Host a Successful Virtual Event | A Case Study
While the country is in an uncomfortable COVID-19 limbo, many nonprofits have been forced to host their events virtually. This can be overwhelming, but Cogeo has proof that, if executed properly, these events can be highly effective for an organization. We have put together this case study to showcase that success and help make the planning process a little smoother for any team considering hosting a virtual event.
Under Cogeo’s guidance, the Student Program for Academic & Athletic Transitioning (SPAAT), recently hosted a virtual cultivation event. A cultivation event is a small, comfortable gathering typically hosted by a key leader or volunteer from the organization. Organizers will invite a select number of interested parties who have a strong affinity for the nonprofit, connections within the community, and (if possible) affluence.
The goal of a cultivation event is to educate the attendees about your organization and fundraising campaign. The focal point of the evening will be a number of speeches that speak to the details of the fundraising goals and the impact they will make. Surrounding the speeches will be the opportunity to have personal conversations about the organization’s cause, to ask and answer questions, and to mingle with prospective donors.
Given that SPAAT shifted this event to an online platform, the framework of the event was adjusted, but only slightly -- and we actually saw that these changes generated more buzz and positive response.
For instance, the fact that the event was online made it extremely easy for many invitees to attend. By eliminating the need for commute, babysitters, or any other issues that might come into play when having to leave home, we saw an increase in attendees. They also seemed more relaxed and comfortable in their own home. Many attendees dressed casually and were more engaged during the question and answer session.
The speaking engagements went very smoothly, which may have been in part because they felt comfortable and the pressure of speaking in front of a “crowd” was diminished. The whole process was more easily controlled, from sharing slides to moving through presenters to the question and answer session, and was executed efficiently. Organizers were able to move swiftly through each segment, keeping the event time to just over an hour, which was greatly appreciated by attendees.
Most important, SPAAT leaders were able to generate several major gifts meetings from this event. The feedback received from organizers and attendees was unanimously positive. It was a smooth process with little pressure and high reward.
Cogeo has put together the framework of the event for any organizations interested in replicating this process. If you have questions or would like to speak directly to our team, please contact us and we’ll reach out to set up a time to chat.
EVENT BREAKDOWN
15-20 attendees
1-1.5 hours
Attendees were casually dressed
Every board member invited at least 5 people from their network
Created a flyer that could be easily shared via email or text
Zoom link that was easily shared
Shared the case statement on screen share
Call to action at the end
Followed up with each individually to schedule a meeting
Played a video recap of the ESPY awards (major virtual event for SPAAT)
EVENT PREPARATION PHASE
Overview
Purpose: Giving exposure to the positive benefits of SPAAT in the community
Build the elements that does this most effectively given the medium
EX: case statement in slides
EX: video from SPAAT alumni that were signed as NFL free agents
Speakers: alumni and current students, board members
Q&A
Thank everyone and let them know we’ll be following up, and that there will be other such events as long as this pandemic is going on
INVITE
IMPLEMENTATION
Considerations
Length of event: Recommend 1 hour to maintain interest in virtual space
Time of day (evening is probably best)
How will the “personality” be conveyed?
Invitees
Current students & alumni
Parents
Teachers
Local news
Board members
Local community leaders
Speakers
SPAAT Board member (Host)
Harold (Executive Director)
Current students & alumni (video can suffice if they are unavailable to speak LIVE, but real-time is most powerful)
Content
SPAAT story & elements of the case statement (Executive Director)
SPAAT’s impact & importance in the community (Board member)
Speak to why they are on the board/why this organization is important to them
Personal stories about experiences in the program (SPAAT students)
News updates (Executive Director or Board member)
EX: NFL free agents
Platform
Zoom (open event)
Instagram Live
Youtube Live
Twitter (live tweeting)
Call to Action
Make a donation - provide link
Join the board
Become part of the steering committee
Submit resume if you are interested in working for SPAAT
FOLLOW UP EMAIL
Good evening All,
On behalf of the entire SPAAT team, I want to thank you for attending our cultivation event last night. It was an honor to educate the community about our organization’s work and the successes SPAAT has had over the past 15 years, and we are so grateful you could attend to learn more. As you gathered from our presentation, there is a great need for services like SPAAT’s in Oakland (and beyond), and we have ambitious goals to address that need head-on.
It has been an exciting journey thus far, but we are just getting started!
Now that you have a better understanding of who we are as an organization, we would like to meet with you individually via Zoom, phone, or socially distanced walk to discuss SPAAT’s goals in more detail and how you can get involved. Please feel free to suggest a time and location that are convenient for you.
Thank you for your support of our project. I look forward to connecting with you again soon. I have also attached the SPAAT Case Statement for your convenience.
Kind Regards,
Harold Pearson