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Learn how your nonprofit can successfully plan and promote events. We break down the steps to create buzz, increase registrations and maximize attendance.
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© 2012
the nonprofit event management
success formula:
planning and promotion
© 2012
what you‟re going to learn • planning your nonprofit event
• promoting your nonprofit event to:
– create buzz
– increase registration
– maximize attendance
© 2012
increase charitable funds “I used your Event
Marketing tool to
promote a wine festival
to benefit charity. We
ended up attracting
7,800 attendees and
raising $150,000 for
cancer research.” -Roland
Davis, Event Chairman
© 2012
grow your audience
“We are able to keep
members and
communities engaged
and connected with our
Community Chamber
Events.” -Brad Hall,
President & CEO
© 2012
save valuable time
“I had been using
spreadsheets to keep
track of who had
accepted and declined
invitations, but it was a
nightmare. Now, I can just
print out automatic RSVP
lists.” - Lisa Smith, Founder
© 2012
planning your event
© 2012
why are you having an event?
3 top reasons
nonprofits host
events:
- Constant Contact Event Marketing Survey, 2010
what are the measurable
results from your event?
measure
possible measures:
increased mentions on
social media, web traffic
increased donations
high satisfaction, increase
in volunteer sign ups
goal
possible goals
increase awareness for
your cause
drive donations
solicit volunteers
what do you want to
achieve?
what is success (ROE)?
is there a target
audience?
1. educate
2. generate awareness
3. get donations
© 2012
why should they attend?
measure
possible measures:
goal
possible goals
how will you calculate if
the attendees achieved
their goals?
satisfied comments in
survey and social media
increased donations and
volunteers
enjoyable time
help a charity
what is in it for the
attendee?
–the tangible benefit for
spending my
time/money.
what motivates for
participation?
what do they learn?
main takeaway of
the event should
be reflected in
your promotional
activities
© 2012
Chesapeake Wine Festival
goal
sell tickets >50% of
tickets in advance
raise money for cause
get more attendees
than previous year
measure:
85% of tickets sold in advance
raised $150,000
7,800 attendees
© 2012
promoting your event
© 2012
communication schedule
© Constant Contact 2012 11
© 2012
create buzz (5-6 weeks)
© Constant Contact 2012 12
email newsletter
website
calendar
event directories
© 2012
leverage your email newsletter • take advantage of the emails you already send!
© 2012
use your website to drive awareness • promote all your upcoming events on your website
just set it and forget it!
− add it once
− automatically updates
− one-click away registration
© 2012
display upcoming events • make it easy to find date and time that works
link from:
website
email newsletter
email signature
Facebook, Twitter, LinkedIn
60%
decline due to
date / time /
location. -According to 200K RSVP declines
Southeast Kentucky Chamber of Commerce
© 2012
− event directories
− Events in America
− SocialVents
− local paper
− local event calendars
− co-marketing
• expand your reach with event directories
list your events publicly
© 2012
increase registration (3-4 weeks)
© Constant Contact 2012 17
event homepage
paper mail invites
email invites
social sharing
Facebook app
registration form
social media posts
© 2012
event homepage
• one-click registration
• easier than updating
your event website
• link from:
− website
− social media
• provide them all the information they need
© 2012
• offline
– provide a phone number
• online
– QR codes − http://qrcode.kaywa.com
– Bit.ly link − http://bitly.com
make the most of your invitation • make it easy to RSVP right from the print mailing
© 2012
50% of people who receive direct mail invitations prefer responding through URLs.
© 2012
does this invite work?
• no easy way to RSVP
• very little branding
• no map
• no way to share event
invitation
© 2012
event invitations • get noticed in the inbox
Subject Line: Save 10%, register before 9/15
subject lines
− emails with a date in the subject
line generate a 24-29% higher
open rate - Worldata Email Usage Study Q4 2010
give them the info they need
− event info, including a map
make it easy to respond
− clear call to action with RSVP
© 2012
look professional with branding
before after
© 2012
look professional with branding • match the look and feel of your organization
logo
fonts
colors
images
© 2012
event invitations
• don‟t batch and blast
– segmentation delivers a 7x
increase in open rates and a
14x increase in click-through
rates - Understanding ISP-Level Email Filtering
– „exclusive‟ in the subject line
generates an additional
24% open rate - Worldata Email Usage
Study Q4 2010
Subject Line: Past attendees get an exclusive invite!
© 2012
send to non-responders • contact people who haven‟t RSVP‟d
invite invite to non-responders − only sent to those invitees that
have not RSVP‟d yet
− don‟t just resend the event
invitation
− provide an incentive to attend
− switch up your subject line
− try a different sending time
© 2012
engaging event invites • motivate registrations with video
– video increases click-through
rates by 300% - Forrester Research
– 42% create and post event
marketing videos to YouTube -Constant Contact Event Marketing Survey, 2011
try videos featuring:
− guest speakers
− activities
− success stories
© 2012
sending for maximum impact
• dodge traffic by avoiding
peak sending times
– the highest spike was at 6AM - The Science of Social Timing, Hubspot 2011
– online giving happens
largely between 9am-5pm
on weekdays -The Online Giving Study
schedule your emails:
5-6 weeks: send announcement
3 weeks: send reminder
2 days: send “don‟t miss” email
© 2012
expanding your invite‟s reach • reach your widest audience with Simple Share
– customize the message for each site
– include an image
– easily share to Facebook,
Twitter, and LinkedIn
© 2012
collect registrations easily keep it short
• only ask necessary questions
charge a fee
• implies value
• most common reason people don‟t
attend is date/time, not fee
pay in advance
• increases likelihood of attendance
• it rained during Chesapeake Wine
Festival, but 85% of ticket sales
occurred ahead of time. Still had
7,800 attendees
© 2012
generate donations • ask people who RSVP “no” to donate!
− take advantage of people who want
to help, but can‟t attend
− assign a suggested amount or allow
the donor to put in their own
donation amount.
− attendees aren‟t the only ones who
can donate to your cause
© 2012
registrants can share on social media • registrants can spread the word about the event
© 2012
promote your event on Facebook • engage your fans with compelling posts
ask your Facebook fans to “Like”
– gets a 216% higher
interaction rate for pages - A
Scientific Approach to Facebook Marketing, Momentus Media 2011
ask them to comment too
– gets a 27% higher
interaction rate - A Scientific Approach to
Facebook Marketing, Momentus Media 2011
© 2012
promote your event on Facebook • use the Facebook app to promote 24/7
© 2012
89% of small
organizations use
Facebook to market
their events
- Constant Contact Event Marketing Survey, October 2011
© 2012
promote your event with social media • promote your event where your audience is!
– 77% are using social
media to promote events
and 74% think it's
effective - Constant Contact Event Marketing
Survey, October 2011
– 66% use Twitter and
37% create a #hashtag - Constant Contact Event Marketing Survey, October 2011
© 2012
maximize attendance (0-2 weeks)
© Constant Contact 2012 37
social media
engagement
event homepage
tickets/confirmation
email reminders
© 2012
increase attendance with reminders • don‟t just resend the invite
– include a link to a pre-event
survey or poll
– show event count down
– provide guest speaker info
– make it easy to share
© 2012
remind them to print their tickets
• ticket serves as a
tangible reminder
• makes the check-
in process a snap!
© 2012
update your event homepage • get registrants excited about the event!
– use to provide
additional info about
your event
– useful for when you
are promoting on
Twitter and other
places without a lot
of real estate
© 2012
- Constant Contact Event Marketing Survey, October 2011
30%
40%
50%
to get repeat attendees (39%)
small organization use social media
60%
70%
to get more attendees (35%)
4 days prior to event (61%)
© 2012
create buzz for your next event
© Constant Contact 2012 42
social media
engagement
event homepage
tickets/confirmation
email reminders
homepage
survey
social media
© 2012
continue the relationship update your event homepage
• show pictures from event
• include any event collateral
• send a follow-up email
collect feedback with a survey
• ask: – what did they like best?
– what could be improved?
– ask questions to measure your goal
– pull responses for future promotions
© 2012
collect feedback with a survey
did you meet your goal?
pull responses for future promotions
what could be improved?
what did they like best?
© 2012
– stay top of mind
– keep them engaged with social
media
– thank them for attending
– post pictures from the event
– ask for feedback
– promote the next event
• communication doesn‟t stop once the event is over
continue the relationship
© 2012
takeaways
reminders, tickets, update homepage, social media posts
update homepage, survey, follow-up email, social media posts
email newsletter, website, calendar, event directories
invites, registration form, social sharing & posts, Facebook app
© 2012
take the next step
Sign up for a trial Check out our blog Call a coach!
Check out our blog
Learn more about how
event marketing can help
small businesses and
non-profits optimize
event marketing efforts.
constantcontact.com/blog
Sign up for a free
Event Marketing trial Get started today!
Get your first event
campaign in front of
your email subscribers
and social networks – it’s
easy and free! constantcontact-event.com
We’re happy to help!
Call us:
Set up an appointment
with a personal coach to
have all your questions
answered bit.ly/eventmarketingcoach
Call us:
Toll-free: 855-816-6508