What to do and the order in which to do it

In 2012, my digital agency, PRINT2D was selected to provide media services for the First Annual Ed Asner & Friends Poker Tournament to Support Autism Speaks. Over the past few years, I've learned a lot about how to leverage current technology and social media in order to successfully market nonprofit events. Below, I share advice on what to do and the order in which to do it.

First and Foremost - Give yourself time and take nothing for granted

In years past, knowing that celebs like Ed Asner, Don Cheadle and Joseph D. Reitman would be in attendance didn't help me relax, in fact, it made me nervous. Don't assume marketing your event will be easy. Remember, an event is only special after it's over. Give yourself plenty of time to cultivate and reach your audience - you'll need it. My team and I began planning in January for this years event to be held on September 12th.

Create an adaptive / responsive event website

Your event website will serve as the hub for all your marketing going forward. If possible, create a mobile-friendly, responsive, website specifically for the event. I employed a fullscreen video, from last years tournament, to grab the users' attention in the first 5 seconds. Be sure to include all salient information such as event details, sponsors, prizes, how to register and social media tie-ins. See autismspeaks.print2d.com

Use Social Media to spread the word

With so many things to get done before the event - working smart is the name of the game. Use social media to encourage likes, follows and shares. Again, as with the website, I recommend creating social media pages specifically for the event. Come up with a unique / memorable hashtag that you can use to tie all your social media posts together. My girlfriend came up with #ChipIn4Autism and I like it!

Put it in writing and ask for what you want

One of the most important life lessons I ever learned was that it is selfish not to ask for what you want, because it deprives other people the satisfaction of helping you. Once you have your website and social media sites in place - put your intentions in writing - ask for what you want.
I created an outreach tool known as a "digital onesheet" (digital because of the QR Code) that includes a personal note from Ed. This was distributed to potential sponsors and players, both electronically and via mail, along with a personal solicitation letter from myself and other team members.

Click for my full-size solicitation letter
and the full-size digital onesheet

Be unique and go big

As long as print and digital media exist in the same time and space - I love using QR Codes and NFC technology where appropriate. This year, I decided to create "talking poker chips". Printed on both sides, using heavy card stock, I inserted an NFC chip in the middle of each poker chip. When scanned with a QR Code reader or tapped with an NFC enabled device, the poker chip directs users to a mobile website that features a video of Ed Asner inviting them to the event. These were just released and are being used as a "save the date" promotion.

Click for the full-size talking poker chip

Summing things up

In summary, give yourself enough time to promote your event. Use the Web and social media to build your audience. Ask for what you want and go big - your event will be a hit!
Special thanks to Ed Asner, Matt Asner, Ron Burkhardt, Kristen Mays, Amir Araghi, Taylor Sinnard, Erin Christy, Maggie Rohdy, Jennifer Jones, Anne Alexander, Suzette Martinez, Christopher Bald, Brandon Adachi. Everyone at PRINT2D, Warbasse Design and BonoVoxPR.