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Cultivate Engagement Before, During and After an Event
Event marketers are no longer content to limit social media posts to the time during the event. Instead, marketers are now engaging donors in long-term relationships, amplifying the reach of events â€¦ before, during and after. According to a Chief Marketer Special Report by Patricia Odell, it has never been more important to take advantage of the time leading up to an event and then to extend the life of that remarkable experience that was just staged.
The top strategy around engagement is to stimulate and increase event attendance via event sites, email marketing and social media. Another emerging trend is to reach out to important groups of potential donors who may not actually attend the event. This can include donor prospects, industry members and influencers. The fact that these contacts do not attend a fundraising event does not minimize their impact and importance as potential donors.
It is clear that viral communications, connections, shares and impressions can have a huge impact on an event. For event marketers, there is significant awareness about the importance of creating memorable moments and content worth capturing and sharing these across multiple digital channels.
Event Journal, Inc.’s specialty micro-sites help nonprofits communicate with prospective supporters and attendees — to maximize the attendance and fundraising opportunities for their major events. Event Journal provides compelling, value-added opportunities with online sponsor recognition, links to company websites and year-round exposure of online ads and logos. The sites incorporate â€śSHAREâ€ť buttons and icons to link to the organizationsâ€™ social media pages. Event Journal is social media-ready to take your organizationâ€™s message viral, and help spread excitement and engagement.
Read the above outlined report in its entirety at www.chiefmarketer.com.
Successful Viral Fundraising in 5 Steps
Are you a small nonprofit looking to take your message viral and replicate the success of the ALS Ice Bucket Challenge? Joe Garecht of The Fundraising Authority assures that any nonprofit, even a small one with limited funding, can achieve viral success. Here are a few tips he shared in a recent article:
- Keep your message simple: make sure that people can easily explain both your campaign and your message. If your message is hard to explain, it will be hard to spread.
- Make sure there is an â€śaskâ€ť: Make sure that you are asking for a donation from every single participant. While gaining exposure and spreading your message are important goals, you should also be clearly asking for a donation, as well.
- Keep the â€śaskâ€ť small: If you want people to spread your message, they must feel youâ€™re asking a reasonable amount.Â If you think $10 sounds like too little, realize that 500 donations new donations wouldÂ still yield $5,000! Then work on building a relationship, turning them into lifelong donors.
- Campaign must have a â€śhookâ€ť which makes it â€śspreadableâ€ť: In order to get people to talk about and share your message, your campaign needs to include a hook that makes it spreadable â€¦ something in the campaign itself that makes it fun and makes people want to share it.
- Campaign should have great visuals: Make sure that your campaign can be explained and shared in photos or videos online. People love to share videos and photos and it will make them more interested if they can see their friends and family participating in your campaign online.
For more information on generating a viral campaign, view article in its entirety here.
Celebrating Amazing Female Athletes
Spotlight on St. Joseph Hospital’s Gold Coast Gala
On April 9, 2016, EJ client St. Joseph Hospital will honor three distinguished health care professionals at the Crest Hollow Country Club. We asked them to tell us how Event Journal has helped them “Raise More and Stress Less” and this is what they said: Â “Event Journal delivers a high quality on-line platform for our annual Gold Coast Gala”, said Halina Howlett. “Their customer service is outstanding. We receive positive feedback on our event journal from donors and others involved in this event”, she said. And how did St. Joseph Hospital hear about Event Journal? From Mercy Medical Center, another member of the Catholic Health Services of LI system – just one degree of separation away. Thank you St. Joseph Hospital for allowing us to serve you. View their 2016 Event Journal here.
Six Degrees of Separation and Fundraising
Meet the Event Journal Team: Laura
The third in a continuing series of team member profiles:
NAME: Laura M. Miller
TITLE: Account Manager
YEARS AT EVENT JOURNAL: 6 Months
Laura is a recent addition to the Event Journal team and already wears many hats. When she’s not reaching out to nonprofit organizations to uncover new opportunities, she is working internally managing existing accounts, and is instrumental in planning our marketing, including email blasts and social media.
In her own words:
WHAT MAKES EVENT JOURNAL UNIQUE: The most unique thing about Event Journal is that we develop strong, long lasting relationships with the people and nonprofit organizations we serve. We truly become an extension of their development teams during the busy pre-event months. We are fortunate to become so personally involved … their mission becomes our mission!
INTERESTING STORY ABOUT A CLIENT OR PROJECT: While I am new to Event Journal, I was thrilled to see a familiar name on our roster of clients — Tourette Association of America. One of my family members has Tourette Syndrome, so I know firsthand about the amazing work this organization does, especially their innovative Youth Ambassador program. I am proud to be in a position to help with their fundraising efforts.
WHAT IS A CHARITY OR CAUSE YOU PERSONALLY STAND BEHIND AND WHY? I am a sustaining member of National Public Radio affiliate WNYC, which is playing whenever I’m in the car. I learn so much from their programming — how could I not support them!? I also support several Jewish organizations. I visited Israel for the second time last year and feel a strong connection to my Jewish homeland. And, finally, I support any cause my friends are willing to walk for, run for — or even climb stairs for! If it’s important to them, it is important to me.
TELL US ABOUT YOUR PET(S): I am a brand new pet owner, having recently adopted a kitten we named Herschel. He is a precocious striped tabby cat and is the perfect antidote to empty nest syndrome. We also have a tropical fish tank, which Herschel is fascinated by. As you can see, he is definitely plotting a surprise attack!
Complement Offline Fundraising with Online Marketing
Most non-profits have dipped their toes into the worlds of email marketing, crowdfunding and website solicitation. But digital marketing platforms can also maximize the effectiveness of your offline efforts, such as fundraising events. In his article â€śHow to Add an Online Component to Your Offline Fundraising Activities,â€ť Joe Garecht of The Fundraising Authority shares the following keys for successfully adding an online component to your mix:
Donâ€™t Make Online Marketing an Afterthought
Donâ€™t simply copy and paste text from your printed materials. Make your message unique and targeted to help you nurture a strong community which rallies around your non-profit.
Encourage Supporters to Take Your Efforts Viral
Supporters can spread the word about your campaign through their own network of friends and colleagues.
Online Efforts Should Mirror Offline Tactics
If your organization requires three levels of approvals before you send an event invitation to the printer, but your intern sends out an e-mail invitation without anyone else looking at it, you are not giving equal weight to your online activities.
We at Event Journal would like to add one more suggestion to this already comprehensive list: Elevate your event marketing with the introduction of an event â€śmicro-site.â€ť The classic triad of pre-event communications, (save-the-date postcard, sponsor solicitation letter and printed event invitation) is facing obsolescence. The printed journal distributed at the event has been eclipsed by the advent of better and broader use vehicles, delivered by a mix of both printed and digital media.
Rethink and reinvent your event marketing and communications strategy using all the technology available to you. Digital mediums, such as email marketing, social media and online ad journals provide an opportunity for even greater engagement and better fundraising returns for your event. As â€śmillennialsâ€ť become an increasingly larger percentage of your target market, non-profits will no longer be able to rely solely on older methods of communications. Organizations and Board Members who bury heads in the sand will be passed over by more progressive nonprofits.
Is a business venture right for your organization?
Event Journal client, Family Residences and Essential Enterprises, Inc. (FREE) of Long Island, NY is a nonprofit organization supporting more than 4,000 individuals with intellectual / developmental disabilities, mental illness and traumatic brain injury. When FREE was seeking better career opportunities for its constituents, administration decided to look within and develop its own opportunities through affirmative business ventures. FREE now operates Terry’s Cafe, a full service catering outfit, made up of individuals with special needs who are interested in food service careers. The same organization also operates a commercial cleaning service called Swept FREE and a retail store called Fancy FREE, which sells gifts and handmade crafts, many created by program participants.
â€śIn addition to providing useful services to the community, our Affirmative Businesses provide a sense of independence and freedom to the men and woman we serve,â€ť said Greg Varro, Affirmative Business Development Manager for FREE. â€śOn top of the income they earn, these individuals obtain valuable training and experience, enabling them to seek employment anywhere else they may choose to live.â€ť
Geri Stengel of Ventureneer is a seasoned consultant to nonprofits in the area of business ventures. She shares some helpful information for organizations considering embarking on such ventures:
Nonprofit business ventures are not a fad or a new idea. Many organizations â€” from literacy efforts to senior service providers â€” are creating ventures. Whether large or small, nonprofits run thrift shops, food service companies and even manufacturing companies to fund their programs and motivate program participants.
Benefits of such ventures include producing unrestricted income, enhancing organizationâ€™s mission, building an entrepreneurial culture, improving the organizationâ€™s recognition and attracting donors, volunteers and staff. Business ventures can increase organization revenue, while reducing vulnerability from changes in donor trends. These diversified revenues can help your organization become less reliant on donations, grants and corporate money, and more self-sustainable.
Here are ten tips Geri provides to ensure your nonprofitâ€™s commercial venture is a success:
- Spend Time Planning: Start by identifying an evangelist within the organization who will champion the creation of your business venture, take ownership of the planning process and invest the time necessary to work on the plan. Creating a business plan will clarify your direction, gain buy-in from stakeholders, confirm the ventureâ€™s feasibility and identify risks. Define the features and benefits of the product/service. Describe the strategies youâ€™ll use to reach the target market, such as positioning, pricing, distribution channels, sales, advertising and publicity. Budget expenses, project revenue, develop milestones and determine how much money is needed and when.
- Stay True to Your Mission: Evaluate the appropriateness of the venture to the nonprofitâ€™s mission. Does the business venture further the mission of the organization? Ventures that are compatible with the nonprofitâ€™s mission are more likely to succeed and have the support of the nonprofitâ€™s key stakeholders.
- Practice Good Governance: Get board support early on. If you have to fight the culture of the board or the parent organization, the venture will fail. Managing expectations is important. Keep your board and parent organization informed.
- Get Connected: Leaders of commercial ventures need connections to sources of business expertise, industry connections and money. Broaden your existing network by attending conferences, joining organizations and using your Boardâ€™s connections. Professionalsâ€”such as lawyers, accountants or bankersâ€”can open doors for you.
- Ensure Adequate Financing: Money available through grants is limited, and it may be difficult to get donations and corporate money for the creation of business ventures. Therefore, it will be in your interest to learn about new sources of capital, including debt, equity and alternative financing.
- Assemble a Strong Management Team: Your top person should be entrepreneurial and have a track record in the industry youâ€™re targeting. Ideally, teams should have, not only industry experience but, functional expertise and industry connections in sales, marketing, technology and finance. Equally important, the people you hire must have a passion for your mission and share the values of your organization. Establish clear lines of authority and responsibility to ensure decision making isnâ€™t slowed by the needs of the nonprofit. Be prepared to pay according to market scale, not nonprofit wages, even though you may be paying your venture employees more than your nonprofit staff.
- Benefit by Forming Strategic Alliances: Collaborations are a way to leverage resources, share expertise and spread costs to tackle complex challenges. Partnerships foster mutual benefits, but the alliances exist only as long as they are advantageous to both parties.
- Measure Financial, Operational and Social Performance: Healthy revenue and profit margins are crucial to any commercial venture. You must maintain adequate financial information systems to determine the health of the business and hold the management team accountable for making a profit.
- Focus on the Customer: Every business seeks satisfied customers who return because they trust the companyâ€™s product or service. Repeat customers come at a much lower cost than attracting new customers. Build loyalty by instilling a helpful attitude, delivering on advertised promises, developing a favorable return policy and providing accurate product information.
- Adapt Quickly, Thoughtfully and Strategically: Problems may arise for a variety of reasons, usually due to overly optimistic sales projections. Stakeholders will want to know what strategies you have in place to cope with this slippage. Remember, even the most promising start-up may need a greater investment to reach break-even.
Think Customer Service Isn’t Important? Think Again!
Although we created the first web-based digital ad journal for fundraising events, the “e-journal” is now widely embraced in the fundraising sector. At Event Journal, we believe good client service is what separates us from the other â€śme tooâ€ť options. However rather than touting our superior customer service, we thought we would let our clients speak for themselves:
St. Johnâ€™s University Presidentâ€™s Dinner
â€śReflecting our commitment to environmental sustainability, this was our first experience in moving from a print to an online journal. Our interactions with Event Journal made for a seamless transition and their knowledgeable and professional staff was responsive to our every need. It was quickly apparent that we chose the perfect partner for the Universityâ€™s premier fundraising event.â€ť
The Lighthouse Guild International
â€śYour staff is to be commended both for their responsiveness and professionalism. As first time users of your service, many of our requests were last minute and required immediate action, your team was always willing to help in any way.â€ť
We think the success story of Uberâ€™s amazing growth fueled by their commitment to client service is worth a look. Founded in 2009 as a niche ride share service in San Francisco, Uber is now a global company worth billions and billions of dollars. On their web site they credit word of mouth for their explosive growth. Uber riders are raving fans and the foundersâ€™ vision to create a business model focused on connecting drivers and riders seamlessly through an app has changed the game â€“ every where.
We had a similar vision of how to serve nonprofits more efficiently and effectively when we launched Event Journal. Uber is a game changer that Mark Cuban believes will dramatically reduce car ownership. The digital event journal is a game changer that allows nonprofits to Raise More and Stress Less. We were the first and our clients believe we are the best. Thatâ€™s what a culture built around client service does.
Celebrating Amazing Women
As a certified W.B.E., Event Journal enjoys celebrating amazing women. Thatâ€™s why we want to tell you about Amelia Earhart.
She is best known for setting a record for being the first woman to fly solo across the Atlantic Ocean in 1932. Not surprisingly, she was an early supporter of the Equal Rights Amendment and a member of the National Woman’s Party. In other words, she was a feminist, back in the day. Although Amelia reportedly faced harsh weather conditions and mechanical problems during her 14-hour flight, but she never gave up. In fact, she was famously quoted as saying, â€śThe most effective way to do it is to just do it.â€ť Thatâ€™s our philosophy at Event Journal where we help clients â€śRaise More and Stress Lessâ€ť.