We’ve worked with some fantastic charities including Amnesty International, Mind, and Citizens UK, some of which have stayed with us for many years.

And here’s a few useful tips we’ve picked up along the way.

1. Set a realistic budget

A non-profit organisation may be completely reliant on sponsors, donations and ticket sales / entry fees to fund their event, so set a realistic budget from the start.

However, creating a memorable event doesn’t mean that you have to spend a fortune.

Here’s a couple of things to consider:

• • Catering – the right buffet menu or finger food can be just as enjoyable as a sit down three course meal. Why not try street food stalls?
  • Entertainment – entertainers may be willing to donate their time, especially if you are able to associate them with the event. So, consider looking for entertainers who are willing to volunteer.

2. Create a theme

Just because you are promoting a serious cause, doesn’t mean you can’t create an engaging event.

Creating an atmosphere through the right theming can ensure that everyone has an enjoyable as well as memorable night.

Consider what your target audience would find entertaining that would still align with your cause.

Consider themes that also help increase donations such as a Casino Night – where attendees not only dress like their favourite James Bond character but also donate money at the game tables (what’s not to like?)

3. Choose a Suitable Venue

Your venue can be the single biggest cost of the event, so careful consideration should be given to get the right balance between cost and wow factor as well as functionality and space.

Some venues may be willing to discount their space (or even donate for free) to be associated with right cause. If you can, being flexible with your dates can help.

Some venues are also perfect for certain types of charity events. For example, in 2022, we’ll be holding the Amnesty International Media Awards at their London headquarters.

What about holding an online event? This will help you reach a larger audience whilst keeping the costs low and also give the opportunity to increase donations through online payments.

4. Promote your Event

For charity events, spreading the word as often and widely as possible is crucial to your success.

Digital is your biggest resource to reaching the largest audience for the least cost using, e-marketing, social media and digital advertising.

If you have a dedicated event website, make sure you include regular blogs.

Ask for access to your charities social media platforms including twitter, Facebook, LinkedIn, and Instagram.

Create an event hashtag, use it in all posts, and encourage attendees to do the same.

Post regularly, with varied content to reach the widest audience, this can include:

• • Videos – on the charity itself, and consider asking key contributors to prepare short talking head videos to promote the event
  • Stats and information – on the charity to encourage donations and involvement
  • Stories – on how the charity has made a positive impact
  • Updates – on the event itself including host and speakers, dates and venue

Always include how and why people should attend or donate / get involved with relevant links.

Link your posts to as many people as possible and if the budget allows consider paid advertising to reach a wider audience.

Lastly, encourage attendees to post their own social media during and after the live event.

For more information on our work in the charity sector click here.