Does It Matter What Color Your Napkins Are? Kelley Peterson AMA Brand Camp 2007

A Good Special Event Can… build brand power appeal to new audiences raise awareness bring new energy and life can even make money

Main Special Event Categories house social a party for people you already know theme/extravaganza doesn’t matter who you are, its HOT! public party activity people will do anyway Note: 50/35/25 % Rule

Know Why You Are Doing An Event fundraising plan part of diverse set of activities in line with track record clear goals

What You Need & Want To Know do you really have agreement? can you pull it off exquisitely? will people pay to come? do donors express real interest? would you attend?

Feasibility - Sounds Formal, Can Be Simple test your idea ask the people who know study process (letter & call) benefits

Setting Meaningful & Measurable Goals new friends new money, more money raise awareness of cause build brand power

Do Not D0 Your Event, Unless You Have… a great, great idea clear goals people who want to come enough time and volunteers a plan to do it more than once ability to juggle 400+ details

Be True and Realistic About The Greens realistic budget, even generous include everything cash sponsorship program don’t give away the bank –no freebies only people sell tickets

Ultra Important Brand Power Tips find a unifying theme build a secondary identity stop being so serious!

Evaluate – Was It Worth It? do the numbers and take stock post event survey celebration meeting

Eleven Rules Never To Be Broken 1. this is a party, not a life sentence 2. headed by one person 3. no unnecessary meetings 4. no free tickets 5. feed the press 6. never give away the bar From Fundraising for Non-Profits by P. Burke Keegan

Eleven Rules Never To Be Broken Cont. 7. have a budget and goals 8. evaluate in writing 9. get names and addresses 10. never plan a event that depends on children, animals or weather 11. who does “it”, says what “it” looks like From Fundraising for Non-Profits by P. Burke Keegan

Additional Rule: Number Twelve know the color of your napkins have a unifying theme to build maximum brand power!

Have Any More Napkin Questions? Kelley Peterson Director of Communications CEDARS (402) 437-8880 kpeterson@cedars-kids.org Helping Kids In Crisis. Fostering Strong Families