Building a Succesful Event: Special Events 101

Transcription

1 Building a Succesful Event: Special Events 101 presented by Ann Andrusyszyn, C.F.R.E. OLA SuperConference 2010 OLA SuperConference

2 BLUEPRINT FOR SUCCESS Design Plan Implement Construct Inspect OLA SuperConference

3 SO YOU RE PLANNING AN EVENT WHY THIS EVENT? You hear about a great event and decide to try it out at your organization You repeat the same event year after year, not because it has been a great success but because it has become sacred and no one dare change it A strong personality on the board suggests it Another group has had a successful event, so you assume it will work for you It s in your strategic plan OLA SuperConference

4 WHAT IS THE PURPOSE? To raise money To generate donor prospects or volunteers To increase public awareness To reach a different constituency To bring attention to your mission or cause e.g. campaign kick-off Some combination of all of the above OLA SuperConference

5 SOME EVENTS RAISE MORE MONEY BUT LESS AWARENESS More exclusive Less individuals in attendance Higher individual cost to attend Lower administrative and advertising expenses More donor prospects More exclusivity for sponsors Attendees have greater loyalty to the organisation OLA SuperConference

6 SOME EVENTS RAISE AWARENESS BUT LESS MONEY Wider appeal Fewer donor prospects Often require a bigger investment of time, people and money Larger attendance Higher visibility Higher admin and advertising costs Attendees have less loyalty to the organisation OLA SuperConference

7 CHOOSING THE RIGHT EVENT Audiences List all possible groups of people you would like to have at your event Assets What does your event offer to your audience and participants? Vision What is the highest expectation for the event? Promise What will each event participant actually take away from the event experience? OLA SuperConference

8 CHOOSING THE RIGHT EVENT Differentiators What makes your event so special/different? Competitors Is there any direct competitive activity for your event? Brand What is the essence of your event - these few words sum up the optimal experience for your event - oftentimes, event titles come from your brand Is it even the right thing for us to do? Use the READY FOR EVENT CHECKLIST (handout) or make an EVENT COMPARISON CHART* OLA SuperConference

9 Event Comparison Chart - sample OLA SuperConference

10 SWOT ANALYSIS STRENGTHS WEAKNESSES OPPORTUNITIES THREATS OLA SuperConference

11 TIMING Investigate what other community events are taking place around the date/time you are considering You may be competing for the same audience, volunteers and donors Develop an Event Schedule Planner* or a Critical Path Always have a Plan B OLA SuperConference

12 Event Schedule Planner - sample OLA SuperConference

13 SITE SELECTION Site Matrix* Site Plan* Permits Traffic Patterns Availability of electricity/ water supply/ restrooms Furniture/equipment needs Area for tent(s) Other events sharing the venue at the same time City/ Police Clearances/ parking/ security OLA SuperConference

14 Site Selection Matrix - sample OLA SuperConference

15 Site Plan - sample OLA SuperConference

16 EVENT COMMITTEE, BOARD & STAFF Recruit a strong committee Include and inform board members Include and inform staff members Develop Committee Duties (handout) for committee members Develop a training program for committee members Keep minutes of meetings with action notes for followup OLA SuperConference

17 FINANCES Budget Invoice Procedures Petty Cash Special Bank Accounts System of Receipts Vendor Policies OLA SuperConference

18 PREPARING THE BUDGET How much money do you want to raise? What should be in the budget? Expenses should not exceed approximately 30% of revenue Budget Planning Checklist (handout) Examples of event budgets can be found online OLA SuperConference

19 SPONSORSHIP Cash In Kind Underwriting Difference between a sponsorship and a donation What s in it for you? What s in it for them? Contract - verbal vs. written OLA SuperConference

20 MARKETING AND PROMOTION Marketing Plan Communications Plan Design of Brochures, Posters, Sponsor Packages Signage Preparation of Mailing Lists/ Lists Printing Postage Filing system to track responses, contributions and reservations OLA SuperConference

21 EQUIPMENT Logos, Banners, Signage Decorations (Creative, Reusable, Purposeful) Display & Exhibit Equipment Tables & Chairs Transportation Merchandise (if you choose to distribute or sell) Informational Handouts (Brochures, One Pagers, CDs) Lighting Sound Audiovisual Equipment Electrical outlets/cords Generators Phones, Faxes and Computers for onsite production needs OLA SuperConference

22 FINE DETAILS Invite speakers Working agenda Print programme for event Speaking notes, speeches Award Certificates or Plaques Brochures Invitations Posters Seating charts, name cards Media, Slideshow & Displays Music OLA SuperConference

23 VOLUNTEERS Consider all positions required Develop an organisational chart* Develop a job description (handout) for each position Develop training session Look after them at the event Develop recognition plan OLA SuperConference

24 Organisational Chart - sample OLA SuperConference

25 SAFETY St. Johns Ambulance Fire Prevention measures Event Insurance Event Waiver (handout) for volunteers and for participants If event is physical in nature, ensure there is water on hand for everyone Site locate for hydro, gas, water, etc. OLA SuperConference

26 FOOD Simcoe Health Unit Special Event Permit, if food is being cooked on site by your organization Provide or sell to your participants Volunteers should be fed and should have a full meal if they are there longer than 4 hours Event dependent OLA SuperConference

27 AFTER EVENT RECOGNITION EVALUATION COMMITTEE DEBRIEF WRAP UP REPORT OLA SuperConference

28 RECOGNITON Who should be recognized? Volunteers Sponsors Staff Long time supporters How should they be recognized? Formal vs. Informal Who does the recognition? Staff Member Board Member Committee Chair Is recognition included in your budget? When should you do recognition? OLA SuperConference

29 EVALUATION Feedback Volunteer Survey (handout) Participant survey Fiscal Number of Participants Sponsor Revenue Income Expenses Balance Budget Other # of spectators Media Coverage OLA SuperConference

30 COMMITTEE DEBRIEF Should be done as soon as possible after the event Should be constructive criticism As the event organizer, stay calm and don t take it personally Encourage input from all members Keep notes and action items Follow-up on recommendations OLA SuperConference

31 WRAP-UP REPORT Items to include: Background Committee Results Sponsorship Number of Participants Revenue sources Recommendations Closing Remarks Attachments SWOT Analysis Financial Results OLA SuperConference

32 WEBLINKS Special Events: Why go to all the trouble? Carolyn Rickey Event organizer's checklist for designing sponsorships with confidence Pat Kahnert Effective event tools and tips Paulette Vinette Planning Special Events: Blueprint For Success Debora Meskauskas Your Organization's Next Special Event: "Fund-Raiser" Or "Friend- Raiser?" Tony Poderis OLA SuperConference

33 Additional Resources Microsoft Office Online Some simple templates for event planning, correspondence, etc. in the Templates section Check your local Public Library for event planning books Charity Village Association of Fundraising Professionals Greater Toronto Chapter Sessions at AFP Congress, through the Greater Toronto Chapter of AFP Event Planning online course, through Charity Village OLA SuperConference

34 Seven Stages of a project ~ anonymous ~ Phase 1: Uncritical acceptance Phase 2: Wild enthusiasm Phase 3: Dejected disillusionment Phase 4: Total confusion Phase 5: Search for the guilty Phase 6: Punishment of the innocent Phase 7: Promotion of non-participants OLA SuperConference

35 WRAP UP Many aspects to running a successful event Make sure you research all aspects before deciding to go ahead ROI - Return on Investment has to be worth all the time and effort The after actions are as important as the planning Good luck! OLA SuperConference

36 Thank you for your time Questions? Comments? Ann Andrusyszyn Barrie Public Library (705) ext OLA SuperConference