how to host a super adoption event
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HOW TO HOST A SUPER ADOPTION EVENT
By: Marilyn Pazienza 714-637-2668
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INDEX
I. II.
Establish a Nonprofit Create a Business Plan
III.
Selecting a Venue
IV.
Creating a Sponsorship Packet
V. VI. VII. VIII. IX. X. XI. XII.
Creating Invitations Spreadsheets Fundraising Finding and Securing Vendors and Rescue Groups Silent Auction Volunteers Rentals and Supplies Layout and Design
XIII.
Media
XIV.
Promotions
XV. XVI.
Follow-up and Misc Special Notes
3
Establish a Nonprofit The first step you must take when considering hosting a Super Adoption, or any other event which will require fundraising, is to establish a nonprofit 501(c)(3). Most potential donors and sponsors will only donate to organizations with this IRS designation, which allows for tax-deductions. There are several ways you can accomplish this: Complete the necessary state and federal forms to establish your own nonprofit organization (books are available, complete with CD-ROM and forms, to help you with this process, which takes about six to nine months). Go to the National Heritage Foundation (www.nhf.org) and complete the forms to establish a program under the umbrella of their nonprofit. This is quick and easy and a great alternative to setting up your own nonprofit. The downside is that they collect a 2.5 percent fee of all deposits made to your account; the upside is that they do all of the tax filing and you don’t have to go through all of the hassles board meetings, audits, etc. Partner with another organization that already has the 501(c)(3) designation, such as a local rescue group
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Create a Business Plan
A business plan is your event planning guide. It will help you organize all of the details in advance so that you know and remember what needs to be done. The components of this plan should include all aspects of your event. Here is a list of details to consider: Venue – where will you host the event Date and time Promotions – includes advertisements, fliers, signs, banners, announcements or calendar listings on various Internet sites, public service announcements, etc. Number of booth spaces available at your selected site – a booth space is usually 10x10, as this is the standard canopy size Volunteers – how many do you need and where will you get them Rentals – What items will you need to rent (port-o-potties, canopies, tables, chairs, etc) Event attractions – what fun or educational items will attract people to your event? Examples are: “Ask the Vet” booth “Ask the Trainer” booth Character from a local theme park, such as Snoopy, or a clown, juggler, Santa Claus, etc. Child’s activity area, which may include a bounce house, face painting, etc Agility, disc, police dog, or other demonstrations Silent auction Bake sale Raffle Food (make sure to complete the necessary health department forms)
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Budget – this should include a list of all of your anticipated expenses (i.e. rentals, promotions, insurance, etc) and anticipated income (i.e. booth rental fees, sponsorship, donations). It’s probably wise to overestimate expenses and underestimate income so that you don’t come up short. Participants – Who are you inviting and how much are you charging for booth space Timeline – create a timeline for each aspect of the event (i.e. what date do you need to have your invitations out by; what date do you need to have your banners made by; when do you need to place your ads, etc.)
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Selecting a Venue
When looking for an event site, here are some considerations: How many participants would you like to have (remember that each booth space will be 10x10 and you need space between each booth) How many attendees do you anticipate How much parking space will you need, and is there ample disability parking (don’t forget that you need space for volunteers and participants, in addition to attendees) What will the weather likely be for the time of year you are considering Does the site offer a separate place for participant unloading Is the site easily accessible to the public If you plan to have different types of animals, do you have enough space to separate them (you wouldn’t want the cats too close to the dogs) What type of permits and insurance will the site require and is there a rental fee Will you allow the public to bring their dogs Once all of the canopies are in place (for an outdoor event), will you still have plenty of space for crowds to walk Do you have electrical needs, and if so, does this site offer electrical outlets How many restrooms does this site offer and is there an appropriate location for port-o-potties
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Creating a Sponsorship Packet
You will want to begin your search for sponsors as early as possible. Three months is usually a good time frame, but even earlier is better. Larger organizations usually indicate their procedures on their Web sites for applying for funds. Your first step is to create a sponsorship letter or packet. This should include the following components: Who you are The name and purpose of your event Location, date and time of your event Who the event will benefit. Remember to state how that sponsor’s funds will help the community. The deadline for responding How many sponsorship levels you offer and what benefits you can offer the sponsor. You may not have much to offer, so be creative. Here are some possible examples: Logo on your flier (indicate how many will be distributed throughout the community) Logo on your event t-shirt Logo on your sponsorship banner Logo and/or advertisement in your event program Logo on your ads Complimentary booth space Mention sponsor in press release Do you have a friend that owns a retail store that might allow a sponsor to advertise there for a period of time (remember to include how much traffic that store gets on a daily/monthly average) Do you have a Web site for the event? If so, you could place a sponsor’s logo or ad on the site.
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Next, you should make a list of potential sponsors, and this list may be based on the sponsorship levels – you may have a larger pool of potential sponsors if your levels begin at smaller dollar amounts, such as $250 or $500. One way to develop your list is to flip through local publications to see who the advertisers are. And keep in mind that a sponsor does not have to be in the pet product business, it can be anyone. Just remember that while some sponsors may simply like to be charitable, many are looking for new ways to promote their business. Thus, if you believe that your attendees may represent a sponsor’s target market, then you will want to explain this in the letter you attach to the sponsorship packet. Example – pet owners usually have lots of pet hair, and a good vacuum cleaner is critical, so you could explain to a vacuum cleaner company that your attendees represent a large portion of their target market, and that’s why a partnership with you for this event would be mutually beneficial.
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Creating Invitations
You will likely have three groups of participants, each with their own booth fee and registration form: Vendors Rescue Groups Nonprofit Organizations You will want to base your vendor booth fees on the economy, the community, and the size and draw of the event. It might be $60, $250, or somewhere in between. Rescue group fees should be inexpensive; perhaps something in the range of $25, and nonprofit fees might be slightly more expensive, perhaps around $50. The most inexpensive method of distributing invitations is through email. This will require that you go to potential invitee Web sites and look up their email address and then create email lists – a separate list for each group – vendors, nonprofits and rescue groups. It is most helpful to create a Word document invitation. All you then need to do is change the salutation for each group (dear vendor, dear rescue, dear nonprofit), and then copy the document into the body of an email. The invitation should cover the important points: Your organization’s name The event name Event date, location and time Methods of promotion Expected number of attendees Expected # of participants Expected # of animals for adoption Attractions such as Santa, silent auction, demonstrations, etc. There should be a separate registration form for each group, as each group will have a different booth fee. The registration form should contain the following items: Event name
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Event date, time and location A space for the participant’s name and contact info On the vendor form, ask if they would like to donate an item to the silent auction and give space for them to indicate what the item is and the retail value Booth fee Deadline for registration If they are renting equipment from you (canopy, tables and chairs) or bringing their own (you will need to decide if you will require everyone to bring their own supplies, if you will require everyone to rent, or if you will allow each group to either rent or bring their own) Address where to mail registration form and payment Your contact info Any special rules or info that a person might need to know prior to registering, such as the check-in time The Rescue Registration form should contain additional information pertaining to the animals that it will bring: A blank to indicate how many cats, dogs and puppies it plans to bring A blank to indicate how many booth spaces they would like to have Your rules regarding the types of animals allowed, shots required, temperament, etc.
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Spreadsheets
As soon as you get underway with your event planning, you’ll want to create a spreadsheet with multiple pages: Participating Rescues (you may want separate pages for animals that will go in different areas, such as one for dogs and one for cats) Participating Vendors Budget Silent Auction Items Volunteers To do list For the participant pages, you will want these columns: Organization name Contact person Contact phone # Contact email address The number of booth spaces they are reserving The number of animals each rescue group plans to bring The number of canopies, tables and chairs they are either bringing or need to rent from you Amt paid and date of receipt of payment Any special Notes
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Fundraising
Because you can’t be sure how much you may receive in sponsorship funds, you will want to engage in other methods of fundraising. This is your opportunity to be creative; there are lots of things you can do. Here are a few ideas: Decorate a large bucket (such as a cat litter bucket) or other container with info about your event. Go to busy shopping centers and ask for donations (keep in mind that you may need to get permission from the management company first) Have volunteers man tables in front of busy stores. You will want to have donation containers and information about your event. (keep in mind that you may need to get permission from the store first) Get a friend to have a tea party or barbecue at their house and charge admittance. All of their guests would pay a fee to attend, but that fee would serve as a donation to your organization. Have a garage sale and get your friends and neighbors involved. The proceeds would be donated to your organization. Partner with a local restaurant for a fundraising night, where the restaurant donates a portion of the night’s proceeds to your organization.
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Finding and Securing Vendors and Rescue Groups
You will need to develop a list of invitees. There a variety of places you can look for vendors and rescue groups: Local pet publications Local advertisements Community guides Internet searches Pet locator type Web sites Community newspapers You will likely need to visit each organization’s Web site or give them a call in order to obtain the correct email address. Keep in mind that a vendor does not necessarily need to sell pet products and services. You might, as an example, decide to have a section of your event devoted to arts and crafts. (Your main event goal may be adoptions, but the revenue generated from vendor booths helps pay for the event, and a variety of different types of vendors may increase attendance, which means more people to buy raffle tickets, bid on silent auction items, etc.) You will want to send far more invitations than the number of participants you have space for, as not everyone will respond. And you may want to follow up with phone calls.
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Silent Auction
A silent auction is a great way to bring in additional revenue at your event, but it does take some work. You will begin by creating a silent auction letter for you and your volunteers to distribute to local businesses. You can mail the letter, email it, or distribute it in person by hitting shopping centers and malls. The letter should contain the following: Name of your organization Name of your event Date, time and location of your event Who the event will benefit How many attendees you expect How a donation of a silent auction would not only help homeless animals, but how it is a great marketing opportunity for that business A form for the business to complete with their information and a description of the item being donated and its value. Keep in mind that a silent auction item can be anything; it does not necessarily need to be pet related. Also, you may want to package items together to create a more appealing item. Here are a few examples: A restaurant and movie gift certificate make a great combination Pet items can be combined into different baskets and wrapped with cellophane A spa certificate can be combined with nail polish and body lotion Be creative and get help from your volunteers. And don’t forget to begin creating your bid sheets in advance, especially for items that vendors indicate they will donate, as you will not get these items until the morning of the event.
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Volunteers
Begin by creating a letter that indicates all items that you might need help with, such as: Gathering silent auction items Distributing flyers Packaging silent auction items Event setup Event teardown Parking lot duty (directing traffic, helping vendors and rescues unload) Manning your booths – silent auction, welcome, bake sale, raffle, volunteer check-in, etc Assisting rescue groups Photographer/videographer Next, you’ll want to determine if you have a volunteer Center in your community. You should do an internet search to find out. If so, you can create a form for their Web site that tells people about volunteer opportunities at your event. The volunteer center should also be able to give you names of local corporations that have volunteer groups. In addition, you should email your volunteer letter and signup form to everyone you know and ask that they forward it others. And don’t forget to contact shelters and humane organizations in your area for volunteer help.
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Rentals and Supplies You will probably need to rent equipment for your event, but beware that this can get expensive. Here is a list of things you may need to rent: Canopies Tables Chairs Port-o-potties Bounce house A less expensive alternative is to allow participants to bring their own booth equipment, if they have it. This does present some extra work and challenges and may require that you setup the day before the event as opposed to the day of the event, depending on the size of the event. If your event is large, you don’t want too many groups all setting up the morning of the event, as it will take so much longer, and inevitably, most of these groups will be late. ***key point to remember – always order more equipment than you need, because it is likely you’ll be glad you did. Someone always shows up without something they were supposed to bring, or something breaks. It is good to be prepared! If you allow participants to drop their equipment off the day before so that your volunteers can set it up, please do the following: Participant’s name should be on each individual item that is dropped off Participants’ items should be kept together in their own separate stacks, so as not to lose items Canopy covers should be kept in the booth. If you move them, you won’t end up giving the right one back to the right owner. Here is a list of things you may need to buy or have donated: Banners/signs Ice buckets Extension cords Plastic utensils, cups, plates and napkins
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Layout and Design
There are a variety of different ways to lay out the event, but one way that seems to work well is to weave the rescue groups in with the vendors. This serves two purposes: Having a rescue group near a vendor booth helps draw attendees to the vendor booth (and you want your vendors to get lots of business so that they are happy and willing to attend your future events) Having a vendor booth in between rescue booths helps keep the dogs separated, which helps reduce stress and chance of incident Here are some other important points: Put the cats as far away from the dogs as possible Offer a meet and greet area/room for both the cats and the dogs Large signs and banners are very important, no matter how obvious and visible something may seem, especially if there is a gate or door that attendees must enter through. If your event is large, a well-placed information booth may be a good idea. You may want to strategically place some of your popular attractions or features in areas that otherwise may not be too visible. Ex. If you have vendors in a corner that you’re worried might get missed, then you may want to place the food court or child’s activity center nearby. (You may want to stay away from balloons, as they will inevitably pop and scare the dogs.) Leave a space in between every booth (except for those belonging to the same group). This allows attendees the opportunity to pass through the middle of a row instead of being required to walk all the way down to the end. It will also likely be required by the fire marshal, should he happen to stop by your event.
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Media
You’ll want to use the media to promote your event. Here are ways to do that: Take out ads in small community newspapers Take out ads in your regional or county newspaper Write a press release for the paper (free, but may not be printed) Write a public service announcement (PSA) for the radio stations (free, but may not be aired) Press release: Should be in proper press release format Should be distributed about 2 – 4 weeks prior to an event Can be submitted directly to reporters with each media outlet in your area Can be submitted to a wire distribution service, such as Business Wire (there is a fee for this service, but they send out the press release for you to whatever circuit you choose. This helps lend credibility and helps get your press release more exposure. PSA: Should be in proper PSA format Should usually be distributed about 4 weeks prior to the event To get information about all media outlets in your area, including press release and PSA guidelines, reporter and contact information, go to the Web site of your local Broadcasters Association and look for the Public Service Media Guide & Public Affairs Listing.
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Promotions
There are lots of ways to promote your event, so be creative. Here is a list of things to consider: Banners on street corners and in local parks (permits required – call or stop by City Hall for information). Banners should be put out at least two weeks prior to an event. Fliers – should be distributed throughout your community about two weeks prior to your event. Keep in mind that fliers can be distributed to any store with a lobby and foot traffic such as vet offices, hair salons, spas, dentist offices, etc. (Remember to always get permission from the store manager). Laminated signs (11x17) – these can be put at dog parks, shelters, or any retail store that might allow one in their front window. Ask the participating vendors and rescues to promote the event on their Web sites Most radio stations and newspapers allow nonprofits to post events on their Web sites Email your flier to your friends and coworkers and ask that they pass it on Contact the HR manager at local businesses and ask if they can email the flyer to their employees or at least post it in the lunch room Ask your local pet supply stores if they would put fliers in customers’ bags, post them on their bulletin board, or place fliers on their check-out stands or some other area
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Follow-up and Misc
About 30 minutes prior to the conclusion of the event, take your clipboard and get adoption numbers from each rescue group Send thank you emails to all participants, sponsors and volunteers. Don’t forget to mention your adoption numbers and attendance (they want to know that they contributed to a successful event) Upon receipt of every reservation form, send an email confirmation that you received the form Send reminders emails a few weeks after you send invitations. People may intend on attending, but forget to complete the form. About a week before the event, send a final email to all participants with last minute details, such as parking and unloading procedures and booth numbers (you may choose to issue booth numbers upon arrival).
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SPECIAL NOTES
This endeavor will take at least two very dedicated, organized individuals but more than two would be recommended. Begin planning at least two months in advance, but earlier is much better Begin seeking sponsorship right away, as this can often be a lengthy process Seek out volunteer help as soon as possible, as there is much to do Get organized immediately, as there won’t be time to do it later – spreadsheets are key It’s a good idea to have participated in this kind of event before, otherwise you may not be able to correctly envision the way it should work (if you haven’t, become a volunteer at another large event, preferably pet related, but it doesn’t have to be) Don’t fall behind if you’re trying to plan this event in a short period of time, as you won’t be able to get caught up Set your registration deadline for about two weeks prior to the event, but don’t be surprised when 50 percent of your ultimate participants register after the deadline – expect it – people love to procrastinate. Stay focused; stay positive. It will get frustrating at times, but you can do it. The hard work will pay off. If you don’t feel like you are able to manage a large event, start with a smaller one. The important thing is to do it right so that people attend and animals are adopted. You don’t have to be an expert, just very dedicated and organized.
HOW TO HOST A SUPER ADOPTION EVENT
By: Marilyn Pazienza 714-637-2668
2
INDEX
I. II.
Establish a Nonprofit Create a Business Plan
III.
Selecting a Venue
IV.
Creating a Sponsorship Packet
V. VI. VII. VIII. IX. X. XI. XII.
Creating Invitations Spreadsheets Fundraising Finding and Securing Vendors and Rescue Groups Silent Auction Volunteers Rentals and Supplies Layout and Design
XIII.
Media
XIV.
Promotions
XV. XVI.
Follow-up and Misc Special Notes
3
Establish a Nonprofit The first step you must take when considering hosting a Super Adoption, or any other event which will require fundraising, is to establish a nonprofit 501(c)(3). Most potential donors and sponsors will only donate to organizations with this IRS designation, which allows for tax-deductions. There are several ways you can accomplish this: Complete the necessary state and federal forms to establish your own nonprofit organization (books are available, complete with CD-ROM and forms, to help you with this process, which takes about six to nine months). Go to the National Heritage Foundation (www.nhf.org) and complete the forms to establish a program under the umbrella of their nonprofit. This is quick and easy and a great alternative to setting up your own nonprofit. The downside is that they collect a 2.5 percent fee of all deposits made to your account; the upside is that they do all of the tax filing and you don’t have to go through all of the hassles board meetings, audits, etc. Partner with another organization that already has the 501(c)(3) designation, such as a local rescue group
4
Create a Business Plan
A business plan is your event planning guide. It will help you organize all of the details in advance so that you know and remember what needs to be done. The components of this plan should include all aspects of your event. Here is a list of details to consider: Venue – where will you host the event Date and time Promotions – includes advertisements, fliers, signs, banners, announcements or calendar listings on various Internet sites, public service announcements, etc. Number of booth spaces available at your selected site – a booth space is usually 10x10, as this is the standard canopy size Volunteers – how many do you need and where will you get them Rentals – What items will you need to rent (port-o-potties, canopies, tables, chairs, etc) Event attractions – what fun or educational items will attract people to your event? Examples are: “Ask the Vet” booth “Ask the Trainer” booth Character from a local theme park, such as Snoopy, or a clown, juggler, Santa Claus, etc. Child’s activity area, which may include a bounce house, face painting, etc Agility, disc, police dog, or other demonstrations Silent auction Bake sale Raffle Food (make sure to complete the necessary health department forms)
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Budget – this should include a list of all of your anticipated expenses (i.e. rentals, promotions, insurance, etc) and anticipated income (i.e. booth rental fees, sponsorship, donations). It’s probably wise to overestimate expenses and underestimate income so that you don’t come up short. Participants – Who are you inviting and how much are you charging for booth space Timeline – create a timeline for each aspect of the event (i.e. what date do you need to have your invitations out by; what date do you need to have your banners made by; when do you need to place your ads, etc.)
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Selecting a Venue
When looking for an event site, here are some considerations: How many participants would you like to have (remember that each booth space will be 10x10 and you need space between each booth) How many attendees do you anticipate How much parking space will you need, and is there ample disability parking (don’t forget that you need space for volunteers and participants, in addition to attendees) What will the weather likely be for the time of year you are considering Does the site offer a separate place for participant unloading Is the site easily accessible to the public If you plan to have different types of animals, do you have enough space to separate them (you wouldn’t want the cats too close to the dogs) What type of permits and insurance will the site require and is there a rental fee Will you allow the public to bring their dogs Once all of the canopies are in place (for an outdoor event), will you still have plenty of space for crowds to walk Do you have electrical needs, and if so, does this site offer electrical outlets How many restrooms does this site offer and is there an appropriate location for port-o-potties
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Creating a Sponsorship Packet
You will want to begin your search for sponsors as early as possible. Three months is usually a good time frame, but even earlier is better. Larger organizations usually indicate their procedures on their Web sites for applying for funds. Your first step is to create a sponsorship letter or packet. This should include the following components: Who you are The name and purpose of your event Location, date and time of your event Who the event will benefit. Remember to state how that sponsor’s funds will help the community. The deadline for responding How many sponsorship levels you offer and what benefits you can offer the sponsor. You may not have much to offer, so be creative. Here are some possible examples: Logo on your flier (indicate how many will be distributed throughout the community) Logo on your event t-shirt Logo on your sponsorship banner Logo and/or advertisement in your event program Logo on your ads Complimentary booth space Mention sponsor in press release Do you have a friend that owns a retail store that might allow a sponsor to advertise there for a period of time (remember to include how much traffic that store gets on a daily/monthly average) Do you have a Web site for the event? If so, you could place a sponsor’s logo or ad on the site.
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Next, you should make a list of potential sponsors, and this list may be based on the sponsorship levels – you may have a larger pool of potential sponsors if your levels begin at smaller dollar amounts, such as $250 or $500. One way to develop your list is to flip through local publications to see who the advertisers are. And keep in mind that a sponsor does not have to be in the pet product business, it can be anyone. Just remember that while some sponsors may simply like to be charitable, many are looking for new ways to promote their business. Thus, if you believe that your attendees may represent a sponsor’s target market, then you will want to explain this in the letter you attach to the sponsorship packet. Example – pet owners usually have lots of pet hair, and a good vacuum cleaner is critical, so you could explain to a vacuum cleaner company that your attendees represent a large portion of their target market, and that’s why a partnership with you for this event would be mutually beneficial.
9
Creating Invitations
You will likely have three groups of participants, each with their own booth fee and registration form: Vendors Rescue Groups Nonprofit Organizations You will want to base your vendor booth fees on the economy, the community, and the size and draw of the event. It might be $60, $250, or somewhere in between. Rescue group fees should be inexpensive; perhaps something in the range of $25, and nonprofit fees might be slightly more expensive, perhaps around $50. The most inexpensive method of distributing invitations is through email. This will require that you go to potential invitee Web sites and look up their email address and then create email lists – a separate list for each group – vendors, nonprofits and rescue groups. It is most helpful to create a Word document invitation. All you then need to do is change the salutation for each group (dear vendor, dear rescue, dear nonprofit), and then copy the document into the body of an email. The invitation should cover the important points: Your organization’s name The event name Event date, location and time Methods of promotion Expected number of attendees Expected # of participants Expected # of animals for adoption Attractions such as Santa, silent auction, demonstrations, etc. There should be a separate registration form for each group, as each group will have a different booth fee. The registration form should contain the following items: Event name
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Event date, time and location A space for the participant’s name and contact info On the vendor form, ask if they would like to donate an item to the silent auction and give space for them to indicate what the item is and the retail value Booth fee Deadline for registration If they are renting equipment from you (canopy, tables and chairs) or bringing their own (you will need to decide if you will require everyone to bring their own supplies, if you will require everyone to rent, or if you will allow each group to either rent or bring their own) Address where to mail registration form and payment Your contact info Any special rules or info that a person might need to know prior to registering, such as the check-in time The Rescue Registration form should contain additional information pertaining to the animals that it will bring: A blank to indicate how many cats, dogs and puppies it plans to bring A blank to indicate how many booth spaces they would like to have Your rules regarding the types of animals allowed, shots required, temperament, etc.
11
Spreadsheets
As soon as you get underway with your event planning, you’ll want to create a spreadsheet with multiple pages: Participating Rescues (you may want separate pages for animals that will go in different areas, such as one for dogs and one for cats) Participating Vendors Budget Silent Auction Items Volunteers To do list For the participant pages, you will want these columns: Organization name Contact person Contact phone # Contact email address The number of booth spaces they are reserving The number of animals each rescue group plans to bring The number of canopies, tables and chairs they are either bringing or need to rent from you Amt paid and date of receipt of payment Any special Notes
12
Fundraising
Because you can’t be sure how much you may receive in sponsorship funds, you will want to engage in other methods of fundraising. This is your opportunity to be creative; there are lots of things you can do. Here are a few ideas: Decorate a large bucket (such as a cat litter bucket) or other container with info about your event. Go to busy shopping centers and ask for donations (keep in mind that you may need to get permission from the management company first) Have volunteers man tables in front of busy stores. You will want to have donation containers and information about your event. (keep in mind that you may need to get permission from the store first) Get a friend to have a tea party or barbecue at their house and charge admittance. All of their guests would pay a fee to attend, but that fee would serve as a donation to your organization. Have a garage sale and get your friends and neighbors involved. The proceeds would be donated to your organization. Partner with a local restaurant for a fundraising night, where the restaurant donates a portion of the night’s proceeds to your organization.
13
Finding and Securing Vendors and Rescue Groups
You will need to develop a list of invitees. There a variety of places you can look for vendors and rescue groups: Local pet publications Local advertisements Community guides Internet searches Pet locator type Web sites Community newspapers You will likely need to visit each organization’s Web site or give them a call in order to obtain the correct email address. Keep in mind that a vendor does not necessarily need to sell pet products and services. You might, as an example, decide to have a section of your event devoted to arts and crafts. (Your main event goal may be adoptions, but the revenue generated from vendor booths helps pay for the event, and a variety of different types of vendors may increase attendance, which means more people to buy raffle tickets, bid on silent auction items, etc.) You will want to send far more invitations than the number of participants you have space for, as not everyone will respond. And you may want to follow up with phone calls.
14
Silent Auction
A silent auction is a great way to bring in additional revenue at your event, but it does take some work. You will begin by creating a silent auction letter for you and your volunteers to distribute to local businesses. You can mail the letter, email it, or distribute it in person by hitting shopping centers and malls. The letter should contain the following: Name of your organization Name of your event Date, time and location of your event Who the event will benefit How many attendees you expect How a donation of a silent auction would not only help homeless animals, but how it is a great marketing opportunity for that business A form for the business to complete with their information and a description of the item being donated and its value. Keep in mind that a silent auction item can be anything; it does not necessarily need to be pet related. Also, you may want to package items together to create a more appealing item. Here are a few examples: A restaurant and movie gift certificate make a great combination Pet items can be combined into different baskets and wrapped with cellophane A spa certificate can be combined with nail polish and body lotion Be creative and get help from your volunteers. And don’t forget to begin creating your bid sheets in advance, especially for items that vendors indicate they will donate, as you will not get these items until the morning of the event.
15
Volunteers
Begin by creating a letter that indicates all items that you might need help with, such as: Gathering silent auction items Distributing flyers Packaging silent auction items Event setup Event teardown Parking lot duty (directing traffic, helping vendors and rescues unload) Manning your booths – silent auction, welcome, bake sale, raffle, volunteer check-in, etc Assisting rescue groups Photographer/videographer Next, you’ll want to determine if you have a volunteer Center in your community. You should do an internet search to find out. If so, you can create a form for their Web site that tells people about volunteer opportunities at your event. The volunteer center should also be able to give you names of local corporations that have volunteer groups. In addition, you should email your volunteer letter and signup form to everyone you know and ask that they forward it others. And don’t forget to contact shelters and humane organizations in your area for volunteer help.
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Rentals and Supplies You will probably need to rent equipment for your event, but beware that this can get expensive. Here is a list of things you may need to rent: Canopies Tables Chairs Port-o-potties Bounce house A less expensive alternative is to allow participants to bring their own booth equipment, if they have it. This does present some extra work and challenges and may require that you setup the day before the event as opposed to the day of the event, depending on the size of the event. If your event is large, you don’t want too many groups all setting up the morning of the event, as it will take so much longer, and inevitably, most of these groups will be late. ***key point to remember – always order more equipment than you need, because it is likely you’ll be glad you did. Someone always shows up without something they were supposed to bring, or something breaks. It is good to be prepared! If you allow participants to drop their equipment off the day before so that your volunteers can set it up, please do the following: Participant’s name should be on each individual item that is dropped off Participants’ items should be kept together in their own separate stacks, so as not to lose items Canopy covers should be kept in the booth. If you move them, you won’t end up giving the right one back to the right owner. Here is a list of things you may need to buy or have donated: Banners/signs Ice buckets Extension cords Plastic utensils, cups, plates and napkins
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Layout and Design
There are a variety of different ways to lay out the event, but one way that seems to work well is to weave the rescue groups in with the vendors. This serves two purposes: Having a rescue group near a vendor booth helps draw attendees to the vendor booth (and you want your vendors to get lots of business so that they are happy and willing to attend your future events) Having a vendor booth in between rescue booths helps keep the dogs separated, which helps reduce stress and chance of incident Here are some other important points: Put the cats as far away from the dogs as possible Offer a meet and greet area/room for both the cats and the dogs Large signs and banners are very important, no matter how obvious and visible something may seem, especially if there is a gate or door that attendees must enter through. If your event is large, a well-placed information booth may be a good idea. You may want to strategically place some of your popular attractions or features in areas that otherwise may not be too visible. Ex. If you have vendors in a corner that you’re worried might get missed, then you may want to place the food court or child’s activity center nearby. (You may want to stay away from balloons, as they will inevitably pop and scare the dogs.) Leave a space in between every booth (except for those belonging to the same group). This allows attendees the opportunity to pass through the middle of a row instead of being required to walk all the way down to the end. It will also likely be required by the fire marshal, should he happen to stop by your event.
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Media
You’ll want to use the media to promote your event. Here are ways to do that: Take out ads in small community newspapers Take out ads in your regional or county newspaper Write a press release for the paper (free, but may not be printed) Write a public service announcement (PSA) for the radio stations (free, but may not be aired) Press release: Should be in proper press release format Should be distributed about 2 – 4 weeks prior to an event Can be submitted directly to reporters with each media outlet in your area Can be submitted to a wire distribution service, such as Business Wire (there is a fee for this service, but they send out the press release for you to whatever circuit you choose. This helps lend credibility and helps get your press release more exposure. PSA: Should be in proper PSA format Should usually be distributed about 4 weeks prior to the event To get information about all media outlets in your area, including press release and PSA guidelines, reporter and contact information, go to the Web site of your local Broadcasters Association and look for the Public Service Media Guide & Public Affairs Listing.
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Promotions
There are lots of ways to promote your event, so be creative. Here is a list of things to consider: Banners on street corners and in local parks (permits required – call or stop by City Hall for information). Banners should be put out at least two weeks prior to an event. Fliers – should be distributed throughout your community about two weeks prior to your event. Keep in mind that fliers can be distributed to any store with a lobby and foot traffic such as vet offices, hair salons, spas, dentist offices, etc. (Remember to always get permission from the store manager). Laminated signs (11x17) – these can be put at dog parks, shelters, or any retail store that might allow one in their front window. Ask the participating vendors and rescues to promote the event on their Web sites Most radio stations and newspapers allow nonprofits to post events on their Web sites Email your flier to your friends and coworkers and ask that they pass it on Contact the HR manager at local businesses and ask if they can email the flyer to their employees or at least post it in the lunch room Ask your local pet supply stores if they would put fliers in customers’ bags, post them on their bulletin board, or place fliers on their check-out stands or some other area
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Follow-up and Misc
About 30 minutes prior to the conclusion of the event, take your clipboard and get adoption numbers from each rescue group Send thank you emails to all participants, sponsors and volunteers. Don’t forget to mention your adoption numbers and attendance (they want to know that they contributed to a successful event) Upon receipt of every reservation form, send an email confirmation that you received the form Send reminders emails a few weeks after you send invitations. People may intend on attending, but forget to complete the form. About a week before the event, send a final email to all participants with last minute details, such as parking and unloading procedures and booth numbers (you may choose to issue booth numbers upon arrival).
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SPECIAL NOTES
This endeavor will take at least two very dedicated, organized individuals but more than two would be recommended. Begin planning at least two months in advance, but earlier is much better Begin seeking sponsorship right away, as this can often be a lengthy process Seek out volunteer help as soon as possible, as there is much to do Get organized immediately, as there won’t be time to do it later – spreadsheets are key It’s a good idea to have participated in this kind of event before, otherwise you may not be able to correctly envision the way it should work (if you haven’t, become a volunteer at another large event, preferably pet related, but it doesn’t have to be) Don’t fall behind if you’re trying to plan this event in a short period of time, as you won’t be able to get caught up Set your registration deadline for about two weeks prior to the event, but don’t be surprised when 50 percent of your ultimate participants register after the deadline – expect it – people love to procrastinate. Stay focused; stay positive. It will get frustrating at times, but you can do it. The hard work will pay off. If you don’t feel like you are able to manage a large event, start with a smaller one. The important thing is to do it right so that people attend and animals are adopted. You don’t have to be an expert, just very dedicated and organized.
