Events are a great way to cultivate support and attract new donors. But great events take a lot of planning, financial support and hard work. Before securing that banquet hall or scheduling those tee times, you need to ask yourself a few questions. 

  • Should you even have an event? As much fun as events can be, you want to have a clear idea of what the end result should be.
  • Who is my audience? Is this for existing supporters or are you trying to reach new ones? Maybe your event is for clients. You need to know who your target audience is before you start planning the event itself.
  • What do I want them to do? Have a clear call to action for attendees.
  • Is an event the best solution? Events can be time consuming and expensive so make sure it is the best way to reach your goal. If your goal is only to raise awareness, you may want to think twice.

Now that you have those questions answered and know an event is the right way to go, here are 6 Steps for a Successful Event 

1. Set a Goal that Makes Sense.

Set ONE goal and focus on that goal only. It needs to be a goal that is measurable. 

Also, you must have a budget and stick to that budget! Your budget needs to line up with your ticket price so if it is a lavish event, the ticket price needs to be higher. Do you know how much your attendees are willing to pay? Be sure they are willing to pay that much for a ticket before you decide.  

2. Choose the Right Type of Event.

Your event needs to align with:

  • Your audience or demographic
  • Your brand and mission
  • Your goal
  • Your budget
  • Your available time
  • Your expertise
  • Your staff and volunteers

Make sure you have a community base already in place. The bigger event is not always the one to do first. Timing is everything and you may need to do a few smaller events so people can get to know you before throwing that huge gala. 

3. Secure Corporate Sponsors.

You need to define your value so you can clearly communicate why your organization is a good fit. How does your mission align with that sponsor's goals? Do they have employees already supporting your cause? How many people in the community have benefited from your organization? 

Talk about the size of your audience that will be reached and the demographics of that audience. Tell them how they will be featured and promoted at the event. 

Have different packages and sponsorship levels to attract small "mom and pop" type sponsors as well as the big brands. Securing a sponsor starts with relationship and dialogue. Do not limit yourself on what you can offer the sponsor in a package. Ask them what is important to them and build a package around that. They may want less than you think. 

4. Design a Dynamic Experience for Your Supporters

Here are some "best practices" for planning an event:

  • Invite the right people.
  • Pay attention to your invitation. It needs to be compelling and relate back to your cause. Create a sense of urgency with early bird pricing, etc.
  • Go green! Only send paper to those that need it and sell tickets online.
  • Try to solicit additional donations from both attendees and non-attendees. Give them the option to donate beyond the ticket price either way.
  • Let your ticket buyers spread the word - let them easily share the event with Facebook buttons or tweets.
  • Thank your supporters immediately.

Do something a little different than your ordinary chicken dinners. Encourage "out of the box" ideas, but try to also educate your supporters also. Instead or your normal cocktail hour, create an "educational gallery people can look at the showcase great photos and compelling stories about what you are doing. 

 5. Promote the Heck out of Your Event.

Establish a communications plan. Use your website, social media, email and print. Have corporate sponsors promote the event as well with a widget for their website. Invite people to be champions for you. Find those supporters who are the most passionate about your cause and ask them to promote the event on their social media accounts. 

6. Assess What Worked and What Didn't, Plan for Next Time and Keep up Your Relationships.

After the event go over whether you stuck to your budget. Did your promotions attract attendees? Did more people sign up online or offline? Did you receive new donors? Were your corporate sponsorships successful? Analyze the results of these questions and assess what worked and what didn't. After the event, make sure you thank your supporters and cultivate new donors. 

 

If you are looking to host an event, but still aren't quite sure how to pull it off, try Network for Good's EventsNow service powered by givezooks! EventsNow allows you to create a customized event page, sell tickets and corporate sponsorships, and ask for donations from those who can't attend. It also lets you send and track emails and will automatically send thank you emails as well as emails your supporters can use for tax purposes. 

For more ideas, advice and examples on hosting a great event, check out the recording from the webinar: http://web.networkforgood.org/nonprofit-911-080911-recording- 

Or download a copy of our free e-book, The Next Big Event.

If you have questions about how you can have the most successful event ever, join the conversation on our online community.