Commentary

Beating The Post-Event Blues With Post-Event Relationship Marketing

We’ve all been there. As marketers, we work hard on a given campaign or fundraising event with focus and dedication. And then suddenly, it seems, the job is done. For the past two years I have served as a volunteer race director for the North Shore Cancer Run, a local 5K race that raises funds to benefit cancer patients. The planning starts a year in advance, goes by quickly, and then it’s race day and everything comes together—the hard work has paid off. But, as the last runner finishes there’s a sense of, “now what do I do with myself?” I call this the “post-event blues.”

In reality, while the day or drop date might be over, the event or campaign is not. In fact, post-execution efforts should require as much of our attention as the prep. This is an exciting time because thoughts are fresh in the minds of volunteers, sponsors, donors, and staff, and the data is just beginning to pour in. Here’s how to take advantage of all of it:

  • Talk with participants right after the event. Get their valuable feedback (good or bad) and share it with your staff to come up with solutions for next year. Participants will appreciate your efforts and will be more likely to return. For a campaign, ask donors what compelled them to give after receiving materials. Was it the story, the photos, something else?
  • Survey all parties involved. For the same reason you talk to participants, you want to talk to volunteers, event planners, sponsors and anyone else who helped make the event happen, in order to ensure that you continually improve every one of the many facets of your event or campaign;
  • Apologize for any snafus. This is hugely important. If something goes wrong, just apologize and make note of it so that you can fix it for next time. People respond favorably to apologies and proposed solutions, not to excuses or finger pointing.
  • Thank your staff, volunteers and sponsors in a special way; remember that a hand-written note has more meaning than bulk email.
  • Start gathering and analyzing data: Do you consistently have top-performing participants? Did you raise more or less money than last year? How did your newbies perform? What were your expenses and how can you spend less next time? There are countless questions and answers found in data. Such information is crucial in driving and refining your strategy.
  • Perform a communications audit: What messaging was sent throughout the campaign, and to whom? What were the responses and how can communications improve? Emails, Web sites, direct mail, phone calls — what’s working and why?

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Not all of these things are what you may typically equate with marketing, but when it comes to building relationships and engaging your audience, they accomplish just that. So get busy and stay focused. What you learn and do after the campaign is just as important as your up-front efforts. There is so much to do after the event, in fact, that there’s really no time for the blues. And remember, the ultimate goal is to always continue to improve.

2 comments about "Beating The Post-Event Blues With Post-Event Relationship Marketing ".
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  1. Erin Watson from Kaleidoscope Youth & Family Marketing, August 20, 2012 at 10:45 a.m.

    I'll add another - celebrate a little! Especially with the key team members that have helped make it happen. I've found that a little gathering and gesture of thanks over lunch, sweets or maybe even happy hour can go a long way.

  2. Michele Campbell from King Fish Media, September 21, 2012 at 7:17 a.m.

    Great point, Erin. After often exhausting preparation and deadlines, a team deserves some fun and thanks.

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