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SPECIAL EVENTS: BLESSINGS or LEARNING EXPERIENCES?
By Pam Betz, President, Betz & Company, Inc.
Special event fundraisers are a necessary component of doing business for nonprofit organizations. They consistently heighten awareness about your organization’s mission and provide a unique opportunity to introduce new friends to your programs.
Often considered labor intensive and major learning experiences, your fundraisers, if planned and implemented well, can become the key element in your annual giving program. As your organization becomes known for its signature event, the resource of prospective donors and volunteers becomes priceless.
The following tips might just help you make your event a blessing.
Steering Committee Leadership: Don’t let your committee become a run-away train!
• To aid in recruiting the most effective leadership, develop committee service descriptions which clearly outline leadership skills, scope of responsibilities and accountability, and planning timeline.
• Articulate your organization’s policies and procedures – i.e. sponsorship solicitations, media relations, fiscal expenditures and contract authorization.
Focus on Mission, Mission, Mission!
• Thoroughly orient your committee about your organization’s services and programs so they can be capable spokespeople on your behalf. Take them on a tour of your agency and meet your staff.
• Include your mission on all event printed collaterals and media pieces.
Event Concept: Keep it Simple!
• Concentrate your efforts on developing one signature event annually and grow it.
• Select an event concept, venue and price structure that best reflects your current donor base and organization’s mission.
• Research your date.
• Meet your planning timeline benchmarks.
Start with a Realistic Budget
• Be conservative in predicting your revenue and bullish in estimating your expenses.
• Set a realistic fundraising goal. Committee members want to ride the train of success!
• Evaluate all costs and identify prospective in-kind donors for them all.
Be Open Minded in Sponsor Solicitations & Recognition
• Strategize your sponsorship asks.
• Develop a ‘grocery basket’ of pertinent sponsor benefits—but…
• Ask your sponsor prospects what recognition is important to them. You may be very surprised with the response.
• Be creative with your donor recognition.
Script Your Event: Showtime! All the meticulous planning in the world does not guarantee a flawless production.
• Develop a detailed task timeline with assigned accountability for at least the 5 days prior to your event.
• Provide an explicit script and timeline for all people speaking at your event. Rehearse it in advance.
Expect the Unexpected
• Develop a Plan B and C for any event components over which you have no control, including Mother Nature, delivery breakdowns, travel delays or cancellations, print deadlines.
• Be prepared for anything at all costs.
This list is certainly not all inclusive, but if followed, should provide your staff and planning committee with a solid foundation from which to present a successful event.
And last, but definitely not least, include the FUN FACTOR in all planning activities….AND….especially your event. That’s what will create the buzz around your fundraiser and keep people coming back to support your organization.
Submitted by Pam Betz, President, Betz & Company, Inc.
Pam Betz is the principal of Betz & Company, Inc., a consulting firm which partners the community through the design and implementation of comprehensive community resource development plans for both the nonprofit and for-profit sectors. Her consulting expertise focuses on special events, fund development, volunteer leadership development and community outreach programming. For further information, please contact her at 480-905-1578 or betzco@cox.net .
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Copyright © 1999 Heritage Designs LLC. All rights reserved.
Last modified: September 2006. |
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