8 Keys to a Successful Event

If you plan it right, an event is a time when the mission of your organization can shine bright. Events are ingrained into the nonprofit culture and if managed properly can be a valuable tool for expanding awareness, raising money, and building enthusiasm and commitment. The following eight keys will help your event be a shining star for your organization:
Have specific goals. So, why are you having the event? If it's fundraising, be sure you net dollars from the right audience at the right levels. If it's awareness, be sure the right attendees heard — and left with — the right message. If it's recognition, be sure the honorees floated out of the room.

I've attended more than one fundraising event where the follow-up talk labeled it a great cultivation event, and that is also a success.

Your goals should include:

• Participation — numbers and profile of attendees, or even specific participants.
• Budget — staying within expense budget and if a fundraising event, hitting your net goal.
• Awareness — this could mean media resulting from the event, increased knowledge among participants or both.

Plan ahead. Any event takes a lot of planning — more than you think. There will be challenges to overcome. The longer your planning runway, the smoother the event will fly.

Have the right team. Be sure you have the right people with the right knowledge and experience around the table. That could be staff, volunteers or a mix. Also, be sure the team understands not only your goals for this event, but the mission of your organization. We've seen more than one event "hijacked" by even one strong committee member and the original goal is not achieved.

Make them want more. Have your guests leaving glad that they attended. And if it is an annual gathering, you want them mentally blocking off the date for next year. This means the event:

• Begins on time — this shows respect for your guests and their time.
• Ends on time (never go longer than one hour for a daytime event and two hours for any evening event with a program, not including galas/dances and auctions).
• Allows for sufficient social time that enables people to connect with each other — and for you and your team to thank people and tell your story.

Ensure the experience. From their approach to their exit, your guests need to know where they are going and feel welcomed and appreciated. This can be achieved through placing multiple levels of staff and volunteers in the right places. For example, place your friendliest staff and volunteers at the welcome/check-in table to put guests at ease immediately. Your best storytellers should work the room and speak during the program. Never allow people to stand alone or feel awkward if they don't know anyone.

The devil is in the details. There are so many variables for most any event — whether it is an announcement, a reception, a dinner, etc. Some common challenges:

• What happens when someone arrives who is not on the registration list (are you able to replicate any name tags so they don't feel out of place, for example, and where are they going to sit)?
• What happens if you have last-minute cancellations or no-shows at key tables? Have a plan so there are no empty tables in the front rows.
• What are your backup plans if a speaker or entertainment cancels at the last minute?
• How do you plan to handle inclement weather? If it rains, can you get your volunteers armed with umbrellas to walk your guests from the parking lot? I've actually seen this done to rave reviews by guests.
• Is there sufficient staffing to ensure smooth parking — valet, parking facility staff?
• Do you have plans for special dietary needs if you are serving food?
• Entertainment — sometimes live music themed to the event sets a nice tone during the reception, as long as it's not too loud. Whatever the entertainment, try to tie it to your mission. And be sure you have screened the act.
• Do you have someone taking photographs? People secretly enjoy having their photos taken, and you can use them for follow-up communication.
• How easy is it for your guests to find their seats? Grab a name tag and number before the event and check it yourself.
• Do you have appropriate security for the event? If you have auction items you need staff or security to keep an eye on things.
• If it is a fundraising event, are there opportunities for participants to make donations to your organization — pledge cards on the table or giving kiosks or stations make it easy for attendees.

Tell your story. Each event should reflect a story to be told. It could be a story of recognition, a story of your mission or a personal story of success relating to your organization. Do this at different levels throughout the event:

• Visuals: Are you playing a video or using a presentation with music and photographs? If you plan to use audiovisuals, check, double-check and triple-check that they work properly. There is nothing worse than hitting play and having nothing on the screen.
• Live entertainment: Do you have entertainment by those you serve or by professionals? Ask to review their material to be sure it's appropriate for your event. Work with them to tie in your mission and goals as much as possible.
• Printed materials (from a program to signage): Be sure that they are appropriate for the event — representing your mission and goals for the event — and that your attendees want to read them.
• Testimonials: Put a face on your organization representing those you serve. If it is a school, students and faculty with life-changing testimonials; health care, a grateful patient or lifesaving provider. Nothing pulls at the heartstrings more than a real, live person helped by your organization. Also, a donor who is excited about the difference she's making can be most effective. Be sure to know what your speakers are going to say, and give them a time limit. If appropriate, do a video presentation of the speaker to keep the event on time and on message.
• Messaging: Give your key staff and volunteers three key message points that they can use during the event. It will give them confidence and keep everyone on message while interacting with guests.
• Media: Is it appropriate to have media at the event? Who will pitch the story and how?

Follow-up. Be sure that the special feeling you created for the event, the increased affinity for your organization, carries over. Here are some ways:

• Send each participant a thank-you e-mail or letter.
• For VIPs, make that a handwritten note with a photo enclosed of them at the event.
• As appropriate, include the event in your communications (website, social media, newsletters, etc.). Get media coverage, and share this with the attendees.
• Call and thank key participants.
• Ask for event feedback, as appropriate.
• Thank your staff and volunteer team.
• Hold an evaluation session, and document the event's successes and shortcomings so you can build on the event each year.

When done well, events can create a wonderful experience that deepens donor relationships and transforms the perception of your organization. They also can be drains on staff and volunteer time, as well as money. With focus, planning and execution, you can ensure that your event meets its goals and leaves guests and planners feeling like superstars.

Jeff Jowdy is the president and founder of Lighthouse Counsel and a member of the FundRaising Success Editorial Advisory Board. Reach him at jeff@lighthousecounsel.com