaries
Holiday celebrations
Project ground-breaking/topping-off ceremonies
Grand openings
Corporate open houses
Fund-raisers
Sales and cross-promotions
Sporting tie-ins and sponsorships
Contests, challenges, and record firsts Cultural celebrations
Employee functions
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6 essential characteristics of effective special event
1. The event should have publicity value in its own right. If theevent is not of interest, neither the media nor the public will
respond.
2. An event should provide the desired positioning for anorganization and its product or service. It must be of intrinsic
interestto potential customers, who may one day become
regular customers.
3. An event works best if it is meaningfully linked to the
product or brand name that is designed to introduce
support.
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6 essential characteristics of effective special event
4. The event should run smoothly so that the product link iseffective but not intrusive. The program should be
interesting, exciting, and meaningful to the public, whether
or not the sponsors name is mentioned.
5. An event should be communicated to the public and media
through an effective promotional campaign. Special event
promotions should be viewed as focused marketing tools.
6. The event should be innovative, distinctive, and
memorable. It should become something that can be owned
by its creator or sponsor, may become annual affair.
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Special event as fund-raiser
Raising money is not, and should not be a prerequisite of
every special event but frequently used
Simple strategy: involve a high-visibility, nonprofit
organization
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Special event as fund-raiser
Involving charity:
1. Credibilitya well-known and respected charitable
organizationreputation and goodwilldoesnt have to be
large or nationalsimply recognized and respected
2. Built-in workforcemost nonprofits are low on money butloaded with volunteers
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Special event as fund-raiser
Involving charity:
3. By naming a charity as benefactormore likely to gain
support from regulars
4. Inclusion of nonprofit organization can consciously and
subconsciously validate the effort taking placeeg: golf
tournaments, black-tie dinner etcnot compelling enough
without a charity tie-in
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Special event as fund-raiser
Potential pitfalls:
1. Choose a relevant benefactor
2. Involve the charity in your eventespecially in the event
planning processwill foster good communications and
make both parties clear on who is responsible for what
3. Donation/contribution should be of significant amount
prevent potential embarrassmentesp if media decide to
make an issuealso discuss likely contribution to charity to
avoid misunderstanding
4. If event is annually heldmaintain same charitable
organzation
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Activities to Avoid
Creative Accounting
An effective organization will want to avoid what is sometimes
called slippage. Slippage includes creative accounting,
misleading results, overstating your case, marketing hype,
deceiving to influence others, concealing of bad news, or
claiming false credit for others' work.
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Activities to Avoid
Inappropriate Personal Conduct
Conduct and ethics will often come into play. This includes the
way members behave within the organization and whilesoliciting funds. If someone has his own personal agenda, the
functions of the group (including meetings, conferences, and
fundraising activities) are not the place to carry out such
personal aims.
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Activities to Avoid
Advertising Plugs
Guest speakers may attend your function out of kindness and
generosity, and to sell their latest book or services. If yourorganization approves of such activities, be sure to set the
policies and procedures in place in advance so your group can
monitor how these actions are to be carried out. This is a
judgment call your organization will need to make.
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Activities to Avoid
Misleading the Public
Fraudulent practices, such as telling donors there are plans in
the works when in fact there are none, can get your nonprofitlisted among the Internet watchdogs that monitor fundraising
activities.
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Activities to Avoid
Harassment
High-pressure selling techniques may also cross the line.
These include ongoing phone solicitations or e-mails where
solicitors won't take no for an answer. Let's face it if you've
called someone three times and she has politely gotten off
the phone each time, she is not interested. In simple terms,there is no place for harassment in fundraising.
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Activities to Avoid
Harassment
Donors have a right to choose whether to contribute, based
on the honesty and integrity of your organization aspresented by each member. Education about your mission
and your organization should be readily available and used in
place of high-pressure selling techniques. In fact, if you persist
with a high-pressure appeal, supporters may begin to
question your legitimacy.
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Planning process:
1. Setting goals
2. Creating the planning team
3. Establishing action steps
date, site, insurance, event budget, photographer,
security, preparation of invitation, outdoor venues,
selection of a caterer, check-in, traffic control, audiovisual
materials, news materials, rehearsal
4. Planning for a contingency
Fail to plan and you are planning to fail
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Time and action matrix
An outline of event details or responsibilities with deadlines
that are listed in reverse chronological order, leading up to
the start of an event, and assigned to those individuals who
are responsible for the implementation of same.