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!
