Archive for non-profit marketing

Event marketing on a budget

It seems every week there’s a fundraising event aimed at generating support event marketingfor a local non-profit.

Golf tournaments, soccer games, bazaars … spring is the busy fundraising season. You name it, you’ll find it.

All seek to maximize turnout and dollars raised. Most face similar challenges, including:

• Competition from other events

• Miniscule budgets

• Volunteers doing the bulk of the work

Sadly, many volunteers lack basic marketing knowledge. This inhibits effectively spreading the word about their event, helping to conspire against success.

So, as a public service, I’d like to analyze the May 7 Jewish Food Festival at Poway’s Temple Adat Shalom.

This event offers everything you’d expect: food, music, dancing, educational materials, crafts … the works.

Since December, a team of eight volunteers (including me) has implemented a marketing plan aimed at delivering solid results without many resources.

Hey, it’s a non-profit fundraiser. Of course, the marketing budget’s skimpy. Despite that they’ve worked wonders, developing:

• A snappy tagline

• A revitalized web site

• Online event calendar postings

• A twice-weekly campaign encouraging Facebook connections to share news and invite their friends

• Printed signs for placement in area store windows

• Print ads targeting specific local communities

• Publicity appearing throughout San Diego County

• Promotional postcards mailing to homes within two miles of Temple Adad Shalom.

The team also coordinated a food drive with Interfaith Community Services.

Then sales promotions were used judiciously to increase awareness, attendance and participation, with fliers placed in hotels to attract regional visitors.

A mailing campaign was also done to potential sponsors, and in-house publications maintained a steady drumbeat to the most obvious audiences.

Every marketing tool used consistent designs and language. Combining good organization, a desirable destination and comprehensive marketing, current projections show double the turnout from the last Jewish Food Festival.

Has it been perfect? Hardly. Business cards should have been made for those selling program ads and a budget for radio, billboards and TV would have tied it all together nicely.

Then again, they’d probably have had so many visitors that they’d run out of food.

The only disappointment: Someone being reluctant to co-sponsor light pole banners out of fear of associating his company’s name with the word “Jewish” due to rising societal anti-Semitism.

Despite such setbacks, food festival organizers anticipate great results, setting an excellent example for other non-profit fundraisers.

Get more information about this great event at http://www.sdjewishfoodfest.com

About that Walking Billboard…

jack-o-smashMoving to California in 2002, I immediately heard about the region’s famous “green flash” at sunset.

Over the past 14 years I’ve seen it exactly never, though I remain ever hopeful.

To compensate I drink lots of Green Flash beer. The only green I see through my bloodshot eyes is the stuff leaving my wallet to pay the barkeep.

So it was with a certain amount of relief that I saw a green flash at Tuesday morning’s Rotary meeting in Rancho Bernardo.

What I initially thought to be a hallucination, though, turned out to be whirlwind Realtor Sue Herndon. Her screaming green T-shirt was touting this Sunday’s Jack-O-Smash fundraiser at Poway’s SportsPlex.

As she talked about the fun times ahead and the charities being supported, I took a moment to notice the dozens of company logos represented on her shirt.

Their support of the PoVa therapeutic riding program, the Abraxas High School Transitions Program and PUSD’s special education foundation told me these are good corporate citizens, deserving of my respect and patronage.

Which, by one of those strange coincidences of life, was EXACTLY what they wanted me to take away from the experience.

Okay, I confess … when I put on a T-shirt I don’t necessarily think much about whose name or logo is on it.

Yet I recognize that my wearing that shirt has two implications. First there’s the obvious marketing message.

But there’s a second layer that subliminally ties my reputation to the organization and sponsors represented on the shirt.

In effect, my wearing that T-shirt is an endorsement of everything said on it.

Whoa! When did getting dressed become so complicated?

Here’s the thing: there are dozens of organizations worthy of your business’ support within a stone’s throw of where you’re sitting right now.

Beyond finding a cause you believe in to contribute to, you’ll also benefit by finding one where your contribution buys you space on their T-shirts.

For a few dollars you may be able to arrange to have hundreds of people using their own credibility, reputation, and network to market for you.

As you develop your 2017 marketing plan, set some money aside to help the community while helping yourself.

Admittedly this isn’t a fancy or high-tech communications strategy. But people DO pay attention to these things, and it can be effective.