Non-profit event marketing is not too different from any other. Of course, no two events are the same, and there will be specifics related to your next one. Yet you can apply many of the same principles, with some variations sprinkled around to make your charity gig go off with a bang.
Like any other event, though, a non-profit function relies on various tasks to get going. From using social media to creating a countdown campaign, here are a few handy suggestions.
Spread the Word About the Event
Word of mouth is one of the most powerful tools you have. But just getting people talking can be quite the challenge. An event, especially a non-profit or charity gig, needs to capture the imagination. There are the typical traditional media you can use, which are quite effective. These include poster and flyer printing, radio, and, of course, local TV. Yet, with our reliance on smartphones these days, videos and live streams may appeal more to the younger generation.
Use Good Old Social Media
People of all ages use social media platforms like X, Facebook and Instagram. These are pretty reliable and powerful when it comes to capturing people’s attention. To get it right, a digital marketing agency can be a massive help. But why would you add this extra cost to the budget?:
- You can use Eventbrite or even Facebook to create an event page
- Creative use of hashtags can get the target audience interested in your event.
- Influencers can be a compelling way to spread the word about your non-profit event.
Of course, professional marketing through social media platforms will cost. However, it doesn’t hurt to ask for a discount or even free service. Many established marketers and social media influencers will waive their fees if they feel they are doing something for a good cause.
Plan for Non-Profit Event Marketing
Planning is crucial to any event going smoothly. There are so many things you need to consider, and statistically, a lack of planning is the number one cause of event failure. At the very least, a content calendar should be used to keep tabs on tasks that must be done. Being a non-profit event, money isn’t plentiful, so work with an advisor to ensure the budget allocation stays on track. Also, consider how many guests will be coming and whether the location is easy to get to.
Tell the Most Compelling Stories
People need a compelling reason to part with their money at a charity event. However, most will also reach for their wallets and donate if they feel your cause is worthy. Always inform people of the reason for the existence of the organization and what your overall mission is. Give examples of why what you are doing matters using creative and emotional storytelling, but never lying. It also helps to inform guests how their money is used and the impact their fundraising makes.
Create Engaging Content
It doesn’t matter how well-intentioned your cause is, people won’t care if they don’t feel engaged. So how do you engage with people? This is typically easy to do these days and it mostly relies on content. Most people are glued to their phones absorbing rich media these days. Engaging content in the form of videos, powerful images, sound bites for podcast listeners and even blog posts are the most impactful. Genuine stories will also be more compelling.
Non-Profit Event Marketing via Local Business
Local businesses can be your best friends when promoting an event, especially for a charity. Many will be delighted to be attached to a good cause because it makes them look good. Some can be apprehensive, though. However, there are always good reasons to use local businesses:
- Local businesses can offer prizes and goodies for money-raising auctions.
- Being associated with your event helps with their own small business marketing.
- You can ask for free services, such as catering, that will expose them to new clients.
- Local business owners can be a good source of information on community needs.
- Business owners in the area can become ambassadors for the event.
Getting local establishments involved in your next charity event will have a positive impact on the community. Local owners usually have their ears to the ground and can be fonts of knowledge. Mention that their involvement will boost their stature in the community.
Enlist Ambassadors for the Event
Ambassadors are mentioned above, and local business owners are a great example. But how can you go about recruiting ambassadors for your good cause, and why? Ambassadors are officially affiliated with your charity. They can help spread the good word about what you are doing and why. It helps to recruit individuals with wide networks within communities and industries. These volunteers can also promote your event offline and online in various ways.
Offer Attractive Incentives
People need a reason to do something at the best of times. So, how can you get people to attend an event that might potentially cost them money? This is the tricky part and one that requires the most focus. You can encourage signups for your event using Earl registration ticket discounts, prizes from things like raffles, and simple exclusive merchandise giveaways. If any VIPs will be in attendance, you can also capitalize on their names as a unique part of the event.
Track Non-Profit Event Marketing Metrics
Almost 8 million companies worldwide use analytics. Yet data goes mostly unused, even by some of the world’s largest companies. However, data can be your best friend when planning an event. For example, in the early stages of promotion, you can use data analytics tools to track how many registrations you have. You can also monitor the effectiveness of marketing by tracking website visits and on-site engagement and making adjustments to your campaign.
Tease with a Countdown Campaign
One of the oldest tricks in the book for marketing an event is also one of the most powerful and simplest. A countdown timer to a reveal or an event start engages people on their most basic levels. You might be apprehensive, but here are some reasons why a countdown works well:
- A countdown creates a feeling of scarcity, piggybacking on FOMO.
- Counting down to an event generates interest, mystique, and curiosity.
- You can also create a sense of urgency that pushes attendees to register quickly.
Countdown timers are powerful when it comes to marketing and promotion. The great thing about them is you can even use them across multiple platforms. Your official website, social media platforms, and even an app, if you have one, are popular placements for countdowns.
Don’t Forget About Virtual Attendance
Having full attendance at an event is an excellent result. But what about people who can’t make it but still want to be part of something special. You can make extra money for your cause and appeal to a wider audience with virtual attendance. The great thing about virtual attendance via live streaming or even VR, is that it is pretty much unlimited. You can promote this to reach a potentially massive audience who can enjoy your event and take part from their own homes.
Summary
Spreading the good word about your next charity gig requires excellent non-profit marketing methods. Planning, compelling stories, and local community involvement are critical. You can use these in various ways through creative media, engaging content, and local businesses.
Of course, tracking all aspects of the event is required so you can make adjustments to increase traffic and attendance. Incentives, countdowns and even virtual attendance options might help.
