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Dear “Planning” Colleague,
Thinking
ahead instead of “winging it” will put you ahead of
the game of effective fundraising. This issue of On-the-Go eTA is
chock full of planning tips and tools. Click on the titles on the
right to learn more about…
Planning Your Communications Strategy
Steps to a Successful Special Event
A
Year-long Resource Development Plan
Do
you have questions about planning your resource development strategies
and activities? Contact us through LEADline@CampaignConsultation.com
for more information. You can still access previous issues of On-the-Go
eTA by clicking on the title at the right.
Planning
Your Communications Strategy
The
mass media (newspapers, magazines, radio, TV, and the internet)
has transformed our communities and the way we are perceived and
perceive by others. If our programs and organizations are going
to prosper, working with the media is inevitable, and planning our
relationship with intention is necessary.
Develop a media plan as part of your overall public relations/communications
strategy. Include the following steps in your plan:
| Steps
in Your Media Plan
|
|
Define
your objective |
•
Introduce your program to the
• community
or publicize the
• work
of your program?
• Establish you and your
• organization
as experts
in
• your
field?
• Generate fundraising
• opportunities?
• Delay the impact of a crisis?
•
Other?
|
| Identify
audience you want to reach |
Whom
do you want to receive your message and what media would they
be most apt to receive? Key your message to supporters. |
| Develop
calendar of media themes |
Identify
opportunities such as seasonal interests, program successes,
anniversaries, special events, other. |
| Identify
media approaches |
•
Hard news
• Feature stories
• Editorials
• Interviews
• Other
|
| Develop
media outlets |
•
Print Outlets (Newspapers,
• Magazines,
Wire services)
• Television
• Radio
• Websites
• Other |
| Develop
media list |
Research
and record full contact information including fax and e-mail
addresses for all outlets in your area and nationally if appropriate.
Update annually.
|
| Develop
press kits and media materials |
Include:
• Background
material on your
•
organization,
your clients,
• your
mission,
etc.
• Your Case for Support
• Information about your
• program’s
issues and
• concerns
• Bios for staff and volunteer
• leaders
• Picture file
• Previous media stories about your
•
program
•
Other
|
| Cultivate
personal relationships |
Develop
ways to stay in touch with reporters, editors and media gatekeepers.
|
When
a crisis occurs, it is even more important to have a communication
plan ready. Click
here
to view important steps to building a Crisis Communication Plan.
Steps
to a Successful
Special Event
Special
events take careful planning that should begin a year or more ahead
for a major event. You will need to allow time for goal setting,
team building, logistics, marketing, and communications in addition
to pursuing sponsors and donors. The checklists can be adapted to
your own needs.
»
Planning Phase: One year to six months before event
»
During this phase you will be heavily engaged
in goal
» setting and team building activities.
 
Identify purpose: fundraising, cultivation, recognition,
education, other
Select type of event and them
Identify audience
Secure buy-in from you volunteer leaders
Set initial goals: net profit, expenses
Identify additional sources of revenue
Research and determine date
Identify location and check availability
Identify chairs and co-chairs
Draft committee descriptions and form committees
Prepare activity timetable
»
Activity Phase: Nine months to three months
» before event
»
Continue team building and begin logistics and
» marketing activities. Start
pursuing sponsors, advertisers
» and
gifts-in-kind.
Determine volunteer responsibilities and number of
volunteers needed
Begin meetings with chairs and co-chairs
Chairs and co-chairs recruit additional volunteers
Invite special guests or celebrities
Establish cost to event participants
Secure location
Develop sponsor goals and packages
Prepare marketing and PR plans
Identify printing needs and prepare printing timeline
Draft invitation and response package
Compile invitation lists
Secure sponsors
Send out “Save-the-date” notices
Secure catering bid
Secure musicians
Secure media coverage
Prepare draft event timetable
Solicit in-kind donations
Tour site
Review volunteer needs and continue to draft more
if needed
Continue to add names to invitation list
Secure permits and insurance
Make preliminary layout and decoration plans
Print tickets location
»
Execution Phase:
»
This is the time to finalize logistics and do heavy
» marketing. Your success in
pursuing sponsors and
» donors will depend upon good
planning.
»
• Three months to six weeks before event
Send out “save the date” notices and invitations
Perform menu tastings
Sign contracts with venue, caterer, entertainment, etc.
Reconfirm all speakers, performers, celebrities and find
out their special
needs
Draft program
Draft site layout
Finalize menu and floor plan
Monitor underwriting, sponsorships and program ads
Record invitation responses and issue tickets
Collect in-kind donations
Send out press releases and calendar notices
Prepare and print programs
»
•
Event Day
Arrive very early and come prepared with
emergency phone numbers, first aid kit, office
supplies, insurance paperwork and contract
confirmations, guest lists and extra copies of
scripts and volunteer instructions.
Do layout walkthrough
Perform equipment check
Place signage
Check restrooms and grounds
Layout registration tables and materials
Brief volunteers
Station yourself where you can be seen if needed
Pay vendors
Mix and mingle and have fun
»
Recap
Phase: After the event
»
Communicate
with everyone involved in the event.
» Beguine
building next year’s team.
Thank volunteers, sponsors and donors appropriately
Return borrowed or rented equipment
Tally expenses and income
Prepare final report and share with volunteers and
key players
Review all aspects of event with volunteers for use
next year
Publicize success
A
Year-long Resource Development Plan
A
fundraising action plan requires you to set down the tasks you need
to complete and a deadline for completion. A fundraising action
plan is a:
•
Planning document to help you and volunteer leaders
• coordinate
a variety
of activities
• Visual aid to explain the continuum of activities that are
• necessary
to identify and convert prospects into donors
• Tool for sequencing time-intensive activities across the
• calendar
year
• Device to remind fundraising volunteers about the
•
number
of
“touch points”
they have or could have with
•
donor
prospects
• Way to assign to different individuals responsibility for
• separate
tasks associated with the fundraising program
• Reminder of goals and deadlines
Click
here to download a sample fundraising
action plan and a blank form for your use. To order the $ Keys to
Special Event Fundraising GIZMO, contact Campaign Consultation,
Inc. at LEADline@CampaignConsultation.com
Let
us know
Have
you found ways to plan your resource development activities?
Contact
us at LEADline@CampaignConsultation.com
(LEADline
is sponsored by the Corporation for National and Community Service
through its Resource & Fund Development Initiative.) We would
be happy to answer questions or to give you more support.
Thank you for your interest in On-The-Go eTA, We encourage you to
send
this and other issues of OTG eTA to friends and colleagues
who would benefit from the information. Also, if you’re on
information-overload, you may request email
removal. Otherwise OTG e-TA will be back
soon with another edition.
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