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Special Events
Few small non-profits can survive without special events. That’s because they serve a dual function, by not only raising money but raising awareness. If your public doesn’t know you exist, they can’t support you. If they don’t understand your mission, they may not support you. Establishing at least one event annually is a good idea, with as much publicity as possible.
There is a downside. If poorly planned, special events can cost you money instead of making money. They can also burn out staff and volunteers, as they are time consuming. In a nutshell: they can be high energy, low yield.
Go for it if: a) you are confident you won’t lose money; b) you have a strong pool of volunteers and c) know the event will bring good media and potential donor exposure. Then…
Think of a special event as a mini- business project . It needs a strategic marketing plan like any other “business:”