How to Write Effective Event Descriptions for Nonprofits
An event is a momentous, idiosyncratic, one-off episode that stands out in narratives about the past. According to sociology author Robin Wagner-Pacifici, events are a departure from the discipline’s attempts to articulate general laws about societies.
A nonprofit might hold an event to raise funds, connect with members, or promote its cause. For these reasons, an effective event description should include details about why the event is taking place and what it will offer.
Make Your Event a Story
If your nonprofit is trying to engage its audience, it needs to know who they are and what drives them to action. The most successful events tap into their interests, and can enlist support from local resources.
For example, a climate webinar series or a fun run targeting LGBTQ+ people and their supporters might connect to their interests in tackling climate change and getting more exercise. The events also provide a space for peer leaders to share their knowledge and connect with others who are passionate about environmental issues.
Use a Headline that Piques Interest
Your headline is the first thing readers will see when they are browsing your organization’s website or social media channels. It should grab their attention and get them to click on your event. It should also be descriptive enough to entice them to come to your event.
Avoid hype or vague hyperbole in your headline, as these aren’t particularly helpful to your readers and can damage the credibility of your brand. Instead, try using a strong, clear, and punchy headline.
Be Direct and Clear
In today’s attention economy, people are bombarded with information on a daily basis. This is why it’s important to keep your event descriptions simple, concise and straightforward. In addition, be sure to include a hyperlink in your text so that readers can quickly find what they need.
Include Experts and Speakers
If your event features experts, make sure to list them and their positions in your description. This can be especially useful if your speakers are experts in a specific field, such as a scientist or a journalist. This can help your event stand out among a sea of similar ones, and it can give listeners an idea of what they’ll learn.
Don’t forget to include keywords related to your event, such as ‘science’ or ‘art’, in your description. This will make it easier for potential attendees to find your event through search engines and can also ensure that you’re reaching a wider audience.
Add Highlights and Examples
A great event description is full of highlights and examples that show how your audience can apply what they’ve learned to their lives. This can be done through photos, videos, quotes and even stories.
Adding the highlights and examples will increase the number of people who can read your event description, and it will also help them relate to what they’re reading. It will be a good way to build your audience’s trust, and it can be a great asset to your marketing efforts.