With 2012 set to be the year of cause marketing, event planning has evolved to become an integral part of the nonprofit operation. No longer driven by email marketing and offline activities, modern events are planned online and through the real time interactions of social media, and this has helped nonprofits to reach a wider target audience and empower more motivated collaborators. With this in mind, which cause marketing campaigns and nonprofits managed to hit the heights in 2011, and blazed a trail for others to follow?
Nonprofit Events in 2011: The Top 3 Case Studies
Breast Cancer Campaigns and Chilli Sauce: In October 2011, women’s health nonprofit Breast Cancer Campaigns partnered with leading UK events planners Chilli Sauce to raise awareness for their cause. In collaboration, they constructed the World’s Largest Bra and placed it by the side of the Thames river in commemoration of Wear it Pink Today. This unique visual event, which created a significant interest through social media site Twitter, engaged a brand new audience of donors and raised real time funds like no other in 2011.
Share Our Strength and Taste the Nation: One nonprofit that went it alone in 2011 was U.S. outlet Share Our Strength, which strives to put an end to poverty and childhood hunger. On a national scale. It’s world famous Taste the Nation event is held annually and within numerous local communities, and invites people to sample the finest food, drinks and wine while supporting a socially relevant cause. As each event in 2011 was organized and marketed through social media websites like Facebook and Twitter, it is easy for interested parties to donate, sponsor a restaurant and purchase their ticket.
Help for Heroes and the Big Battlefield Bike Ride: Help for Heroes has a huge presence in the nonprofit world, and its annual Big Battlefield Bike Ride is one of the most ambitious and challenging on the calendar. It was last held in June of last year, and competitors gathered at Southwick Park before traversing a full 350 miles across France in a bid to raise funds for returning and wounded servicemen. A challenging series of slopes and hills, the event was also promoted with vivid imagery and an integrated audio visual social media presence, and managed to create interest throughout the whole of Europe.
Whether nonprofits look to conceive and manage their own events or collaborate with innovative event planners like Chilli Sauce, the application of social media resources and real time tools is crucial to every stage of the process. From organizing the logistics of an event across communities to marketing it and managing donations, an integrated social media presence can boost both its efficiency and the levels of awareness that surrounds its cause.