Guest Writer | Susan Pendray

So , let’s just do a special event!” someone from the back of the room shouted.  “We will just simply have a special event and our worries about funding and having enough money, will soon be over. Everyone does events.  They can’t be that hard to do!”

That is true – but be careful … almost every charitable organization at some time or another must put on a special event.  Many events are held to increase funding for programs or services.  The whole key is to do it right and not make it difficult.  Let’s see what we can do to make it just a bit easier.

A special event is a “marketing tool” and an integral part of your annual campaign.  It is viewed as one of the entry points to your annual campaign. Its goal is two-fold – to gain awareness by introducing your organization to new people (hopefully future donors) and to raise money.

At the same time the organization has its sights on raising some money they can also use the time to acknowledge important contributors, volunteers and sponsors.  A special event is the one opportunity your organization has to showcase exactly who you are, why you exist and say thank you all at the same time.  Special events are much more than ticket sales and auctions.  Sales and auctions are a huge commitment of time and effort on behalf of the organization.  Events can and do make good money but not always right away.  It takes some time, often years until your signature event is known city-wide and your ticket sales are brisk.

Every event started out as a first-time once.  You can make your event work very well but it takes time patience and lots of organized help. Here are just a few things to consider …

Why do a special event and who will come?

Let’s step back.  Why do you exist?  Speak to your Mission and Vision.  Your event must leave every attendee with a bit more information about you and a whole lot more inspiration as to why you are so vital to the community.  These people, your guests, have come (usually by invitation) to spend a given amount of time with you and your organization.  Don’t disappoint them!

Your attendees will be quite pleased to hear about what you do.  Will you offer simple and compelling information about your cause without dragging the time you have to spend into a series of speeches and slide shows?  Will you have a captive group who feels good about being there? Your guests need to really enjoy themselves; after all, the ticket prices are certainly more than dinner and a movie.  Don’t disappoint your audience.

You need to really deliver your special event.   Here are a few tips to think about:

• It is important to tell them about your challenges and your recent successes. People will understand that when “their” support is given that is when you are able to do your agencies’ work. The work that your organization sets out to do is what really changes lives, enhances research, builds families, or educates the way we conserve our resources such as air, water and soil.
• The people who come to your event have already said yes. They have had some thought and spent some time and money to be with you at your event. Perhaps some of them have generously contributed to your event with gifts of sponsorship money or resources that they have been able to share with you. It all helps to make the cost of your event a bit less.
• It is important to generosity acknowledge your donors in the way that they prefer. Some donors like to be applauded from the stage with the brass band treatment, while others would rather be anonymously mentioned with little fan-fare. Do what the donor wishes in terms of their acknowledgement. That includes thanking your sponsors, your ticket purchasers, your volunteers, your staff members, your Board of Directors, your media support and every guest. They have all shared some of their time with your organization. You can never thank people enough for their support. And, really, is not very hard to do.

Now wait just a minute.  The whole idea of a special event is not to have a party.  Moreover, we need to look seriously at donor acquisition and donor retention.  So what exactly does that mean?  People are coming to your event because someone asked them to.  They may have acquired a little taste of your organization – and perhaps they are looking for more … at least we sure hope so.  They may already know some information about you.  Special events are about raising awareness and the profile of who you are as an agency.

Make it easy for your guests.  Provide both information sheets and friendly chit-chat to all those people who want to find out more about your organization.  Invite them to visit again either at your next event, at the home of your organization, visit your website.  Find out who they are and remember there name.

Visit whenever you can with specific “friends” from your organization.  Be sure to share stories that tell them more about the good work that your organization does and why.  Help newcomers to feel welcome and thank them for their interest and support.  Often, when we take care of these people they may want to become even closer to your organization and help share your passion for your organization and the work that it does.  Remember fund-raising starts with the ability to raise-friends first.

In order to raise friends there is one important fact you absolutely need to understand …  You must keep good records of everyone who does anything in support of your event.  Be sure and capture every thing you can at each event such as; who attended, where were they from, addresses, affiliations, corporations and if they have been previous supporters of your event.  How many tickets did they purchase? Did they participate in any of your event activities such as silent or live auctions? See if you can track relationships.

Now for the event itself there are always a few do’s and don’ts - and the typical check-lists that you need to go through.

Those are easy enough, but remember to start your event at least 8 – 10 months out so that you have ample time to get all the details in place.  Slow and steady progress is much easier on all of your busy committee members as well.  Here are just a few of the questions to think about besides the place and the people and the amount of funds that you hope to raise when you set your goal.

• First of all do you have a group of interested individuals who will stand as your event committee?  Right from the beginning this team must set specific goals and keep the momentum going from start to finish.
• Is there a committee chairperson to take the event on and the associated planned activities that go along with your event?  The chairperson is your leader.
• Will each committee member agree to work on one role within the structure of the event and ensure that that one section that they are responsible for is done the best possible way they know how?  Encourage those committee people to find and recruit others to help them do their volunteer job and break the big job into doable portions of work. Find volunteers with previous experience.
• Do you have an engaged group of individuals who will invite others to join them in attending the event?  Mailing a raft of invitations is an expensive way to hope for ticket sales.  People like to be invited by people they know.  If you use a letter to go along with your invitation, make sure that person signs each letter personally.
• You need a good sales force in order to sell tickets.  A specific ticket-sell sales force should be in place from the very beginning.  And selling the tickets is key.  You just can’t afford to give tickets away.
• Are you planning to have events within the main event such as a dance, a silent or live auction, an award ceremony or a special guest speaker, entertainment?  Will you decide to have a gourmet catered dinner or a buffet?  Dance?  Will you include an activity or game of some sort?  Celebrities?  Formal or semi-formal dress?
• Even more important – how can you bring in something new?  Think of something that hasn’t been done before. Go ahead … intrigue the community!  Perhaps you can think of a theme that is new and very different from the hundreds of events that go on in our city each year.  In our city, you can attend an event every night if you wanted to.  What makes your event stand apart from the crowd?  Does your event have entertainment such as a band or a dance?  Is there a particular color associated with your organization or your décor?
•  Now here’s something to really consider.  Are your guests forever waiting in line?  Think about it.  First guests line up to park the car and register themselves at your registration table for the evening.  Everyone must stand to get their food or drinks, or even drink tickets.  Maybe all three.  Back in line again to pay for items from the auction or to buy tickets.  Then there is another line for picking up prizes and paying for your purchase.  Line up twice for your coat … drop off a coat and then pick it up at the end of the night.  How can you make it simple?  Can you issue a number that covers everything for each individual?  Make your event as easy as you can and have plenty of volunteers for each activity.
• Ensure they every volunteer is adequately trained for their volunteer position before the big event starts.  Enjoy!
• Remember it is all the fine details that really make your event shine with the polish you hope for.  Make sure attendees have enough time to bid on all of the items that you have worked so hard to put together in the auction(s).  If they can’t get to the bidding table it really doesn’t matter how much money they have.  Guests like to move around.  Please don’t leave them sitting at the table listening to speakers for hours.  Balance your event.  These are just a few of the ideas that you and your committee must sit down and think about.  Meet regularly and be good ‘police’ people for your group so you can all keep on track.

 AND THEN, AFTER ALL OF THAT, IT IS
FINALLY OVER!


CONGRATULATIONS!

_______________________________________

Not so fast. After your successful event everyone often seems to just disappear.  There are things to be done after the event.  You should ensure that you have some fresh volunteers to do the post event activities.

These activities can include prompt individual thank you letters to should be sent to your donors, guests, celebrity guests or speakers, your emcee, attendees, sponsors etc.  Auction clean-up, finance and accounting must be completed.  The chair of the Board might make a point of personal phone calls to all committee members and thank them for their help and support.  Receipting if applicable to your event should be done promptly.  Carry through your good business all the way from top to bottom.  You only get one chance for a reputation so make it a good one.

After a couple of weeks post-event, get everyone back together to see how they think the event could be improved and sing your many praises for all the parts that went extremely well.  Congratulate everyone and ensure that they may be re-engaged and that you can count on them to help again next time.

Last of all attend other events just to see what else we have going on in our city.  This is a not only fun to do but very likely you are supporting a charity or non-profit organization that has a great cause – just like your organization does.  You will get new ideas that may be able to work into your event quite nicely at sometime in the future.  Share the knowledge with others and help out whenever you can.  Good luck on your next event!

Guest Writer

^{Susan Pendray has been the President of Intrepid Star Consulting Inc. since 1998. She has a background of over 29 years in business and she consults in both the profit and not for profit sectors.}

^{Susan designs, writes, and presents a variety of course curriculum. These courses include complete integrated fund development programs of all levels, volunteer management, marketing, meetings and agendas, stress management and business communications. Susan’s seminars and lectures are informative, interesting and motivational. Candidates in Canada, the United States and Japan have attended classes and continue to use Susan’s materials for their own professional advancement in their own organizations.}

^{As a member in good standing with the Association of Fundraising Professionals, Susan served on the AFP board of the Calgary Chapter from 2000 - 2002. She is a member of the Canadian Institute of Management and serves on the Physical Education and Sport Advisory Committee at Mount Royal College in Calgary.}

^{Susan will capture and share your enthusiasm for your organization. Learn and laugh your way to success with a work hard philosophy that works. Please check out our website for current client testimonials.}

^{Mission – To serve and promote both individuals and organizations so they may reach and exceed strategic and personal goals. We effect positive change and growth in business daily.}

^{Vision – All organizations will have the knowledge the skill and talent they need to sustain themselves. Everyday, positive change and growth is experienced within the business sector by individuals and organizations both.}

^{Experts, bringing you closer to the people you serve, for your success.}

^{Specializing in training, workshops, keynotes, and consulting.}

^{Full service to the non-profit sector.}