Special Events with a Virtual Twist

3. Tap into the power of publicity. Speaking of hype, another goal of a special event is to maximize visibility and publicity for your organization. Online events, or new online components for your signature event, can also drive media interest. They can add a new angle to the coverage, such as fiscal responsibility (i.e. lower fundraising costs) or creative ways that nonprofits are using the Internet to reach new constituents. Make the story interesting from a news perspective, not from an agency perspective, because there are just so many grant awards and galas a news team will cover, and you want yours to be one of them.