Sponsoring Hope

Nonprofit companies are very unique. They strive to help others. But like any business, they still need funds to run their business. That's where sponsors and sponsorship events come in! Nonprofit organizations often put on events in order to attract and gain new sponsors for their organization. 

This is what I might do if I were planning an annual fundraising event for a local nonprofit. One awesome nonprofit here in San Diego is the Surfrider Foundation. I'm going to formulate an event as if I were planning it for this local organization.

Where: Powerhouse Park, Del Mar, CA

This community center is located in a popular beach community where surfers definitely reside and surf. It's the perfect combination of surfer-friendly atmosphere and locale as well as a nice place to hold a fundraising event in their upscale small event center.

Who: An event like this needs to bridge a gap. Surfers like the Surfrider Foundation but they aren't always necessary the people with the funds that we want at the event. So this event needs to cater to both the surfing community as well as local philanthropists. Also, possible sponsors must be invited to sponsor the event itself and to come to the event. Sponsors must be aligned with the cause. In this case, they should be interested in surfing, oceans, beaches, or other beach sports and activities.

Marketing: Since the event is kind of for two audiences, marketing for the event must cater to each of these groups as well. It must be located where surfers will see it and where the people with the money will see it. I would definitely use social media for all of the above. And I believe print marketing in surfing locations and hangouts would be well-received in the surfing community. 

It would also be very important to include the logo and keep a cohesive look with the logo and the event.

In addition to selling the event, we must sell the Surfrider Foundation mission since the goal is to support the cause. The Surfrider Foundation's mission is to protect oceans, waves, beaches, and their enjoyment by all of us. What does that mean for a fundraising event planner? Enjoying the ocean must be incorporated. In this case, the location does a lot in this area. When you bring someone to a beautiful beach with children playing and surfers surfing and families enjoying the sun and sand, it's easier to convince them that the beach is a worthwhile cause to support and protect.

Anyone who is going to give money to a cause needs to feel like they are getting something back. Yes, there are those just plain philanthropic people with lots of money who just want to help everyone. But most people want to see a return. The event itself should be part of this. Treat the attendees well with god food and comfortable accommodations during the event. Give them something to take with them even if they don't give any money that night. Goodie bags aren't just for third graders!

I believe that firsthand testimony is a great tool for fundraising events. People relate to other people. If you have someone share a story about how the Surfrider Foundation benefitted them or their family, you have the emotional game going for you. 

Social Media Marketing

What do you think of when you hear BMW? Luxury? Money? Well yeah, those are pretty valid thoughts. I bet you don't think of Generation Y, the 20- and 30-somethings, buying a brand new BMW. But thanks to social media marketing, more and more of the younger generation is getting into the luxury car industry. 

BMW is targeting the younger market with social media campaigns on Facebook and Twitter. And luckily for them, they're eating it up! "BMW claimed a $110 million revenue gain for its 1-Series line by wooing customers with a Web-only campaign." BMW has 54 different Facebook pages each targeting a specific audience. They were even ranked number one in an aptitude index showing the effect of social media on luxury brands. Clearly, BMW is using social media marketing to its advantage.

BMW also uses traditional marketing to also appeal to their more traditional audience. In order to grow the brand, they must grow their marketing to appeal to multiple audience. By using both social media marketing and traditional marketing strategies, BMW can gain a larger audience and potential buyers. “We see social media as a key component to all of our marketing and communications strategies,” said Trudy Hardy, Manager BMW Marketing Communications and Consumer Events.” I think Trudy Hardy knows what she's talking about.

Sources:
http://www.sfgate.com/business/article/Social-media-driving-young-buyers-to-luxury-cars-3631074.php
http://www.bmwblog.com/2011/06/02/bmw-ranked-1-in-social-media-aptitude-by-digital-innovation-think-tank-l2/

Right On Target

Identify an event that will take place in December 2012 and conduct market research. Who is the target market? Conduct a SWOT, etc.

Ever been to the San Diego Parade of Lights? Well, I've lived in San Diego my entire life and have wanted to go but never made it. Does that mean I'm not their target market?

I would consider the Parade of Lights something for all ages. I've been all of 20 different ages. But maybe I haven't been because it doesn't really cater to my specific market.

After perusing the website for a few minutes, this is what I perceive to be the target market for the annual Parade of Lights: San Diego's local boating community and local families with children between the ages of 4 and 15. 

Let's break down the SWOT of this event. For those of you who don't follow along with these business-y terms, a SWOT analysis breaks down the strengths, weaknesses, opportunities, and threats that a business or, in this case, an event, have. Have a look.

Strengths: 
- Well-known event locally around San Diego, already has positive reputation

Weaknesses: 
- Outdoor location could be a problem in winter season

Opportunities:
- Since this event could appeal to more than just target market, offering some other activities to suit those other groups may increase attendance

Threats: 
- There are always new and ongoing holiday-themed events this time of year in the same area so Parade of Lights has competition very close by