Dear “Fundraising Event” party-animal,

September is a great month to begin planning your springtime fundraising special event. You have at least half a year to “do it right”!

Fundraising special events “done right” attract media coverage and say to the public “Look at us!” – building mission awareness. Fundraising events spotlight volunteers and staff, giving them opportunities to shine as leaders and coordinators. Special event attendees, who pay to participate, are treated like “stars”.

This OTG eTA provides you with tips on “doing it right” – choosing the right event; developing actions and timetables; budgeting for the event; as well as a myriad of resources.

Refer to the content section on the right to click on resource development topics. Use the hyperlinks within blurbs for more detail. For past editions, use the right side and click Read Back Issues of OTG e-TA. Tell us what you think of OTG e-TA and link to LEADline.

We encourage you to send this and other issues of OTG e-TA to friends and colleagues who would benefit from the information. Also, if you’re on information overload, you may request email removal. Otherwise OTG e-TA will be back in two weeks with another edition. Both, the sponsor, CNCS (Corporation for National and Community Service) and its provider, Campaign Consultation, wish you ongoing success in raising resources through the thoughtful incorporation of fundraising events within the full-range of fundraising methodologies. Party on!

Choose the Right Fundraising Event

Fundraising events serve as support searchlights! They can elevate volunteer involvement, raise big money, enhance the reputation of your program and acquaint the public to your mission.

Special events bring new people to your organization. New donor prospects can be cultivated through invitations to special events. A first-time volunteer often becomes a strong advocate and a good friend of an organization. When deciding on what event to bring new people into your fold, consider targeting a particular audience, for example: professionals in the community, or families. In addition to staff and volunteer time, and the initial outlay of valuable cash resources, pay attention to the correct timing of your event, and the needs and expectations of your audience.

Click here to link to a list of questions to ask yourself and your volunteers before you commit to producing a special event.

Plan for Action

Planning for a fundraising special event should begin no less than six months in advance for a previously held small, uncomplicated event. Begin a year ahead for a first-time event or if it is more complicated such as a major gala. Then prepare respective action steps, identify the volunteer and staff point persons and designate a date for completion.

Make sure to extend action planning for after the event. There is follow-up: cleanup, bills due, thank you acknowledgements, equipment to return, etc. Prepare an assessment of all aspects of your event so you know where you can make things easier next year. Finally, you may want to throw a post event thank-you party for all of the volunteers who worked so hard to make your event a success.

There are numerous products, web-sites and publications that can assist you in planning your event. Refer to the Additional Resources section at the end of this posting for some listings.

Click here to access a suggested action timetable that can be adapted to your event.

Determine Expense/Income Budget

Fundraising event budgets should aim to raise one dollar for every 50 cents spent. This 50% cost per dollar raised is higher than other forms of fundraising. New events may cost more, but as you increase the popularity of your event, your revenue should grow.

Revenue from your event will come from ticket sales or admissions fees, and any additional revenue sources you can devise. Some of this additional revenue may come from donor underwriting, sponsor sales, program ad sales, sale of items related to the event, auctions at the event, and gifts-in-kind. One organization holds an Annual Wine Tasting (tickets $125), and includes a silent auction, sponsorships ($500-$5,000), wine sales ($1,000) and ad sales ($50-$500.)

Depending upon the cost of tickets, here is an estimate of the number of tickets one volunteer should be able to sell for use in determining number of volunteers needed and especially for building the budget:

$250 a ticket: 5 tickets sold per volunteer

$ 25 a ticket: 20 tickets sold per volunteer

Tickets/invitations/tables need to be set at an amount that the target audience can afford and you need to plan an event appropriate to the cost of tickets. Set the price of the tickets after you have made as close an estimate as possible regarding expenses.

To assure that you cover costs of the event, estimate high when presenting your initial expense budget; estimate low when preparing your income budget. Many organizations are able to keep the costs to a minimum by securing donated goods and services, attracting sponsors, selecting events that do not tax their budgets, etc. When estimating your expenses, follow the adage and expect for the unexpected and plan for hidden costs.

Click here to download a Budget Planning Checklist from the University of California at Los Angeles and a sample budget for an event.

IN THIS ISSUE:
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Choose the Right Fundraising Event (cont.)

Before you decide to hold a fundraising event, you want to be as certain as possible that it succeeds. The adage that it “takes money to raise money” applies to having the resources to manage the event effectively. You need answers to the following questions and should build buy-in by asking volunteers and staff their opinions:

1. Do we have a target audience for the fundraising event?
   
2. How much can our audience afford to spend for
   the event?
   
3. Do we have enough volunteers and staff to launch the event and keep the momentum going until it’s over? Expect to use 2 to 4 volunteers for each $100 raised.
   
4. Do we have at least six months to plan?
   
5. How much will it cost to produce the event and what has to be paid ahead of time?
   
6. Where will the event take place and how many can the site accommodate? Is there adequate parking, special accommodations, and services?
   
7. Do we need a contingency plan in case of bad weather?
   
8. Are there any other events occurring at the same time,
   or close to the same time, that might draw our
   audience away?
   
9. Is this event unique enough to attract attention and not compete with other events?
   
10. How will we promote the event?
    
11. Is there anything about this event that could embarrass us or anyone in our community?
    
12. Can we afford to lose money if the event does not make its goal?
    
    Click here to download a chart to help you determine what type of event is right for your organization.

Plan for Action (cont.)

Every event is different and needs its own action timetable. The example below begins 12 months prior to the actual event. A less complex event may begin six months prior to the event. Some events may need separate timetables for specific aspects, such as printing or public relations.

You will need to allow time for goal setting, team building, logistics, marketing, and communications in addition to pursuing sponsors and donors. You can break your action timetable into specific phases according to the kind of work you are performing.

Use this check list to select the action components necessary to planning your fundraising event. This action timetable is generic; adapt it to your own needs.

• Planning Phase: One year to six months before event
  During this phase you will be heavily engaged in goal setting and team building activities.
  
  
  • Identify purpose: fundraising, cultivation, recognition,
    education, other
    
  • Select type of event and theme
    
  • Identify audience
    
  • Secure buy-in from your volunteer leaders
    
  • Set initial goals: net profit, expenses
    
  • Identify additional sources of revenue
    
  • Research and determine date
    
  • Identify location and check availability
    
  • Identify and recruit chairs and co-chairs
    
  • Draft committee descriptions and form committees
    
  • Prepare activity timetable
    
• Activity Phase: Nine months to three months before event
  Continue team building and begin logistics and marketing activities. Start pursuing sponsors, advertisers and gifts-in-kind.
  
  
  • Determine volunteer responsibilities and number of volunteers needed
    
  • Begin meetings with chairs and co-chairs
    
  • Chairs and co-chairs recruit additional volunteers
    
  • Invite special guests or celebrities
    
  • Establish cost to event participants
    
  • Secure location
    
  • Develop sponsor goals and packages
    
  • Prepare marketing and PR plans
    
  • Identify printing needs and prepare printing timeline
    
  • Draft invitation and response package
    
  • Compile invitation lists
    
  • Secure sponsors
    
  • Send out “Save-the-date” notices
    
  • Secure catering bids
    
  • Secure musicians and entertainment
    
  • Secure media coverage
    
  • Solicit in-kind donations
    
  • Tour site
    
  • Review volunteer needs and continue to draft more if needed
    
  • Continue to add names to invitation list
    
  • Secure permits and insurance
    
  • Make preliminary layout and decoration plans
    
  • Print tickets
    
• Execution Phase:
  This is the time to finalize logistics and do heavy marketing. Your success in pursuing sponsors and donors will depend upon good planning.
  

  Three months to one week before event

• Send out “save the date” notices and invitations
  
• Perform menu tastings
  
• Sign contracts with venue, caterer, entertainment, etc.
  
• Reconfirm all speakers, performers, celebrities and find out their special needs
  
• Draft program
  
• Draft site layout
  
• Finalize menu and floor plan
  
• Monitor underwriting, sponsorships and program ads
  
• Record invitation responses and issue tickets
  
• Collect in-kind donations
  
• Send out press releases and calendar notices
  
• Prepare and print programs

Event Week

• Assign and provide job descriptions to volunteers for the day of the event
  
• Arrange deliveries for the day of the event
  
• Give caterer head count
  
• Prepare necessary signage
  
• Prepare nametags and labels
  
• Meet with security people
  
• Deliver scripts/recognition lists to chairperson/master of ceremonies
  
• Have necessary checks cut
  
• Determine and prepare petty-cash needs for tips, etc.
  
• Make follow-up calls to media contacts

Event Day

• Arrive very early and come prepared with emergency phone numbers, first aid kit, office supplies, insurance paperwork and contract confirmations, guest lists and extra copies of scripts and volunteer instructions.
  
• Do layout walkthrough
  
• Perform equipment check
  
• Place signage
  
• Check restrooms and grounds
  
• Layout registration tables and materials
  
• Brief volunteers
  
• Station yourself where you can be seen if needed
  
• Pay vendors
  
• Mix and mingle and have fun
  
• Recap Phase: After the event
  Communicate with everyone involved in the event. Begin building next year’s team.
  
  
  • Thank volunteers, sponsors and donors appropriately
    
  • Tally expenses and income
    
  • Prepare final report and share with volunteers and key players
    
  • Review all aspects of event with volunteers for use next year
    
  • Publicize success
    
  • Return borrowed or rented equipment

Glossary

Fundraising Event: 1. (n) A fundraising function designed to attract and involve large numbers of people for the purpose of raising money and/or cultivating prospective donors. (National Society of fund Raising Executives, Glossary of Fundraising Terms, Association for Fundraising Professionals, Alexandria, VA: 1996.)

Cost per dollar raised: (phrase) A measure of the productivity of a fundraising program calculated by dividing the expenses incurred in raising the funds by the total dollars raised. (National Society of fund Raising Executives, Glossary of Fundraising Terms, Association for Fundraising Professionals, Alexandria, VA: 1996.)

Additional Resources

The 4 Keys to Succesful Special Events Fundraising. Campaign Consultation, Inc. – A GIZMO product (Giving Information for Zooming Money Objectives) – sponsored by Corporation for National and Community Service, provided by Campaign Consultation, Inc. $54.37 + shipping. To order contact LEADline@CampaignConsultation.com or call 410.243.7979 or toll free at 1.877.243.2253

National ASK to Sustain Institute, sponsored by Corporation for National and Community Service, provided by Campaign Consultation, Inc. 1998, 2002

Resources Now! National Institute, sponsored by Corporation for National and Community Service, provided by Campaign Consultation, Inc. 2006.

Special Events Magazine, www.specialevents.com

Kuth, Mindy. Benefits Mean More Than Money (FundClass #20).

Wyman, Ken. Guide to Special Events Fundraising. Canadian Heritage.

Armstrong, James S. Planning Special Events, Workbook Series. The Fundraising School at the Indiana University Center on Philanthropy. Josey-Bass, 2001

Hutton, Stan, and Frances Phillips. Nonprofit Kit for Dummies. Wiley Publishing, Inc., 2001

Levy, Barbara R. and Barbara H. Marion. Successful Special Events: Planning, Hosting, and Evaluating. Aspen Publishers, Inc. 1997

Wendroff, Alan L. Special Events: Proven Strategies for Nonprofit Fundraising. John Wiley & Sons, Inc. 2004

Tell Us!

Let us know Did you have a successful fundraising event? Do you have some advice for others to avoid pitfalls? Let us know at LEADline@CampaignConsultation.com

Workshop

The corporation for National and Community Service (CNCS), through its T/TA service provider Campaign Consultation, Inc., offers a three-hour workshop for those interested in mastering key skills need to produce successful fundraising events. Participants in Smart Events will learn techniques for diminishing costs while raising more resources.

Topics covered include:

• The 4 keys to a successful fundraising event
  
• Enlisting the right people to make your event successful
  
• Selecting an event that is best for your program
  
• Planning the logistics of a special event
  
• Taking time to recognize and reward volunteers and donors

For more information, contact Susan Hailman at Campaign Consultation, Hailman@CampaignConsultation.com
or call 1-877.243.2253 ext. 18.

Read Back Issues of OTG e-TA

• Mid-August 2006 Volunteer Fundraisers
  
• August 2006 Reach Out and Touch Communication
  
• Mid-July 2006 Disaster Fundraising
  
• July 2006 Ask Major Donors
  
• Mid-June 2006 Plan Your Fundraising Year
  
• June 2006 Individual Donors