How to Promote a Nonprofit Event that People Actually Attend
Planning a nonprofit event can feel overwhelming, especially when you’re working with a small team and limited resources. However, with careful planning and a clear focus, you can host a successful event that advances your cause. Here’s a straightforward guide to help you navigate the process.
Define Your Event’s Purpose
Before diving into logistics, clarify the primary goal of your event. Are you aiming to raise funds, increase awareness, recruit volunteers, or build community relationships? Having a clear objective will guide your planning and help measure success.
- Identify the Core Reason: Ask yourself, “Why am I hosting this event?” Is it to raise funds, increase awareness, educate, or build community?
- Write a One-Sentence Mission Statement: Summarize the purpose in one sentence that everyone on your team can repeat.
- Align with Your Organization’s Mission: Make sure the purpose directly supports your broader goals.
- Check for Relevance: Ask yourself, “Does this event actually move the needle for my cause?”
- 🔧 Task: Draft a mission statement for your event and make sure it ties into your organization’s bigger picture. Refer to your Incubator Blueprint.
Set Clear, Achievable Goals
Establish specific targets for your event, such as the amount of funds to raise, the number of attendees, or new volunteers to recruit. Clear goals provide direction and motivation for your team.
- Define Success Metrics: Is success based on attendance, funds raised, or community impact? Be specific.
- Set SMART Goals: Make your goals Specific, Measurable, Achievable, Relevant, and Time-bound.
- Break Goals Down: Create mini-goals that lead up to your primary objective, like securing a venue, booking a speaker, or promoting the event on social media.
- Include Your Team: Even if it’s just one or two people, get input and buy-in to make sure everyone’s on the same page.
- 🔧 Task: Write down at least three measurable outcomes you want to achieve and assign them deadlines.
Understand Your Audience
Identify who you want to attend your event. Understanding your target audience’s interests and preferences will help tailor the event to attract and engage them effectively.
- Create an Attendee Persona: Define your typical attendee’s demographics, interests, and motivations.
- Survey Past Participants (if applicable): Get feedback from previous events to see what worked and what didn’t.
- Research Similar Events: Check out similar events hosted by others and analyze their turnout and engagement strategies.
- Segment Your Audience: Identify different groups within your audience and tailor messaging for each.
- 🔧 Task: Draft a profile of your ideal attendee and outline what value they’ll get from attending your event.
Develop a Realistic Budget
Outline all potential expenses, including venue costs, marketing materials, permits, and refreshments. A detailed budget ensures you allocate resources wisely and avoid unexpected costs.
- List All Expenses: Include venue rental, permits, marketing, tech, food, and any honorariums for speakers or performers.
- Factor in Hidden Costs: Think about insurance, cleanup, or contingency funds.
- Research Vendors: Get multiple quotes for major expenses like venues or catering.
- Revenue Streams: Include ticket sales, donations, sponsorships, and crowdfunding.
- Track Expenses: Set up a spreadsheet to log every expense and projected revenue.
- 🔧 Task: Create a simple budget spreadsheet that tracks costs, income, and your net profit/loss projection.
Choose the Right Type of Event
Select an event format that aligns with your goals and appeals to your audience. Here are some options:
- Workshops or Seminars: Offer educational sessions on topics related to your cause. These events position your organization as a thought leader and provide value to attendees.
- Community Gatherings: Host informal meetups to build relationships within the community. These events foster a sense of belonging and can lead to increased support.
- Fundraising Galas: Organize formal events to raise funds through ticket sales, auctions, or donations. Ensure the event reflects your organization’s mission and appeals to your donors.
- Volunteer Drives: Plan events aimed at recruiting new volunteers. Provide information about your cause and how individuals can get involved.
- Consider Your Audience: Tailor the event type to what your audience enjoys and supports.
- Leverage Your Strengths: If you have passionate speakers, go for a panel. If your community is artsy, an exhibition might work better.
Plan for Accessibility: Make sure your event format doesn’t exclude people based on ability or income. - 🔧 Task: Brainstorm at least three event formats that fit your purpose and audience, then weigh the pros and cons of each.
Plan and Promote Your Event
Create a detailed plan that includes timelines, responsibilities, and promotional strategies. Utilize social media, email newsletters, local community boards, and partnerships with other organizations to spread the word. According to Eventbrite, announcing your event early and offering early-bird discounts can significantly boost attendance.
- Create a Promotion Timeline: Start promoting at least 6-8 weeks before the event. Break down your timeline into phases: announcement, early bird, final push.
- Leverage Social Media: Create an event page on platforms like Facebook or LinkedIn and post regular updates. Use countdown posts, behind-the-scenes content, and speaker highlights.
- Email Marketing: Send targeted emails to your mailing list with RSVP links and shareable content. Follow up with reminders as the event date approaches.
- Cross-Promote with Partners: Team up with aligned organizations <cough>The Foundry Directory</cough> or local businesses to expand your reach. Offer them exposure in exchange for promoting your event.
- Tap Into Community Calendars: Post your event on community sites, local newspapers, and event aggregation platforms.
- Use Visual Content: Eye-catching graphics and videos can boost engagement—create templates for social media posts to keep your branding consistent.
- Offer Incentives for Early Registration: Discounted tickets, exclusive access, or freebies can drive early sign-ups.
- Track Promotion Performance: Use analytics tools to see which platforms are driving the most engagement and adjust your strategy accordingly.
- 🔧 Task: Draft a promotion calendar that breaks down each promotional effort week by week. Assign tasks to yourself or your small team to stay organized.
Engage Attendees During the Event
Ensure your event is interactive and engaging. Incorporate activities that encourage participation, provide networking opportunities, and share compelling stories about your organization’s impact.
- Welcome and Set the Tone: Greet guests personally if possible, and open with a brief message that reiterates the purpose and goals.
- Create Interactive Moments: Use Q&A sessions, polls, or live chats to get attendees involved.
- Have a Social Media Wall: Display live tweets, Instagram posts, or Facebook mentions using a specific hashtag to encourage social sharing.
- Facilitate Networking: Offer structured networking sessions, icebreakers, or breakout groups to help people connect.
- Capture the Moment: Designate someone to take high-quality photos and videos for post-event content.
- Acknowledge Contributions: Publicly thank sponsors, volunteers, and key supporters throughout the event to build goodwill.
- Provide Real-Time Updates: If your event spans several hours or days, keep people engaged with schedule updates and reminders.
- Include a Call to Action: Before wrapping up, clearly tell attendees how they can stay involved—whether that’s signing up for a newsletter, following on social media, or attending future events.
- 🔧 Task: Make a checklist of engagement tactics and assign roles to ensure each one gets covered during the event.
Follow Up After the Event
After the event, reach out to attendees to thank them for their participation. Gather feedback to understand what worked well and what could be improved. This follow-up fosters relationships and provides insights for future events.
Common Mistakes to Avoid
- Lack of Clear Objectives: Without defined goals, it’s challenging to measure success or focus your efforts effectively.
- Insufficient Promotion: Relying solely on word-of-mouth can limit your event’s reach. Utilize various marketing channels to maximize visibility.
- Ignoring Budget Constraints: Overspending can strain your organization’s resources. Stick to your budget to ensure financial sustainability.
- Neglecting Post-Event Follow-Up: Failing to engage with attendees after the event can result in missed opportunities for building lasting relationships.
- Send a Thank-You Email: Within 24-48 hours, send a sincere thank-you message to everyone who attended, with highlights and a link to any recordings or materials.
- Gather Feedback: Include a quick survey in the follow-up email to get insights on what went well and what could improve.
- Share Event Recap Content: Post photos, videos, and testimonials on social media and tag attendees or partners to extend your event’s reach.
- Acknowledge Impact: Let your audience know how their participation made a difference—share statistics, funds raised, or stories of impact.
- Promote Your Next Move: Whether it’s another event or a new project, let people know how they can continue supporting your cause.
- Stay Connected: Keep the conversation going by encouraging people to join your community or mailing list if they haven’t already.
- Send Personalized Follow-Ups: For key stakeholders, send a more personal message thanking them for their specific contribution or participation.
- 🔧 Task: Draft a follow-up email template that you can customize for different attendee segments, including donors, volunteers, and general attendees.
Leveraging The Foundry’s Event Features
To streamline your event planning and execution, consider utilizing The Foundry’s event management tools. With features designed for small teams, you can efficiently organize, promote, and manage your events, allowing you to focus more on your mission and less on administrative tasks. It’s free to start.
Level up to the paid plan when you know you can hit at least $2,500 in ticket revenue so you can cut your platform fees by 4%.
Remember, successful events are built on clear objectives, thorough planning, and genuine engagement.
