Rowing with Two Oars

The importance of utilizing marketing and public relations on the front end of fundraising events
By Kerry Pascetta

Cultivating your funding sources and asking for donations is a big job. Add an event on top of it, even a small one, and you have an even bigger job.

Some organizations do not consider the positive impact of integrating marketing and public relations with their fundraising effort. Others consider only components of marketing and public relations for the purposes of their annual fundraiser. In doing so, these organizations are not maximizing their fundraising events.

Because events can be considered part of fundraising as well as part of marketing, it is in the fundraising event planning stage where it is easiest to illustrate where many organizations fall short of maximizing their opportunities for positive exposure.

Consider this typical scenario: You're planning your annual fundraiser. You have sent letters, or a modest printed mailer, to your loyal donors and some potential donors. You ask your loyal sponsors to participate. You collect the donations. You work with the facility to set up the event logistics. You call the local press to invite them to the event and hopefully take some photos. Finally, you line up your volunteers to commit to helping you during the event.

To better evaluate whether you are maximizing your marketing and public relations opportunities, consider the following questions:

• Have you stayed connected to your donor base throughout the year?
• Have you considered other types of sponsorships besides those that are monetary?
• Have you consistently spread the good word about your organization to the community and its influencers?
• Have you consistently promoted the work and worth of your organization?
• Does your organization look and sound credible among the thousands of organizations that are targeting similar donor bases?

If you answered "no" to any of these questions, it would serve you and your organization well to consider an integrated marketing and public relations effort to support your fundraising efforts.

Achieving and maintaining a positive reputation in the community, staying in the minds of your loyal (and new) donor base, and looking and sounding the part of a credible organization are all part of the marketing and public relations function. Although it is connected to fundraising, marketing and public relations involves planning and time separate and apart from your fundraising duties.

Even when it should, working toward a great cause does not automatically translate to a successful fundraiser. Consistent marketing and public relations throughout the year will increase awareness of your organization. If people know your organization and all the good things that it does, your fundraising efforts will be more successful.