The power of events

Last year we helped Cricket Australia and the Australia Department of Immigration and Citizenship to stage Australia’s biggest cricket game.

Nearly 150 000 people in over 900 locations across the country showed support for the Australian values of a ‘fair go” and respect for others by playing cricket on the same day. Four weeks later, we helped the Australian War Memorial with ANZAC Day (25 April) – the event that reminds us of Australia's defining national moment, the landing of Australian forces at Gallipoli in 1915.

Both occasions reminded me of the sheer power of events to capture people’s attention. This digital age may allow us to connect with anyone anywhere, but there remains something very, very special about an event where you actually meet others face to face.

That's why events remains the classic opportunity to gather people together in one place to:

• raise awareness of your cause, issue, service or product
• inspire people and generate action
• showcase your organisation
• recognise your own or industry achievements
• generate revenue
• introduce new faces or ways of doing things or
• attract new members or supporters

There is no doubt that Web 2.0 technology is great for sharing information. But events still remain among the best channels for persuasion as long as people like to share face to face experiences.

Budgeting for your next event

Most of us are creative types and find finances boring.

But when it comes to events, the budget is the one thing you simply must get right. If you are in a not for profit organisation two things are certain this year.

• Firstly some time this year you will run an event. That’s what not for profits do: to keep in touch, attract attention or promote their cause. Your next event could be a humble cake stall at the local shops, a national conference or perhaps a gala fund raising ball.
• The other certainty is you will not have enough money for your next event. While most of us have champagne aspirations when it comes to events, in the not for profit world we generally work with six pack budgets.

Financing events is such a critical undertaking for not for profits. Get it right and you are a hero. Get it wrong and you may well have over-spent yourself out of a job.So before any meaningful event planning starts, you must nail down the fundamental question: how will this event be paid for?

Not for profits don't have much money so every penny needs to be wisely spent especially when it comes to events. So remember: no matter how good your event is it will never be a success if it breaks the bank.

Social media and not for profits

Trevor Cook and Lee Hopkins are two Australian pioneers in the emerging world of social media. I have previously shared a speaking platform with Trevor and he really knows his stuff. Lee is a prominent podcaster.

Trevor and Lee have just released the third edition of their Social Media Report, which provides an excellent overview of the new Web2.0 tools and how to use them.

It is a good document for not for profit organisations to learn more about social media.

Click here to download their 53 page report.