Meaningful Events Benefit Nonprofits - 7 Reasons Why!

Here are seven reasons why it is critical for nonprofit organizations to invest in special events:

1. Mission Fulfillment: Events provide a perfect opportunity to educate attendees about your mission in new and creative ways.

2. Community Building: Your constituents see the events you produce as adding value to their lives. Plus, special events allow the beneficiaries of your mission (customers, members, sponsors, donors, etc.) to celebrate and create community together. Besides…everybody loves a party!

3. Gate Revenue: Well-managed events can provide a profitable revenue stream in ticket sales alone. And don’t forget about gift shop sales, possible volunteer operated fundraising efforts (silent auctions, etc.), and vendor commissions.

4. Media Coverage: Given the 24-hour news cycle, and the explosion of media outlets, events can provide a tremendous opportunity for press releases, and with good follow up - news coverage. Also, don’t forget to plan on how you will cover your own event for the organization’s on going social media marketing efforts. Remember…you’re a media outlet too!

5. Sponsorship Sales: Ok, so your well-promoted, well-run, event is a huge success because you’ve communicated with and served the beneficiaries of your community. Another term for this self-selecting group of people is a “target market.” Here is the opportunity: Ask yourself who else wants to reach this market? Now sell them sponsorships!

6. Facility Awareness: It’s amazing how many locals don’t visit area attractions except when there is some kind of special event. In other words, events give you a chance to connect with new customers. Also, if you make your facility available for rent to the public, events can demonstrate what you can do for private parties. Don’t forget subtle reminders that your facility is available for rent.

7. Development Opportunities: I’ve said it before; the people at your event are self-selecting. Your event has the things these people want. Make a plan on how your team will ask for help. Is it for dollars? How about membership? In-kind support? Do you think one of these people might be a board member? Let me be clear…Make The Ask! At least, don’t forget to ask for contact information.

If you’ll read the first sentence of this post again, you’ll notice I said that nonprofits should “…invest in special events.”  Good investments require a rate of return; so, after the event, make sure your staff (and maybe a few of your beneficiaries) performs an evaluation of the event. Look at the income statement, mission success, public relations and potential for growth.

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Here are some fun events I had the opportunity to manage at the Western Museum of Mining & Industry:

  

A Little Direction:

Remember, your beneficiaries have come to your event for a reason. Make sure they know what to do. In this case, I was oveviewing the day for a group of 50. Does you event need signage? Greeters? Think about a map or schedule of events – a souvenir with links to your web platforms.  

Inter-generational Experiences:

 

Involve the whole family and build a community for the future.

All About Animals:

If you have animals, include them in the activities. This was a Burro Birthday Party! Make sure your guests learn about your commitment to the animals and what it costs to care for them.

Back In Time:

Think about the different facets of your mission and use events to cover something you don’t do everyday. Here’s a chance for your education, marketing and development staff to breakout of their paradigms.

Good Volunteers:

Your volunteers love you! Nonprofits should use their volunteer’s passion to leverage events. They can direct your guests, become educators, or in this case…be a chauffeur (Steve even brings his own tools. Visit Steve's blog for fun tractor stories.)!