Mind the ‘little things’ when planning big events

• Date: 01 April 2015
• Published date: 01 April 2015
• DOI: http://doi.org/10.1002/nba.30059

APRIL 2015

5

NONPROFIT BUSINESS ADVISOR

© 2015 Wiley Periodicals, Inc., A Wiley Company v All rights reserved

DOI: 10.1002/nba

Fundraising

Mind the ‘little things’ when planning big events

Of the many different ways to raise funds for your

organization, special events like galas, extravagan-

zas, auctions and the like receive extra attention—

not just because they offer a unique opportunity to

strengthen relationships and expand the donor base

among the more afuent class, but also because they

serve as “signature events” that help imprint the

image and brand of the organization in the mind

of the public.

However, pulling off these types of events takes

a great deal of talent, attention and resources. And

even when you think you’ve got it down pat—that

the menus and table settings and other details can’t

get any better—you might hear afterward that some-

thing or other fell at.

“We know that we are never going to please every-

one,” said Edward Sumner, director of development

at Real Escape from the Sex Trade in Seattle, in a

post on his shared blog at ASmallChange.net. “Most

folks will love the food, others will not. Many folks

will love what the Keynote speaker had to say, some

will share they spoke for way too long.”

Sumner has had plenty of experience planning

special fundraising events for various nonprof-

its—some of which turned out great and some that

missed the mark.

What he’s learned is that, often times, a successful

“grand event” comes down to the smallest of things.

In an interview with Nonprot Business Advisor,

Sumner offered the following recommendations that

he says give the best shot at ensuring attendees come

away from an event energized and open to further

contacts in the days to follow:

r Don’t take shortcuts on branding. According to

Sumner, it’s critical to craft a compelling design that

is Web-friendly, easily shareable on social media and

not overly encumbered with details.

r Make sure your registration prior to the event

and check-in at the event are seamless. Sumner

suggested researching your vendors, testing your

software, training your volunteers and planning for

troubleshooting.

r Make it fun. For example, he said, you could

provide a photo booth for the event, create a hashtag

to get it trending on social media, feature your

sponsors in creative ways, do some sort of Dessert

Frenzy or offer a unique “signature cocktail,” among

other ideas.

r Have fun yourself. As Sumner said, “There is

nothing more disconcerting than a haggard and

frenzied development professional at an event that

he/she is responsible for.” So have fun and set the

tone for others.

r Give a crisp overview of who you are and what

you do. Sumner said it’s important to remember that

there are folks in the seats that know very, very little

about your organization and mission. Keep in mind,

too, that these people likely attend many of these

types of events throughout the year—so it’s critical

to give an overview of who you are and what you do.

“Don’t assume they are already on board,” he said.

r Keep the Ask as the Ask. If things go as they

should, he said, the guests will be ready for the Ask

when it arrives. They know where they are and will

be expecting it. So, he said, oblige. Be assertive, gra-

cious, compelling and to the point. He also noted

that it’s OK to ask for a written preview of the Ask

if a board member or partner will be providing.

“Don’t assume it will be awesome without hearing

or reading it in advance,” he said.

r Host a Table Captain Rally. “We ask and expect

a lot of our Table Captains and it’s imperative we

make it as easy as possible,” he said. He suggested

putting together a 90-minute orientation-type meet-

ing so that your table hosts can get to know each

other and get some tips on what to do during the

event.

r Assess the table layout carefully and make sure

there aren’t any blind spots. Attendees need to see

what’s happening up front, he said.

r Check, double-check and triple-check your me-

dia. According to Sumner, there is “no greater buzz-

kill at a fundraising event than a video that glitches

or soundtrack that skips. Believe me, I have lived it.”

r Shake hands and say goodnight. At the end

of the night, he said, be sure to stand close to the

exit and try to thank each of the guests as they are

(See EVENTS on page 8)