The Role of the Event Manager
The Key role of the Event Manager in the Planning Team, Outlining Core Roles and Responsibilities, Team Dynamics, Task and Event Timelines, Maximising Staff and Physical Resources, Planning and Co-ordinating Team and Suppliers, Decision Making, Contingency Planning.
Event Management Planning
Managing Event Planning Schedules; Feasibility Studies, Identifying Event Goals and Listing Objectives, Event Organisational Charts, Duty Rosters, Record Keeping Mechanisms, Recruitment, Reviewing Event Contracts and Agreements, Troubleshooting Event Co-ordination, Creation and Presentation of Proposals to Clients.
Developing Creative Elements, Scheduling Entertainment, Site Planning and Inspection, Analysis and Management of the Registration and Admission Process, Providing Adequate Event Security, Planning Event Protocol Requirements, Coordinating Event Speakers with additional Entertainment for maximum effect, Identifying Appropriate Food and Beverage Menus, Event Contingency Planning.
Overview of Fundraising, Charitable and Community Events
Define Fundraising Event, Define Charitable Event, Define Community Event, Goals for a successful Event, Types of Fundraising & Charitable Events, Key Elements of a Fundraising or Charity Event, A Model for selecting an Event type.
Fundraising & Charity Events Goals & Budgets
Goals of the Organisation, Goals of the Event, Monetary Goals, Budgets & Estimated Revenue, Revenue Streams, In-kind Donations, Estimating Attendance, Sponsors, Tools to assist with budgeting.
Stakeholder Analysis in Fundraising & Charity Events
Who are the Stakeholders, What role does each one have in Planning the Event, Identify the Decision Makers in the Organisation, Corporate Sponsors and their Role in the Event.
Volunteer Management in Fundraising & Charity Events
Use of Volunteers, Recruitment of Volunteers, Volunteers in Leadership Positions, Training of Volunteers, Motivating Volunteers.
Fundraising & Charity Events - Choosing the Right Event
Balls and Dinners, Sport Events, Challenge Events, Musical Events, Cultural Events, Conferences, Receptions, Auctions, Concerts (celebrity or local talent), Family Friendly Events, Festivals.
Raising Money Using Fundraising & Charity Events
Donations, Ticket Sales, How to Negotiate and Secure Sponsorship, Auctions, Record Keeping, Receipts and Donation Claiming.
Planning a Fundraising or Charity Event
The Master Event Timetable, Target Audience of the Fundraising or Charity Event, Event Profile, Select type of Event, Event location, Food & Beverage Service, Prepare the Budget, Analyse and Assess Risks, Develop Promotional Materials, Event Staff Requirements, Entertainment, Decorations (as required).
Overview of Legal requirements in Fundraising & Charity Events
Charity Rules and Regulations (examples from various countries), Professional Fundraisers, Charity Name and Registration, Principles and Standards surrounding Charity Events, Codes of Ethics and Professional Conduct.
Fundraising & Charity Event Evaluation & Reporting
Tools for Measuring Success of Fundraising & Charity Event, Evaluation of Expenses, Evaluation of Volunteers, Evaluating the Program, Revisit the Event Objectives - were targets met?
An Overview of Event Risk Management
Budgeting, Forecasting Expenditure, Compiling and Understanding Event Contracts, Managing Health and Safety, Event Risk Assessment, Copyright and Trademark Considerations, Event Ethical Practice.
Determining Potential Sponsorship Market based on the Event Type, Time, Location, Assessing Selling Points of the Event, Determining Sponsorship Fulfilment Responsibilities, Research and Set Sponsorship Pricing based on Market Factors and Event Exposure.
Marketing Event Principles
Needs and Motivations of Event Customers, The Market Research Process, Effectively Collect and Analyse Market Data, Reporting the findings to the Team and Client, Elements of the Marketing Mix (Product, Price, Promotion and Place), The Pricing Process and How to Establish a Pricing Plan for your Market, Target Marketing Channels, Promote and Develop a Website and Direct Marketing Strategy.
Marketing the Event
Planning the Event Proposal Strategy, Preparing the Event Proposal, Sending Invitations, Budgeting and Buying Advertising, Publicising the Event;? Organising Contests, Merchandising, Packaging and Sales Promotion, Formulating a Public Relations Strategy, Conducting Market Research, Methods of Measuring Marketing Activity.
Marketing Fundraising & Charity Events
Outline Objectives of Event, Identify the Target Audience, Develop Marketing Plan, Using Sponsors to Market, Social Media Marketing, Getting the Message out via the Media, Promotion, Public Service Announcements, Word-of-Mouth, Making News, Publicity Stunts, Pre-Event Marketing, Post-Event Marketing.
The Importance of Making your Events Environmentally Friendly, Benefits to your Company, Benefits to your Clients, Benefits to the Environment, Environmental Standards & Eco-friendly Credentials, Schemes you can adhere to, Options Available, Carbon-Neutral Events, Types of Eco-Friendly Events/Suppliers, Eco-friendly Weddings, Eco-friendly Conferences, Eco-friendly Caterers, Eco-friendly Venues and Questions to ask them.
Sponsorship, Internal PR functions, Corporate Image, Press and Broadcast Media Relations, Client Relationships, Internal PR, Commissioning and Briefing Photographers, Supplying Material to the Press/Getting Material onto TV and Radio, Organising Seminars, Exhibitions and Conferences, Audio/Visual Aids, Writing Skills (Press Releases, Writing Feature Articles for the Press, In-house Journals and Newsletters), Crisis Management, Corporate Advertising, Brochures and Printing.
ONLINE PUBLIC RELATIONS
The Social Media Landscape
Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.
The Internet as a Media
Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.
Public Relations and Search Engine Optimisation
PR tactics, Optimising your Campaign, the Google Factor, SEO Tactics, SEO Guidelines, Factors influencing SEO, on-page and off-page SEO, CMS, Link Building. Link Building guidelines.
Social Media and PR Strategy
Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.
Online Influences on Present PR Practices
Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility.
Social Network Marketing
Introduction to Social Media and Social Networking, How Social Media is transforming the way we do Business, Facebook, Twitter, YouTube.
Preparation and Research, Speech Content, Subject Matter and Objectives, Speech Delivery and Variety, Body Language, Eye Contact, etc., Presentation Aids e.g. Visuals, etc., Management of Locations and Audiences, Presentation Structure.
Charity, Fundraising & Sponsorship Event Management Project
The project is an important part of the course. Each course participant is given a project brief. Participants are asked at the end of the course to produce a Charity, Fundraising & Sponsorship Event Management Proposal with their recommendations to the examiners. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops proposal-writing and creative skills.
METHODS OF LEARNING
Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments, etc.
The institute maintains a panel of qualified subject experts.
WHO SHOULD APPLY
Anyone interested in gaining skill and developing a career in Charity, Fundraising and Sponsorship Event Management. Early application is advisable as places are limited.
Successful candidates qualify for the Diploma in Charity, Fundraising & Sponsorship Event Management. The Diploma is awarded at Distinction, Credit or Pass level. This course is certified by the Institute of Commerical Management and is industry and internationally recognised in over 140 different countries worldwide.