Home » Event 360 Blog
Most of us feel like we don’t have time for a shower, or to make our beds, or to even exercise (despite all of the evidence that it is good for us). So even though I know that keeping up on the latest trends in event fundraising and marketing is critically important, it often falls to the wayside as tactical necessities take over. Luckily for you (and me) my coworkers at Event 360 have read and recommend some great books. Here are three that you (and I) should read. And before we all declare, “I don’t have time to read,” remember that as little as a page per day will get you through any book.
We’ve all seen it time and time again: the loose change collection jar or the dollar treats in the break room with a “support our charity walk team” sign. We feel good by giving back, and we also feel like we are doing something for our workplace. But donating a dollar only goes so far – how do you make the leap and ask your employees to volunteer an afternoon or even a whole day?
Corporate volunteerism takes a lot of time, effort and several resources, there’s no doubt about it. But what could be better PR than a group of 10 of your employees sporting their red “Bank of America” t-shirts and volunteering at a pit stop5K race where 10,000 people will see them? Sounds like a no-brainer to me.
Bank of America has emerged from the global financial crisis with a streamlined cause marketing and sponsorship program.
The bank's Charles Greenstein, senior vice president and global sponsorship marketing executive, highlights the evolution of its sponsorship program, including the rollout of Express Your Thanks, a program that generated $250,000 for the Wounded Warrior Project, in an interview with IEG's Sponsorship Report.
This year’s Super Bowl date has been indelibly marked on the calendars of millions of Americans for some time now. Not only for the diehard fans, but for those close to them and even those who just watch the commercials, “Super Sunday” is akin to a national holiday.
But it didn’t occur to me that there was a connection between event fundraising and Super Bowl Sunday until I received a very creative email from the Illinois Division of the American Cancer Society with the subject line: “Dream BIG on Super Bowl Sunday.” This email marketing campaign was a Super-Bowl fueled special offer that asked people to register on February 3 for their 2013 Walk & Roll fundraising event (immediate relevance = using a sporting event to promote another sporting event). The subject line and body copy helped create a connection to the Super Bowl: “Join us on the field by registering for a 2013 Walk and Roll event by Sunday, February 3rd and be entered into a drawing to win a $50 gift card from Amazon!” Think of this email when promoting your own events. Tie-ins can inspire registrations and donations if they are relevant, well written, and offer incentives.
We’ve all been there. As marketers, we work hard on a given campaign or fundraising event with focus and dedication. And then suddenly, it seems, the job is done. For the past two years I have served as a volunteer race director for the North Shore Cancer Run, a local 5K race that raises funds to benefit cancer patients. The planning starts a year in advance, goes by quickly, and then it’s race day and everything comes together—the hard work has paid off. But, as the last runner finishes there’s a sense of, “now what do I do with myself?” I call this the “post-event blues.”
In 1983, the words “cause marketing” came together to describe a breakthrough promotional idea linking the American Express card to the restoration of the Statue of Liberty. Every use of the card triggered a small donation to restore the luster of our nation’s beacon of freedom.
The idea was revolutionary and marketers watched closely. Could a company partner with a cause to create interest for a product, for a brand, for an entire company? Could alignment with a social issue create a new narrative, drive preference and, ultimately, influence sales?
Since the adoption of the pink ribbon to broadcast status as an ally in the fight against breast cancer, cause-branded products have exploded. Many brands are pushing this model beyond one-off products to create full cause affinity platforms. The product then becomes just one element of a larger partnership with charity.
In this article, I'll show you some bad email fundraising and marketing practices, how you can improve online relationships, and how to avoid unsubscribes.
This morning when I opened my email, the first two messages I read were transactional emails (emails facilitating, competing or confirming a previously agreed upon transaction). The first was a post-event email from a fundraising walk I had registered for, and the second was from an airline about a recent flight I had taken. The email from the airline had a compelling subject line, excellent personalization, interesting content, a strong call-to-action, strategic use of graphic design, and easy to find social icons. The event email, well, didn't.
Just when I thought social media was hitting its marketing stride, our friend Beth Kanter posted a recent article on her Facebook page by BBCnews.com co-founder and journalism professor Alfred Hermida, in which he declares the now ubiquitous phenomenon is about to become – ready for this? – “boring.”
Is your event advertising engaging or persuasive?
The suggestion that the creative and emotional content of your advertising might materially impact its effectiveness is not new, but until recently there was little data to support this claim.
In a recent blog post, 7 Totally Surprising Brain Tricks to Sell Your Cause, Katya Andresen of Network for Good highlights examples from neuromarketing expert Roger Dooley’s new book Brainfluence on the role of emotion and creativity: