1. sponsored by Blackbaud
NAYDO Webinar
sponsored by Blackbaud

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

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

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

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

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

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

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

9. 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

10. 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

11. 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

12. 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

13. 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!

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

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

16. 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

17. 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

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

19. 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

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

21. 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

22. 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

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

24. 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!

25. CONTACT INFORMATION
James E. Carper
Director of Development
Southeast Ventura County YMCA
100 E. Thousand Oaks Blvd., Ste 295
Thousand Oaks, CA 91360
x103