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2014 an eventful year sw

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educellc.com   Leveraging  Campaign  Events  to  Move  Message  and  Money   1   An  Event-­‐full  Year:     The  Strategy  Behind   Successful  Events   Lynne  Wester  &  Sarah  Winkler  
educellc.com   Yawn…  WADITW   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   2  donorrelaHonsguru.com  
educellc.com   In  the  span  of  a  Calendar    Year:   •  Homecoming   •  Reunion   •  Board  Mee1ngs/Retreats   •  Commencement   •  Spor1ng  Events   •  Giving  Society  Events   •  Alumni  Awards   •  College/Unit  Signature  Events   •  Vendor/Employer  Partnerships   •  Volunteer  Gatherings   •  State  of  the  University  Address   •  Affinity  Events   •  Regional  Programming   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   3  donorrelaHonsguru.com  
educellc.com   Events:  Taking  the  Story  3-­‐D   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  4  donorrelaHonsguru.com  
educellc.com   Who  is  Listening?   •  Donors  and  Prospects   •  Trustees   •  Regional  Audiences   •  Volunteers   •  Alumni   •  Faculty  and  Staff     •  Students  and  Parents   •  External  Community   An  Event-­‐full  Year:  the  strategy  behind  successful  events   5  donorrelaHonsguru.com  
educellc.com     A  well  thought  out  strategy  is     imperaHve  to  the  success     of  events.   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   6  donorrelaHonsguru.com  
educellc.com   Event  Strategy     •  Long  View   •  IntenHonal   •  Considers  different  audience  tracks   •  Measures  success  and  outcomes   •  Repurposes  assets   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  7  donorrelaHonsguru.com  
educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   8   Tell  the  right  stories     to  the  right  people   at  the  right  Hme.   donorrelaHonsguru.com  
educellc.com   Plan  your  strategy   •  By  intenHon:  consultaHve,  stewardship,  discovery,  flypaper   •  By  locaHon:  specific  campuses,  ciHes,  regions,  countries   •  By  audience:  leadership,  major,  annual  giving,  parents,  faculty,   staff   •  By  Hmeframe:  annually,  specific  milestones,  campaign  phase   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  9  donorrelaHonsguru.com  
educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  10  donorrelaHonsguru.com  
educellc.com   An  Event-­‐full  Year:  the  strategy  behind  successful  events   11  donorrelaHonsguru.com  
educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   12  donorrelaHonsguru.com  
educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  13  donorrelaHonsguru.com  
educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   14  donorrelaHonsguru.com  
educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  15  donorrelaHonsguru.com  
educellc.com   16  donorrelaHonsguru.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  
educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   17  donorrelaHonsguru.com  
educellc.com   An  Event-­‐full  Year:  the  strategy  behind  successful  events   18  donorrelaHonsguru.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  
educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   19  donorrelaHonsguru.com  
educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  20  donorrelaHonsguru.com  
educellc.com   On  the  Road   •  Audience   •  Targeted  regional  audiences  –  alumni,  locaHon-­‐specific  prospects   •  Event  Types   •  Tiered  approach  –  match  scale  and  chronology   •  College/Unit  signature  events   •  Leveraging  an  appearance  –  presidenHal  schedule,  academic  conference   •  Messaging  OpportuniHes   •  Bringing  your  mission  to  life   •  ConnecHng  directly  with  regional  interests   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  21  donorrelaHonsguru.com  
educellc.com   An  Event-­‐full  Year:  the  strategy  behind  successful  events   22  donorrelaHonsguru.com  
educellc.com   An  Event-­‐full  Year:  the  strategy  behind  successful  events   23  
educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   24  donorrelaHonsguru.com  
educellc.com   Be  a  Change  Agent   •  Insist  on  events  with  intenHon   •  Set  and  then  follow  the  established  guidelines  and  standards   •  Help  tell  the  right  stories  to  the  right  people  at  the  right  Hme   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  25  donorrelaHonsguru.com  
educellc.com   Thank  You,  Contact  Us   Sarah  Winkler   www.educellc.com   Lynne  Wester   @donorguru   www.donorrelaHonsguru.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  26  donorrelaHonsguru.com  

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2014 an eventful year sw

  • 1. educellc.com   Leveraging  Campaign  Events  to  Move  Message  and  Money   1   An  Event-­‐full  Year:     The  Strategy  Behind   Successful  Events   Lynne  Wester  &  Sarah  Winkler  
  • 2. educellc.com   Yawn…  WADITW   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   2  donorrelaHonsguru.com  
  • 3. educellc.com   In  the  span  of  a  Calendar    Year:   •  Homecoming   •  Reunion   •  Board  Mee1ngs/Retreats   •  Commencement   •  Spor1ng  Events   •  Giving  Society  Events   •  Alumni  Awards   •  College/Unit  Signature  Events   •  Vendor/Employer  Partnerships   •  Volunteer  Gatherings   •  State  of  the  University  Address   •  Affinity  Events   •  Regional  Programming   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   3  donorrelaHonsguru.com  
  • 4. educellc.com   Events:  Taking  the  Story  3-­‐D   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  4  donorrelaHonsguru.com  
  • 5. educellc.com   Who  is  Listening?   •  Donors  and  Prospects   •  Trustees   •  Regional  Audiences   •  Volunteers   •  Alumni   •  Faculty  and  Staff     •  Students  and  Parents   •  External  Community   An  Event-­‐full  Year:  the  strategy  behind  successful  events   5  donorrelaHonsguru.com  
  • 6. educellc.com     A  well  thought  out  strategy  is     imperaHve  to  the  success     of  events.   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   6  donorrelaHonsguru.com  
  • 7. educellc.com   Event  Strategy     •  Long  View   •  IntenHonal   •  Considers  different  audience  tracks   •  Measures  success  and  outcomes   •  Repurposes  assets   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  7  donorrelaHonsguru.com  
  • 8. educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   8   Tell  the  right  stories     to  the  right  people   at  the  right  Hme.   donorrelaHonsguru.com  
  • 9. educellc.com   Plan  your  strategy   •  By  intenHon:  consultaHve,  stewardship,  discovery,  flypaper   •  By  locaHon:  specific  campuses,  ciHes,  regions,  countries   •  By  audience:  leadership,  major,  annual  giving,  parents,  faculty,   staff   •  By  Hmeframe:  annually,  specific  milestones,  campaign  phase   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  9  donorrelaHonsguru.com  
  • 10. educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  10  donorrelaHonsguru.com  
  • 11. educellc.com   An  Event-­‐full  Year:  the  strategy  behind  successful  events   11  donorrelaHonsguru.com  
  • 12. educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   12  donorrelaHonsguru.com  
  • 13. educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  13  donorrelaHonsguru.com  
  • 14. educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   14  donorrelaHonsguru.com  
  • 15. educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  15  donorrelaHonsguru.com  
  • 16. educellc.com   16  donorrelaHonsguru.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  
  • 17. educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   17  donorrelaHonsguru.com  
  • 18. educellc.com   An  Event-­‐full  Year:  the  strategy  behind  successful  events   18  donorrelaHonsguru.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  
  • 19. educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   19  donorrelaHonsguru.com  
  • 20. educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  20  donorrelaHonsguru.com  
  • 21. educellc.com   On  the  Road   •  Audience   •  Targeted  regional  audiences  –  alumni,  locaHon-­‐specific  prospects   •  Event  Types   •  Tiered  approach  –  match  scale  and  chronology   •  College/Unit  signature  events   •  Leveraging  an  appearance  –  presidenHal  schedule,  academic  conference   •  Messaging  OpportuniHes   •  Bringing  your  mission  to  life   •  ConnecHng  directly  with  regional  interests   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  21  donorrelaHonsguru.com  
  • 22. educellc.com   An  Event-­‐full  Year:  the  strategy  behind  successful  events   22  donorrelaHonsguru.com  
  • 23. educellc.com   An  Event-­‐full  Year:  the  strategy  behind  successful  events   23  
  • 24. educellc.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events   24  donorrelaHonsguru.com  
  • 25. educellc.com   Be  a  Change  Agent   •  Insist  on  events  with  intenHon   •  Set  and  then  follow  the  established  guidelines  and  standards   •  Help  tell  the  right  stories  to  the  right  people  at  the  right  Hme   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  25  donorrelaHonsguru.com  
  • 26. educellc.com   Thank  You,  Contact  Us   Sarah  Winkler   www.educellc.com   Lynne  Wester   @donorguru   www.donorrelaHonsguru.com   An  Event-­‐full  Year:  The  Strategy  Behind  Successful  Events  26  donorrelaHonsguru.com