1 Checklist, 10 Tips To Promote Your Nonprofit Gala

Fundraising galas are seen as the development / fundraising staff’s job. But you, the marketing staff, know different – promoting the event falls on your shoulders. Here’s a handy checklist to use and share with your development staff. It’ll help you – and them – to make sure that promoting the gala isn’t an afterthought.

Start with #1 and work your way down.

1. First things first: When and where is this gig taking place? Confirm this information 8 -12 months in advance – especially if it is your major or only fundraiser. As soon you have the date set, e-mail Save The Dates and follow up with printed (direct mail) Save The Dates. You also need to confirm who, what and why. You can add the “who(s)” – i.e. star speakers – as you confirm their participation but no later than three months ahead.
2. In case you’re partnering with other organizations, get their permission and enough information about them so you can promote the partnership. You’ll at least need the logos and website URLs to start.
3. Graphics: You – the marketing staff – will need to begin working on the design / graphics at least 6 months ahead of the gala. This includes the “core visual identity”  – icons/ graphics, fonts, colors that you’ll be using throughout. It should include a Facebook cover photo (if a big event), as well as other images for the website and other promo materials – event invites, the printed program, even the event décor. Make sure your fundraising staff sign off on the concept / theme of the event before you begin design.
4. Develop your website landing page or even a section with all the event info in one easy-to-find space. You can start with just the basic info (what, where, when, who, why) but quickly get the registration/RSVP form or link up. Make sure there’s a pathway to the landing page from your website homepage.
5. Email announcements: You’ve already sent out your email Save The Date, right? Now that you have more details – like a website landing page, and/or registration link) – begin to send emails explaining why someone should come to the event. Ideally, develop a small campaign or schedule to send out your emails – including the new information you can share with each email (except for reminders.) Having this schedule will give you and your colleagues deadlines to confirm details – like new speakers or auction items for galas.
6. Print materials: Creating your print materials really happens in parallel with developing your website and email announcements, since printing and mailing requires a much longer lead time. Plus, you need to have your website URL and registration link ready before you send out invites or other direct mail (with the possible exception of the Save The Date). Make sure your gala invites go out at least four months before the event.
7. Facebook tab or event: Create an event on Facebook or a Facebook tab (a little more complicated but not impossible) on your organization’s Facebook page. Make sure you include a link to your website page, but equally important, the link to register. If you use Facebook’s event registration, then make sure that the registration link on your website is the same. In other words, don’t have two different registration links – it will add to your work and confuse people.
8. Create promo text for busy people: Develop Twitter, Facebook and LinkedIn sample posts promoting your event and send this to your staff – especially very busy people like your Executive Director – and urge them to post on their personal social media profiles. If your organization has a “benefit committee”, send them these promo samples and create a digital “badge” which states that they are committee members co-hosting your event. Encourage them to post the badge on their social media profiles and even in their emails. It will show them that you recognize their efforts and of course, it helps promote the event.
9. Plan your publicity strategy for the gala: Read more about that in Kate’s Top Six Tips on this subject.
10. Prep and empower your “ambassadors”: Identify volunteers, benefit committee members and sometimes even the speakers/star power  – or rather, their communications staff – and make marketing the gala a team effort. Empower them with materials, text and a schedule and help them help you!

What are some other steps you take in promoting your gala? We (and every other nonprofit marketer) love to know!