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Does It Matter What Color Your Napkins Are?
Kelley Peterson AMA Brand Camp 2007
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A Good Special Event Can…
build brand power appeal to new audiences raise awareness bring new energy and life can even make money
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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
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Know Why You Are Doing An Event
fundraising plan part of diverse set of activities in line with track record clear goals
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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?
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Feasibility - Sounds Formal, Can Be Simple
test your idea ask the people who know study process (letter & call) benefits
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Setting Meaningful & Measurable Goals
new friends new money, more money raise awareness of cause build brand power
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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
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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
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Ultra Important Brand Power Tips
find a unifying theme build a secondary identity stop being so serious!
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Evaluate – Was It Worth It?
do the numbers and take stock post event survey celebration meeting
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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
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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
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Additional Rule: Number Twelve
know the color of your napkins have a unifying theme to build maximum brand power!
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Have Any More Napkin Questions?
Kelley Peterson Director of Communications CEDARS (402) Helping Kids In Crisis. Fostering Strong Families
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