Ch-ch-ch-changes

And thanks for your response. Our team learns from you every bit as much as you learn from us. All the best!

Thank you so much for your insightful response to my question. I love your overall approach to donor relations as well as the five very practical tips for event promotion. The "conflicting views" I referenced earlier are primarily related to advertising -- print (mail/flyers/newspaper) vs. electronic (email/social media). Our staff and event committees are frequently divided in opinion on the best way to spend our advertising dollars. But based on your five tips, I feel you confirmed my own thoughts that there is still a need to do both. Thank you again for sharing your valuable expertise. I look forward to reading your future posts.

Hi April, nice to "see" you! ...For starters, I'd love to hear what conflicting views you've heard about. Would you share?

You're right, driving attendance is essential to an event's success. But let me add that I'd rather have 200 informed, engaged and committed attendees at an event who come ready to spend money than 400 people who are learning about you for the first time.

Please note the words I chose: informed, engaged and committed. The only way you get your guests to that place is with a communications plan that shares with them your school news throughout the entire year--the good and challenging. You can do this via direct mail, e-blast (personalize it with the person's name), your website (an absolute must!), or via Social Media.

How then to engage? Offer your donors a place to share their perspective about your work--perhaps a spot on the event planning committee, perhaps via a small focus group, perhaps a call to ask for their advice or perspective. Find ways to interact throughout the year. Are you good at thanking your donors in a personal way? This is another great excuse to call and chat with your donors, or meet with them over a cup of coffee.

After my years in Development work, I have found the above to favorably impact a person's commitment and willingness to volunteer their time, to give their financial resources, and to be present when fundraising events come around.

Once the rest is in place here are five cost-effective tips for event promotion: 1) Send a "Save the Date" post card several months in advance of your event (make sure it's small enough size-wise to qualify for postcard stamps). Why a post card? Because no one is going to clip a letter to their refrigerator for an extended length of time. 2) If you have events throughout the year, be sure to have event flyers in hand to pass out for the next event in your roundup. 3) Build a strong committee to help plan and promote your event. They can share event news from your Social Media and email to their own; put up posters at key places; and of course, invite their own friends to the event--another benefit of a large committee. 4) Take advantage of critical mass. Have a student theater or concert production? Include an insert about the event. Sporting event? Get a beloved and enthusiastic spokesperson on the PA system to share the details. You get the picture. 5) Get the kids involved. Yes, the kids. Offer them the chance to write a note to invite their parents to come. You are a school. They are your key constituents. Taking some ownership of an event that impacts their school does two things: a) It helps students feel like they have an important role in school giving, and b) it proves to their parents that their kids are invested and that they should be, too.

Good luck!

Promotion, promotion, promotion. We all know promotion is essential to a successful event, but there seem to be conflicting views as to the most effective ways to draw a crowd. Obviously budget is a factor for non-profits. And all the buzz now is about social media marketing. I would love to hear your perspective about the most cost-effective ways to reach our target audience and draw bigger crowds to our fundraising events.