Should your non-profit host events....or not? That is the question!

 Is your non-profit organization looking for ways to raise more revenue, and are you considering hosting an event?

NOT SO FAST!

Hosting an event of any kind takes time, and deciding which event is best for your organization is part of it. The other part is thinking strategically about what your goals are for the event--and that means all of your goals, not just filling in a gap in your yearly budget!

To break it down, here are some things to consider.

What is your purpose? Make a list of what your organization hopes to gain from hosting an event, such as:

• Increasing your fundraising? First you should look at all of the ways you are currently fundraising and if what you are doing is effective. Can your appeals be more compelling? Are you reaching all of your donors? Do you research and consider how your donors want to be communicated with? Have you had conversations with your recurring donors and stakeholders on ideas to raise more revenue? Have your board members and Executive Director made calls and personal visits to gain insight into how to best proceed with events?

• Creating awareness? If your organization is new, creating awareness is important and an event might be one of the ways to do so. However, you must consider your constituents, community and volunteers and if your organization has the necessary resources to host an event that might not raise money for a few years. Instead, an initial awareness event should be thought out and your board and staff should work together to make sure you cover your bases....writing PSAs for local newspapers and magazines that engage your community with stories about what your mission has accomplished, create meaningful social media and website content announcing your event, using volunteers and board members to talk to their friends, colleagues and family about the organization and securing their participation, and have every staff member and board member support the event. An example of a great event for awareness if you have a building or campus to highlight might be hosting a Run/Walk/Stroll. If your donors and potential donors live all over the country, consider a virtual event and pack your agenda with people who can speak about how your organization has changed their lives. Plus! Make the virtual event different. I hosted a Virtual event during Covid and had Broadway performers sing! (They happen to be friends, but all agreed to perform on a future Zoom for donors that bid on the live auction!) And, if you insist on a Gala, make sure that you secure sponsors that can underwrite the cost of food, beverage and perhaps even your event space. Finally, don't forget to have your board invite the right people to attend...those that understand the mission and will raise their paddle and bid on auction items. Your goal should be to engage your audience to support year after year!

• After your event, no matter what you decide to host, the "after" the event is even more important! This means sending a personal thank you note immediately, preferable from your board chair or Executive Director if possible. These notes can be written out before the event and can be personalized right after the event is held. In addition, the attendees should receive an official letterhead thank-you that includes a Fair Market Value for their meal and auction items purchased. Then, follow up with personal phone calls to let the donor know how their donations are being used. Hosting any event for organizations should never be a "I'm done with that"......it should be a start to creating a meaningful relationship that will be a win-win for both the donor and the organization.

I have managed events for 22 years. Galas, Run/Walks, Stair Climbs, 3 Day Cycling Events, Bowling Events, Brunches, Virtual Events and even excursions to kids' camps where the sponsor met and played with the kids they were supporting. All these events required a well-thought-out plan and hard work but were so gratifying. The reason is because I got to know incredibly kind and generous people who cared about the mission of the organizations I worked for. I have had meetings and lunches with CEOs of companies who supported their leadership to build walk teams, or provide a venue, or agreed to a large sponsorship. I made friends with Police and Fire Chiefs who encouraged their men and women to participate in stairclimbing events. I have met elite runners who were training for marathons. I've met people at chamber meetings that wanted to help to find a cure for asthma, lung cancer, COPD, mental illnesses, or who wanted to support the underserved. Good people enjoy doing good things.

These opportunities to connect resulted organically in building a larger donor base and raising more revenue, while growing meaningful long-term relations to support a mission. It is also the stuff that keeps non-profit junkies like me going!

Be patient, set goals, communicate with your stakeholders, and PLAN!

I am available to consult with your team about your organizations needs and am willing to set a strategy filled with possibilities!

Fundraising Basics and Creating a Culture of Philanthropy: Practical Tips

Whether you are the Executive Director/CEO, staff, Board Chair or board member of a non-profit organization, you must be a team that is focused on the organization's financial health to advance your mission. And that means everyone on your team should support fundraising initiatives. Creating a "culture of philanthropy" takes work, and the importance of fundraising must be front and center at both staff and board meetings. Sharing stories of how fundraising supports programs and those you serve creates a picture of what donations support and gives the team talking points.

Board Members and staff must have a clear understanding of the value of building trusting relationships with donors, potential donors, and stakeholders. While the board must be willing to "tell the story" of the organization, they must also open doors for development staff, make introductions and identify opportunities to raise revenue.  Your development staff should have experience in creating a fundraising strategy that makes sense for your organization. The revenue goals should be lofty, but achievable. Using a team approach to achieve the goals created by staff and approved by the board to meet the goals set for your budget is the best way to reach your target.

Here is an example of "fundraising failure". Years ago, I worked for a large health organization as a Vice President of Corporate Partnerships. My new colleague, with years of experience was hired to build a robust major gift department with individuals he could find in the database. The individual records had no information on the donors. My colleague had to research what their donations were for so that he could glean at least some knowledge of what the donor supported in the past. Like any good development employee, he spent the first couple of months making phone calls and writing handwritten notes thanking donors for their past support and informing them of upcoming events and programs. His goal was to build relationships first to lay the groundwork for making an "ask." Yet because he hadn't immediately raised money, he was terminated. He was not given the tools he needed to succeed and had no interaction with the board who might have opened doors or given him a history of the gifts. Raising revenue for a non-profit, regardless of how important your mission is, takes time....and a team!

At each board meeting, the development staff should present reports to show their fundraising results and have an honest discussion of the "whys"--why they hit their targets or why they did not. This discussion is important because it will allow an open dialogue with the team to think strategically about how to better the fundraising results in the future. It will also help open up discussions on building relationships with potential donors, enhancing relationships with current donors, and how to reengage lapsed donor. Who knows the donors? Who is willing to approach them? Who wants to do the work of listening to a donor and what is important to them?

So, what's ideal to achieve the maximum success in fundraising? Hire a proven fundraising executive with experience that has engaged in on-going professional development education. This might include a Certified Fund Raising Executive certificate, that tells you this professional has spent at least 5 years learning, studying, attending classes, conferences and more in order to advance their fundraising and non-profit organization knowledge.  A CFRE can also act as a mentor to your less experienced development employees.  In addition, your experienced fundraiser can coach Board Members, the Executive Director/CEO and Board Chair on building fundraising capacity and how important philanthropy is to the organization.

Many Executive' Directors/CEO's are challenged with a lack of understanding that they are important leaders in creating the culture of philanthropy and defer to their development staff to do the heavy lifting. The reality is that the Executive Director/CEO and Board Chair must be on the same page, have a deep understanding of the fundraising plan and financial needs of the organization, and must be front and center in building donor relationships. They must also support and encourage the entire staff and board in embracing the fundraising plan which will support the mission today and ensure the stability of the organization's future.

"Coming together is a beginning; keeping together is progress; working together is success.

-Henry Ford 

Email me at: fundraisingwithoutfear.blogspot.com

      

Fundraising: A Practical Guide for New Non-Profit Board Members

So, you joined a non-profit board? Welcome to the world of building capacity in areas that have been identified as needing much more than the community they serve can support. You are now included with a group of like-minded people who are dedicated to the work of the organization that you will serve. Now what?

There are many reasons to join a board, but there is no better reason than a strong belief in the mission and a desire to advance the cause and ensure that the future of the organization is solid. If you have little interest in the mission or have been talked into becoming a board member by a friend, colleague or employer, run! You may have met with the board Chair and have agreed to the list of "board responsibilities" but if fundraising wasn't an expectation, or if it was briefly discussed and you are not willing to embrace this as a primary role while you serve, a position on a board isn't for you.

Why? Because all nonprofits rely on fundraising to exist. Through galas, walks, runs, small hosted house events, virtual events, and appeals through email, snail mail or a fundraising platform for auctions or crowdsourcing, fundraising supports mission and operations. As a board member, you are looked at as a leader of the organization. Staff will need to be able to tell potential funders and grant makers that the board fully supports the organization. And if you truly would like to be on the board, fundraising is something you will need to learn how to embrace. This means you must open your professional and personal connections. Ask your employer if they can support the organization through their own foundation or marketing department, or if they have a matching-gift policy. Engage your friends and ask them to attend your gala-and discuss how their purchase of a ticket or an auction item will help to achieve the revenue goal. Attend networking events and discuss the organization at a chamber meeting. Create a "virtual" event on social media and set a lofty-but achievable financial goal. The organization you serve should always be on your mind! 

If you are uncomfortable with fundraising -that's OK, too. Know that you are not asking for yourself, but for an organization you deeply care about. Talk to the fundraising staff to ask for a list of past accomplishments and needs for the future so that you are prepared when you speak to others. Tell the potential donor how resources have helped the organization you serve. Share your passion! Overcome your fear! We are NOT born fundraisers-we learn how to become one. Best of luck on your journey!

Email me at: fundraisingwithoutfear.blogspot.com