Converting your special event guests to program donors

Converting Your Special Event
Guests to Program Donors
Deborah Spector, President
Creative Solutions & Innovations
deborah@creative-si.com
www.creative-si.com/blog

| www.creative-si.com | 404.325.7031

Your nonprofit just completed a
successful special event!


Post-event check list

 More than 350 guests attended the special
event
 The entertainment was great
 The silent auction was a success
 The new awards program was well-received
 You had great media coverage
 You beat your financial goal!

Now capitalize on your success!

Convert your special event
guests into program donors.


First Step

Be sure that senior staff & board members are going in
the same direction
& are committed to converting special event guests into
program donors!


Special Event Timeline*

*Contact deborah@creative-si.com for special event timeline template


Action steps before event
 Update timeline & add post-event action steps:
 Post-event surveys
 Invitations to signup for e-newsletters
 Announce updates on programs & volunteer opportunities
 Send personalized thank you notes with hand-written note
from event chairs
 Update CRM database:
 Identify interests and connections
 Research Google & social media sites
 Update contact information
 Identify personal contact within organization


Action steps before event #2
 Create event micro-site or update website
 Add electronic RSVP & payment services
 Include information about your mission & vision to auto-
responder thank you.
 Update your website and e-newsletter on what programs
your special event supports.
 Update communications plan including Social Media
 Update social media sites
 Activate online communications
 Create online press room
 Invite guests to like you on Facebook & join you on LinkedIn
 Update YouTube site

Action steps before event #3

 Hold a brainstorming session with leadership
 Identify new guests prospects
 Share knowledge & relationships to guests
 Volunteer to serve as ambassadors at event
 Choose 5-10 guests to personally invite to event
 Be involved in developing seating chart


At the event

 Your board members act as hosts.
 Ambassadors interact with their ‘target’ guests and where
possible join them at their tables.
 Signage recognizes sponsors & includes mission statement.
 Printed programs and other materials describe your programs
& projects.
 Be sure all materials have contact information to a person,
e.g., development director or program director.


After the event
 Send personalized thank you notes.
 Arrange for board chair or event chair to sign.
 Ask ambassadors to send a separate note to their invitees
on personal stationary.
 Hold a post-event meeting
 Share knowledge about guests and possible links to
programs
 Identify guests for further cultivation
 Identify ways to stay in touch with key guests
 Invite them to special lectures & other targeted programs
 Include in your annual campaign with personal invitations


Keep the story alive
Social media initiatives should live on, extending the
life of your events. Social media makes it easier for
you to reach out to attendees, volunteers &
sponsors to keep them engaged.
 Event website:
 Your event website serves as the hub for your event and after-
event activities
 Post awards
 Post photographs and a link to download and/or purchase
 Embed YouTube presentations
 Provide easy to find links to your social media sites.

Keep the story alive #2
 Facebook
 Launch an event page & keep live after the event.
 Continue building your community by inviting people to Like
your page.
 Feature your sponsors & post their comments on their event
participation.
 Provide event recaps in photos and videos.
 Thank participants, sponsors, volunteers.
 Quote participants about their experiences.
 Post a recap e-newsletter
 After the event turn your friends into activists for your cause.
Make sure you focus on opportunities to be engaged.
 Link to YouTube presentations from the event
 Share your successes.

 Twitter
 Create a Twitter hashtag for your event.
 Share relevant information/content about your organization.
 Put links to your event in your tweets.
 Build engaged community before and during your event.
 Invite people to retweet information on your cause.
 Say thank you to people who retweet your post.
 Set up twitter to post tweets to your Facebook event page.
 Tweet links to event videos, & testimonials.
 Keep up your presence with meaningful information on your
cause.
 Continue to build an interested community.
 Link to YouTube presentations from the event.

 LinkedIn
 Create a group for your organization.
 Post information about your events in your group.
 At the same time, foster robust discussion groups and
encourage members of your group to join the discussion
 Link to YouTube presentations from the event
 Share your successes


Be Realistic!
Analyze the reasons people came to your special
event. Stay focused on building community:
 Were guests asked by a friend? Were they part of a
corporate table?
 Realize cultivation will be more difficult unless you identify
a connection.
 Regardless, find ways to stay in touch and involve.
 Do they support your mission? Are family members
touched by the issues you address?
 Invite to on-site visits and lectures with leading authorities
in your field.
 Provide links to resources.


Resources In The Spotlight
www.creative-si.com/in-the-spotlight.html

POWERPOINT PRESENTATIONS -
 Communications – Getting Attention & Enhancing Your
Reputation
 Loud & Clear - Successfully Marketing Your Nonprofit
 Fundraising Without Special Events? No Way!
 The Power of Sponsorships!
 Promoting a Film Festival in 3 weeks!
 Special Events during Turbulent Times
 Role of the Board & Successful Fundraising Techniques


Converting your special event guests to program donors

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Converting your special event guests to program donors