Lecture Special Event

8/10/2019 Lecture Special Event

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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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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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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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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.

Lecture Special Event

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