Mazda T. Miles,
CMM,
Perfection
Events Inc.
15 yrs in
events mgmt
events->what
is the goal, objective of the event… produce measureable result
Take our time
to do what we need to do to connect with the people we need to connect with
What do you need the people who attend.. to know, do,
and feel
What qualifies her to talk about this:
1- Been too church all her life; churches know how to
raise money thru fundraisers
2- On too many volunteer boards, built on donations..
3- Business… been in corporate for awhile, has managed
budgets for many different events
4- Entrepreneur – built own business... lost job and was
forced to find a path
Started business, budgeted investment, networking to
find help; collaborators
Plans to show HOW to come up with compelling and unique
events
-Strategic planning meeting for events
BUILDING the NETWORK
Nonprofits aren’t as diligent as businesses about
networking
Nonprofits don’t realize: need to sell
What we do so close to our hearts, think everyon should
be as passionate as us about our cause
It’s up to us to communicate th value of what we do
So that they will want to be involved
Definition of networking:
1- Lines connectin up down left right and all around
2- Connecting interactively
network – build holistically
EVERYONE can help us
How do we feel about people who call us just when they
need us
Don’t just call on people when we need them – more
constant contact
- company used to “drip” (well developed strategy
Stay in touch after we get what we need - users
Don’t think people “higher” than us – change mentality
about what people will and will not do for us
Change approach
Build loyalty – don’t want people to simply contact us
when it’s time to give us what we need
Investment we can make outside of what we can immediately
benefit
Networking exercise
Networking is about sharing
Discuss two of biggest challenges you’re facing with
regard to individual donors, fundraising, special events
Selling self
Clique within org
Network too large
Societal consciousness cause
Startup fundraising
Expanding business: revenue and territory
Understanding full value of fundraising, donors and
events
Committing to sticking to persistence :-à set up processes and minimum
daily behavior needed to reach goals
Motivating (INSPIRING) WE not just ME
Participation: getting people to attend events,
participate in org’s activities : engagement
Raising funds: getting $
Expanding beyond current bubble
How to execute a good event: what’s gonna get people
thru the door (wanna attend? To the goal)
Sales
Didn’t know nonprofit work involved SALES
Selling self, selling business
Convincing people of value to invest time or money in
business
Understand WHO people buy from
People buy from: who they KNOW LIKE TRUST
Loyalty/engagement
Consistency is important
Experience
Conversion: converting the network to sales: people who
will give time, money, resources
Invested in sales training
Retention: how do they STAY knowing, liking, trusting
Make it personal
When you want to engage someone, do you know what drives
them, what is important to them, why they are giving to you
Use tools available to get information PUSHED to you
(auto alerts, notification)
Referral
Learn how to ask for referral: are ther people that you
know that could benefit from what your org does
Do you know anyone else who would be interested… who
could benefit from what I do
Referral: automatic credibility… if some one refers you
to them, then the person who’s been referred to you will automatically KNOW
LIKE TRUST
People buy to solve pain more often than to resolve
pleasure
(those are the two reasons people BUY)
buy = engage
same chemical released from our brain when we give up
money as actual physical pain
(cash is more of that chemical then check then
debit/credit card)
Buyers Buy Emotionally, and Justify it Intellectually
Engage people emotions
Tell the story of the business and why you are doing it
and candid accounts from those served and how it has changed peoples’ lives
All this becomes a base as you specifically put together
a fund raiser or Event
Do these people know like trust me?
Am I solving some sort of pain for them? Meeting a need
Am I making it pleasurable? Meeting a want
Make people listen to your idea and give feedback
Claude Edney
2675935483
companyvoice.com
think of donors as buyers
for buyers, you have something to prove: why buy my
product
for donors, we tend to think we shouldn’t need to prove
to them/convince them to buy(donate)
What is the need for the buyer?
What pain can I solve?
What dot he people (demographic) of my network need?
What ar they pained by? The network
How can I provide pleasure?
Shark tank-like event
Q: how to get those people who would be on that panel?
Another pre-event to inform people and engage them about
the business
Getting bigger donors – sponsors… by partnering with
bigger orgs, government agencies
Gala for those being served
Intimate dinner for those who can support
Expo to educate people about this cause and provide
exposure
Being able to say what th contribution is for
(quanitified)
After: show what contribution was for and the measured
results
Sale - goal
after
Presentation/proposal – make pitch about what my biz
will provide
after
discovery meeting – find out way we might be able to
work together –
after
conversation – talk to prospects
after
prospecting – find out people who could use service
----------------------------------------------
MINIMUM DAILY BEHAVIOR
Start with, say, 100 prsopects
Might land conversation with 20
Might get discovery mtg with 5
Might get to present/propose to 2
To get one sale
If you have to gets say 1 sale in say a month, and have
20 working days in a month – need to contact 100/20 prospects per working day
Basically: greate goals and timeline then do basic math
to assess minimum activity needed each day to reach goal within a given time
frame
Visioning --à
execution
Steps in between
If you aim for nothing, you’ll hit it every time
Ensure strategy aligns with desired outcomes
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