In Any Event
By Andrea Zuegel
I love going to the Clothesline art festival each year. Partly to find my favorite jewelry artist, partly to see something new, and of course, there’s people watching. But this year I caught a different angle that had me distracted: that was the efforts of Rochester’s non-profits to market themselves at this event. Maybe you noticed them — the tables along the back road of the gallery. I happened to be manning one (volunteer) so I had a few hours to watch and reflect. My question to you all is, how does an organization make itself relevant at these gatherings?
I watched my neighbors across the way: Cobblestone School was trying to entice kids over by handing out little pipe-cleaner animals; a breast cancer survivor group was handing out calendars. I wouldn’t call any of this terribly engaging. How about the Finger Lakes Burn Unit (no disrespect, but really?). I put this question out there, because I believe that event marketing is really important. People at events usually have money, they’re in a location for a period of time, therefore somewhat captive, and it’s a great time for face-to-face communication, which is rare. Thoughts?
Tags: Non-Profits
September 15th, 2009 at 1:24 pm
I guess I don’t agree that it’s a great time for face to face communication for not for profits. People attend to see and buy stuff. The not for profits, as you describe anyway, aren’t participating in the event. They’re dragging off it. If the volunteers sign up for it, fine, but its not like there’s any built in synergy.
As for how they make themselves relevant, maybe they could create art and open up a booth? Or commision a local artist(s) to lend some pieces? That might cause people to take interest in a cause, or at least offer an opeing for the cause “story” .
Start with why people are there and connect to it.