Overview:       Properly promoting an event can increase attendance and bring further awareness to sponsors. This session will address the three parts of the promotional cycle.

Length:           Half day, can be combined with Social Media for a Full-day session

Category:        Event Marketing

Deliverables:

• How to cultivate attendees through traditional media
• How to write a press release
• Managing media at the event
• When to use traditional versus on-line media
• Sites and organizations to leverage

Components:

• Identifying press to work with based on the event target audience
• Photographer: what each publication wants in terms of post-event photos
• What press is looking for
• Is all press good press
• Standing out from the crowd
• Leveraging PSAs
• On-line promotion
  • SEO/SEM
  • Calendars
  • Articles/interviews

Exercises:

• Write a press release

Hand-Outs:

• Template: Press Release
• List of major calendars

Vivanista offers in-person training seminars to nonprofit organizations and volunteer organizations in a variety of fundraising topics. This training session focuses on event promotion to drive event attendance.

]]> http://vivanista.com/2012/03/02/training-module-event-promotion/feed/ 0 http://vivanista.com/2011/12/15/using-social-platforms-to-drive-ticket-sales/ http://vivanista.com/2011/12/15/using-social-platforms-to-drive-ticket-sales/#comments Thu, 15 Dec 2011 18:31:28 +0000 Daryn Sung-Lee http://vivanista.com/?p=39164 Continue Reading]]> Tamara Mendelsohn, VP of Marketing at Eventbrite, took on the task of talking about social media, and how to effectively use it for event promotion. Her discussion could not have come a moment too soon, as the buzz word for this year’s Fundraising Summit was undoubtedly “social media”. With platforms like Twitter, and Facebook becoming the norm in business-oriented networking and promotion, people, especially those in the non-profit industry, want to know how to utilize this powerful free tool to it’s fullest marketing and networking potential.

The platform Eventbrite was first introduced, and it came off as a non-profit’s dream. A network for event organization and promotion, this tool allows users to share the “best practices” in cause events, and learn from the experts in the field. Tamara went on to say that some of the reasons Eventbrite and social or cause-related events are so successful in the first place, are due to innate human characteristics that we all share. The desire to belong, socialize, and share ideas and common goals will forever be a part of being human, so non-profits need not worry- if the right techniques are employed, and the proper avenues taken to ensure maximum visibility and engagement, people will come and any event has the potential to be highly successful. These techniques, tips, and tricks include everything from efficient ticket sales, setting a desired goal in ticket sales and money raised, create a marketing calender, personalized invitations, and tracking links.

Obviously ticket sales are the number one source of revenue for your cause and organization, and setting monthly and weekly quotas for ticket sales will help immensely. A relatively steady stream of attendees and donors boosts morale and awareness, as more attendees equals more buzz, which equals more tickets. A marketing calender is important for achieving your promotion goals. Deadlines for gaining important sponsors and sending out invitations will help make the time leading up to your event more productive, and the actual event itself more successful. Personalized invitations and tracking links go hand in hand as catering to previous event attendees with a special invitation or deal and providing links to other non-profits’ events and causes encourages networking and partnership, and after all, what goes around comes around.

Lastly, attendee engagement was discussed. Tamara put an emphasis on before, after, and during event engagement, as your attendees are really the driving force in generating buzz, and creating a community based around common event attendance. People who are attending should be encouraged to #hashtag the event via Twitter, and engage in a dialogue about the events happenings before, during, and after the event. There is no social media without the people to share ideas, discuss their common interests and causes, and come together to form communities around these commonalities. Tamara’s insights into the truly human aspects of the driving forces of social media, which in turn generate visibility, engagement, ticket sales, and event buzz, really highlight what the worlds of both social media and philanthropy are all about, and why the two integrate so well together.

Didn’t make it to the fundraising summit? Watch the whole 25 minute presentation below:

Vivanista has pulled out all the stops in our first ever combined webinar and tweetchat. Moderated by Brendan Kinney and presented by Vivanista founder Layne Gray, this information-packed session is a must-view for anyone looking to cultivate donors, visibility, or young talent for their organization. With live viewers and listeners given the ability to submit feedback and interact with Layne on any of the various topics, this is a rare opportunity to gain one-on-one insight from an expert. Several key issues from the non-profit community are answered, and questions ranging from why young professionals join an organization-to catering membership and donation fees to those young professionals- are covered.

The webinar hits the ground running in a discussion of perhaps the most sought-after demographic in the non-profit community and contemporary business community alike- young professionals, ranging from their early twenty’s fresh out of college, to their thirty’s with stable careers. Layne covers exactly how and why young professionals choose to join a non-profit or support a cause, as she explains some of the personal, social, and philanthropic motivations behind their membership. As it turns out, unlike most good Samaritans, young people like to be recognized for their good deeds, whether it is through Facebook, Twitter, or other members of their organization…who would have guessed?

Vivanista young professionals webinar tweetchat

In continuation with the underlying factors of membership, the webinar goes on to discuss how to develop and organize a young professionals group, as well as some of the social and financial variables of YP’s, and how these variables affect non-profits. For example, Layne differentiates between entry-level young professionals, the largest group of YP’s, who are following people they look up to into the world of philanthropy, and the VIP’s who are the heavy-hitters in terms of donations and ticket buying, and who also act as mentors for YP1’s and YP2’s.

To finish off, Layne delves into some of the technicalities of membership pricing for YP’s, as well as how to go about organizing fundraising and social events. Types of events, from social parties and product-sponsored events catered to YP’s, locations like clubs or donated spaces, and expected member responsibilities are all covered in this portion of the webinar. Here, those tuning in can also learn how to garner donations from established members, as well as what benefits those donators should receive in order to keep the interest and giving high.

Lastly, Layne answers viewers’ questions and provides a brief summary of the topics discussed, as well as a list of resources, including a copy of the presentation and a guide to starting a Young Professional Organization. Again, this is an exceptional chance to pick the brain of an expert in the field of fundraising, and gain a solid grasp of tricky issues like securing donations and taking on young members….don’t miss out!

Thanks to Brendan Kinney of #Fundchat and @Fundchat for hosting the webinar/tweetchat, or ‘tweetinar’. And special thanks to Michelle Curtis, Peyton Cochran, Jayme Lamm, and Laura Phenix for their help with this presentation!

View more presentations from Vivanista.

Vivanista recently caught up with event chair, Capera Ryan to get the inside scoop on the fabulous fundraiser.

Describe the AFA’s upcoming gala in a few sentences… What makes the event unique?

This is a very special evening where guests are able to celebrate artists and others in the art world who are making a difference. The American Federation of the Arts has a wonderful history of honoring not only the artists but those who support and lead in the art world.

How many years has the event been in existence?

The AFA was founded over 100 years ago and has been supporting its programming through many different events—with the annual gala being the major event. The Gala was first hosted at the Metropolitan Club in 1979, and because of the wonderful following of patrons, artists and leaders in the art world we have been able to continue to recognize and encourage the accomplishments of some of the most talented and committed individuals.

Who are this year’s honorees?

Our honorees are the performance artist Marina Abramovic and the Director of the National Gallery, Earl A. Powell III, and we’re thrilled to be honoring them both. Abramovic’s work includes interventions and sound pieces, video works, installations, photographs, solo performances, and collaborative performances, and she is considered one of the most extraordinary and challenging artists of our time. Powell has a long and extremely distinguished history in the arts and has overseen an amazing array of projects at the National Gallery

The Honorary Chair, Elizabeth “Betty” Blake, is a longtime patron of the arts and a dear friend to me. She has been a resident of Dallas since the 1940s and lived in Newport, RI, almost every summer of her life. She has been a major advocate of modern and contemporary artists, and collecting works of art is her great passion. At 95, she is an inspiration to all those who have an interests in making a difference in the arts and nurturing the wonderful opportunities for artists, institutions, and patrons.

Proceeds from the evening will support AFA. Can you tell us a bit about the organization and how it contributes to the community?

The American Federation of the Arts is a nonprofit institution that organizes art exhibitions for presentation in museums around the world, publishes exhibition catalogues, and develops educational materials and programs.

How many participants are you expecting?

It is wonderful as we have over 150 guests joining us from all over the world.

Is this an open event? If so, how much are tickets, and what percentage of proceeds will go to AFA?

This is an open event and tickets range from $15,000 to $350. All the proceeds from the gala will go toward AFA exhibitions, lectures, catalogs, and educational programs.

What has been one of the biggest challenges in planning the event so far?

The three co-chairs are all very involved in the planning for the gala, and being the chair from Dallas it is always a challenge to coordinate calls and schedules.

What external resources have you used in your fundraising/outreach efforts?

We have used all of the above. We live in a time where we have information coming at us in all directions, and that is the best way to get in front of our audience.

What characteristics do you think make an event chair successful?

Commitment to the cause, passion, enthusiasm, wonderful and supportive friends, a true vision of what needs to be accomplished, and delegating the carrying out of all the details to capable people.

What are you wearing to the event?

I am wearing a Cartier necklace given to me by my grandmother and a black Michael Kors satin dress.

What is your fundraising motto?

“Passion, enthusiasm, great friends, and a vision make anything possible!”

As an official media sponsors for the 2nd Annual Fleet or Flight, Vivanista sat down with event Chair, Talia Wright to get the inside scoop as to what we can expect for this years much anticipated festive fundraiser; which will be held on October 7th at Mr. Smiths in San Francisco.

Describe your upcoming fundraiser in a few sentences… What makes the event unique?

This years Fleet or Flight is unique because it is the first charity party that we are throwing for Oasis for Girls. It is also the kick off event for our 82nd year! This will be the second annual Fleet or Flight and we are hoping to keep this tradition alive for many more years to come.

How many years has the event been in existence?

This will be Fleet or Flights second year. Last year we help the event at Supper Club and guest donned nautical and aeronautical costumes. This year the event will be help at Mr. Smith’s and we are keeping in tradition with the theme. Guests will be greeted with cocktails from Stoli that are being crafted my Mr. Smith’s master drink makers. We have also extended invitations to all military personal that will be coming into San Francisco for Fleet Week.

This years event will be in support of Oasis for Girls. Can you tell us about how they give back to the community?

That’s right! Spinsters will not keep any of the proceeds from this event. All of our proceeds will go directly to Oasis for Girls, our newly elected charity.

Oasis For Girls (a project of the Tides Center), located in San Francisco’s South of Market neighborhood, is a center for girls and young women ages 11– 24. We aim to fulfill the life cycle of a girl from middle school, through high school and slightly beyond – through interdisciplinary programming that builds on each step of the way through a girl’s development. We’ve prioritized our programming and services to reflect this; some of our programs are offered to specific age groups, while others are open to all girls to build on our mentorship model. Opportunities for growth exist through our Arts and Arts Education, Leadership Development and Life Skills Education programs.

Is this an open event? If so, how much are tickets, and what percentage of proceeds will go to OasisforGirls?

Of course the event is open to the public! The more the merrier! Tickets start at $40 and will be more at the door. If the ticket buy is active military they may email vp@spinsters.com for a special discount code. All proceeds from Fleet or Flight will go directly to Oasis for Girls.

How many participants are you expecting? Will there be any surprise guests?

We are expecting 350-400 guests. What good party doesn’t have surprise guests? You will have to come and find out.

Who are your event sponsors? How will they add value to the event?

Spinsters of San Francisco is very lucky to have media sponsorship from 7×7 Magazine.and Vivanista. We have also secured donated vodka from Stoli with hosted cocktails for the first hour of the event. Zico Coconut Water and Activate Water will help our guest quench their thirst from dancing the night away to the amazing tunes that will be spun by DJ Ms. Jackson

Will there be any surprises?

You’ll have to come and see what surprises we have in store for our guests!

What has been one of the biggest challenges in planning the event so far?

The biggest challenge in any event is finding a location but we were very fortunate this year to have worked with Kevin from Mr. Smith’s who has made it very easy. It’s going to be an amazing event at an amazing venue!

What external resources have you used in your fundraising/outreach efforts?

Fleet or Flight has been published on Facebook, Twitter, Eventbrite, Yelp, Pinchit, Socializer, and 944 media. We are also lucky enough to have teamed with Vivanista to publish Fleet or Flight.

What characteristics do you think make an event chair successful?

A good event chair is organized, creative, hard working, and willing to do whatever it takes to raise the most amount of money for their cause. They also need a strong team to support them. I am very lucky to have strong co-chairs and an amazing committee!

For more information about Fleet or Flight, or The San Francisco Spinsters, visit http://sfspinsters.com/.

The event started by welcoming guests, thanking sponsors for their support of the American Cancer Society, and honoring all the cancer survivors. Event emcee Mike Nicco read a letter of appreciation from Senator Dianne Feinstein. Influential speakers such as the mayor of Foster City Linda Koelling, and cancer survivor honoree Janet Borgens shared their experiences and played a major role in helping the American Cancer Society reach its target this year. Auctioneer Rod Caborn made the event very interactive and competitive. A ruby ring raffle generously donated by Geneve Jewelers was given out to the winner at the end. All in all, Rena Fischer, the event chair, along with her team has done an outstanding job.

The San Mateo County gala event is one of thirty held in California to benefit the American Cancer Society. Event proceeds will benefit the Society’s programs to provide services to cancer patients, education programs on prevention and early detection, and efforts to fund lifesaving cancer research in California. Last year, the Society awarded 222 research grants totaling over $107 million.

The American Cancer Society combines an unyielding passion with nearly a century of experience to save lives and end suffering from cancer. As a global grassroots force of more than three million volunteers, we fight for every birthday threatened by every cancer in every community. We save lives by helping people stay well by preventing cancer or detecting it early; helping people get well by being there for them during and after a cancer diagnosis; by finding cures through investment in groundbreaking discovery; and by fighting back by rallying lawmakers to pass laws to defeat cancer and by rallying communities worldwide to join the fight. As the nation’s largest non-governmental investor in cancer research, contributing about $3.4 billion, we turn what we know about cancer into what we do. As a result, more than 11 million people in America who have had cancer and countless more who have avoided it will be celebrating birthdays this year.

See more event photos below.

 To learn more about The American Cancer Society, call 1-800-227-2345 or visit cancer.org.

As proud sponsors of this fabulous-and- furry event, Vivanista recently got the inside scoop to find out exactly what we can expect from this years Fur Ball co-chairs, Kim Darin and Sarah L. Gammil.

 How many years has the event been in existence?

This is our 5^th annual Fur Ball. Prior to the Fur Ball there was an event called the “Lion House Party” from 1987 to 1997. The success of Fur Ball is attributed to the care put into guests having a fun, unique experience. This includes the VIP reception, procuring a variety of themed silent and live auction items, and finding a popular band for the entertainment.

Proceeds of the Evening will support The San Francisco Zoological Society. Can you tell us a bit about the organization and how they contribute to the community?

The Zoo’s mission is to connect people with wildlife, inspire caring for nature and the advancement of conservation action. The staff provides exemplary care for rare and endangered species. There’s an educational center that provides formal and informal learning programs for children and adults.

 The event is being put on by the Zoo’s volunteer organization, Zoo II. Tell us a bit about how Zoo II offers support.

Zoo II consists of young professionals dedicated to expanding conservation awareness and raising funds for the San Francisco Zoological Society and the San Francisco Zoo. Zoo II members engage in social networking through quarterly happy hours and assist with hands-on support in gardening and other projects through Renew the Zoo. And, of course, we produce our annual fundraiser Fur Ball.

Zoo II was established in 1987 by Emeritus Board member Connie Lurie who organized a committee of six young women to raise funds for the Zoo. They produced several years’ worth of successful Lion House parties while the organization grew. Then in 2006 a new group of people including current members Ann Cheney, Sarah L. Gammill and Jeff McNulty reinvigorated the organization and the success has continued.

 How many participants are you expecting?

We anticipate 200 attendees. There might be a surprise sports guest but we can’t confirm it!

 Is this an open event? If so, how much are tickets?

Yes the event is open to the public. Tickets for Zoo II members are $70 / $85 VIP and for non Zoo II members are $85 / $100 VIP. 100% proceeds will support the San Francisco Zoo.

 Who are your event sponsors?

We have some wonderful sponsors providing food and beverage to our guests: Fleur’t Flowers, Black Star Beer, Diageo, Bravium and Copa di Vino Wines, Dragonfly Cakes, and Garden Creamery, just to name a few!

 Will there be a live auction/raffle? If so, what prizes can attendees expect?

We do expect to have a live auction with a couple great prizes. Also we’ll have an exciting array of silent auction items.

What kind of entertainment can guests expect?

Pop Rocks will be performing the dance music. They’re a fun 80s theme band.

What has been one of the biggest challenges in planning the event so far?

Watching the budget: analyzing cost vs. projected revenue. Also procuring the auction items takes a lot of effort in requesting and following up due to the economic challenges.

 What external resources have you used in your fundraising/outreach efforts (i.e. websites, mentors, social networks etc.)?

We’ve been promoting Fur Ball via evites, Facebook, SocialDomain, Urbanis and other websites.

What characteristics do you think make an event chair successful?

Organizational skills are definitely important, as well as emphasis on communication with committee members, volunteers and vendors.

To learn more about Zoo II’s Annual Fur Ball, or to lend support to The San Francisco Zoo/ Zoological Society – visit  www.sfzoo.org/

Tell us about your upcoming Bachelor/ette auction. What makes the event unique?

The event will also include a “Win a Date with a WGIRL” where the highest bidder gets to choose a WGIRL of their choice to take out on a date. We also offer an hour open bar and great raffle/silent auction packages.

The event is organized by WGirls. Who is WGirls and how do they give back to the community?

WGIRLS NYC is a 501(c)(3) nonprofit organization that was founded by a small group of young professional women from New York City and incorporated in 2007. The WGIRLS organization is dedicated to serving underprivileged women and children and, in times of crises, people in need around the world. By partnering with other nonprofit organizations working to achieve similar goals, WGIRLS is able to provide those less fortunate with the support and resources necessary to achieve health, happiness, and the ability to build and lead successful adult lives. Since its inception, the WGIRLS has grown to a large organization with chapters in 15 cities, and has donated over $500,000 to support dozens of local charitable organizations in New York and across the country. For more information on WGIRLS and our ongoing efforts please visit www.wgirls.org.

How many years has the event been in existence? What makes the event a success each year, and how has it been changed this year to keep it fresh?

This is our 5th auction, and every year we have an amazing crowd, big bidders and great sponsors/donors. Last year our highest bid was $1,000. The event was so amazing that we asked comedian Bones Rodriquez and DJ Chachi to return this year and they are both determined to help us raise even more money.

This year we threw a meet and greet with the bachelor/ettes so they could all meet each other and potential bidders could meet them as well. It was a great night and I hope we spiked some interest in potential bidders. The bachelor/ettes did an amazing job mingling with the guests. We will also be featuring the date package for each bachelor/ette in the program this year so each bidder will know exactly where they are going.

Who will be some of the Bachelors/Bachelorettes auctioned off?

We have great bachelor/ettes this year, including Phil who is Mr. September in the 2012 Nation’s Bravest (fireman) Calendar, Scott who founded Party with Purpose, Marianne a private Pilates instructor and Erica a teacher so she knows how helpful our donation to Donorschoose.org will be. You can check out all our bachelor/ettes at http://wgirls.org/new-york/bachelor-bachelorettes.

Proceeds of the evening will support Donors Choose. Can you tell us a bit about their goals and why they were chosen as the beneficiary?

 DonorsChoose.org was created in 2000 so individuals could connect directly with classrooms in need. DonorsChoose.org engages the public in public schools by giving people a simple, accountable and personal way to address educational inequality. They envision a nation where children in every community have the tools and experiences needed for an excellent education.

How many participants are you expecting? Will there be any surprise guests?

We are expecting over 700 guests at the event and to be at full capacity at the Highline Ballroom. You will have to see if there will be any surprise guests. After all, it’s not a surprise if everyone knows.

Is this an open event? If so, how much are tickets, and what percentage of proceeds will go to Donorschoose/WGirls?

Tickets are available at www.wgirlsnyc5thauction.charityhappenings.org and a single ticket is $40. Attendees also have the option to purchase four tickets for $140, table for $450 which includes 6 tickets, access to the upstairs bar and VIP entrance and host committee for $800 which includes 20 tickets, VIP entrance, access to the upstairs and the group’s name in the program. The majority of proceeds go to Donorschoose.org and 10 percent of proceeds go to WGIRLS NYC.

Who are some of your event sponsors?

We have three types of sponsors: liquor sponsors for an hour open bar (Satisfaction Vodka, OneHope Wine, and Anheuser Busch), date sponsors, and raffle/silent auction donors. We have some amazing date packages planned, for instance, sailing on the Hudson, dinner at amazing restaurants, wine tastings, hip hop tours, cupcake making classes and plays. Our dates are going to have an amazing time.

What has been one of the biggest challenges in planning the event so far?

Getting the donations and sponsors we need in order to make the event as successful as it is.

What external resources have you used in your fundraising/outreach efforts?

We have posted the site on numerous websites and blogs, we are using Charityhappenings.org as our ticketing page, and we are utilizing Facebook and Twitter as much as possible. We are currently announcing a bachelor and bachelorette every day on Facebook so our followers will get to see the great people they can bid on at the auction.

What characteristics do you think make an event chair successful?

Patience, determination and optimism. All three are necessary when you are trying to find sponsors and donors for any event. It is also needed when you are encouraging the other members who are hitting the same walls when they are calling places for donations.

What is WGIRL’s fundraising motto?

The WGIRLS motto is Looking Forward…Giving Back

For more information about WGIRLS- visit them at http://wgirls.org/new-york-city

Michael Douroux, Dorothy Campeau, Neil Figurelli, Elyssa Thorp, and Macy Wood

More than 20 bags were available from preview, including bags autographed by Justin Bieber, Brian Wilson of the World Champion San Francisco Giants and Tiffani Thiessen. Other bags on display included several vintage Escada, a custom couture donated by Elizabeth Thieriot, beautiful new designs from Bulgari, Dior, Porsche Designs and collection of signature handbags from Event Sponsor Bloomingdales including Kate Spade, Tory Burch and Marc Jacobs. Also on display were several vintage designer bags donated by the late Dame Bella Farrow, founding chair of This Old Bag.

Zoe Sexton, and Veronica LaBeau

Kaiser Permanente returns as Presenting Sponsor of This Old Bag 2011 and several Corporate Sponsors have already joined to generously underwrite the event including: Ross Stores, St. Regis San Francisco, Bloomingdales, Delysium Events, Fairmont San Francisco, Pacific Union Real Estate Community Fund, Safeway, Premier Staffing, the Eli & Mae Rosen Foundation and Media Sponsor San Francisco Magazine.

Joel Goodrich, and Irene Bechtel

The evening was capped by the establishment of The Bella Farrow Fund by Elizabeth Thieriot. Ms. Thieriot’s pledge of $50,000 was quickly increased to nearly $70,000 by others moved to pay tribute to one woman’s legacy and renew their personal support of Breast Cancer Emergency Fund.

Ludmila Kisseleva-Eggleton, Susannah Dunlap, and Judith Branch

The Bella Farrow Fund will maintain This Old Bag as an annual event and provide vital resources to low-income women battling breast cancer in San Francisco, San Mateo and Santa Clara Counties. Joining Elizabeth Thieriot as founding funders of The Bella Farrow Fund are Judith Branch and Chase Young, Rose Coyle and Greg Boudreaux, Veronica LaBeau, John Rosin, Mary Skinner and Janeen Smith, Diane Easterwood, Neil Figurelli, Skeeter Buck and Alexandra Walterspiel, Beth Townsend and Doug Wagoner, Elizabeth Martini, and Cynthia Hester.

Barbara Adams, Diane Easterwood, and Sally Wingard

All photos courtesy of: Drew Altizer

The menu.

Follow these easy 10 tips and send guests home raving about the cause, the event, and of course, the food.