History of marketing thought In the s and 50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods.
Contact Us What are special events and why run them? A special event is a function or "occasion" which, in fundraising terms, aims to generate money for the community group or not-for-profit which stages it.
There are many different types of special events, each with their own different level of complexity and suitability for different groups. Large, lavish occasions are generally out of the reach of small consumer groups - and even in partnership with big organisations and sponsors some small consumer groups steer clear because they believe too much of the integrity of their group may be compromised by alliances or perceived alliances that would reflect poorly on their philosophy.
However, with creativity and lateral thinking your group can sometimes get around these hurdles, especially if your group is lucky enough to have a social dynamo, a tireless networker, a media savvy expert, an artist, graphic designer or a really confident group promoter, for example.
Remember, these events can be small. They do not always have to be grand events.
Some of the more common types of special events are: Functions - which can also involve supporting money-generating activities such as raffles, auctions, etc. Dinners - a more formal special event, but one which, again, can see things like raffles and auctions added to raise further money.
Awards nights - often popular at sporting clubs, and can have further fundraisers piggybacking on top of them. General fundraising events or drives - for example, a fundraising walkathon, readathon, rideathon, or any other type of -thon.
Why run a special event? There are a number of reasons to run a special event. To raise money - obviously, the first and most important reason why groups stage special events is to generate income. In many cases, a fundraising special event is designed or even timed to provide a significant boost to your organisation's coffers so it can undertake a new project or continue operations in the coming year.
To gain publicity - staging a successful and noteworthy special event can also attract positive publicity for your group.
That publicity, if used well, can then be turned into more money for your group. To raise awareness - a well-run and well-publicised special event can raise awareness, not only of your group, but also of what you stand for or the issues you advocate on.
To improve or gain reputation - a well-run special event will add to your reputation. Again, this can help future fundraisers. To recognise people in your organisation, or successes - it is important to recognise and reward group members, or your group as a whole.
Staging a special event can be one way of doing this. If there is one key tenet to a successful special event, it is planning. Your organisation cannot expect to have a successful special event fundraiser if it is not willing or able to put in the necessary planning.
Fundraising considerations for mental health consumers Financial capacity It is difficult for small groups to organise large-scale events which need the outlay of money - sometimes a lot of money - before any return is possible.
Many consumer groups simply do not have this capacity. However, organising more modest occasions might be possible in the following circumstances: If your group has a member who is a natural 'money generator' or natural 'obtainer of what is needed' from wealthier organisations, politicians, the corporate sector etc.
There are examples of this working well in Australia but it does take 'a certain sort of person' to achieve the best results. If the group is able to form a partnership with other small to medium sized groups and organisations - not necessarily in areas related to mental health - so that expenses can be shared.
However, the group needs to remember that the money, publicity, profile and messages will also be shared - and the messages might be mixed or contradictory if, for example, the event is co-organised with a 'carer' group.
A fundraising event might be something that a group sponsor is interested in funding and organising as part of their commitment to your group. The message Your group needs to think about the message that 'glamour occasions' for example might give the community about your group and whether you want this image spread.
Is it the right image for your group? In doing this your group might need to list both the positives in terms of image, not money and the negatives of the public face of your group or organisation.
On the positive side, for example, might be: Could this be an opportunity to challenge discriminatory attitudes of community members towards mental health consumers? Could organising such events - perhaps with some help - be good for the self-confidence and self-esteem of your group?
Whereas the negatives could be: Could the celebratory nature of some of these events be insulting to some consumers in your group who don't believe there is much to celebrate in the mental health system?
Could there be a potential for your group to lose control of the organising and you find that the search for money leads to even worse discrimination - as marketing the event becomes more important than the substance of the cause?
Are your proposed fundraising events consumer-friendly?Free - Independent - Accurate - Verified We check the information before publishing it No Paid listings, No Advertisers, No Conflicts We are about real choice.
Your Power. Use it! Our Mission. Community Counseling Center’s mission is to provide comprehensive behavioral health and prevention services to every person in need in our five county region.
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Consumer behavior involves the study of how people--either individually or in groups--acquire, use, experience, discard, and make decisions about goods, serivces, or even lifestyle practices such as socially responsible and healthy eating.