How to organize a charity event in a shopping center: step by step instructions. How to organize a charity fundraising event? Company Day Events Without Funding

In such a case as help, oddly enough, one must be guided primarily by reason, and not by feelings. How to present, arrange and conduct charity event? We share experience!

First, define a clear, transparent goal for the event.

It is no secret that any charity is primarily good intentions. Often the goals of such events are described as "help" to a certain segment or "social responsibility of the company / society."

In fact, charitable events should have two clear goals: to generate investments in a specific project and to draw attention to the subject of the problem.

Once you understand this, planning your next steps will become much easier. Define your project's recipients clearly - the more specific those who need help, the more likely they will be helped.

Highlight the main conditions for participation and make them as transparent as possible.

You have a project, so you have a goal. It's up to the small thing - to put a tick in the checklist.

• Members
• Budget
• Format
• Sponsors and partners
• Media
• Feedback

1. Participants

Define your target audience. Who are they, these people who are ready to spend their time and resources for a good cause? Organization, individuals, patrons, the public of a particular city? You should not even start without having specific data about the intended participants.

2. Budget

The main problem at this point is that the profit received from the event (sales of tickets, auctions, activities, etc.) must obviously exceed the investment. Investments must be sufficient to attract the required number of participants and hold the event itself. You will have to work hard and calculate how many participants the collected funds will exceed the costs of this event format on a specific site.

3. Format

Answer yourself one question: having investments and social responsibility, you are more likely to visit the presentation socially important project or an art gallery followed by a presentation?

You already know about the participants of the event, so it will not be difficult for your creative staff to choose an unusual, but appropriate format. The main rule: "Charity should not be boring!". Leave a charity dinner in the past, think about a charity marathon, performance or creative evening.

Make sure it's an event that people really want to attend, and don't have to attend out of a sense of duty. Carefully study the site, follow the atmosphere and relevance of every detail!

4. Sponsors and partners

Here they are - those who will help you reduce costs and increase project visibility. And that means getting more money for those in need. Fortunately, every year more and more companies participate in socially significant projects and charity.

Don't be afraid to also address your proposal to contractors, nonprofits, and foundations. If you are holding a large-scale event, volunteers will be happy to help you. The main thing is that all of them know about your event in time. All you need is gratitude and publicity.

Don't forget to pull out your trump card - a celebrity. Once a famous person will be involved in your event, traffic will increase, Information support, image characteristics.

5. Media

Returning to the purpose of the charity event: in addition to material assistance, drawing attention to the problem is of great importance. The greater the media coverage of your event, the more caring people will learn about the situation in a particular orphanage or about patients with a particular disease.

The most media-covered problem always generates a discussion of possible solutions. Design outdoor advertising, printed matter or timing in social networks will directly affect the number of participants and interest in your project.

Participants willingly share information about the project in the event that they also receive something in return: for example, a photo. The original photo zone works wonders when we are talking about photos on Instagram and creating a positive image of the event.

6. Retrospective

One of the key components that many people forget about. Rate your event after completion. To what extent have your expectations been confirmed by real indicators? Was the format appropriate for the event? What could be changed in the timing? What difficulties have arisen? The client, partners and participants will help you answer these questions. Be sure to ask feedback and analyze!

It was the retrospective and analysis that helped the TOGETHER! come to important conclusions and provide the perfect balance of activities, impressions and the official part.

The purpose of holding charity events is to attract the attention of the widest possible social strata to any social or personal problems.

They can help raise the necessary funds to implement charitable projects. For example, a shelter for homeless animals or the restoration of a historical monument. For holding events of a serious scale, it is highly desirable to support businesses and conscious people who want to contribute to a good cause. The easiest way to organize such an action is for officially registered charitable foundations, volunteer movements and large companies.

The role of business

Often charity events are held in large shopping malls. The event can be timed to coincide with any holiday or memorable day. On Children's Day or new year holidays Those who wish have the opportunity to buy gifts for orphans, and on Victory Day they can raise funds to help veterans.

The consent of the owner is required for the promotion to take place. shopping complex. To get in touch, you can use the mailing system or make an appeal through the press service of a charitable foundation or organization. It is necessary to explain the program, the conditions for the event, the goal (most importantly), how to achieve it, and advertising. The management of the shopping complex can be attracted by offering favorable advertising conditions. You can declare them an information partner and offer to join the board of trustees. A positive image plays a very important role for a business. Yes, and the profit from holding such shares with the owners often increases significantly.

The role of the media

Fundraising for treatment can also be done through a charity event. Charitable foundations during their implementation ensure that people really need help. The Fund provides bank details, certificates and documents. Usually, photos and detailed diagnoses are posted on the site, they tell you what kind of treatment is needed. A large-scale action requires the involvement of the media. Many print media publish such announcements. They cooperate exclusively with registered organizations, as they can only publish confirmed information.

Often the publications themselves initiate one-time promotions during the holidays. Orphaned children write letters to Santa Claus, and their publications are printed, so that caring readers themselves act as the addressee, giving the children such long-awaited gifts.

Charitable actions are very important because they allow to draw the attention of the authorities and citizens to serious public and private problems. Thanks to these events, the organizers not only raise funds for the implementation of significant projects, but also provide people with the opportunity to do good deeds. Holding such events is possible only with the support of caring citizens, big business and authorities. Special attention coverage of the event in the media.

First of all, it is necessary to decide on the benefit of whom the charity event will be held. Based on this, it is necessary to develop the format of the event: it can be a fair, a sports festival, a concert, an auction, and much more. It is equally important to find sources of funds that will cover the costs of organizing and holding the event. Finally, you should enlist the support of the media, which will cover the planned action on their websites and in print media.

The easiest way to organize such an event is for a charitable foundation, big company or volunteer movement. For example, foundations often hold charity events in shopping malls. Most often, these events are timed to coincide with some holidays. Their essence lies in the fact that everyone is given the opportunity to prepare a gift for an orphan child and give it to an orphanage, putting it in a special box.

To hold such an action, first of all, you need to decide on the choice of a store or shopping center that will host the event. For this, both mailings and direct communication with the press service of the organization are suitable. The administration of the center must provide a detailed description of the planned action: how it will take place, what goals it pursues, and what the collected funds will be used for.

The management of the store should be interested in providing the charitable foundation with its space. It can be attracted by excellent advertising conditions, for example, by offering to enter the list of event partners or its board of trustees. But this is far from the only potential "winning" of the shopping center: participation in charity can raise the image of any business. In addition, it has been noticed that during the days of various promotions, the number of customers significantly increases at stores.

Another type of charity event is fundraising for medical treatment. The funds that organize such promotions guarantee that the funds will be directed to the intended purpose and that they are really needed. As a rule, charitable organizations place on their websites photographs of sick people, accompanied by detailed description diagnosis and required treatment. Also, the ad must contain a current account or other details for transferring money. In a larger version, the media are also involved in the action. Announcements for fundraising for treatment can be found today in many major newspapers and magazines. They only cooperate with foundations because they can publish reliable information.

However, the print media themselves can also hold a charity event, both in cooperation with foundations and without their mediation. In the second case, the media themselves transfer the collected funds to those in need. Usually such events are of a one-time nature and are timed to coincide with the holidays. For example, before the New Year, some newspapers publish letters from orphans addressed to Santa Claus. Each reader, after reading the message, can purchase the "right" gift and send it to a child left without parental care.

You can also organize a charity event in your office. To do this, you must contact a charitable foundation or volunteer organization that oversees orphanages, hospitals or nursing homes. You can time the event to any holiday. Volunteers will bring letters from their wards, in which they tell what gift they are waiting for. And employees of the company will be able to purchase everything they need or transfer donations to the bank account of the foundation.

Organization of charity events is not difficult at all. The most important thing is to clearly define the goals and objectives of such an important event.

Irina Goncharova
Photo: insales.ru, bfrenova.ru, shkolazhizni.ru

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When the Parish Starts Organizing social activities he often encounters the fact that most of the wards first of all need material assistance. An effective way to collect things and donations is to hold charity events. How to run a charity event mall and where to start, we will tell in today's material. The information was prepared by the Synodal Department for Church Charity and Social Service based on the materials of the VII All-Church Congress on Social Service.

It is necessary to find out the needs of your wards and make a clear list of the required things, dividing them into understandable blocks: clothing, food, medicine, treatment, education, etc. Everything that can be collected with things according to the list must be collected in this way, and cash donations should be saved for those items of expenditure that cannot be paid in another way. For example, medical services, drugs (they can only be accepted as a gift from pharmaceutical companies in which you are sure), payment for work staff members project, etc.

Promotion:

Option 1: Share in point of sale, which is carried out by the outlet itself. Shopping centers, grocery or consumer goods stores, mini-markets, supermarkets, hypermarkets, markets, etc. can act as a outlet. This option works very effectively if the management of the outlet shows a clear interest in holding a promotion, is ready to print and place promotional materials, and involve its employees. The last condition is the key to the success of the event. It is especially effective to carry out such an action as a “marathon”, for example, for two weeks in a row.

What will be required from you:

1. Arrange with a retail outlet (a chain of stores, a supermarket, etc.) to hold a promotion.

As a rule, negotiations are more successful if you act through the "inner circle" - acquaintances, familiar friends, etc. Studies show that in the charitable field, people have great confidence in the recommendations of loved ones. "Cold" negotiations from scratch can also be successful, but require much more time and effort.

2. Help the outlet with the preparation of announcements and information leaflets about the ongoing promotion.

Make sure that the information materials indicate the purpose (to whom and for what we help), the dates and times of the action, a clear list of what customers can buy in this store, and a place where the donation can be left. For example, these can be special containers in the checkout area at the exit from trading floor. It is also advisable to install small boxes at the checkouts to accept donations. Be sure to seal them and secure them carefully. Crates must be closely monitored by store guards.

The flyers should also contain your logo, name of the organization and contacts in order to form recognition of your projects and increase the confidence of the participants.

3. Agree with the management of the outlet that all employees will be informed about the promotion and its conditions.

If necessary, provide assistance in compiling a memo-instruction for employees: a brief and clear description of who and why the assistance is collected, what organization is leading the project, how donations will be transferred and distributed, etc. It is very important that sales assistants in trading floors and cashiers politely and kindly invite store visitors to participate in the promotion. For the same purpose, in the checkout area and at the entrance to the trading floor, in those places in the store where the goods you need are present, it is important to place ads / leaflets about the promotion with a list of necessary things.

4. Announce the action on all available websites, in social networks, post announcements on the territory of temples and friendly organizations.

5. Prepare a warehouse (room of sufficient capacity) for storing, sorting and issuing the collected goods.

6. Organize the prompt removal of the collected things on your own or with the help of a retail outlet.

This format is the least labor intensive for you. If a whole chain of supermarkets is involved in the action (for example, Magnit, Pyaterochka, Miratorg, etc.), the efficiency will be much higher.

Option 2: Promotion at the point of sale, which is carried out by your forces (employees + volunteers)

Such an action is more difficult to organize and carry out, but with its help you will not only collect donations, but also be able to make new friends and like-minded people who learn about your activities, can become volunteers, regular donors, etc.

What will be required from you: 1. Write a letter of appeal to the administration of a shopping center, supermarket or market with a request to organize an action on their territory. The most effective actions take place in major centers and supermarkets such as "Auchan", "Carousel", that is, in stores with a large assortment and traffic. But there is successful examples holding such promotions in food markets. Weekends are preferred for promotions, when there are more buyers. If you plan to collect not only goods, but also money for their subsequent purchase, you need to discuss this with the administration of the outlet in advance and obtain official permission from them.

2. Design and print flyers in advance. This is the key moment of the action. The leaflet should indicate who is organizing the action (with contact information), for whom the assistance is collected, how you can take part in it - with detailed list necessary goods.

It is important to decide in advance whether you are ready to collect and distribute used clothes, etc., during promotions people often offer used items in good condition. Prepare an answer to this question (are you ready to accept or not, where can you bring it on another day and to whom to give it, etc.), pass this information on to your volunteers and all employees.

Be sure to indicate in flyers and announcements how you can help later, in case a person does not have such an opportunity right now - a website, SMS, details. There should be a lot of leaflets! It is most effective to distribute them at the entrances to the point of sale and in those areas of trading floors and shops where goods from the list of necessary items are located.

3. In advance, place an announcement at the point of sale that a promotion will take place on such and such a day (days) (these can be large posters). If possible, on the day of the action, you need to organize radio or video advertising (oral announcements about the ongoing action on the speakerphone of the outlet, advertising on monitors).

4. Involve volunteers in advance. The success of the action depends on their quantity and preparation. To find volunteers, you need to place announcements on websites (for example, all parishes of the diocese), create announcements and event groups in social networks (publish information about the needs related to the action, transport, packaging materials, etc.). It is advisable to announce information in churches after the service about the action itself and that it is possible to participate in it as volunteers. Highly good volunteers, as a rule, become sisters of mercy, schoolchildren (under the supervision of parents), students, youth of the temple, participants in theater circles.

5. Appoint a coordinator who will record volunteers and answer their questions. Volunteers usually cannot work all day, it is better to divide them into groups and make a detailed timetable. The coordinator draws up a list of volunteers so that a sufficient number of people are present at each time slot.

6. Train volunteers in advance and/or give them instructions on what they should do and what they should say to people. Instructions can be sent for review by e-mail. Don't forget to take the printed version of the instructions with you to the event. Not everyone will be able to read it the day before, and someone will probably come without an appointment.

The instructions should describe in detail the details of the action: who is the organizer, the dates and terms of the event, the mechanics of participation, for whom the assistance is collected, how and to whom the assistance will be distributed, and in what other way you can help.

Volunteers should know who they can contact if they have questions to which they do not know the answers, understand all the mechanics of the action in order to confidently and convincingly answer visitors' questions.

Volunteers should be friendly, smiling, ready to overcome shyness and not be afraid to communicate and distribute leaflets.

The success of the action depends on the number of leaflets distributed and on the goodwill, smilingness and friendliness of the volunteers.

Flyer distribution method:

• Volunteers offer to take leaflets to all adult visitors of the shopping center. You need to address visitors with a smile and a prepared introductory phrase, for example, "Participate in a charity event", "Today we are having a charity event."
• It is better to approach a person a little from the side, not on the forehead - this is embarrassing and subconsciously perceived as aggression.
• No need to try to choose “friendly faces” from the stream, but simply address all visitors who are within a radius of about 1.5 meters.
• Don't be overly assertive
• Do NOT get upset if the person reacts in an unkind or aggressive way (this is rare, but it does happen). Encourage newcomers – employees and volunteers.
• It is NOT necessary to “treat” and convince those who begin to criticize charity, political situation in the world, etc. In this case, you should politely say goodbye and move away, continuing to distribute leaflets to other visitors.
• If you are running a promotion at a large outlet, it is best to stop handing out flyers one hour before the promotion ends. Otherwise, customers may leave the store later than yours. information stand finish their work and receive goods.
• Set up volunteers to hand out leaflets. In a team, they will be more fun and bolder to communicate with visitors to the outlet. But the main thing is that they do not communicate with each other on abstract topics.
• After the end of the promotion, go through the outlet and collect the remnants of leaflets from the malls, shops, counters and empty shopping baskets. This will leave a good impression on the administration of the outlet.

7. On the day of the campaign, at the exit from the market or the shopping center, behind the cash desks in supermarkets (i.e. in the exit area from the trading floor in a clearly visible and fairly free place), you need to install an information stand.

The stand should include a table with informational materials, a sealed donation box (it must not be left unattended!), a banner / roll-up or just a large poster that attracts the attention of visitors, carts (or boxes) for collecting things (you can ask supermarket for the duration of the promotion) where people can leave purchased goods and ask questions. A representative of the organization and well-informed volunteers should be present at the stand, who will be able to correctly explain how to become a volunteer, where and to whom the assistance will be sent, who will organize the event, how you can help after the end of the action.

It is advisable for visitors who have made a donation (money or clothing) to give some small souvenir that will remind them of your organization (it can be a magnet, pocket calendar, badge, etc.) and a leaflet with information on how to to contact you and how we can help in the future.

It is highly desirable to keep a record of the most active participants who are ready to provide volunteer and financial assistance in the future. Be sure to save their contacts (first of all, the address Email), this is your base of benefactors.

Some time after the action (in the next two weeks), be sure to send them letters of gratitude and a brief report on how much help was collected, how it was transferred to those in need. A competent photo report on the issuance of assistance makes a particularly strong impression. At the end of the letter, leave the contacts of your organization and information on how you can help right now, for example, a link to the website page with donation methods, the number and format of the SMS donation.

8. After the promotion, you need to take out all the collected things from the territory of the shopping center or market.

You can take out the collected goods by volunteers in parts during the day or all at once at the end of the day after the end of the action (for this you need to provide a car with a larger capacity). If you chose the second option and there are a lot of collected bags with things, you can negotiate with the shopping center to provide space for storing things during the day.

9. Before the campaign, you need to find and prepare a warehouse in advance, where the collected goods will be subsequently stored and sorted.

10. After the action is over, be sure to thank the administration of the outlet, as well as post a photo report and a story on your website (with gratitude to the outlet and everyone who assisted in organizing and conducting, including volunteers, you can list by name), how much was collected things and money, how they will be used.