Timing is Everything: When Should Your Non-Profit Hold an Event?

Many times, over the course of a nonprofit’s life, a Board member or donor will come up with the great idea to hold a fundraising event for the organization.  While it is the thought that counts, some serious consideration should take place before diving head first into a full-blown event.  Events can cost a non-profit more than it raises, and the organization can be left in the hole with donors who think they have contributed to the cause, when they were actually just paying for filet mignon and goody bags.  How can a nonprofit avoid such pitfalls?

Some questions to consider:

What is the goal of your event? Is your goal to raise money or to raise the number of “friends” for the organization?  In other words: do you want to hold a fundraiser or friendraiser?  Although friendraisers do not raise much money, or maybe none at all, they can be important because they bring visibility to the organization, expand the donor base, highlight a particular issue of importance, or highlight a message – such as thanking volunteers or donors.  You can also use friendraisers to cultivate Board members.  All friendraisers can be turned into fundraisers, but this should be done carefully based on the particular situation and audience.

What are your organization’s assets? What does your organization have to leverage to obtain donated or discounted services?  Do you have any celebrity involvement that will help to drive ticket sales?  Is it a religious or health issue that will have a pre-existing donor base?

Will the event fit into your annual development plan?  You don’t want to take away resources or fundraising dollars from an existing project.

Who is your audience? Think about who you want to attract and who your guests will be, which will guide you to an event format.  For example, if you want to attract families, you shouldn’t plan a wine dinner event.

What is your budget? Stick to lower-budget events until you have established a donor audience.  Each year will be easier to set a budget as you will know your donor habits and preferences better.  Aim to earn at least five times your expenses; bear in mind, however, that first year events often just break even.  Think of what expenses you can put off incurring until you are sure of attendance figures; be careful with guarantees!

What is the date for your event?  Again, make sure it fits into your organization’s annual plans.  Allow yourself plenty of planning time and make sure you do not plan your event on a big social or religious holiday.  Also, check the events calendar for your local area so that you are not competing with an existing event.

What is your theme? Who do you want to honor?  Think about the message you want to portray.  Is there a special program you want to highlight?

Do you have internal staff to plan this event or does it make sense to hire a consultant? If your organization has a small staff, it makes more sense to hire an outside consultant that specializes in fundraising events, which means they handle both the event logistics and the fundraising.  There are many details that need to considered and so you should be careful when choosing a consultant, as he or she will be dealing with your key people - your donors, your Board, and your vendors

So, why do special events?  They can be a highlight of your nonprofit’s year.  Special events are occasions outside of the organization’s usual activities that increase awareness of your cause.  They attract new donors and help existing donors feel more connected to the organization.  And, most importantly, they’re fun. 

Whatever you do, do be careful and review this list before signing that catering contract or ordering 100 calla lily centerpieces!  If you would like more information or if you have questions about throwing the perfect special event, feel free to call Bridget Baughn, Events Director, Changing Our World, Inc., at 646.264.2685.

Comments

[Guy-Renaud Kirouac]

Wow! What a great checklist of questions to ask "before" heading into potential disaster. When I started my fundraising carreer, I had the extreme good fortune to be linked to Royal Govain, from Grenzebach Glier Canada.
His first advise to me was to be very carefull with special events, specially with grassroots organisations. He mentioned that these organisations don't always have the level of influence within their network to attract well-connected influential community members. These individuals who will sell a table of ten instead of sigle tickets.
Also, he cautioned me to the fact that events will require a lot of resources that are often better used on higher-yield activities.
Your point about considering events more as friendraisers is excellent. Events can be a great opportunity to hold a recognition session for volunteers.
Great paper! Thank you.

[Karen Ollivierre-Smart]

This article was quite timely as the orgonization I volunteer with is in the process of planning an event which should double as both a friendraiser and fundraiser. We now need to analyze further and decide which is our priority before we proceed and get disappointed on both fronts.