AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen...
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Transcript of AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen...
![Page 1: AFP Westchester NPD 2013 Practical Planning Strategies for Marketing Your Fundraising Events - Karen Perry-Weinstat](https://reader038.fdocuments.in/reader038/viewer/2022103116/5587b11cd8b42a4b108b472d/html5/thumbnails/1.jpg)
PRACTICAL PLANNING STRATEGIESfor Marketing Your Fundraising Events
Presented by
Karen Perry-WeinstatPresident
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I. objectives
II. strategies
III. tactics
DEFINING THE TERMS
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EVENT OBJECTIVE - GOAL
to raise funds to support the mission of the organization
BENCHMARKS:
net return $ +/- prior eventnew event – expectations
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STRATEGY
a large-scale, long-term plan for reaching a result or delivering an objective
identification and deployment of specific action items to execute the strategy(ies)
TACTIC
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YOUR STRATEGIC PLAN
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YOUR STRATEGIC PLAN
• define the target audience
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STRATEGY: DEFINE THE TARGET AUDIENCE
DEMOGRAPHICS
• primary• secondary
• SEX: male/female/adults/families• AGE: typical range• GEOGRAPHY: radius/local/regional• STATUS: prior donor or new participant
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YOUR STRATEGIC PLAN
• define the target audience
• long term versus short term
approach
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• networking
STRATEGY: LONG TERM APPROACH
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• add/change event(s) to keep current
• networking
STRATEGY: LONG TERM APPROACH
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• add/change event(s) to keep current
• networking
STRATEGY: LONG TERM APPROACH
• develop partnerships
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• add/change event(s) to keep current
• networking
STRATEGY: LONG TERM APPROACH
• develop partnerships• meaningful volunteer programs
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• add new media
STRATEGY: SHORT TERM APPROACH
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• add new media
STRATEGY: SHORT TERM APPROACH
• introduce new entertainment or activities
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• add new media
STRATEGY: SHORT TERM APPROACH
• introduce new entertainment or activities
• pre-event kick off
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• add new media
STRATEGY: SHORT TERM APPROACH
• introduce new entertainment or activities
• pre-event kick off
• step up the cool factor
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YOUR STRATEGIC PLAN
• define the target audience
• long term versus short term
approach• engage them with relevant content
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STRATEGY: RELEVANT MESSAGES
TARGET MESSAGE
• corporate sponsor
• board member
• donor at large
• honoree
• event attendee
• CSR exposure
• leadership for cause
• value to mission
• association with mission
• enjoyable program for good cause
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YOUR STRATEGIC PLAN
• define the target audience
• long term versus short term
approach• engage them with relevant content
• effective reach and frequency
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EFFECTIVE REACH & FREQUENCY
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STRATEGY: REACH & FREQUENCY
• emails• websites• social media• direct mail• text campaigns
Start to define tactics
• printed materials• newsletters• PSAs • paid advertising• signage
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Drizzle
• public relations• save-the-date cards• committee outreach• newsletter items• event announcements• event website/page
STRATEGY: REACH & FREQUENCY
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• emails • invitations • event website• social media • sponsor letters • PSAs • paid advertising• calendar listings• committee engagement
Steady Rain
STRATEGY: REACH & FREQUENCY
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Downpour
STRATEGY: REACH & FREQUENCY
• emails • social media • sponsor calls/emails • PSAs • text messaging• press releases• paid advertising• event website• e-journal
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MORE $$$
A SUCCESSFUL EVENT
Sunshine
STRATEGY: REACH & FREQUENCY
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PLAN BACKWARDS
FLOW CHART – an effective tool
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PLAN BACKWARDS
MONTHLY TIMELINE – an effective tool
Timeline for Fall Event
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Strategic Planner
Tactical Operators
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BENJAMIN FRANKLINPundit
'If you fail to plan, you are planning to fail!'
author, printer, politician, postmaster, scientist, musician, inventor, satirist,
civic activist, statesman, diplomat
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PRACTICAL PLANNING STRATEGIESfor Marketing Your Fundraising Events
Presented by
Karen Perry-WeinstatPresident