I can’t remember a time when my dad wasn’t on some board to help the
homeless or that involved a ministry. When I became a teenager my
parents started toting me along to various event fundraising banquets
and I would paste on a smile and present a firm handshake. Then when I
needed a job I accepted the position as Special Events Coordinator at a
local mission.
From golf tournaments to banquets to toy giveaways, I learned the
ropes of event planning. Next I moved on to work at a symphony where I
continued planning events such as fashion shows, intimate concerts at
donor’s homes and supporter meet-and-greets. Here are five tips that
I’ve learned over the years:
1) Plan, plan, plan – The first vital step is to create a firm
foundation for your event. What is your goal for the event and who do
you want to attend? Who are the most important people on your guest list
and what dates are they available? Next, pick a date that doesn’t
coincide with other local charity events that may vie for your donor’s
attentions and that doesn’t land too close to any holiday or sporting
event.
2) Timelines are your best friend – Once you’ve established a date,
guest list, “tone” for your party (ex. formal, casual, intimate, etc.),
create calendars and timelines detailing every aspect for your event.
The calendar should have drop dates for Save the Date cards (if
necessary for a large event); when the invitations should be designed,
approved, sent, and RSVP deadline; when to meet with caterer or
facilities coordinator; meetings with the event committee, and all of
those things on your to do list. Also, create a “day of” timeline
accounting for every minute of the event day from set up to the
presentation itself. For example, assign times for your set up crew to
arrival, guest arrival, salad served, main course served, MC introduces
your CEO, video presentation, etc. When you’re well organized things
will go much smoother.
3) Leave them wanting more – Many non-profits leaders are so
passionate about their project that they want their guests to catch that
same fire by giving endless examples of how they’ve helped people and
what is in store for the future. That is great information for special
events, but stop way before your guests start to check their watches and
their coffee gets cold. From guest arrival to “Thank you for coming,”
your typical event should last no more than three hours tops.
4) You’ve got to spend money to make money – Your event is a
reflection of your organization and many times you have this one chance
to meet donors or future supporters face to face. If you run out of food
or have cheap appetizers, your guests will not have a good experience
with your non-profit. Spend a little more or invite fewer guests to
ensure that you can provide the quality that puts your best foot
forward. It’s the lasting impression that counts.
5) Relationships – This is by far the most important point! Make each
guest feel welcomed and appreciated. It’s the human touch that creates a
partnership and a lasting relationship. Have your leadership team and
staff spread out and talk to as many people as they can. Thank each
guest for coming and tell them you value their sacrifice and support. Be
genuine and caring.
Special events are a great way to fundraise and build a foundation
for a strong relationship with your donors. Once they’ve committed to
your cause, keep the momentum going through social media fundraising and
encourage them to share your message with their friends. Although you
may not see instant returns on your effort, special events are a high
investment, high return.
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