How I Promoted an Event with No Budget or Time

You know that feeling when you finally hit “post” on the last promotion and think, "Finally! I can breathe!" Only to realize… wait, I’m not sure I even remember how. That’s where I found myself.

Let’s rewind a few months. I was on a regular call with my client, chatting about plans for the month when she dropped a surprise: she wanted me to lead the entire promotional push for her annual gala and auction. Yes, that one—her organization’s *biggest* fundraiser of the year. No pressure, right?

The task: I had exactly two weeks to pull together a two-month promotional strategy for an event she’d been planning for the last eight months. Oh, and by the way, there was no ad budget. This promotion would rely on the good old-fashioned magic of organic reach, some serious strategy wizardry, and more than a few prayers.

Now, here’s the kicker. Not only was I new to the company, but I knew almost nothing about this gala. Last year’s promotional assets? Gone. The previous event marketer? Well, she had just left. I was pretty much building the event’s promotional train as it was barreling down the track.

As I started gathering every piece of information I could get, the real fun began. I had to pull off this miracle with:

1. No ad budget

2. No confirmed speakers or auction prizes

3. An unfinished guest list

4. A mashup of digital and physical promos that, frankly, were hoping to make it to the printer on time!

So, what did I do? I tackled the challenges head-on, got scrappy with creative ideas, and made every second count. And despite the hurdles, I made it to the end in one piece, one social post and email campaign at a time. Here’s how I tackled some of the most common issues that arose while promoting this event, along with strategies to keep your promotion on track.

1. Limited Ad Budget

Who doesn’t love working an event promotion with no budget? (That’s a rhetorical question). With pennies to spare, I went all-in on organic marketing. I put social media, our email list, and every free tool I could find to work, from countdown clocks to QR codes, posting to both my personal and professional networks. When I did use ads, I got laser-focused. (Be careful with ads, and make sure you’re targeting people who actually want to come!) I also struck gold with cross-promotion. Collaborating with partners and sponsors brought our reach to new heights without dipping into the budget, and posting in local Facebook groups gave us unexpected leads! The key to cross-promotion? Tag every single vendor in every single post.

2. Key Details Not Finalized

Who needs details, right? Apparently… everyone. The menu, speakers, auction prizes, and even the MC were still up in the air. So, I took a “Save the Date” approach, sharing just enough to hook people’s interest without needing all the details locked down. For example, while we knew who the caterer would be, we hadn't decided on what the final menu would be. I got creative with the menu posts—creating a graphic with options that could be on the final menu, making it look like a restaurant preview (pro tip: it worked). See the 2nd photo.

This tactic kept potential attendees engaged without needing finalized content. As details were confirmed, I shared “sneak peeks” to keep the excitement going. (If you like how these look, let's connect! I can teach you how to make something similar!)

3. Limited Time Frame

With only two months to promote and a two-week head start, I mapped out a tight, high-impact timeline. Each week, I focused on building awareness through social media and emails, then ramped up the reminders and calls-to-action as the event date closed in. It wasn’t perfect, but prioritizing the essentials got the job done without a hitch (or at least not too many hitches).

4. Digital and Physical Promo Combo

Consistency is key, so every invitation, email, and flyer had the same colors, fonts, and messages. Thank you, Canva, for making the design marathon manageable! We saved on invites by sticking to digital, while physical invitations were sent to VIPs, and flyers went to select spots. Partnerships with local businesses helped us spread the word without breaking the bank.

5. Incomplete Guest List

An unfinished guest list? No problem. I kicked off with a public RSVP link to gather interest, and for extra flair, I launched a giveaway that pulled in more leads than I ever expected. Now, not only do we have more guests, but we’ve also got a new audience base for future events. (Want to hear my giveaway tips? Read my takeaways here.)

6. Last-Minute Promotional Pieces for the Event Day

Creating last-minute materials like table cards and schedule pamphlets was a challenge, but I saved time by creating templates in advance, in the same styles as the other promotional pieces. Printing core materials ahead and using digital options where possible made the process more manageable. We picked up the pamphlets just a few hours before the event started, praying spell check caught everything. Spoiler: it did!

Even under these constraints, careful planning and prioritizing essentials ensured a smooth and successful event promotion! At the end of it all, I learned that promoting an event with a limited budget, half of the details missing, and a rollercoaster of a timeline isn’t for the faint of heart. But with a little humor, a lot of grit, and maybe a prayer or ten, we pulled it off! What struggles do you face while planning your promo strategy? Let me know in the comments!