Charities and live events
Howard Lake | 5 January 2012 | Blogs
Every year I witness a litmus test of how the live events industry is performing, and which type of events are booming. This is one of the privileges I enjoy as the Event Manager of the annual Event Production Show, and I am eager to report that charities will be very much at the forefront in 2012.
Charities benefit hugely from their activities at live events – Greenpeace, Oxfam, Water Aid and smaller organisations take a cut of £2 million from Glastonbury alone, and 20,000 of the people at the festival are charity volunteers.
The ‘Summer of Give’ campaign which ran throughout summer 2011, underlines this revenue stream, with volunteers getting involved at the Isle of Wight festival, T4 on the Beach, V Festival and Creamfields.
At last year’s show we welcomed representatives from the likes of Breast Cancer Campaign, Leukaemia & Lymphoma Research and Cancer Research UK. They were all keen to the review the new products, innovations and concepts that will characterise the live event sector through an Olympic year which also includes the Diamond Jubilee.
Live events are seen by those in the know as a potent part of the marketing mix for charities. As well as providing an avenue for much needed contributions to the cause, live events also provide a platform for far-reaching public relations allowing exposure to new sectors.
It is important that an event goes off with a bang, which is why our exhibition stands will be busy with experiential marketers, innovative AV experts and attention grabbing entertainment acts. However, the networking opportunities – to avoid business speak this means simply taking the time to have a chat – afforded by live events should not be ignored.
Face to face time will be at a premium in 2012. Companies will invest thousands of pounds to secure a few hours with a client by entertaining at events such as the Olympics and Wimbledon, and I don’t think charities underestimate the magnetism of an exciting event either.
From the grass roots canvassers on our high streets to the lobbyists at Westminster, charities rely on face to face time as way of alerting people to a cause. The ability to reach a targeted audience is also important – where else is it possible to hold a captive audience comprised of the people that matter most?
Each event – whether sport or entertainment related – will appeal to a different type of audience and most crucially maybe; sponsors. With the global spotlight falling firmly on the UK in 2012, now is the time to plan your event.
Whether it’s a charity dance or ball, sporting event, tournament or race, concert or variety show, shopping fair or fête – the mantra remains the same, get the message out there!
Sarah Brownlee is Event Manager, at the Event Production Show, Europe’s pre-eminent showcase for the live event sector. Taking place at London Olympia’s Grand Hall (Wednesday 1 February to Thursday 2 February), the Event Production Show will exhibit the new products, innovations and concepts that will characterise the live event sector through an Olympic year which also includes the Diamond Jubilee.
A new sister exhibition, the inaugural UK Venue Show, will be held alongside the 2012 Event Production Show in Olympia’s West Hall, taking advantage of the global spotlight on London and the clamour for unique venues that accompanies it.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.