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Posts in category Nonprofit Event Planning

Fundraising without special events? No Way!

March 1, 2012 2 Comments Written by admin

Do special events really make sense throughout the classic giving hierarchy?

You bet!

That was the message of my recent teleseminar Fundraising without special events? No Way!

Actually I can’t imagine a development plan that does not integrate special events at every level.

I first learned about integrating special events into development in 2007 from Jeff Shuck, President & CEO Event360.

This is a different way to focus on events. Seen this way events are part of a holistic development effort that integrates into everything you do as an organization to raise money. And, it is strategic – the events are focused on the mission. At each level of your giving paradigm you will find distinct events for distinct goals.

 

  • Annual campaigns have three key elements: direct mail, special events & personal solicitations. Be sure and use all three! These volume events can cultivate annual and major gift prospects. Sample volume events include charity walks, runs & bike-a-thons.
  • Major gifts come from individuals, corporations & foundations. Successful major gifts campaigns are all about stewardship and cultivating relationships with current donors and prospects. Targeted events should be part of your cultivation toolkit. Targeted events include a variety of specialty parties from black-tie galas & tribute dinners, to wine tastings, private museum events and themed parties. Guests who attend these events often engage in live and/or silent auctions, and enjoy entertainment and/or dancing. The common denominator is that most honor a member of the community who supports your cause.
  • Capital campaigns are generally considered to be fundraising efforts for major capital purposes. The goal is usually millions of dollars and at times more. 60 -80% of money is raised during the quiet phase. This phase ends with the launch, the public rollout of the campaign. Launch events are a great way to create enthusiasm about your campaign and to get media attention.
  • Until recently no one did events to recognize people who had made bequests to their organization. But, it is so meaningful to hold smaller more intimate events to thank and recognize these donors and to reaffirm the impact their testamentary donations will make. It brings these donors closer to the organization and helps ensure their commitments.

Remember, special events at every phase of your campaign provide that experiential experience in which an emotional connection can be made.

Please let me hear from you with questions about special events and fundraising. You can reach me at deborah@creative-si.com.

Event360, experiential marketing, new event paradigm, Nonprofit Fundraising, special events

Promoting a Film Festival in 3 weeks!

October 3, 2011 Leave a Comment Written by admin

ReelAbilities ATL Film Festival

“Hi,” my friend said. “Do you have any extra time? I could really use some PR help promoting our upcoming film festival, ReelAbilities ATL. The only problem is that the film festival is in three weeks!”

Well, believe it or not, we met the challenge. A small but dedicated staff and a real commitment to get the message out lead to a successful launch.

Although I would never advocate waiting so late to promote an event, it happens. So, here’s my suggestion on how to proceed:

Brainstorm, brainstorm, brainstorm

  • Bring new voices to the table.
  • Explore new ways to engage partners.
  • Identify possible ways to distribute the message and outlets to approach.
  • Look for the story within the story.

Make sure that the event website is functioning properly.

  • Ask someone who doesn’t know how it is supposed to function to navigate the site.
  • Is it easy to navigate?
  •  Do all the links work?
  •  Are the messages clear?
  •  Do the links make it easy to buy tickets to the film festival and/or make a donation?
  •  Is it easy to find contact information?

Launch a Facebook page.

  • Send messages to all your personal friends to “Like” the page.
  • Invite your organizational partners to Like and share the site.
  • Keep the posts fresh with photos from films, updated press releases, new volunteer opportunities, etc.

Use a news distribution service with social media capabilities.

  • Send a link of your html press release to all your partners and ask that they in turn distribute to their media contacts.
  •  Be sure to send a link, not a PDF copy of the release.
  • Make sure that your news distribution has the capability to add Social Media Links such as Facebook, LinkedIn and Twitter to your release.
  • Confirm that the service enhances your release by Tweeting and/or blogging about your festival.

Send personalized email to your media contacts

  • Paste the release to the body of the email.
  • Send a link to PDF and JPEG files housed on your website instead of sending attachments.
  • Make personal phone calls to media contacts.

Monitor Your Progress

  • Set up a Google Search. I used ReelAbilities ATL + news.
  • Be sure and share the results with your leadership and team.
  • Track mentions about the film festival in your social media sites

It is never too late to promote your events. If you would like a copy of my film festival PR template, please contact me at deborah@creative-si.com.

Cheers! Now enjoy the film festival.

creative solutions, film festival PR Template, ReelAbilities ATL film festival, social media strategy, strategic communications template

Special Events without Sponsors? – No Way!

March 24, 2011 Leave a Comment Written by admin

I’ve written a lot about sponsorships. Sponsorships are about building effective partnerships that enhance both an organization’s mission and the sponsoring company’s business goals. They are fundamental to your organization’s survival.

Special events are the main key to acquiring corporate sponsorships. And, they lead to other sponsorship opportunities beyond events, such as long-term strategic alliances, and cause-related marketing.

Marketers learned that programs that combine loyalty with value equal profits. Your relationships with your clients, volunteers and community provide that loyalty and help ensure the audience that your corporate partners want. While many marketing verticals are flat, sponsorships continue to grow and provide positive results.

Pat Kahnert, PBK & Associates Inc., is a Marketing Public Relations Effectiveness Consultant. He is committed to ‘Helping Business Leaders and Their Teams Build Better Communities’. Pat’s excellent checklist for designing sponsorships with confidence is a great tool when venturing into sponsorships:

Objectives –

  1. I know how to help sponsors connect with community through our event.
  2. I focus on desired outcomes and event audience needs and benefits.
  3. I ask key influencers to help me reach the right business contacts.
  4. I have done extensive research to determine preferences of sponsors.
  5. I have a personal contact plan in place for getting to know a prospect.
  6. I will focus first on friend raising and then embark on fund raising.
  7. I have allowed ample time for establishing a strong strategic”fit” with a sponsor.
  8. I understand my prospect’s business goals and primary audiences.
  9. All sponsorship partners are clear about objectives, roles and expectations.
  10. The contract has been signed with plenty of time to deliver on all promises made.

Implementation –

  1. We have developed a customer-centric sponsorship policy with our sponsor’s input.
  2. We have developed an integrated project map process to fulfill all obligations.
  3. My sponsor has agreed to serve on our event organizing committee.
  4. We have organized advisory councils (volunteers, sponsor employees, community)
  5. We have secured media sponsors to help raise profile and promotion.
  6. Sponsor logo recognition was approved and applied to our sponsors’ satisfaction.
  7. We follow a clearly defined risk management policy, with back-ups to everything.
  8. We proactively look for ways to leverage sponsor’s name and association.
  9. We stress professionalism, and give sponsors regular updates against plan.
  10. We facilitate personal introductions of sponsors to others involved.

Measurement –

  1. We measured what matters most to sponsors and their key stakeholders.
  2. We explained to our event audience what our sponsor’s role meant to their enjoyment.
  3. We often asked sponsors if they were pleased with value received so far.
  4. We thanked the sponsor publicly and one-to-one for making a difference for our event.
  5. We produced a summary of benefits (media, audience, logo recognition, value-added)
  6. We optimized promotional investment and publicity effort, keeping within budget.
  7. We appreciated the value of our sponsor’s total contribution (money, time and more).
  8. We shared feedback from audience, volunteers, employees and customers.
  9. We celebrated success and recognized important personal and team contributions.
  10. Our sponsor is delighted with results generated and will return next year.

If you have any questions, please contact me at deborah@creative-si.com. I’ll gladly share my Timeline for Sponsorship Efforts with you.

creative solutions, special events, sponsorships

Building Your Special Event around an Awards Program

March 10, 2011 Leave a Comment Written by admin

2010 DeKalb Public Safety Champion Awards

“Who is your Pubic Safety Champion?”

The DeKalb Police Alliance was trying to find a way to increase awareness and funding through their upcoming special event. They knew they needed that something special to tell their story and brand their event.

The 2010 DeKalb Public Safety Champion Awards filled the bill! The awards competition became the story, increasing interest in the organization and the upcoming Police Officers Ball. And, it became the linchpin that pulled together all the elements of the event.

The awards honored men and women in public safety and the community who went above and beyond the call of duty to keep everyone safe. An eye-catching nomination form highlighting the Champion Award statuette was key to all promotional activities, including presentations, press releases, social media initiatives and articles. An on-line nomination form gained the most nominations. All people and organizations nominated were recognized as Champion Honorees; the winners were recognized and saluted at the event.

Here are some hints on how you can create an awards program to better tell your story:

  1. Brainstorm – Invite board members and stakeholders to the table. Explore what type of awards program works best with your mission. With the police alliance it made sense to honor people committed to public safety. Look in your arena for best fits.
  2. Make sure you have buy-in from your board– This is key to your success.
  3. Check the Calendar – make sure no other organization is having a similar awards program around the same time as yours.
  4. Be creative and consistent with your messaging and graphic design – Be sure that you take full advantage of the program’s potential by weaving powerful messages and graphics throughout your event.
  5. Find an awards sponsor – Write your proposal to show the awards program benefits to sponsors.
  6. Publicize, publicize, publicize – Create a dynamic program using traditional and social media. Benchmark your successes and analyze responses to see what segment of your market you’re missing.
  7. Use the event wrap-up to position next year’s award program. Start building anticipation. Invite this year’s winners to reach out into their communities to nominate.

Your awards program will unearth many meaningful stories and help ensure your success. If you want guidelines for event management and sponsorships, please contact me directly – deborah@creative-si.com.

Awards program, brainstorming, DeKalb Police Alliance, events, Nonprofit Fundraising, strategy

Adding That Special Talent to your Nonprofit Event

February 21, 2011 Leave a Comment Written by admin

Erica Nicole dedicates song to police officers

No one doubts how important it is to have a celebrity at their nonprofit event. Celebrities add immeasurably to nonprofit special events. They add excitement, attract media attention, increase ticket sales, and help secure sponsors.

Imagine how exciting it was to have Erica Nicole  volunteer her time and incredible talent at the Police Officers Ball.

So, how can you make this happen for your nonprofit event?

As simple as it sounds, the best way to identify that special someone is to ask friends and family. I promise that everyone knows someone and/or knows someone who knows someone with that special talent.

Start with your board. I promise you’ll be pleasantly surprised.

Okay, so now you have a list of names. What next? How do you motivate that someone special to join your cause and participate in your special event?

Rita Tateel, founder of the Celebrity Source offers five ‘secret’ tips for recruiting celebrities:

1. Put yourself in a star’s shoes and ask, “What’s in it for me?” – Before you ask a celebrity to participate in a special event, ask yourself this question as though you were that celebrity: “What’s in it for me; why should I do this?”

2. Make a list of everything the celebrity might want to know. – Once a celebrity has agreed to participate, make a list of absolutely everything he or she might want to know and do — every question this personality might have — from arrival to departure. Then list all of your answers. The best way to help make celebrities (and their representatives) feel secure is to demonstrate that you have considered every little detail and have anticipated their every question.

3. Respect their time. – Time is a celebrity’s most valuable commodity; don’t waste it. The bigger the celebrity, the less time he or she has. There are so many people wanting a piece of the celebrity’s time, celebrities have to ensure that the time they do have to make an appearance is time well spent.

4. Keep briefings brief. – When a celebrity briefing session is necessary, determine whether it must be in person or if it can be handled by phone or e-mail. Of course, we all would rather meet celebrities in person. But, remember my Tip No. 3 — that time is their most valuable commodity.

5. Don’t make any promises you can’t keep, and keep all of the promises you make. – This business is so much about relationships. The quickest way to ruin a relationship with a celebrity or his or her representative is to not come through with something that was promised.

Adding talent to your nonprofit event takes a lot of planning. Every detail is important. But, the benefits far outweigh all of the work!

celebrities, Erica Nicole, nonprofit event celebrities

An additional gift – Meeting Justice Ruth Bader Ginsburg and Martin Ginsburg

June 28, 2010 Leave a Comment Written by admin

Eizenstat Family welcome Justice Ruth Bader Ginsburg (2nd from right) and Martin Ginsburg (2nd from left). Photo credit: Mary Mahon-Fardis

You’ve heard me talk about how much work goes into planning and executing events. This is a given. But, there are added gifts beyond knowing you are helping make a difference for your organization’s clients.

This blog started with lessons learned from Al Gore. I met and worked with Gore and his staff when he was in Atlanta for the 21stEizenstat Family Memorial Lecture.

A few years ago, I had the privilege of working with Justice Ruth Bader Ginsburg, when she was the featured speaker at the Eizenstat Lecture. What an honor.

A major donor appreciation dinner was held the night before the lecture. Accompanying Justice Ginsburg was her husband Martin Ginsburg, a prominent tax lawyer and professor in his own right.

Learning of Martin Ginsburg’s death earlier this morning brought back a flood of memories and a realization that I was in the company of not one, but two incredible people willing to share their time and knowledge.

That brief encounter from “strangers in the road” taught me more about humility and gave me a deep appreciation for their supportive relationship.

May your life be for a blessing Martin Ginsburg.

atlanta, Eizenstat Family Memorial Lecture, Justice Ruth Bader Ginsburg, Martin Ginsburg, nonprofit event celebrities, volunteering

Position Sponsorships as a Marketing Vehicle

March 29, 2010 Leave a Comment Written by admin

Sponsors Mingle at Special Event

We all know that sponsorship is important to nonprofits and businesses alike. Sponsorship is all about marketing.

Securing sponsors is about building effective partnerships that enhance your organization’s mission and the sponsoring company’s business goals. And, sponsorship is about raising money.

All sponsors want to reach as many people as possible in their target market. So, the more you know about your organization’s audience, the better your chances of securing sponsors.

But, do we know why special events are so significant in developing these relationships?

Chalk it up to experiential marketing – the best way to deepen the emotional bond between a company and its customers, through creating memorable experiences.

Experiential marketing is a well-known concept to business marketers. It is a great way to deepen the emotional bond between a company and its customers, through the creating of memorable experiences.

The goal is to establish a connection based on emotional and rational response levels and always contains a face-to-face interactive element. This is exactly what sponsors want. And, during a well-designed and executed special event this is exactly what they get!

On the other hand, special events are a way for the nonprofit to interact with its audiences including donors and prospective donors. They help raise the nonprofit’s voice in a crowded field and ensure that people will know who they are and what they do and why they are important.

Sponsorship guru Patricia Martin brings real focus to the issue with her post Just One Question to Ask a Sponsor in her Culture Scout blog post. She notes that no matter what shape the economy is in, sponsors still need to market their brands. And, what better way than in partnership with a cause?

creative solutions, experiential marketing, history special events, planning, sponsorships, strategy

Brainstorming – Your Key to Creative Solutions

February 9, 2010 1 Comment Written by admin
“Imagination is more important than knowledge” Albert Einstein

Creative Thinking

What a dynamic session! I had the privilege of teaching another event management course for the Georgia Center for Nonprofit’s Nonprofit University.

I always encourage people to start the planning phase of all marketing communications initiatives with a brainstorming session. It is very useful when planning a new or updating an established special event.

Brainstorming creates a freewheeling environment in which everyone is encouraged to participate. There are no “wrong” or “bad” ideas.

Make sure participants have fun brainstorming. Encourage them to come up with as many ideas as possible, from the solidly practical to whimsical. Welcome creativity!

Here are some suggestions for holding a great brainstorming session. These are from Notes For Nonprofits :

  1. Set a Goal – This helps keep everyone on track
  2. Be Strategic – Invite people with diverging opinions. Be sure and create a mix of  big picture thinkers.
  3. Post an Agenda – Brainstorming doesn’t necessarily mean a free for all. Creating an outline will keep you on task and help you focus on specific sections.
  4. Start the session off with leading questions.
  5. Encourage everyone to speak.
  6. Determine data collection. I like to provide a flip chart so everyone can see all the responses.
  7. Set a time limit. I suggest you break the session into 1/2 hour segments. If not, the session tends to become dry.

Brainstorming to add to your next special event? Once the goal is set, hold your brainstorming session. Betsy Wiersma and Karl Strolberg suggest using four open-ended questions to add WOW to your event:

  • What will surprise our guests?
  • What will they talk about after the event?
  • What will leave a lasting impression?
  • What will be extra special or unique?

Have you had any successes brainstorming? I would love to hear from you!

brainstorming, creative solutions, nonprofit, planning, strategy

Your Nonprofit’s Linchpin: Special Events

January 25, 2010 Leave a Comment Written by admin

Pascha’s Eye

I’ve had a lot of time to reflect recently. It’s been so cold and wet that it makes it hard to ride Pascha and Olive. One way to keep them moving is to lunge them. As long as I stay aware that I have 1200+ pounds twirling around me on a rope I can let my mind focus on other things.

A lot has been happening in the last few weeks. Of course much of my focus and I’m sure yours is on Haiti and the growing number of special events occurring to bring aid.

At the same time I’ve been immersing myself in the Atlanta Jewish Film Festival, this year as a spectator. And, the Slifka Center at Yale University produced my client/friend’s play The Green Book in honor of Martin Luther King, Jr.

What I’ve come to realize is that these disparate events are the linchpins to the nonprofit enterprise.

Seth Godin describes linchpins as the essential building blocks of great organizations in his latest book entitled Linchpin: Are Your Indispensable?. Of course he is describing the indispensable people who get the job done.

I suggest you can view special events through the same lens. They are the essential building blocks of your organization. They are the foundation and building blocks to community outreach and fundraising.

We will continue down the path of discussing the power of special events as this blog develops. I hope you join me in the discussion.

Atlanta Jewish Film Festival, Calvin Alexander Ramsey, MLK Celebration, nonprofit, planning, strategy, Yale University

A Year End Reflection on Special Events

December 28, 2009 Leave a Comment Written by admin

I’m often asked if it is smart to hold special events during challenging times.

My response – Absolutely!

Special events bring attention to your mission and help generate publicity for your nonprofit. They are an excellent  fundraising tool, as they encourage donors and sponsors. And, special events are great for engaging your leadership and volunteers.

Special events have been the mainstay of successful fundraising since the Civil War. The Ladies Soldier’s Aid Society of Kalamazoo raised $9,618 for wounded and sick soldiers at a four-day special event at the Kalamazoo Sanitary Fair in 1864. (Orosz, 1997)

The first known American Red Cross fundraiser was a play produced by six children in Waterford, Pennsylvania in 1884 to aid flood victims. The organization’s fundraising focus changed virtually overnight in 1917 when President Woodrow Wilson created the Red Cross War Council. A series of special events including bazaars, block dances and “Kick the Kaiser” parties raised $115 million.

Birthday ball for the president

During the Great Depression, the Georgia Warm Springs Foundation, started raising money with an annual “President’s Birthday Ball.” The balls were held every January on Roosevelt’s birthday. The balls were so successful that in 1938 they were merged into the National Foundation for Infantile Paralysis, later renamed the March of Dimes. (March of Dimes website)

As 2009 closes and we look towards 2010, I offer these “Special Events” Resolutions to you and your organizations:

  • We will host at least two special events in 2010
  • The events will be integrated into our development plan.
  • We will start our planning early with brainstorming sessions that engage our board members.
  • We will invite new people to the table and think “Outside the Box.”
  • We will stay true to our mission and focused on our goals when we plan special events.

My best to you and your family for a healthy, creative 2010.

civil war, history special events, planning, strategy
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