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Step By Step Fundraising NewsletterDecember 2005
- Feature Article: Annual Fundraising Events Generate Publicity Welcome to the Step By Step Fundraising newsletter for December! The end of the year can be quite busy, both personally and professionally. Are you feeling the crunch yet? Okay, I know you're probably as busy or busier than I am! So I'd like to offer two strategies to make the most of your time...
Get Prepared - Get Fundraising Information NowIs your group going to do a fundraiser next year, but haven't started planning yet? Ordering information by mail and printing out articles of interest will help you get prepared for planning fundraisers. Even if you don't have time now to read through it all, it's great to start a file that you can turn to when you have some free time to read further. It takes just a minute to order free information about product sales fundraisers such as magazines, chocolate, scratchcards and cookie dough. You'll then be ready to go for your spring fundraisers: Order a Free Info Kit
How about fundraising events?Here's two articles from last month about fundraising
events, including printer friendly pages. These are a good foundation
for what I'll be talking about in today's newsletter: Comedy Show Raises Funds for Children's Hospital or PDF Printer friendly version
Feature Article: Annual Fundraising Events Generate PublicityClick here for PDF Printer Friendly Version of This ArticleWhile many fundraising events may not be incredibly profitable the first time out, keen fundraisers can spot an event that has future potential. One of the advantages of hosting annual fundraising events is their ability to generate publicity for the cause and raise more money over time.
The Comics For Kids event benefiting Rainbow Babies and Children's Hospital in Cleveland, Ohio is an example of how publicity for an event grows each year. Because of increased participation and a record of past success, it becomes easier to gain media attention for the next year's event.
Out of curiosity 72-year-old Joseph Bates brought a family heirloom, an 18th century landscape painting by British artist Richard Wilson. Much to everyone's surprise the painting was given a estimated value of $100,000. This unexpected treasure was a stroke of luck not only for the painting's owner, but also for the Symphonia League. It generated local press after the event including a newspaper article which brought increased attention to the organization itself. The effect of this publicity is literally double. Next year the organization can capitalize on this attention by repeating the story in its press releases and advertising. First time attendance will likely increase because of those who'd like to be the next to discover treasures in their own attic.
While holding an event annually is by most accounts a great strategy, after a few years the event may lose some of its appeal both to the audience and the media. Adding a new twist on an old event is a great way to stir up publicity. The North Texas Rehabilitation Center in Wichita Falls has been hosting the popular Texas Ranch Roundup for 25 years. It's a rodeo style event where actual working cattle ranches compete for prizes and bragging rights. In 2004 the organization was approached by a British filmmaker who wanted to utilize the event as part of the premise for a reality show. A group of Londoners left their usual jobs as bankers and lawyers and lived like cowboys on a Texas ranch for two weeks. The team of city slickers learned the tricks of the trade and then competed in the rodeo in events such as calf roping and barrel racing. Since the participants were training for two weeks prior to the event this provided an even greater publicity opportunity. Newspaper articles and television spots were featured throughout those two weeks leading up to the rodeo. This provided a series of interesting articles for the newspaper which at the same time encouraged readers to purchase tickets to the show. (As a side note it's unfortunate that both the stories about the Symphonia and the Rodeo are not archived online. Always post your press releases, articles and event photos online so the publicity will continue to work for you well after the event is over!)
In conclusion, holding fundraising events on an annual basis increases the possibility for publicity for both the event and the cause it represents. Capitalizing on unusual events and adding a new twist each year will help keep the publicity coming.
To Your Continued Fundraising Success,
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