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As part of a brand-new series, we’re going to focus on careers—both within nonprofit organizations as well as the professionals that support them. The hope is that members of our nonprofit community can learn more about what their colleagues do… as well as provide background for anyone considering a different career path.
This first post highlights event planners. Special events can be a monetary and marketing bonanza for nonprofits: big ticket galas can produce big donations, and can attract media attention to an organization and the organization’s mission. As the number of nonprofits of all types continues to grow, and government cutbacks increase, nonprofits often look to these big events that can meet all of their needs in one shot.
Tell us a little about yourself…
My name is Ginger Berman (recently changed from Donnan – business name to follow). I’ve been an event planner for 11 years, since graduating from Towson University with a degree in Mass Communications. At my first job as a marketing coordinator for the large corporate law firm White & Case, I planned eight client events my first year. By the time I left the position of marketing Manager, Conference and Event Planning five years later, we were a team of three planning 70 client retreats, educational seminars and other special events each year. I joined Autism Speaks in 2006 as Special Projects Manager and then consultant to the co-founders, planning high-profile events like the first chefs’ tasting in NYC to offer table-side cooking to over 350 people and the Concert for Autism Speaks featuring Lionel Richie that raised $1.8 million. As President of Ginger Donnan Events LLC, I’ve planned 12 of Public interest Projects’ national grantee meetings, and organized the logistics for 10 Light The Night Walks for the NJ chapter of The Leukemia & Lymphoma Society attended by 2,000 people each, among other events for nonprofit organizations. I live in New Jersey.
How did you get involved in event planning?
My involvement in event planning started in college, working on campus events and helping at events for internships at a PR firm and the Baltimore county government. At the time, though, I didn’t see event planning as a stand-alone career for me, as I also enjoyed using my writing skills and delving deep into issues or problems to find a solution. It was only after starting my first “real” job at the law firm that I understand that event planning requires those skills and more.
Is the process different for nonprofit events as opposed to corporate functions?
There are different considerations to make when dealing with a corporate vs. a nonprofit client. While both need budgets created, nonprofit organizations’ are tighter and can’t usually come up with a few extra thousand dollars when a special idea is proposed. In either case, we like our budgets to include lines for items we may or may not need. If not, it shows as $0 but we know we’ve addressed it with the client.
We don’t typically plan fundraisers for corporate clients (although sometimes registration fees are donated to a charity), but nonprofit events pose a particular challenge when sponsors and high-profile donors are involved. We need to make sure their information is tracked appropriately and sponsorship benefits are fulfilled. We also track, describe and set-up silent auction items.
Also for nonprofit organizations, our approach with volunteers is often more involved than with a corporation’s internal staff. Both need to be well-briefed on the event and their individual roles but volunteers typically need more in-depth explanations and may also need to be considered as donors to the organization.
What are the most critical elements of a successful event?
I think the most important aspect of event planning is clear communications with attendees, vendors, and the client. You can come up with the most innovative ideas and but if your communications are vague or worse, incorrect, the event isn’t going to happen as planned or expected.
How do you ensure the success of a first-time event (as opposed to one that takes place year after year)?
Besides clear communications, it’s important for everyone involved to commit to the event being a group effort. We keep all constituents engaged through regular updates on the process of the planning as well as individually-assigned timeline items, so no task is left unplanned.
Is an event the best/most appropriate way to achieve goals (versus, for example, a press release or other targeted communication)?
An event is often the most expensive way to achieve a goal so it’s incredibly important that all other options for communication, fundraising, networking, etc. have been explored.
What are the benefits of hiring an outside consultant to handle an event? Is it something only a large nonprofit with a big budget can afford?
Absolutely, not! Nonprofits can save thousands of dollars by hiring a freelance event planner or company rather than keeping an event planner on staff year-round. We’ve see in-house event planning departments standing idle for months out the year and non-event planner employees—from assistants to executive directors—taking on the role of event planner. If that’s not the reason the employee was hired, then they’re not getting their regular job done. And in most cases, we would be planning the event more effectively and efficiently than a non-event planner employee.
How has technology changed the way events are both planned and marketed?
Technology continues to influence the event planning world. Social media is a great way to promote mass marketed events. Cvent offers an online RFP (request for proposals) system that will send your event information out to hundreds of venues, if you like. Hard-copy invitations have gone the way of the cassette tape for many special events and conferences.
In the end, though, event planning is a relationship-business and those relationships—whether they are with your attendees, vendors or clients (everyone has clients, even if they’re internal) —need face-to-face cultivation.
What kinds of resources (e.g., books, seminars, mentors, etc.) have helped you in your career as an event planner?
For up-to-date news on the event planning industry, as well as tips and trends, Bizbash.com can’t be beat. My university didn’t offer event planning courses but many do now, including NYU’s School of Continuing and Professional Studies. Howard Givner recently launched his Event Leadership Institute which is great for those just getting into the industry or in their first event manager position. I found that nothing teaches better than your own experience, along with some very involved mentors that I could turn to along the way.
Finally, what do you like best about your job? And what is your least favorite aspect?
It’s very satisfying to build a plan, make adjustments, add layers and then make it come to fruition—with hundreds of moving parts. On-site event management can be an adrenaline rush, particularly when all of those parts fall perfectly into place. The drawback—there’s no rest for the weary!
Find out more about Ginger and what she does here or reach her by email.