publication date: Oct 15, 2012
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author/source: Erika Racicot
Even though special events revenues don't make up a large
percentage of overall donations for charities, the role of these events in an
organization's development strategy is critical. Special events can raise
funds, cultivate relationships with donors and reach out to new, relevant prospects
such as young professionals in the first stages of relationship building with your
cause.
Events have rightly been considered as complex creatures
which require not only precise co-ordination but countless management and
administration hours. From planning the format of the event itself to sourcing
venues, branding, promotion, sponsorship, ticket sales, attendee tracking and
donor relations, they are not for the faint-hearted.
Fortunately, new technology offers you not only the ability
to market to a wide and previously untapped audience, but the ability to manage
the majority of events from the relative serenity of your own computer.
Social marketing
Due to the ease and cost-effectiveness of social media,
nonprofits have used it for their marketing efforts almost since its inception.
With the obvious advantages of potential instant global reach and the ability
to engage directly with followers as well as gauge public opinion and attitude
first-hand, it is undoubtedly a valuable resource.
Social media can also dramatically enhance the marketing of
events. With existing followers able to instantly share and actively promote
events to their own networks, an inspired core audience can generate an
exponential amount of interest.
There is also the ability to create content within the event
itself to prompt social media sharing and engagement. Its content will depend
greatly on the tone and subject of the event, but with the public's ability to
capture the fascinating and/or spectacular with a mobile phone and instantly
share, the opportunities for marketing don't stop at the opening speech.
These activities combined with blogging, video blogging,
podcasting and posting on message boards can create a huge amount of interest, often
with little outlay of resources, both human and monetary.
Web-based event platforms
Web-based platforms offering specific tools to help organisations
optimize fundraising efforts, have become a very popular alternative to traditional
methods. They can cover a wide range of tasks leading to significant reductions
in staff hours and cost.
There
are several to choose from, all offering variations of services and costs.
Eventbrite is an online service that people can use to create,
share, and join any event, whether it's a photography class with a local artist
or a sold-out concert in a city stadium. Eventbrite enables event creation,
promotion and ticket sales. It helps people discover events that match their
passions and lets everyone share the events they're creating or joining.
Pricing
2.5% plus $0.99 per ticket
plus one of four options.
- Standard Credit Card
Processing Fee: 3% of ticket value;
- Paypal: 2.9% of ticket value
+$0.30 per transaction;
- Google Checkout: 2.9% of
ticket value + $0.30 per transaction; or
- Authorize.net: varies.
Frendo is an online service providing
multiple tools for nonprofits, including a comprehensive ticketing system and
payment widget. It offers a 0% transaction fee on
EFT/ACH transfers
(bank to bank) for all online payments using Frendo's payment engine.
Pricing
Tickets
up to $20 have a $1 administration fee plus one of the payment options below.
Tickets
over $20 have a $2 administration fee plus one of the payment options below.
- 0% on EFT/ACH transfers (bank
to bank); or
- 2.95% on credit card
transactions.
Charity
Happenings is an online service provider offering a free ticketing
solution exclusively for nonprofits, associations, schools and general
fundraisers looking to sell tickets online.
Pricing
3%
of ticketing value plus $0.99 per ticket sold plus
- Paypal: 2.9% of ticket value
+$0.30 per transaction;
- Google Checkout: 2.9% of
ticket value + $0.30 per transaction; or
- Authorize.net:varies
The personal interaction with existing and potential donors
during a fundraising event can be invaluable. When technology can be used to creatively
market the event, streamline the administration processes and provide a
positive user experience, organizations can expect higher engagement and higher
profits.
Erika Racicot (@ErikaRacicot) is co-founder and
COO of Frendo.com, an online nonprofit services provider. She coordinates the efforts of
the Frendo team to develop systems that help nonprofit organizations optimize
their fundraising efforts.
