Creating an Effective Media Campaign and Attracting Event Sponsors

Featuring AmFund's Deborah Marshall & Kalley Dunn

Transcript

1. Creating an Effective Media Campaign & Attracting New Event Sponsors Featuring: AmFund’s Deborah Marshall & Kalley Dunn
2. Today’s Topics Storytelling Communication through all Mediums Sponsorship/Marke ting Proposals Social Media Marketing and Analytics
4. Why a Story? • All decisions are emotion based and logic supported. It’s your point of connection with your staff, your board, your patrons, your volunteers and the public at large. • Involve staff and your board in strategy sessions about your why. • Once you have your WHY then communicate it! Give your staff context for communicating it! Give opportunities to your Board members to articulate their STORY and how it links to your organization’s WHY. • Your entire team acts as megaphones on their personal outlets. • By taking the time to provide additional training, you can ensure the messages being shared conform to your organization’s STORY. • Having an all staff retreat or immersion is a great way to accomplish this!
5. MEDIA
6. Know Your Mediums Whether it’s print, radio, television or social media – each have unique opportunities for getting your nonprofit message out to broad and targeted audience.
7. Print • Know your resources. • Is your story local, regional, national? • Prepare a compelling Press Release. • Meet with the Editorial Board. • Inquire about the best person to pitch story ideas to – social, straight news, sports, etc.
8. Press Kits • If you are hosting a press coverage event, take the time to prepare a fact sheet for the reporter by creating a press kit. • Don’t say you have written much of the story for the reporter – that will not be received well. • Provide important factual information. It will go a long way to building the story. • Include your press release, information about your organization, some compelling stories and answers to FAQ.
9. Media Day For traditional mediums, consider hosting a Media Day where you provide tours of your facilities, opportunities for the media to hear firsthand from patrons, pets and/or people you serve.
10. Radio •PSAs • Guest Speaker Opportunities • Web Based Broadcasts
11. Television • Identify the compelling story • Help with appropriate “B Roll” footage • Be prepared with live action opportunities that demonstrate the story of your organization • Identify in advance good “on camera” resources to tell your story.
12. Reporters’ “Go To” Person • Don’t be fearful of reporters. • Become a reporters’ best “go to” person for your field. • In other words, when there is a question that is germane to the nonprofit arena, be the person they reach out to first as a trusted source.
13. Quantify your IMPACT based on your why
14. Quantify your Sponsor’s IMPACT based on your why
15. Did you know? •91% of GLOBAL CONSUMERS ARE LIKELY TO SWITCH BRANDS TO ONE ASSOCIATED WITH A GOOD CAUSE. 61% OF CONSUMERS ARE WILLING TO TRY A NEW BRAND OR ONE THEY’VE NEVER HEARD OF BECAUSE OF ITS ASSOCIATION WITH A PARTICULAR CAUSE. 50% OF GLOBAL CONSUMERS SAID THEY WOULD BE WILLING TO REWARD COMPANIES THAT GIVE BACK TO SOCIETY BY PAYING MORE FOR THEIR GOODS AND SERVICES. *according to a Corporate Social Responsibility Study by Cone Communications and Echo Research
16. YOUR SPONSORSHIP CAN IMPACT LIVES TODAY! $10,000 ∙ Disaster relief kits to 200 individuals ∙ School supplies for 100 students ∙ Feed 30 families for 6 months ∙ Clothing & shoes for 250 children ∙ VIP visit for 20 of your team members ∙ Virtual Family Adoption ∙ Banner on all social media posts $5,000 ∙ Baby basics for 65 moms in shelters ∙ Safe heating for 20 families ∙ 100 family food boxes $2,000 ∙ 6 months of diapers ∙ 1 year of school lunches ∙ 20 Braille textbooks
18. Sponsorship Engagement Tactics •Sponsorship is serious business—but it doesn’t have to be BORING! •Start a friendly competition between your sponsors (think Peer to Peer) •Involve your sponsors in planning for next year’s event. Examples include: signature cocktail naming rights, photo booth prop sponsor, swag bag sponsor etc.
19. Marketing Your Campaign to Sponsors • Turn to social media—embrace the different platforms to get your message front and center! • Develop a marketing plan and get each internal department on board (hopefully you already have this foundation) Overlay it with a press release calendar for major announcements and fundraising events---your calendar will end up like an onion—the more layers the better! • Research your target sponsor audience (this is not your other nonprofit friends). Look at the population you serve, where you are located, and the donors that you want to attract to your organization. • Make sure your messaging is making an impact—How can “the reader/viewer” benefit from the information being shared? What’s the “hook”?
21. Our Best Opportunities are Ahead! Use your new-found knowledge and tools to create a larger donor base, a broader reach and add value to your fundraising opportunities whether virtual, hybrid or in-person event.
23. Stay in Touch with Auctria @auctria Email: hello@auctria.com FB Group: Auction Team Talk auctria.com