Awareness Is Nice, But Special Events Need to Raise Cash

On his www.raise-funds.com Web site, fundraising consultant Tony Poderis wrote recently on special events, addressing the question of whether they should be focused on making friends for an organization or bringing in money.

His answer: Raising money should be the main goal, though special events also can help bring in new supporters, increase volunteer involvement and publicize the organization. A special event with the primary goal of making money, Poderis writes, is a special event more likely to succeed.

Before considering putting on a special event, organizations should keep in mind the following:

1. Profit. Poderis says a fundraising event should not be produced if it will not generate a profit. Organizers need to establish income goals for the event in order to give volunteers and staff something to shoot for.

“Volunteers need and want stated, measurable, obtainable goals,” Poderis writes. “Give them that, and you give them the opportunity to be winners. If they feel like winners, they’ll be back to help again.”

2. Choose an event that fits into your organization’s fundraising mix. Take into consideration the activities of the event, as well as the time, talent and resources it will take to make it successful. Determine how you can come up with the resources to produce the event. If you have a named dollar goal, make sure you choose an event that is capable of reaching it. Poderis recommends organizations look at their history. What has worked in the past, what didn’t and why? Choose an event that reflects your constituents, not just in terms of age and wealth but also social and business demographics. Fundraisers also can look to other organizations for event ideas.

And find a hook. If your organization is soon to celebrate a special anniversary or other milestone, it might be a good time to hold an event.

According to Poderis, you’re ready for your special event when you have: a qualified, hardworking chairperson; organized volunteers; an active and supportive board; adequate time to do a thorough job; staff support; an up-to-date mailing list; community recognition; and enough potential sponsors and patrons to make a profit. He also notes that the benefit should be the only request for funds going out to constituents at that time, so as not to fatigue donors.

Keeping a fundraising event on track requires constant monitoring of its progress and reporting that progress to event planners. Encourage accountability in the planning process. Poderis says the best way to ensure this is to schedule weekly or monthly progress meetings where committee members and other planners report on their specific areas of responsibility. Make sure your event planners leave meetings with a clear understanding of where the planning stands in relation to the event’s time line, and that with each meeting they are reinvigorated to work for a successful result.

The post-event meeting is equally as important as the planning meetings, Poderis emphasizes. As soon after the event as possible, get planners together to critique it, discussing its successes and failures. This information, when compiled into a post-event final report, will prove crucial when planning subsequent events. Ask questions such as:

* What went right?

* What went wrong?

* Should we do it again next year?

* Did we make a significant amount of money?

* Were the tickets priced right?

* Did we target the right markets?

* Did the event help promote community involvement in the future?

* Could we have planned and executed the event better?

And last, but certainly not least, don’t forget thank-yous. If your event relied on sponsorship, be sure to send those individuals or companies a thank-you that communicates how valuable their sponsorship was to your organization and the success that it led to. Thank sponsors promptly with a thank-you letter signed by the chair of the event or the organization’s board president that communicates the amount that was raised from the event and what programs the money will support.

Tony Poderis can be reached via www.raise-funds.com