A signature event is an event whose brand recognition in the market is equal to or greater than the brand recognition of its sponsoring organization. Also, an event whose production values carry the "genetics" of the sponsoring organization's mission. Signature event is a term encountered, most frequently, in the nonprofit sector to describe an organization's major fundraising event(s). The term signature event was coined in 1984 by Biondolillo Associates, a Wellesley, MA-based marketing and development consulting firm. Some examples include: The Big Cheese Reads, The Pan-Mass Challenge, Girl Scout Cookies Campaign.
Famous quotes containing the words signature and/or event:
“The childless experts on child raising also bring tears of laughter to my eyes when they say, “I love children because they’re so honest.” There is not an agent in the CIA or the KGB who knows how to conceal the theft of food, how to fake being asleep, or how to forge a parent’s signature like a child.”
—Bill Cosby (20th century)
“This event advertises me that there is such a fact as death,—the possibility of a man’s dying. It seems as if no man had ever died in America before; for in order to die you must first have lived.”
—Henry David Thoreau (1817–1862)