Tag Archives: events

4 Ticketing Strategies Arts Orgs Can Learn From Sports Teams

Austin Wranglers Fans

Austin Wranglers Fans

During a discussion at a recent Austin 501 Tech Club event a new friend reminded me that the challenges faced by small, producing arts organizations are in fact very similar to those faced by regional “for-profit” sports teams.

Connected with a Shakespeare theatre company in Texas Hill country, my friend’s litany of difficulties in creating both appealing and profitable pricing scenarios for all patrons, from first-time attendees to deeply engaged sponsors is a familiar story to nonprofit managers everywhere. Reconciling rising costs from vendors, such as ticketing systems, with the producing organization’s own need to increase margins to continue operations is a challenge universal to performing arts and sports events alike.

Small to mid-sized sports teams are more successful at marketing and reaching new audiences than their nonprofit counterparts because they treat the entire fan experience as a revenue opportunity, not just the sale of tickets. In fact, there are four key strategies performing arts organizations can learn from the way sports teams produce events and create exceptional experiences for fans while maximizing revenue.

Packaged to Sell
Sure you have single tickets and season tickets. Now get creative! Most ticketing services charge fees based on ticket price, so create packages that include more than just tickets. For example, the Austin Wranglers, an arena football team, included drinks, food, and table service with prime-front row seating. The setup required the sacrifice of an entire section of regular seats from the normal seating map, but the total revenue for the premium packages, which were often included as part of a sponsorship deal, exceeded the maximum revenue that could have generated from that section (if it sold out) by 10 times! In fact the revenue from the premium seating section was almost equal to the entire rest of the house!

Create smaller group packages. Groups don’t have to be ten or more. Include smaller group packages that net the same gross revenue to your organization by providing other “extras” such as coupons to be exchanged for food or drink at the concession stand, t-shirt, or collector’s program book, etc. For example, a family 4-pack including 4 sodas and 4 hot dogs might be priced similarly to a group of 10, and reaches a previously potentially under-served market segment. This kind of creative packaging has the added benefit of maximizing ticket revenue margin–since you sell fewer seats, you pay less ticket fees, and make up the revenue in additional services.

Reward early orders with special printed commemorative tickets. Even if your venue entrance system requires barcode scanning, most ticketing databases allow blocks of seats to be batch printed so you can create custom printed tickets which include barcodes. Companies such as National Ticket Co and Worldwide Ticket Craft are a good place to start getting quotes. If you don’t need barcodes, printing custom tickets is as easy as getting the seat numbers right. The effort you put into to designing and creating collectible tickets season after season, not only creates an urgency in your customer base to order early, but also also creates a deeper engagement with your best, long-term fans.

Something Special
Have a special promotion for every event. Rotate special deals, so it spreads the revenue “hit” across different operating budgets. The Round Rock Express use this technique for almost every home game. Examples of their promotions include: dollar hot dogs and sodas (concessions budget), get in free with a donation to local food bank (tickets budget), fireworks (game operations budget), special program (eg, kids club).

Creating special promotions is limited only by your imagination. Don’t let your ticketing or database system limit you. Think outside the box to create promotions that motivate ticket buyers. Listen to your sales staff, and be open to test new ideas. Don’t be afraid to fail. The promotions that fail never need be repeated, and ones that are successful can become traditions!

Include the Kids
Want to make sure the adults have a good time? Include children’s activities at every event to keep the kids distracted and out of mom and dad’s hair. For sports teams, this often means games or activities that happen during the game, off to the side. If your event allows it, consider creating a safe “kid’s zone” with low cost supplemental activities for families. Parents who want to attend the arts usually budget for childcare. Price the cost of your planned activities less than a night’s babysitter.

Don’t be dissuaded from this tactic if your organization produces art that isn’t necessarily considered “kid-friendly.” Get creative and find ways to include activities for the younger set. For example, most 11-year olds wouldn’t sit through Macbeth, but they would attend a fun Shakespeare “quick camp” while mom and dad see the show. Your organization can potentially supplement revenue and create life-long fans, all while providing a convenient service to parents!

Turn Fans into Cheerleaders
The Austin Wranglers had a very vocal set of fans, nicknamed the “Rowdy Wranglers.” These year-after-year season ticket holders made their presence known at every home and away game, traveling many miles, at their own cost, to support the team. The team recognized these raving fans by officially sanctioning the group, providing “uniforms” (in the form of custom printed official jerseys, which the fans paid for themselves) and allowing the group onto the field to perform pre-game. They literally paid to become cheerleaders for the team!

While pre-show public performances with pom-poms may not be appropriate for all producing organizations, arts groups can leverage their most loyal supporters by engaging them in peer-to-peer fundraising and advocacy campaigns, as well as volunteer opportunities. Have an engagement ladder that lays out the path from first-time ticket buyer to donor to board member. Always consider that butt in that seat gave his/her time and money to be at your event. What else might they be willing to do, if you ask them?

Nonprofit Doesn’t Mean “Doesn’t Make Money”
Being a nonprofit organization doesn’t mean you don’t make money; you just do something else with your profits. Instead of paying shareholders, you provide programs or serve the community. The same as all businesses, nonprofits must maximize revenue while minimizing costs. By following the example of successful events produced by local sports teams, regional producing arts organizations can garner that extra winning edge for themselves!

Party Mode = Crowd-source Event Pics

Recently, I waxed philosophical about certain demographics’ adoption of Google+ and how it drives participation and content there. Another great example of how Google is implementing content driving services to their new G+ adopters is the crowd-sourcing photography feature, Party Mode. Basically, Party Mode enables smartphones to automatically upload any photos or videos taken during an event to the Google Event, sharing them with other attendees in real time.

What a great feature! Live, real-time photo sharing?! There are vendors charging an arm and leg to provide this kind of service, including hardware and complicated infrastructure set ups. However, by capitalizing on the phenomenal growth of the BYOD (bring your own device) craze and the ubiquity of high-speed data network access (4G, LTE, etc) for smartphones, groups of any size can crowd-source party pics!

There are unlimited possibilities for nonprofit organizations and special event managers to use this free functionality:

  • Stream photos from the Event page on a big screen
  • Devise photo “scavenger hunts” to drive participation (eg, a couple dancing, group shot of your table, self-portrait)
  • Provide props to boost creativity. (eg, silly hats, mustaches on sticks) Make it fun.
  • Schedule a photo “flash mob” time, when everyone takes a photo at the same time. Got an MC? Have them call it out. “Everyone smile!”
  • Silent Auction: Post photos of items with recent bids. Consider assigning a volunteer to do this rather than the bidders themselves.
  • Too busy at the event itself? Encourage participants to upload their photos “after the fact” when they get home.
  • Honor your best photographers with acknowledgements, praise, and prizes 
  • Share photos in event follow-up communications. Don’t forget to include a call to action!

If you want to try this at your event, start by setting up your event in Google+ and inviting attendees. Provide instructions to attendees when they get there: Log into G+, Join Event, Enable Party Mode. If attendees have already joined the event on Google+ and have a Droid smartphone, the event will already be on their calendar and (depending on settings) they will receive automatic notification to start Party Mode at the start time of the Event. (Bonus! = You don’t have to do a thing!) For other attendees, consider providing a 2D bar code (QR code, MS tag) that links to the Event page itself, so they can join too without having to search for it.

Screenshot of Google Event example with 4 contributing photographers in Party Mode

12NTC: Not just for geeks

San Fran at night

San Fransisco hosted the 2012 NTC – Nonprofit Technology Conference

I just got back from #12NTC, the 2012 Nonprofit Technology Conference. As always, it’s an explosion of nptechie geekdom and one of the best parties events I attend all year.

And while I may be a self-proclaimed geek, NTC is not just for geeks anymore! This year’s audience boasted wide variety of folks involved in all levels of nonprofit management, social entrepreneurship, and community organizing. The refreshing diversity of social media influencers, philanthropists, and social responsibility leaders created a unique community of vibrant energy motivated to find a way to “make it work” and do good.

Where AFP is a decidedly more mature organization of fundraising professionals, NTEN’s network of younger, more tech-savvy nonprofit leaders offers a perspective on the future of nonprofit management. As a product marketer, it’s a great opportunity for me to spot new trends — like using mobile technology to engage constituents; moving tech solutions to the cloud; or for the fashion conscience, donning patterned leggings with a vintage dress. (Vanessa R., I’m looking at you!)

If you weren’t able to make it to #12NTC this year, no worries! One of the best things about having a tech-savvy audience is that NTEN is able to leverage the power of their attendees to crowdsource session notes. Check out the full list of Google docs here with session notes from everything from online community engagement to data analysis to nerd-herding!

And, of course, watch this blog for my learnings and key takeaways from #12NTC over the coming months!

Always,
Stacy
Product Marketing Manager, geek, and proud NTEN member

 

 

 

How to Launch a Rapid Response Campaign like a Rockstar

The Bastrop Fires (image courtesy of AHS Media Arts)Here in Austin, I have been humbled by my community’s response to the central Texas wildfires. Individuals, small local businesses, and national corporations alike have clamored to offer their generous support to everyone affected by the fires.

This disaster, hitting so close to home, literally, has been an eye-opening experience for me as a fund raiser because many local nonprofits were unprepared for the outpouring of support that came from the community.

While this is a good problem to have, as far as problems go, there are few simple steps that every nonprofit can take RIGHT NOW to make sure they are ready to rise to the challenge when communities pour out their hearts in support of a common cause.

Start with a Simple Web Form

Create a simple form that can easily be placed on any website. Keep your form short and sweet. Ensuring it doesn’t take up too much web “real estate” will increase the number of websites willing to place it on their site. Keeping it simple also increase the likelihood of your form being prominently featured. Ideally, you want your form to be on the front page and “above the fold” to get as many impressions as possible.

Build your form using Cascading Style Sheets (CSS) so it can easily blend into any site. Webmasters will be more likely to publish your form on their own sites since it will automatically take on their sites’ look and feel without any additional work.

Make sure your form can be easily distributed as snippets of code so even novice webmasters will easily be able to embed your form on their own sites. With the form still hosted by you, you will have complete control over the content and can change it at any time.

Control Your Message

During non-urgent times, use your rapid response form to highlight your latest accomplishment, share a video or picture, or even let people sign up for your newsletter. Use rich media like pictures and video to keep your form interesting even when it is not “activated.” In times of need, quickly update the message on your form to distribute important information to the community, collect urgently needed funds, or whatever call to action you need most.

Webmasters are usually most likely to let you ask for donations during times of disaster. However, that doesn’t mean webmasters like hosting donation forms on their sites all the time. To increase your forms’ popularity, use your rapid response form to distribute information most of the time and only ask for donations in times of dire need.

Build Your Network Before You Need It

Encourage embedded forms throughout your supporters network of websites—other nonprofits, corporate sponsors, individual bloggers—so that your forms are already in place and ready to go when the need arises. Start building this network right now, don’t wait!

Launch a campaign that targets those technically savvy supporters who are most likely to have a website on which to feature your rapid response form. Use Facebook and Twitter to point them to your rapid response form. Be sure your form has the snippet of code for them to embed on their site featured prominently. Ideally, the snippet should be right next to your share buttons for Facebook and Twitter, so all users have to do is copy and paste.

To increase the number of people who distribute your form, customize the content for each audience. For example, if your organization’s mission is animal wellness, create a form that features kittens for cat lovers and another with puppies for dog lovers. Targeting your content will widen your audience and increase the overall exposure for your rapid response form.

Ways to Use a Rapid Response Form

Obviously, you can use a rapid response form to ask for donations, but that is only the beginning. Your new form has all the potential power of a grassroots, distributed information network. Other ways you can use your form include:

  • Political activism – encourage supporters to contact their representatives to speak out against potential funding cuts or other legislation
  • Activate community action – Flash mob at 12:30 at City Hall!
  • Information alerts – think news alerts; when something is happening right now that your supporters need to know about immediately
  • Generate matching gifts – We need another $2000 by 5pm to qualify for that big match from the Mr. & Mrs. Rich Foundation!

Now that you know the basics of creating a rapid response campaign for your organization, how will you put it into practice? Share your ideas!

Want more examples?

I love this story from NTEN about a Marfa radio station’s Facebook page becoming a hub for community alerts and info.  The key is to have your network in place BEFORE the emergency. Read these related articles and let me know what you think.

Related articles:

http://www.nten.org/blog/2011/09/19/how-simple-facebook-strategy-can-turn-crisis-community

http://forums.techsoup.org/cs/community/b/tsblog/archive/2011/09/16/cool-app-roundup-apps-for-disaster-and-emergency-situations.aspx

Get the Word Out: Event Fundraising Using Social Networking

This article was originally published by Fundraising Success in September 2011

 

Get the Word Out: Event Fundraising Using Social Networking
By Stacy Dyer

Fundraisers know the key to successful special events is good attendance. A well-attended event garners not only more revenue from registration fees or ticket sales, but also broader exposure for your cause to your community and their networks.

But, event fundraisers are on a hard deadline. Unlike an annual campaign or endowment drive –which can be ongoing throughout the year – in order for supporters to participate in your special event, they must be aware and take action before the big day.

How can you best spread awareness to as many potential supporters as possible when you have limited budget and resources? Leverage social media to get the word out quickly and efficiently throughout your nonprofit’s network.

In The Networked Nonprofit, authors Beth Kanter and Allison Fine write, “Networked Nonprofits work as social networks, not just in them.” According to Kanter and Fine, by connecting individuals with common interests and goals, nonprofits create an ecosystem of organizations and people eager to help.

And, by utilizing “free agents”individuals working outside the organization who can organize and raise funds – nonprofits can capitalize on the power of social media to get their message out.

Social Networks Disseminate Information

Individuals are more likely to support a cause when asked by someone they know, even if it is not a cause they would have otherwise supported. This is especially true if the audience you are trying to reach is Millennials.

According to the 2011 Millennial Donor Survey, a recent study from Johnson, Grossnickle and Associates (JGA) and Achieve, 56 percent of young donors between ages 20 and 35 report they get information about organizations to support from their peers.

The same study found that 33 percent of donors in the same age group learn about organizations to support from Facebook. Ninety-three  percent of those surveyed report giving to nonprofits in 2010. The power of social networks to disseminate information and motivate supporters to act is clear.

Case Study: Habitat for Humanity Winnipeg

While using social networks to maximize event fundraising may seem like a new concept, it actually is not. Habitat for Humanity Winnipeg is a nonprofit utilizing a team-based fundraising structure.

Since 1993, Habitat for Humanity Winnipeg has organized an annual special event called the Cycle of Hope.

“Riders journey 1,600 km and raise enough money to enable Habitat for Humanity Winnipeg to build a new, affordable home for a very deserving family,” says Heather Scott, the organization’s database and administration supervisor.

Each Cycle of Hope rider is required to raise a minimum of $2500 to participate. Habitat for Humanity Winnipeg encourages team members to tap into their own social networks for support.

“The cyclists said the easy-to-use, peer-to-peer fundraising tool we put in place made it easier for them to reach out to more people they knew,” explains Scott. “We also host about four meet-and-greets in the office, so new riders can talk to and learn from experienced riders. They discuss fundraising and other tips and techniques.”

The above-mentioned team members function as Kanter and Fine’s “free agents” for the nonprofit.

Enabling supporters with online fundraising tools they can share through their various personal social networks (email, Facebook, Twitter) is critical to Habitat for Humanity Winnipeg’s success.

“Using an online fundraising and event management tool made it very easy during the postal strike that occurred during this year’s Cycle of Hope,” says Scott. “Some supporters who would have normally mailed in cheques used the online system and I’m hoping they now see how effortless and quick it is to give in that way.”

Cycle of Hope participants can even embed special fundraising forms directly on their own blog or web site, allowing them to capitalize on people’s tendency to donate to causes their friends ask them to support.

“We raised $60,000 more this year over what we had hoped,” says Scott. “We received donations from all over Canada, the U.S., and Europe. In the past, I had only seen one donation come from overseas. Next year, I’m looking forward to seeing that market grow even more.”

The donors reached by these “free agents” may not have any particular affinity for Habitat for Humanity Winnipeg itself, or may not even live in the same country, but they have a great affinity to support their friends, so they contribute.

Social Media is a Contact Sport

As you can see, using social networks to increase support for an organization’s special events is quite powerful. If your organization has been sitting on the sidelines, now is the time to stand up and start engaging.  As Kanter and Fine say in The Networked Nonprofit, “Social media is a contact sport, not a spectator sport.”

Participants’ tips for race fundraising success, part two

This article is part two of a series that focuses on the participants perspective of an event fundraiser and how to improve participants’ experience with events, and increase overall event participation. It was originally published by Hilborn eNEWS, formerly Canadian Fundraising & Philanthropy.

If you haven’t already, please read part one of the series.

 

Participants’ tips for race fundraising success, part two

By Heather Burton, Stacy Dyer, and Stacey Miller

As we said in our last article, you only get one chance to make a first impression. Timing, location and course selection are key starting points to providing a fantastic experience and having us show up again next year.

We’re going to finish our sneak peek into the participants’ perspective with three other areas of focus: technology, marketing and race necessities.

Easy event registration

There’s nothing worse than getting excited about information from a PSA, local newspaper ad or even a friend, only to struggle with event registration. These days, easy online registration is a must for successful charity races.  If we have to step away from your registration for any reason, there is a good chance we might never return.

Consider vendors that specialize in event management software and online event registration. They should have pre-made templates that you can modify to suit your own event, saving you time and effort and making our online registration a breeze. Help us find your form – make it available not only from your website, but also from your Facebook page or anywhere else your supporters might find you online.

We all hate filling out forms, so make sure you remove as many barriers as possible to completing the registration. Most of us like forms that are simple to complete, collecting all the relevant information (such as t-shirt size), in one place.  We understand that you need this information for your database and we support you in that endeavor. But please, collect only the information you absolutely need.  Use an after-race nurture e-mail for additional information or cultivation as necessary.

Ensure your technology includes a merchant gateway so you can securely collect payment at the time of registration. Give me options to pay for my registration, such as credit cards, Paypal, or Google Checkout.

Be sure to capture the registration data in a database so you can run reports and email the participants in case your logistics change. Having email addresses also allows you to add participant information to your fundraising database.

Hear ye, hear ye!

Market, market, market, and market some more! During race season, you’ll have to make a lot of marketing “noise” for us to notice your race – especially if yours is an inaugural race. Many of the most effective channels will run your race announcement free of charge. This includes local running stores, websites, and newspapers. Many television and radio news programs also allow local nonprofits to publicize their events. No matter where you advertise, be sure to include the name of the race, date, time, place, charitable beneficiary, directions for registering and contact information.

Don’t forget about or ignore the role of social media. Facebook and Twitter can be your best friends for viral marketing. People are more persuaded to participate in a race when asked by family or friends, so make sure links to registration forms are easy for us to share directly in our social networks. Allow us to monitor the success of our fundraising efforts with online thermometers or status bars that update automatically whenever a contribution is made.

It’s true that as runners or cyclists we love our sport, but incentives will draw us toward a particular race. Everyone loves to get the “stuff” that comes with organized events. From the souvenir shirt to the bib number, participants feel satisfaction from having proof of completion. Many participate in races year after year just because they enjoy collecting the unique, limited-edition t-shirt included in their race packet!

And don’t forget that we love extras – discount coupons to local smoothie shops, athletic stores, health clubs or spas are popular items. Many times the charity can get these items donated or at a reduced cost in return for the advertising. Make the packet a true “goodie bag” to entice the racer to register year after year, and remember to consider what you can do to make your packet unique. It will get talked about in race circles and draw even more participants to next year’s event.

“This was OK, but…”

We want to remember your race, not only for your cause but because of its excitement and memories. Here are some race necessities to consider.

Race-start excitement Make sure you have a clear starting line with a countdown clock, and have a bullhorn so you can start your race on time. Consider providing entertainment and engaging with a local radio station to make announcements. We appreciate the local touch of celebrities and activities for our families to enjoy while we run or ride.

Quench the thirst, motivate the soul Along the race course, make sure you have plenty of water stations. High school cheerleaders and athletes make a great addition to cheer your racers on. Music is a great motivator, and local musicians might want to join in the excitement. Have people monitoring the course to keep your racers safe.

Celebrate success. After the race is celebration time! Make sure your finish line is appropriately marked and festive. Consider a finish chute consisting of a rope/flag border about six feet wide and long enough to accommodate the maximum number of participants you think will be finishing within any one-minute period in your race. Keep the finish exciting for us by having racers announced as they cross the finish line. Provide water bottles as we finish the race – don’t make us search for water.

Feed us! And don’t forget that during a race we can burn anywhere from 300 to 700 calories that we need to replenish. Most races will provide fruit (bananas, cut oranges), bagels sliced in half or cookies. Many sports-food vendors like to test their latest products at events, so ask them! Additionally you might consider getting sponsorship from massage schools or chiropractic practices. Give us a good 15-minute massage after a 5K run and your event will stand out in the crowd. These activities will help turn your race event into an after-race party!

Holding a charity race can be daunting and rewarding. From start to finish, there are a million little details to which you must attend. However, these steps will help you anticipate the needs of your participants and supporters and provide an excellent race experience to keep attendees coming back year after year.

 

Heather Burton, product marketing director for Sage North America’s Nonprofit Solutions business, has been involved in the nonprofit sector for more than a decade. Stacy Dyer is a product marketing manager for Sage’s Austin-based Nonprofit Solutions business. She has worked and volunteered with nonprofits for more than 15 years. With more than 20 years of experience in market management and marketing communications for both nonprofits and for-profits, Stacey Miller currently serves as a consultant to Sage Nonprofit Solutions.

Participants’ tips for race fundraising success, part one

This article is part one of a series that focuses on the participants perspective of an event fundraiser and how to improve participants’ experience with events, and increase overall event participation. It was originally published by Hilborn eNEWS, formerly Canadian Fundraising & Philanthropy.

 

Participants’ tips for race fundraising success, part one

By Heather Burton, Stacy Dyer, and Stacey Miller

We love to participate in charity races, walks and rides. They’re a great way for nonprofits to amplify their reach and raise money. They make us feel good, emotionally and physically. And these days, it’s a rare weekend when some sort of athletic charity event can’t be found. We’ve even stumbled across a “yoga-a-thon,” which is not a race, run, or ride, but still a pretty cool idea for summer athletes in the winter months!

In this two-part article, we’ll give you a sneak peek into the participants’ perspective, with key ways to turn avid event participants into not only yearly attendees, but also fans for your cause.

The Toronto People With AIDS Foundation holds its Friends For Life Bike Rally each year. Tim Ledger and Carmelo Millimaci, co-leaders of the event’s media and communications committee, say some of this year’s participants are returning for their 11th year.

“Returning riders and crew tell us that, aside from the cause, the reasons they return are the sense of community they find during the event, the truly lifelong friendships they have developed, the physical challenge, and the feeling of accomplishment they get from cycling or volunteering for the six-day journey from Toronto to Montreal,” says Millimaci.

One chance to make a first impression

All participants love a well-organized event. Tell us where to park on race day. Give us a map of the course and clearly mark the starting point. The way you manage your race, run, or walk is how we will perceive your charity, especially if this is our first experience with you.

From setting the course to counting down to the start, it’s never too early to begin planning. A few key areas on which to focus include the anticipated number of participants, cost of the packets, advertising, weather conditions, and technology considerations for registration, communication, and tracking runner, walker, and rider times.

Timing

Spring and fall are considered race seasons. The weather and the desire to be outdoors make these the most comfortable and largest attended races. Open registration early, especially if you’re asking us to fundraise on your behalf. Four months isn’t too early to open registration. In fact, some participants prefer a six-month registration window. We need to get your message out to our networks, so give us time to do that. Consider this: What lead time would you need to ensure participants have the best possible registration experience?

A considerable number of runs, walks, and rides are held on Saturday mornings. If you set yourself apart by holding your event on Friday or Saturday evening, you give us the option to participate in multiple events. Remember to look at all types of events, including cycling, swimming, and triathlons, because cross-endurance activities are common. Check with your local run and cycle shops as they usually keep an active events calendar.

Location, location, location

Courses are a key component of any successful run, walk, or ride event. Great courses offer a challenge for a variety of fitness levels, good terrain, and nice scenery. Many participants will use your well-planned and enjoyable course to train for your event, so consider accessibility, traffic patterns, and overall appeal of your planned course. The best course routes are not only convenient, but also a pleasure to run, walk, or ride anytime – not just during race day.

Consider family participation

Give us a reason to make your race a “family affair.” If your charity can arrange it, cast a wide net by offering multiple events within one, such as a 5K, a 10K, and a Kids K. Doing this can get tricky, but having various distance challenges allows participants to market your event to multiple audiences to help increase participation and encourage family engagement with your cause. Arrange all the different courses to have the same start and finish line, so supporters who are not racing can cheer on all of the participants from one location.

Measure accurately

For avid racers, it’s frustrating to run or ride a course feeling like your time is incredibly slow or thinking this is your fastest race ever. Accuracy of the course distance is crucial. Please don’t use a car odometer because you’ll only be accurate within 1/10 to 2/10 of the stated distance. The most common way to accurately measure the course is with a Jones-Oerth counter attached to the front wheel of a bicycle. Better yet, get your course certified by Athletics Canada / Run Canada.

Course certification is great for garnering the attention of serious, competitive athletes in your community. It can also help raise the profile of your event in local media, increase participation, and raise more awareness for your cause. Participants like to check times from race to race, so knowing that your course is accurate helps us improve our fitness levels, as well as advocate for your particular event.

Invisible but vital details

Finally, pay attention to elevation gain, traffic, road conditions, and any other factors that could make participating in your event strenuous for the less physically able. Remember, you’re not only catering to athletes, but also the general public and your current constituency. You may also benefit from contacting a local running or walking club for suggestions of routes that may fit your participants’ ability levels.

Millimaci adds, “Our bike rally is attractive to participants for many reasons – for fitness, for charity, for the love of community and friendship, and to make a positive difference in the lives of others.”

In our next article, we’ll talk about choosing technology, marketing, and a few essentials for event day. Happy planning!

Please read part two of the series.

Heather Burton, product marketing director for Sage North America‘s Nonprofit Solutions business, has been involved in the nonprofit sector for more than a decade.

Stacy Dyer is a product marketing manager for Sage’s Austin-based Nonprofit Solutions business. She has worked and volunteered with nonprofits for more than 15 years.

With more than 20 years of experience in market management and marketing communications for both nonprofits and for-profits, Stacey Miller serves as a consultant to Sage Nonprofit Solutions.

Turning Offline Events into Powerful Online Donation Engines

My article: Turning Offline Events into Powerful Online Donation Engines, has been published in the Desert Charity News.  Check it out here, page 37.

It has tips and tricks savvy nonprofits can use to increase online giving for real-world events; such as races, golf tournaments, or opening night galas.

Event Success: Operation & Execution

This is the third and final installment of a series about successful event planning for nonprofits originally published in Canadian Fundraiser eNews in October 2010.

Please read parts one and two of this series: Event Success: Practical Planning Tips and Event Success: Practical Promotion Tips

 

Event Success: Operation & Execution

By Stacy Dyer

As we explored in the first two parts of this series, planning and promoting special events, auctions, and ‘a-thons have many similarities. Different types of fundraising events, however, each have their own unique execution challenges.

A golf tournament may operate differently from a gala opening night, but there are several tips any organizer can use to ensure smooth operations and a headache-free fundraiser.

Harness the Power of E-mail

E-mail has become one of the most ubiquitous forms of modern communication. Seventy-eight percent of U.S. adults now use the Internet, and nearly all of those (91%) send and receive e-mail. (* Pew Internet & American Life Project, Generational difference in online activities, Accessed online January 28, 2009)

While many of us routinely ignore marketing messaging from generic organizational senders, most of us will open and read e-mails from friends, colleagues, and family. It’s important to empower participants and supporters to easily communicate with potential donors in their personal networks about your fundraiser.

Control the message your supporters share regarding your organization and its event by providing teams with e-mail templates. Consistent imagery and wording that matches other communications promoting your event will help the message resonate. Ideally, e-mail templates should not only contain information about your event, but also link back to a registration, sponsorship, or donation form where the recipient can take immediate action.

When you provide easy-to-use e-mail templates for your supporters to send on your behalf, you extend your reach far beyond your organization’s traditional online fundraising.

Technology Tip: Extend your online reach even further by adding a “Send to a Friend” link to your e-mails. Also include links from completed donation and registration “thank-you” pages online to immediately share participation on popular social networks. Look for systems that provide these links in your templates automatically. Some services also let your supporters customize personal donation forms, so individuals fundraising in their own networks can easily track their progress and monitor their success.

Create an Event T-Shirt

T-shirts are a wonderful way to promote your fundraising event. As supporters wear the shirts, they raise awareness about your upcoming event. Provide t-shirts to participants, sponsors, and staff as early as possible. Feature your event’s sponsors on the shirts to provide them with additional publicity, and sell the shirts online to raise additional money.

Technology Tip: If you aren’t able to secure a sponsor to print the t-shirts locally, consider a using a service, such as www.cafepress.com, so you don’t have to purchase a large inventory of shirts upfront. You can upload images and customize text to create your own unique design.

Maximize Event Revenue with Concessions

Successful sports franchises understand how important a concession stand can be to happy event attendees. Onlookers and supporters will remain at your event longer if they aren’t hungry or thirsty. And don’t forget about participants – take care of them, too, so they can walk further and, hopefully, raise more funds. To keep expenses at a minimum, get refreshments donated. Ask local restaurants, caterers, or wholesale distributors to become corporate sponsors. Be sure to check local ordinances if you plan to have volunteers supply food.

Technology Tip: Create volunteer registration forms on your event website to collect contacts from interested individuals. Have information from the web connect seamlessly to your existing donor database where coordinators can track contact information, assign duties, and schedule shifts, as needed.

Hold an Auction

A live or silent auction is another fun way to generate extra donations at the event. Get local businesses to provide items you can auction. If you have an emcee at your event, they can oversee live bidding and help encourage participation by attendees.

Technology Tip: Check out this thread in the On Fundraising group of LinkedIn, sponsored by the Association of Fundraising Professionals (registration required.) The ongoing discussion includes tips and best practices from nonprofit professionals using eBay Giving Works to enhance their organizations’ auction potential using the Web.

Photograph the Event

You can use event photos in many fun and creative ways. Publish photos on your website; include them in next year’s event publicity posters and pamphlets; or create keepsake photo books to use as thank you gifts to sponsors, committee members, or team captains.

“A picture is worth a thousand words,” so photograph as many activities as possible. Use images to tell your organization’s stories; however, make sure to check with your legal counsel on what photo consents you need before publishing.

Technology Tip: Use Flickr to create a Photostream highlighting your organization’s activities. Explore Creative Commons licensing (www.creativecommons.org) to allow others to share the images of your mission-related work, fundraisers, and events. Maximize the viral nature of compelling imagery by selecting images that do not require captions to clearly demonstrate your organization’s presence.

Don’t Forget to Say ‘Thank You’

Everyone who helped make your event a success should receive a personalized thank you note. Send a thank you gift and letter to your sponsors, recognizing their contribution and the impact it will have on your mission. Many organizations opt to invite participants and team captains to a special post-event celebration, where you can hand out prizes and recognize their efforts.

Technology Tip: While it may be tempting to utilize the mail merge functionality of your donor database, this is one occasion where a streamlined technological process can hurt you. Depending on the size of your event, consider hand-writing as many thank you notes as possible. The personal attention you invest will pay dividends since those appreciated volunteers, sponsors, and participants will be easier to recruit next time.

Conclusion

Executing your fundraising event smoothly and successfully doesn’t have to be tedious. Remember these simple tips and tricks to help make the most out of your next ‘a-thon, tournament, or auction. By planning ahead; utilizing multiple promotional channels; and setting the right operational expectations for staff, participants, sponsors, and volunteers; you can create a phenomenal fundraiser to support your mission without interrupting programmatic priorities.

Event Success: Practical Promotion Tips

This is the second installment of a series about successful event planning for nonprofits originally published in Canadian Fundraiser eNews in September 2010.

Please read parts one and three of this series: Event Success: Practical Planning Tips and Event Success: Operation & Execution

 

Event Success: Practical Promotion Tips

By Stacy Dyer

Fundraising events – like ‘a-thons, tournaments, and races – can help build community support for nonprofits and causes. While planning a successful ‘a-thon may seem like a daunting task, preparation goes a long way. Last month, we looked at practical tips to help you get started with event planning.

Now that you’re organized, let’s focus on strategies and tools for publicizing your fundraiser. Use these promotional tips to maximize engagement and tap into the power of social networking to ensure your next event is a fundraising success.

Get on Calendars Early

You’ll need the participation of your organization’s supporters and donors, if your ‘a-thon event is to be successful. As soon as the event date is confirmed, mention it in any communication you send to donors. If “thank you” confirmation letters or emails are automatically generated, update the templates with your event’s information.

Send out save-the-date postcards several months in advance of your event. Submit your schedule to community calendars published by newspapers and television and radio stations. Include any deadlines for registration or entry, as well the event date. Also, submit your event to local Chambers of Commerce and Convention & Visitors Bureaus.

Technology Tip: If your fundraiser is tied to a specific event date, use the Events applications on Facebook and LinkedIn, or www.eventbrite.com, to schedule your event and invite your fans to attend it. Consider listing your event on upcoming.yahoo.com, www.eventful.com, or www.charityhappenings.org (for large cities).

Exploit Free Publicity Opportunities

Maximize free publicity opportunities for both your event and your nonprofit. Submit public service announcements (PSA) about your event to local television and radio stations.

Make connections in the local media. Ask reporters from the community or lifestyle sections of area newspapers and business journals to cover your event as a story. Make yourself available for media interviews, and be prepared to discuss how your event supports your organization’s mission.

Technology Tip: Want to make it easier for donors to find your organization on the Web? Try applying to Google Grants, which provides free Google AdWords (PPC or “pay per click”) advertising for nonprofit organizations. Learn more at http://www.google.com/grants/index.html

Reach Out to Supporters Online

Your supporters are probably already among the estimated 46% of American adults now using social networking websites, such as Facebook, MySpace, and LinkedIn. (Amanda Lenhart, The Democratization of Social Media, presentation given on October 8, 2009) Enable your participants, supporters, and donors to become donation engines by giving them tools that easily share information about your event on their own personal networks. Encourage supporters to continue the conversation.

Technology Tip: Use www.hootsuite.com or www.tweetdeck.com to monitor conversations from several social media sites in a single dashboard.

Remember the Rule of Threes

Remember the time-tested marketing theory known as the “Rule of Threes.” A person must hear about your event three times before they will remember it and possibly take action. You’ll need to speak to the community about your event many times to ensure that people hear it enough to drive them to take action.

Technology Tip: Use social media channels, such as twitter.com to publish status updates and enable others to share the message on your behalf. Provide “share” buttons that send links to popular networks automatically on your event registration and donation forms.

Reach a Wide Audience Using Multi-Channel Communication

Different people prefer different communication methods – email, phone, text message, etc. Keep this in mind when you create your publicity plan. Utilize as many channels as you can, including traditional direct mail, email, social media, newspapers, and radio or television, to help get your message out.

Technology Tip: Keep your donor and participant databases in-house so that you can own the relationship and keep in touch with these supporters. Don’t be tempted to outsource your fundraising efforts. By maintaining control over your own data, you can incur fewer fees and help ensure that your donor list remains up-to-date.

Use Story-Telling to Make Personal Connections

Help supporters make a connection between their donation and the cause it will support through individual stories. Studies show that human empathy tends to diminish as we are asked to help a larger and larger group of people in need. Give your community personal, individual stories that demonstrate why your mission is important.

Technology Tip: When supporters are moved by your compelling story, don’t rely on donors to click on multiple links to get back to a generic form on your website.  Give your supporters personalized donation forms, so they can ask friends and family for donations directly on their social networking or personal websites. Create mini fundraising pages and forms that include images, video and other compelling content.

Motivate Donors by Clearly Communicating Results

Donors want to see evidence of the difference they’re making. Make a habit of regularly updating your supporters on program results, project status, and fundraising progress so they feel more connected to your mission. (And, don’t forget to do this using multiple channels – direct mail, social networking sites, etc.)

Technology Tip: Use online “thermometers” to show your financial goal and the amount of donations received. Seeing your organization get closer to your goal will keep participants and donors motivated and excited.

Conclusion

Promoting your next event doesn’t have to require a massive budget to be successful. Take advantage of existing networks, publicity opportunities in local media, participant fundraising, and powerful story telling to create buzz and encourage community engagement.

Now that we’ve covered planning and promotional activities, we’ll look at tips and best practices for executing on those plans in the final installment of this series. We’ll learn how to create an exceptional experience for participants and supporters, both during and after the event.

Read parts one and three of this series: Event Success: Practical Planning Tips and Event Success: Operation & Execution