Marketing a Successful Fundraiser Contributed by Evanne Schmarder,
Roadabode Productions
July 6, 2011
What could be better than having a fabulous, well-attended, popular event or series of events at your park? Having a fabulous, well-attended, popular event or series of events for a good cause. Let’s face it, everyone wants to make a positive difference. You have an ideal opportunity to help others, allow your guests to make a difference, and help your business at the same time by hosting a successful fundraiser. Here’s how.
Begin by identifying a cause close to your heart – kids, pets, medical, community needs are all great to consider. Stay away from topics that are controversial – even if those pull at your heartstrings. It’s safe to say anything religious or political is off limits.
While doing good is great it’s important to recognize that you have business goals to meet as well. These might be renewed PR, community goodwill, exposure to an untapped market, heightened awareness of our industry, additional business to your area, etc.
Remember, this is a business decision. Take the time to define and clarify your objectives by asking yourself a few questions:
Why are you holding a fundraiser?
What do you want to get out of it?
How will you handle the financial end of the event?
What are your expectations regarding participation and financial outcomes?
Your Team
Fundraisers are BIG projects and you’re going to need all the help you can get. Look to staff, community members, media, and even vendors. Before you can expect excitement and commitment from your team – including your staff members – you must market your fundraising cause and event to them – soliciting buy-in and commitment to achieving a shared goal.
Turn to members of your community who may be eager to help with the fundraiser. Perhaps you’ll call upon people who have shown a passion for your cause, chamber leaders who are interested in promoting the community, even club leaders who may be interested in taking part in a large project. Connect with members of the media … all the better if you can get one or two ‘influencers’ on your team.
Once assembled, let them all be part of the planning process. Brainstorm ideas, set deadlines, assign responsibilities, and schedule follow-up meetings. Ask your team members who they know in the community. You might be surprised at how connected some of them are – and how willing they may be to introduce you and your cause.
You’ll also want to include vendors on your team. Planning a food event? Ask your food distributor to donate a few items. Hosting an outdoor activity? Ask your beverage vendor to pitch in some cold drinks. Same concept goes for signage, printed collateral, general supplies, flowers or prizes, etc. In return for the donated assistance, you should recognize them in print, on your website, and at the event.
The Motivators and the Events
Once you have identified your cause, established realistic objectives, and assembled a terrific team you need to consider how to relate this to your target market. This means that you must understand their general camping habits, how able they are to take action (both financial and participatory), and what will motivate them to take action.
Begin by analyzing your customers:
What age bracket are they in?
How far do they travel to visit your park?
Do guests return again and again, or do you have many first time visitors?
What are their household incomes?
How do they prefer to communicate?
What activities are most popular at your park?
The Events
Even though you label the event(s) as a fundraiser, the product you must sell is the reward (experience, feeling, etc.) the contributor receives for giving. What do your guests most enjoy? What new and exciting offering will bring them in and get them to open their hearts and wallets while enjoying your great event?
Take a look around your area … what’s hot, trendy, a draw? How can you capitalize on events your customers already know and love? Food events/contests are always winners. Do you have a celebrity (or celebrity impersonators) in your area that would appear at your fundraiser? Can you concoct a game – be it a game show, Olympics, poker run, etc. that would be a hit? Seasonal site raffles have been very successful and may be worth considering.
Keep in mind that a larger, splashier event will bring in the most money, but don’t neglect to supplement your fundraiser with smaller opportunities, too. Visit http://www.fundraiserinsight.org/ideas/ for plenty of ideas you can put into play.
Regardless of what type of event(s) you choose to host, try to insure that in the end you and your charity will make money.
Spreading the Message through Media
In order to be successful you must promote your fundraising event(s) in a number of ways using various media outlets and your own in-house marketing. Develop a written media plan and work with your team to implement it.
Look to local, regional, and in some instances national media outlets to help spread the word. Think TV, radio, print publications. Consider assigning a media spokesperson. Your media spokesperson should stay on point, deliver a compelling and consistent message, and be able to offer interesting sound bites.
How can TV help?
Event sponsorship
SME (subject matter expert) interviews on morning shows, etc.
Promotional spots on newscasts
Community Calendar
Event coverage
How can radio help?
Event sponsorship
SME (subject matter expert) interviews
Community Calendar
Promotional spots
Event coverage
How can print media help?
Event sponsorship
SME (subject matter expert) columns
Press Release distribution
Community Calendar
Event coverage
Develop electronic marketing tools. The Internet has brought many useful benefits to marketing, including fast and inexpensive distribution of information. The interactive nature of electronic media, both in terms of instant response, and in eliciting response at all, are both unique qualities of Internet marketing.
Websites: Available 24/7 and can be your most faithful representative. Take full advantage of it by creating a fundraising page, keeping it up-to-date, making it easy for visitors to learn about the events – buy tickets or even contribute online.
Newsrooms: Every website should have one. Post your press releases and any other written promotional material on this page.
Social Media: Facebook, Twitter, YouTube, LinkedIn … all very useful tools.
Newsletters: Create something compelling about the big picture and how they can help and distribute far and wide.
Email Blasts: Use these for short and snappy updates, breaking news, participation call to action, etc.
Onsite Marketing Plan
Round out your fundraiser marketing plan by taking advantage of your customer touch points – all of the communication, interactions your customers experience during their relationship with your park.
Just because you have a full park does not mean that everyone is aware of or excited about your fundraiser. Create staff contests to aid in guest participation. Don’t miss this final step:
Res/Check-in Process: Train and require your staff to mention your fundraising event at every reservation or inquiry call and during guest check-in.
Printed Collateral: Promote your fundraiser on every single piece of printed collateral you distribute including reservation confirmations, activity schedules, newsletters, brochures, etc.
Banners/Signs/Posters: Post in several conspicuous places including front gate, camp store, restrooms, clubhouse, café, activities board, etc.
Misc Promotion: Create a tote board to track your success as a talking point and media draw; Print promotional t-shirts for staff and to sell at event; Create buttons depicting event, charity, individuals, etc. for staff; Facilitate an event such as flag making or a site decorating contest to build excitement.
The Payoff
A good time was had by all and the event was a success but the marketing does not stop there. Use the media mentioned in this article to tout your success and prime the public for next year.
Record all of the fundraising particulars including the number of attendees, weather, ticket prices/sales trends, supplies used, what worked well and what didn’t, and who on your team will be back again. You, your team, your community, and your guests did it … congratulations!
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