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It’s Not About the Event! Event Marketing It’s Not About the Event!

Event Marketing: a Brief History Events Gone Wild Financial Impact Studies The Predictable Response

Donor Cultivation: Model I The Fundraising Four Legged Stool Hank Rosso Annual Campaign Major Gifts Capital Campaign Endowments/Planned Giving

Donor Cultivation: Model I Tactics One-on-One Phonathons Direct Mail Communications Stewardship EVENTS

Donor Cultivation: Model II The Fundraising Pyramid Endowments/Planned Giving Capital Campaign Major Gifts Annual Campaign EVENTS

What Happened to Events? They became part of the structure… Rather than a method or approach to building the structure.

“Many people spend more time planning the wedding than they do planning the marriage.” Zig Ziglar (1926 -)

The Basics – Why do we fundraise? Communicate the Mission of the YMCA Share our Mission Impact with the Community Foster a Sense of Community Secure a Community Investment Strengthen YMCA Volunteer Partnerships Cultivate Community Advocates Increase Community Supporters Generate Needed Funding

Fundraising 101 Best results come from personal (1 on 1) contact Fundraising is relationship building Donors don’t usually give on the first contact Donors don’t typically give at their maximum capacity the first time Donors give to causes to which they feel a connection

Why we think we love events? They are fun when they happen Provide a sense of accomplishment Provide plausible deniability Results often measured anecdotally Lack of tangible connectivity between activity and mission Shifting sense of purpose

Danger of Events -Part I Can deplete resources Create Event Fatigue “All or Nothing” Approach Return is Proportionate to the Level of Effort Multi-purpose is No-purpose Community Saturation

Danger of Events -Part II Creates a Donor Base of Ticket Buyers Split Focus Losing Sight of the Goal Disconnect between Event and Purpose The Myth of Image Building Beware the Sacred Cow!

provide enjoyable opportunities for volunteers The Nitty Gritty Events can: generate excitement engage people provide enjoyable opportunities for volunteers

The Nitty Gritty But: Often the cost does not justify the amount of money raised The “Mission Impact” can get lost

Issues of Resource Depletion Lowest ROI next to Direct Mail May require large capital outlays Can be fraught with hidden costs Ties up staff and volunteer time (sometimes for long periods) Pulls resources from other activities with higher ROI Event Fatigue

Mission Impact? The “Home Run” approach “All or Nothing” approach Multi-Purpose is No-Purpose Splitting the focus Not understanding the purpose Disconnect between the event and the purpose of the event Image building mythology Sacred Cows make great hamburger

Why Have an Event? Fund raising? Friend raising? Appreciation? Cultivation? Awareness? Strategic?

Bottom Line? Events should primarily be utilized to: attract new donors cultivate existing donors and volunteers thank donors, volunteers and staff or provide community education

“Incremental planning and sustained execution can make the insurmountable possible.”

Keys to Successful Events The right size matters – Bigger is not Better Events MUST flow out of an overall strategy Maintain a single focused purpose The location must be as meaningful as the event Maintain control of the event experience Rely on volunteers rather than staff Craft your guest list carefully Create ownership Be creative!!! Eliminate obstacles to attendance! Have a planned follow-up strategy

Some Types of Events Destination Event New Member Event New Donor Event Meet the Beneficiaries Event Celebrations Ambush Event Non-event Event Info Event Community Event

Business Appreciation Event Community Health Event Three Examples New Member Event Business Appreciation Event Community Health Event

Final Thoughts Control costs Manage the event (before, during, after) Be strategic Eliminate obstacles Be consistent Monday Morning Quarterback DO NOT use the excuse…it was great for PR!

CONTACT INFORMATION James E. Carper Director of Development Southeast Ventura County YMCA 100 E. Thousand Oaks Blvd., Ste 295 Thousand Oaks, CA 91360 jecarper@sevymca.org 805.497.3081 x103