As a nonprofit, events are vital to growing your mission and acquiring new donors. According to a recent HubSpot and Eventbrite survey of event organizers and attendees, 84% of respondents said that attending events is an important part of their job, with 79% going to events specifically to learn something. Unfortunately, over one-third of those people are left disappointed by the events they’re invited to. So it’s in your best interest to make your nonprofit’s next event as memorable as possible for those in attendance.
But how do you get people to attend?
Nonprofits often struggle to develop a coherent marketing strategy for even their biggest and most important events. But if you can create great content that generates a buzz, your next event will have an enviable guest list.
Next time you find yourself planning an event, consider these marketing methods:
- Press releases: A formal press release announcing your event is a proven way to get the word out. Make sure you include the names of any guest speakers, and describe the value your attendees will gain from the event. Send your release to local television and radio stations, and post the release online.
- Video marketing: You can use videos to showcase your creativity and promote your event in a variety of ways. If you recorded an event from a previous year, HubSpot recommends using snippets and compiling them into a ‘Highlights from Last Year’s video. If you have guest speakers, consider interviewing them to give a preview of their presentations. Once you’ve got a great video, embed it on your website, upload it to YouTube and share it on social media sites like Facebook and Twitter.
- Compelling images: Because you’re undoubtedly using social media to promote your nonprofit’s event, make sure you have compelling images that grab peoples’ attention and direct them to your event registration page. If this sounds intimidating, don’t worry. You don’t need to be a graphic designer to create great images. Check out Buffer’s 23 Tools and Resources to Create Images for Social Media.
- Blog articles: If your nonprofit’s website doesn’t have a blog, it most definitely should. Write blog articles that are relevant to your event, and drive your audience to your event registration page by adding a call to action throughout those articles. Don’t think you need a blog? Read this.
- Mystery: Consider holding a little something back from your audience. “When you tempt people with some intrigue,” explains Nonprofit Hub, “it makes them want to come and find out even more. So if there’s a big reveal you can do on the day of the event, or even small details that are sure to impress, hint toward them in your promotion. Save some of the details for the actual event.”