8-5 Months in Advance

Once the gala date and location have been confirmed, it’s time to solicit sponsors. Start with organizations and individuals you already have relationships with and then expand your search using your network for introductions to potential new sponsors. Work with your nonprofit marketing team to develop a media buying strategy that targets potential event sponsors. Empower your BOD, committee members and staff by providing them with sponsor packets that outline the value of gala sponsorship.

As you welcome sponsors aboard, collect their preferred social media pages, hashtags and request content appropriate for your audience. This information will be key for your social media posts. Sharing a resource provided by a sponsor makes a much better thank you than the words “thank you.”

Create a gala landing page with attendee, media and sponsor details. This is important, make sure there is tracking and analytics for all social media platforms, advertising campaigns, etc. before driving traffic to gala content.

5-4 Months in Advance

As early as possible, send Save the Date postcards or emails. As early as five months in advance is acceptable, especially if the gala is taking place during a busy time of year. If printing, prioritize past attendees, active donors plus the past 2-3 years of lapsed donors, prospective donors identified by your team, past and prospective sponsors, key local politicians and influencers, and anyone you may want to honor at the gala. The email route may allow you to expand your outreach to more individuals. If you have the opportunity, consider asking sponsors, board members and your top donors for contributions to the guest list.

While you may be tempted to wait for final gala attendance numbers, plan and order your swag well in advance.

If your gala has a virtual component, consider event boxes. These themed boxes transform your virtual gala into an engaging hands on experience with event swag and gifts sent to attendees prior to the party.

Alert your printer. It’s always a good idea to request a printing estimate in advance and give your printer an idea of when and where printed materials like invitations, signs, step and repeat, and other collateral should be delivered.

4-3 Months in Advance

It’s never too early to assign personnel. Work with your team to determine who will work the gala and how. Then add volunteers and schedule alternates in case your original representative(s) are unable to attend.

Distribute social media content. Sponsors and influencer attendees can use the provided content and preferred hashtags to assist in promoting the event. This is a good time to launch any planned media buy campaigns to encourage attendance or awareness of this event as well.

Whether by mail or email, send gala invites 6 -10 weeks out so potential attendees can plan their attendance in advance.

Share on social media. Customize and publish gala-specific social media profile images, cover images and posts to get people talking about your event. Remember to boost posts and run targeted SMM ads to potential audiences.

We all know that the to-do list doesn’t stop once the event starts, but this guide will help you keep the big picture in focus as you navigate the gala planning process. Need help with your nonprofit event promotion? Contact aJuxt and we can help!