Want to know how to promote a charity event when your budget is limited? Then you’ve come to the right place.
We’re about to go over…
- How to concentrate your efforts and spending in the right places
- The many ways you can promote your event online for free
- Some of the ways you can get real-world people to support you
Ready to rally some support for your event? Let’s go find it.
Overall promotion strategy for charity events
Your overall promotion strategy should have a charitable cause at its centre. A good cause is an excellent opportunity to get the local community together. Use that angle when you promote your event.
1. Keep your goal in mind
Don’t forget what it is you’re trying to achieve with your charity event. Is it to raise money, spread awareness, or something else? Keeping your goal in focus will help you target your spending. If you’ve planned your charity event well, you should already have a clear idea of your main goal.
2. Find your audience
Your target audience will depend on the charity or cause. Some people are more likely to support your cause than others. If your cause is to support cancer research, then your audience could be the families and friends of cancer patients.
3. Consider your budget
Budgets are always tight when it comes to event planning. It’s perhaps particular crucial that you don’t waste a penny when it comes to a good cause. Be realistic about your marketing budget, and make an emergency fund.
4. Be selective about where you advertise
You should find out where you can reach your audience and then concentrate on those channels. Do they mainly use Facebook? Do they read a particular newsletter? It’s better to focus than spreading yourself too thin.
5. Create a marketing schedule
You should begin marketing your event as far in advance as you can. Use a marketing plan template to create a program for your event promotion.
6. Advertise the purpose of the event
People are eager to know where the money is going, so explain the difference they can make by attending your event. Provide some tangible examples when you promote the event. A green cause could, for example, plant a tree for every person attending the event.
7. Monitor and adapt
Promotion can quickly get expensive, so keep an eye on your spending. Do you see the results you want, or do you need to revise your approach?
How to promote a charity event online
Online promotion is the best thing since sliced bread for charities. If your goal is to stretch your budget and donate as much as possible, then you’ll love the price of online promotion: Free.
Facebook is a great place to start because most people are on it. What’s more, they have probably liked a charity page or two.
That makes it very easy for you to find and reach the right audience. There are probably also a few Facebook groups already dedicated to your cause.
Join in on the conversations and see if you can find people interested in your event. Some may even sponsor it (more on that later).
If you do have the budget to spend on Facebook ads, then it’s also easy to target people based on their interest.
Tip: Check out our guide on using Facebook ads to promote an event.
Twitter is also a great place to join conversations surrounding good causes. Numerous nonprofit hashtags are about fundraising and charity.
As with Facebook, you should join in on the conversations relevant to your cause. You can also invest in Twitter ads to make sure your profile is also promoted.
Tip: Have a look at our guide on Twitter ads for event promotion.
Instagram is where you can get really visual with your promotion. If you can find some good images relating to your cause, post them on Instagram.
The charities that have been successful on Instagram have all been inspiring, humorous, or emotionally compelling. Why not borrow some of these ideas for your charity event?
Pinterest is another social media platform that concentrates on the visuals. Although Instagram allows you to share posts, Pinterest actively encourages it.
A direct advertisement is discouraged, however, and there are not hashtags to use. It’s better suited to creating a visual story around your cause and event.
YouTube is an excellent place to promote your charity event with video content. You could create an event trailer, a highlight reel from previous events, or focus on the cause itself.
The important part is that you join YouTube’s Non-Profit Programme. That way, you get special perks like donation cards on your videos so people can donate directly.
6. Google AdWords
AdWords can get your event discovered by people searching for the cause you’re supporting. Google also offers an AdWords Grant to charities who want to use it.
Hashtags are an essential part of Twitter and Instagram promotion. They also play a small role on YouTube and Facebook.
Your charity event should have its own hashtag. But you should also research the most popular hashtags for the cause you’re raising funds for.
8. Email campaigns
You should also build a mailing list for your charity event. Emails have the advantage of not being lost in the incessant stream of a social media feed.
See if you’re able to piggyback off other mailing lists as well. If you’re hosting an event for a particular charity, it will make sense to promote it to their supporters.
9. Social media influencers
Social media influencers are the cutting edge of marketing. And many of them support charitable causes. See if you can get one to help promote your charity event.
10. Ticketing provider
You should list your charity event on an event listing site. Billetto offers discounts for charity events and allows you to collect donations. You can also host free events without having to pay any fees.
Physical is rarely free, which makes it a bit more difficult if your budget is stretched. There are ways you can promote your charity event for free in the real world, however.
1. Volunteer street team
You can recruit people from the local community to act as a volunteer street team. They can help you distribute flyers and be advocates for the cause.
2. Radio promotion
Local radio stations might be inclined to donate some airtime to promote your cause. Reach out to some radio station managers and see if you can get a spot.
3. Local newspapers
There are pros and cons of promoting a charity event. Money is often an issue because as much as possible should go to the actual cause.
Fortunately, some organisations are more than happy to help you out. Spend some time researching businesses that support charities.