You know firsthand how much effort goes into planning and executing a successful fundraising event. What comes to mind when you’re thinking about your next event? Maybe – what way do we go, virtual, in-person or hybrid? (Thankfully, we’re answering that question for you with our guide. It walks you step by step through four different event types that engage donors, help you raise more, and leave your guests talking about your event long after the night.)
Once you’ve picked your event type, your next question is ‘What are we doing to successfully market our event, and how will we know if it’s working?’
Without sufficient marketing, all of your hard work won’t lead to the results you were hoping for. There are plenty of marketing tactics available to you. You may already be familiar with social media marketing, on-premise marketing, email marketing, etc. These are all great options assuming you already have an existing email list, audience, and followers. Learn more about these options in a recorded webinar with expert marketer Leann Yutuc here.
Not everyone has a budget to spend money on online ads so what should you do if you don’t have a large email list or lots of followers on social media?
Your saving grace: utilizing your event partners and network to help your marketing efforts reach a wider audience.
That would include everyone involved in the execution and planning of your event, think of your event partners, talent, and don’t forget about your sponsors!
Examples of Event Partners
Your event partners include all sponsors, talent, volunteers, staff, and hired professionals that are involved in your fundraising event. These people will be thrilled if asked to help spread the word about your event – use this to your advantage!
Here is a list of potential event partners to get you thinking:
- Sponsors: Auction item sponsors, financial sponsors, local sponsors (perhaps the restaurant sponsoring the food for the evening).
- Organization Partners: Volunteers, staff, organizations that you are associated with (people that love your organization will be happy to share your event – you just have to make the ask).
- Talent: Auctioneers, hosts, speakers, and performers (do you have a band coming to play perhaps?).
- Fundraising Professionals: AV team, venue, event planner, fundraising consultant, production company (fundraising professionals local to you will be especially willing to share your event).
Make it Easy & Set a Marketing Expectation
Ensure you make it as easy as possible for your partners to spread the word for your event. Send them a branded post to share with their social network, or make flyers or signs that can be displayed on-site of a local partner’s storefront – this works especially well if you have a local restaurant sponsoring drinks or food for your event. Don’t forget to tag them in all of your posts too and encourage them to share your posts so that your reach is as large as possible. If partner marketing is crucial to you, make it clear when they become a partner or sponsor that you expect them to make at least one post and/or display your flyer in their storefront.
Don’t Skip on Data Collection
As exciting as it is to focus on getting the word out there, it is also important to track and learn which of your marketing efforts are working so that next time you can dial down on what works for your organization.
One simple and easy way to do this is to set up a custom question at checkout so that when a guest buys a ticket you can ask them how they heard about your event. You’ll have the most success with this option if you make this question required and give a drop-down list of the different marketing efforts you had.
For example:
Custom question at checkout: “Where did you hear about our fundraiser?”
The drop-down options could be:
- A friend/family member
- Your organization’s social media
- An event partner’s social media
- A sign about your event
You could even add an additional question asking for the name of the friend or company that referred them.
Once you’ve collected this information, use this data to make better marketing decisions at your next event by focusing more time, energy, and potential money on what worked. Make sure to add everyone that signs up for your event to your email list for the future. This will make it easier next time you have an event to promote if you already have a base of donors to reach out to.
Now you have more social media and marketing reach than on your own, a growing list to reach out to for next year, happy sponsors that feel included and excited, and data to help you make smarter marketing decisions next year. What’s next?
It’s time to start planning your event!
As you know, marketing your event is a crucial element to success, but choosing the right event type for your donors ensures that your marketing efforts don’t go to waste.
Learn about the four event types that we have seen charities use to raise more funds post-covid in this guide. You’ll be able to find examples from other charities, see best practices to make your event a success, and have clear action steps to get started. If you want some additional guidance, connect with a fundraising specialist here – we’ve got your back!
