During the past twenty years, the field of nonprofit management has
grown significantly in terms of the number of nonprofit
organizations, number of people employed, and amount of funds
raised. A key activity in nonprofit management has been organizing
events, which are generally defined as "purposive gatherings of
people." These purposes may include: increasing awareness about the
nonprofit organization and its mission; raising funds to support
programs and services related to its mission; engaging and
developing individuals as donors, volunteers, and advocates; and
enhancing the image of the organization and/or the broader
community. Events in the modern era tend to be organized across the
nonprofit, public, and private sectors. While a nonprofit
organization may create and manage an event, corporations and
businesses often contribute financial support and technical
expertise in areas such as branding, marketing, and social media.
Depending on the event type and size, a local government may
provide the venue and public safety services, including police,
fire, and ambulance. We can understand more about these
mission-driven, cross-sectoral events by looking through the lens
of social enterprise. Social enterprise has been defined as a
venture that advances a social mission using business methods or
market-based approaches. It is typically conceptualized as spanning
sectors, particularly the nonprofit and private sectors. Social
Enterprise and Special Events focuses on how market-based
approaches can be used to help mission-driven gatherings achieve
their purposes as efficiently, effectively, and sustainably as
possible. These approaches include market research, brand
development, cause marketing, gamification, liquidity, cash
management, and clustering. The book also incorporates concepts
important in the nonprofit and public sectors such as collaborative
governance, social capital, political capital, community
development, placemaking, and diversity.
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