Have you
ever seen a Freight Train that seems to extend for miles of cars? I have and I’ve thought “How in the world do
you get this thing up and moving?” Can
you imagine the weight of not only all the cars but the contents as well?
Slowly the
engine at the front will start pulling, the tension builds as each car gets
pulled and finally, they as a group, become one and start to move slowly. But the longer the engine pulls, the faster
the entire train becomes until they are running at full tilt – speeding like a
freight train and nearly unstoppable.
So what does
this have to do with fundraising? Well,
sit back and let me explain. The slow
Freight Train analogy is the same as your ticket sales engine. I always tell my clients to focus on their “Ticket
Sales Engine” first and foremost, getting it up and running at full tilt. The reason why is, if you do the appropriate
things to get it up and running, it will run by itself while you and your team
focus on something else.
It’s a
scientific fact that people must see something “7 TIMES” before they react to
it. Can you imagine in the old days of marketing, having to do a mailer that many times to grab people’s attention, it would have cost a fortune.
But today,
what is the biggest tool charities or fundraising event planners have at their
disposal? WINNER WINNER CHICKEN
DINNER!!! You got it right, yup…the
Social Networks such as Facebook, Instagram, Twitter, LinkedIn etc.
I advise my
clients to “Post Post Post” their event flyer…over and over and over
again. What else? “Tag Tag Tag” all their friends no matter
where they live. Also, to invite their
entire friends list to their facebook event page.
Now – here is
a little secret about Facebook event pages – Don’t be fooled by people either
saying they are coming or not joining whatsoever. The reality is, a Facebook Event page is yet
another way of marketing your event. You
have to constantly tell people about your event, over and over and over
again.
Ok, I can
hear your thoughts “But George, people are going to get sick of seeing it and
will complain” – You’re right…the people who don’t support you or aren’t coming
may complain, but WHO CARES!!! That’s
the way you find out “Whose in and whose out.”
So back to
the freight train story – you have to build positive momentum around your
ticket sales and here are a few tricks that you will find helpful:
#1 – Post
your event flyer: But post it with a “WOW
this event is going to be absolutely incredible” type of description. Nobody, absolutely no one likes
boring!!! Tell them how awesome it’s
going to be and why – the food, the music, the venue, the stuff…whatever. But DO NOT focus on your charity. Why should you focus on your charity? Because the EVENT will sell the tickets in
mass.
#2 – Selfie Ticket
Sales pictures: Every single time
someone buys a table, take a picture of them handing you the money or the check
and post it saying “Johnny Rottencrotch just purchased his table of 10.” That tells other people that tickets are
selling and they want to be in the limelight too…they want you to post a
picture of them.
#3 – Don’t
give early deals: This is just confusing
– Keep it simple stupid.
#4 – Tickets
will not be sold at the door: Not only
is a horrible practice to offer tickets at the door but if you’re hosting it at
a great venue, they will want to know your guest count. Telling people you will not sell tickets at
the door while giving them a deadline, will spur them on to buy tickets.
#5 – DON’T
COMPLAIN: Never – EVER – Never Ever
complain about low ticket sales. Do you
know why? Because that will just tell
the world your event is a failure. Don’t
scream at people, cuss at them, yell or blame them for not supporting you. Just don’t do it.
#6 – On-Line
Ticket Sales: I’m neither for nor
against online ticket sales platforms.
Buuuuuut…it’s not the “Cure All” to ticket sales. In fact, it’s most ineffective. People are lazy. If someone says “Hey John, I’d like tickets
to that awesome event you’re hosting” – DON’T tell to go online, go to this
facebook or website, then over there, then click whatever and buy their tickets. After the first two (2) sentences, you lost
them. They are lazy – Have tickets with
you at all times. When someone asks or
the opportunity arises…SELL THEM TICKETS!!!
If you
follow the steps above – your Ticket Engine will be up and rolling like a
freight train. But, if you think
otherwise or the classic “I just don’t want to bother people” – you will be
sitting in an empty room come event day.
If you would
like to learn more about how to build “Ticket Sales Momentum”, contact BW Unlimited Charity Fundraising, we would love to help you. BW Unlimited Charity Fundraising is a North
American Charity Fundraising leader in a convenient “One Stop Shop”
setting. Contact us at
www.BWUnlimited.com.
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