You’re planning a big event this fall and you want to include your website into your marketing mix. You might have added it to your volunteer opportunities page or even an online event calendar. You may even be planning a feature story on your front page. All of these are good steps, but have you considered a unique web page for the event?
Purchasing a unique URL for your event costs less than 10 bucks -it won’t break your budget. With a simple WordPress based site, you can create an inexpensive place to host your event. Consider a solution like eTapestry to take registrations or ChipIn to encourage individuals to raise money for your cause.
So why go through the trouble? Here are 3 good reasons to create a page.
1) It provides another opportunity for people to find you on the web. You use multiple types of fundraising techniques, right? (direct mail, special events, planned giving) Why wouldn’t you apply the same concept to your online fundraising master plan?
2) It allows you to step outside your agency’s normal look and feel to create some excitement. Check out this example from the Salvation Army in Indianapolis. Here is their main page. Here is a special event page for the WIBC Radiothon. Notice the difference in graphics, tone, attitude.
3) You get to show off your sponsors, create value for them, and strengthen that relationship. The Salvation Army Indianapolis hosts event pages for 2 of their media partners: WIBC radio and WISH-TV. The media partners are happy because they have one less thing to worry about. The sponsors are happy because they get more focused promotion. Of course, both the media partners and the nonprofit are linking to the event website from their main pages.
These pages always manage to pay for themselves and the extra value keeps your partners happy. If you have a good example of a specific event page please post a link in the comment section below.
Source: Blue Trolley Press