Get more ROI out of your events!

Are you planning the same type of fundraising events year after year just because everyone is afraid of changing it? I am sure many of you have attended an event that was wildly successful and you thought- we just need to repeat that event ourselves. Are you sometimes feeling that you are working so hard at planning those events that you should be getting more out of it? Fundraising events are a lot of work and more often than not the return on investment is not very much. Are you measuring how much time, resources and money you are pumping into your events and how much your investment in paying off in terms of funding, awareness and donors? You have to ask yourself is it worth it?

Not to fear- all your hard work can payoff, you just need to put the right plan in place to make those events work for your development plan. Here are a few recommendations to get you pointed n the right direction:

1. Identify Your Goals: If you do not know where you are going how can you successfully plan how to get there. You would not head out on a road trip without an idea of where you are going. Make sure to review your goals throughout the process, as it will help you to make smart decisions.

2. Target Market: Do you know who would most likely support your organization and the work you do in the community? Who is your target donor audience? This is important for your fundraising events as it helps you determine what sort of event they would most likely attend.

3. Design Your Event: Now that you have your goals and know who would most likely give to your organizations let’s get creative and brainstorms different events ideas. Do not worry about what other organizations have done- that is another organization and not your organization. There are so many similar events that donors are getting bored and are ready to jazz things up a bit. Just brainstorm 3-5 ideas that you think would work. Do not worry about the details yet- just let the creative juices flow here.

4. Feasibility: It is important to make sure you have the resources, support and time to reach your goals. Looking at the 3 to 5 events ideas you came up with ask your self these questions: what resources do I need, is there support from staff, volunteers and board members for this, am I allowing myself enough time to executive this successfully. Hopefully you find that an event is the best vehicle for reaching your goals. Or sometimes you come to the conclusion that maybe an event is not the best way to reach your goals and that is okay! Sponsors and supporters will want you to be smart with you money so do not hold an event if there is a better way to reach your goals.

5. Leadership: An effective leader will make all the difference in your success. This person has to understand the expectations and be excited to take this project on. No coercing people into the position!

6. Devil in the Details: As you begin to put the details and plan together keep in mind a few things- your identified goals, target market, time of year, day of the week, length of the event and your timeline

7. Effective Marketing: Focus on who you want to reach and utilize who you know. Remember you have to spend money to make money- so don’t be shy at spending some money on your marketing efforts. Be smart about what you spend it on though. An advertisement in the local paper may have little ROI for you. Know your target audience and figure out how to reach them.

Finding the Right Part of the Market to Target

With the number of non-profit organizations climbing yearly, there is less and less funding to go around. It becomes important that you know whom you are targeting and how you contact that market.

What is a target market?

A target market is a group of people that the company has decided to aim for in its marketing efforts. A well-defined target market is the first element to a marketing strategy. The target audience or market for every nonprofit is its potential supporters: people who may be willing to support the nonprofit in some capacity, such as by volunteering, donating money or participating in other ways.


What is the benefit of knowing your target market?

1. Builds a great reputation for your organization. When people in your target think of your organization, they will think of how well you fit their needs and how blessed they are in having contact with your nonprofit.
2. Separates your organization apart from others. If your organization is known for making a difference by doing a narrowly defined task, your nonprofit becomes the kind donors and volunteers notice and want to support.
3. Gives more access to the target audience. When you become an expert in the needs of a concentrated group, doors start to open to deeper relationships in that community.
4. Brings almost instant credibility: Your knowledge of the community’s needs and the credibility that comes from your reputation causes the target audience to trust you more readily. When your organization builds credibility in your niche, you could become the default authority on the group you serve.
5. Clarifies your tasks. Instead of multiplying the number of things your organization does, you develop a sharp focus on a limited number of tasks and become a stronger organization. The keen focus leads you to become increasingly better at what you do.

How do you figure out your target market?
1. What need does your organization satisfy in the community?
2. Who feels that this need is important?
3. Develop your donor profile.- Determine who would be most likely to invest in the mission of your organization.

Describe your potential donor as fully as you can.
• What do you know about them?
• Where are they situated geographically?
• What are they likely to spend?
• Where do they shop?
• What is their annual income?
• What languages do they speak?
• What type of web sites do they visit?

Identify your donor profile before you do your marketing plan