Event
Management Tips for Fundraisers
By Ron
Strand
Staging a special event is a reliable method
for fundraising and a good way to publicize your organization
and your cause. This article contains some practical advice for
event planning, promotion and management.
1. Decide on the Right Type of Special
Event
There are several types of special events.
Each has its own purpose and can be very effective if used for
that purpose. Confusing the type of event can result in
disaster. There are fundraising events, in other words, events
that are run to make a profit for the organization. People pay
to attend, buy something at the event, or gather pledges and
then participate in the event. Similar to these types of events
are what is often called third party events. These events are
staged by someone or some organization other than the charity
for the benefit of a charity. Another form of event is used for
cultivation of prospects, recognition of donors or volunteers
and to make announcements, such as the launch of a campaign.
The purpose of this type of event is not to raise money at the
event but to publicize the charity and inform potential donors
about something new, with the intention that they will
follow-up with a donation.
2. Make Appropriate Decisions Based on Type
of Event
If you are running a fundraising event, you
need to decide how you will make money with the event. This may
seem obvious, but it is sometimes overlooked. Ask yourself if
the funds will come from admission tickets, sponsors, sales of
items in additional to the admission cost, a silent or live
auction, door prizes, and so on. For third party events take
these things into consideration. If you are working on the
charity side, make sure that you have an understanding of what
your role will be. It is easy to get asked to do more than your
organization may have the resources to do. If you are the third
party, understand how exactly how your event will benefit the
charity. If the main purpose of your event is to make
announcements and cultivate prospects, you will make more if
you offer something for free and make the request for a
donation later. Pay attention to how the media are managed at
the event
3. Planning the Event
Cover the basics first – secure the venue,
have enough food and drinks, book entertainment or speakers,
look after details like parking, coat check, security, and
washrooms. Prepare a budget based on these basics then adjust
as more things are added or sponsors are secured. Prepare a
detailed checklist of everything you will need – invitations,
RSVP, who orders what and do it well in advance. Make a
timeline working back from the day of the event and mark the
deadlines for getting invitations out, placing ads in media,
payments of deposits, to suppliers and entertainers, and when
the RSVP must be received. Walk through the venue and imagine
how people will move as they come to the event. Anticipate
people’s needs and if at all possible, don’t have people
waiting in lines at any time, get them a drink ASAP, and get
them seated or involved.
Double check
everything.
4. Promoting Your Event
Brand your event. Even if it is a relatively
small event, a unique name, slogan and logo can help to sell
the event. Consider building a special website for the event,
with a link from your organization’s website. A unique URL can
help to brand the event and this can also make tracking
registrations easier. If you are sending invitations to your
mailing list, usually about six weeks to a month is an
appropriate time to mail invitations. Use email lists and email
invitations and have people register for the event on your
website. If the event is open to the public, advertise in the
media, using the media that will target your audience. As an
example, if your event is upscale, advertise in business media
or if your event is family oriented, advertise in community
newsletters. Issue press releases when the date of the event is
set, about a week before the event and just after the
event.
5. The Day of the Event
Rehearse the program – time speakers and make
sure they know where to stand and what to say. Test the audio
visual equipment and have backup systems in place. If you are
doing something that requires some technical skill, like a
video presentation or sound feeds for media, hire a technician
to be on standby. Always have a contingency plan for bad
weather, late speakers, and emergencies.
6. If You Are in Charge of the
Event
Never forget that you are working. It can be
easy to relax with a few drinks and get into the mood of the
event, especially if things are going well. Never forget that
you are working. Be prepared to deal with the unexpected. Keep
review your check list. Remember that key people - celebrity
guests, speakers, entertainers - want to be taken care of and
told what to do. Never leave them alone or ask them to decide
something. Meet people where they arrive, assign someone to be
with them at all times and respond to whatever they request.
The most common breakdowns at an event are poor venue (too
small, inadequate parking, not enough washrooms), poor food
service, a/v breakdowns, and key people who don’t show up or
show up late. Try to anticipate these problems and solve them
if they occur.
7. Wrap – up
Do a final accounting for the event as soon
as possible. If a fundraising event, take all costs and revenue
into account but also all take other benefits into account,
such as an assessment of the value of the publicity you gained,
new people you met and so on. If the event is for an
announcement or donor cultivation, make sure you have follow-up
planned – follow-up calls and letters to participants and to
media. Get thank-you letters out to sponsors, suppliers and
volunteers as soon as possible.
Ron Strand is a
part-time Instructor at the Centre for
Communication Studies at Mount Royal
College and the President
of Strateo Consulting
Inc. - a
strategic marketing and
communications consulting
firm.
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