Tuesday October 15, 2024
Tips for Planning a Successful Nonprofit Event
by Ikia Velazquez
CoverlyPro, Director of Operations
Planning a non-profit or fundraising event takes creativity, passion, and strategy. As the Director of Operations at CoverlyPro with over 12 years of experience in the events world, here are my top tips to make your event unforgettable and marketable:
Clarify the Event’s Core Purpose
Align with your mission. Is it to educate, network, or celebrate?
Identify the primary goal. Whether it’s fundraising, generating media buzz, providing entertainment, or boosting morale. This will guide the event’s content and design.
Develop a Thoughtful Guest List
Invite key changemakers. Use personalized outreach to attract notable attendees. This is a great opportunity to leverage board members and your organization’s donor pool and partners.
Promote your event as a gathering of community leaders and/or industry experts to elevate its appeal. Personalized outreach is key to getting top leaders to attend your event. (That’s where CoverlyPro comes in 😉)
Memorable Experiences Create Marketable Opportunities
Unique experiences create buzz. Engage attendees through interactive elements. Check out our case study on Housing Trust Fund Ventura County’s Compassion Campaign 2023, and see how we transformed the Museum of Ventura County into an interactive learning space where guests were immersed into exhibits through the use of isolating-audio headphones as they watched and heard about affordable housing funding, development and the lived experience.
Consider Interactive games. At the Compassion Campaign 2024, we unveiled a community “lending library” as a signature gift for completed housing developments, turning the donation into an engaging “chance to win” game. Guests received a key upon arrival, making their way through key educational areas to try their luck at unlocking the lending library. This resulted in an enjoyable experience, culminating with an on-stage recognition that will continue beyond the events as guests later see these libraries installed at the housing developments throughout the community.
Human touch points matter. Personal, relatable stories leave a lasting impact. At the Ventura County Family Justice Center Foundation Voices of Hope Gala 2024, our team created a powerful moment by producing an emotional video interview with a survivor who then broke the fourth wall as she appeared with others in the room, continuing their stories in person for a more personalized and impactful audience experience.
Mix Up the Programming
Variety is key. Alternate between speakers, interactive segments, and live demonstrations to keep the energy lively.
Engage the audience. Use live polls or Q&A sessions to involve guests directly in-the-moment, ensuring they feel heard and are engaged during the presentation portion of your evening.
Auctions are not one-size-fits-all. While they work for some organizations, auctions (live or silent) may not work for yours. If you’re struggling with sales, consider keeping only the paddle raise portion, and remember a professional auctioneer and active board members are key. Cash & Carry is another creative way to bring in dollars without the ongoing bidding that comes with silent auctions.
Feature Short, Impactful Stories
Create emotional connections. Personal stories from beneficiaries resonate deeply with attendees and reinforce your mission.
Use panels wisely. Short, dynamic discussions with experts keep guests interested and offer diverse perspectives. Try to keep these no longer than 15-20 minutes, or you’ll lose your audience.
Lead with Marketing
Position your event as a must-attend experience. Highlight the value, whether it’s education, networking, or a celebration.
Create a strategic plan. Be sure to include social media, eblasts, sponsorship collaborations, website design, public relations, and advertising opportunities.
Leverage storytelling. Use stories from past events and testimonials from those you serve and other donors, to enhance promotional efforts.
Always consider your next campaign. Create a unified vision across all campaigns for the year.
By planning with purpose and marketing strategically, you’ll ensure your event is not only enjoyable but valuable for attendees and the future of your organization.