Charity fundraiser PR tips (part 1): Pre-event success
October is officially Breast Cancer Awareness month reminding us about the importance of early diagnosis, preventative care, and most importantly, finding a cure. Cures require research and research require tons of money. Sandy Sponaugle , Founder & CEO of Platinum PR, a public relations, marketing, and events planning firm, has become a master at planning charity events designed to generate enormous donations. She notes one of the difficulties of holding a charity event is that there are so many charities and so little dollars. It is even harder now because of the challenging economy. For all BCA and other charity fundraisers to achieve optimal success, Sandy Sponaugle has offered her PR tips in a 3-part series of what to do before, during and after your fundraiser event.
The sponsors -- Charity sponsorships are when local or national businesses agree to attach their name, brand, logo to your event. It is a great way to increase visibility for your program while they secure goodwill and community-building for their brand. Sponaugle says it is important to have either an emotional angle or a strong business approach to convince them to come aboard. Either pull on their heart strings by reminding them we are all vulnerable or go right to their bottom line. Companies need vehicles to increase customer loyalty and build a community connection. This is the perfect way for them to achieve both.
The invitation -- Because the invitation is the first thing the potential donor will see it must convey the right look, feel and message. Sponaugle reminds us to make sure the invitation and theme are appropriate and consistent with the integrity of the charity and event. If you’re raising money for a breast cancer charity and you selected a classic white linen look in your invitation then have your event décor match with an elegant understated theme. If you are going with a '70s disco theme then the invitation should have foil, sparkles and really pop! Whatever you choose, attendees shouldn’t be surprised when they arrive. It can be a fun celebration or a more serious business event but the invitation and event theme must be a match.
The Auction -- Both silent and live auctions are one of the most anticipated parts of every event and can be very lucrative for the charity you represent. Businesses who contribute items, services or experiences will benefit through tax-deductions, community visibility in writing and your appreciation announced to the room full of people. Make sure you solicit auction items which are unique and desirable for your crowd to want to bid higher and higher. Sponaugle points out if most of your attendees are locals then make sure restaurant gift certificates or services of professionals are nearby. If you do a weekend getaway then package it up with transportation and tickets to an event in that same city. One-of-a-kind quilts, original artwork, autographs or VIP tours are also terrific because bidding goes up when items are exclusive and rare.
Check back soon for part 2: Event Success
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Charity fundraiser PR tips (part 1): Pre-event success
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