Fundraising events can be incredibly valuable for nonprofit organizations – if planned well, a successful event creates opportunities to bring visibility to the organization’s mission, meet potential donors and volunteers, while raising money for the cause. With the time and effort invested in creating an event, nonprofit organizations should aim to keep these three goals in mind when considering an event.

Many premier benefits utilize a part of or the entire following format: a formal, high-ticket dinner in a premier location with a souvenir journal or auction to provide for additional fundraising opportunities.  The benefit typically honors an honoree to optimize revenue; someone who epitomizes a commitment to excellence to the organization’s cause or mission and willing to support the organization’s purpose by holding the event. 

How does a nonprofit organization with a tight budget put on a successful event where they make new friends and fundraise as well as get the most bang for their buck?  Recruiting volunteers and incorporating major sponsors into the planning process early on is key to meeting your fundraising goal.

To find potential underwriters and corporate sponsors, start with your board of trustees or volunteers who are invested in your organization – they can help identify major donors and corporate sponsors who may have a connection to the cause and can act as your liaison by making the “ask”. It is critical to know what type of audience your event will draw as well as the level of involvement and visibility the potential sponsor desires.

That said, it is also important to provide various recognition opportunities (e.g., title, food and beverage, gifting sponsorship); customizing these opportunities is essential to securing sponsorships that fit a corporation’s marketing strategy.  Keep in mind also, that while sponsors give out of good will, the additional benefits your event provides also include:

• Tax write-off
• Co-branding opportunity
• Industry/networking event to garner new contacts and develop new business
• Association with a good mission

Other key elements to consider:

Date

Before selecting a date, make sure to check event calendars in your area, such as BizBash Masterplanner or The Los Angeles Times’ calendar now known as The Guide, to prevent competition with other events.  It is also helpful to have an idea of when other nonprofits are having their signature fundraising events –BizBash also has a list of Southern California’s Top Benefits.

http://www.masterplanneronline.com/losangeles

http://theguide.latimes.com

http://www.bizbash.com/losangeles/content/editorial/14379_southern_californias_top_benefits_2009.php

Depending on the event’s target audience, make sure to look up dates on big industry events (e.g., if you’re planning a fundraising dinner or gala that is heavily supported by the entertainment industry — double check dates on the Grammys, Golden Globes, Emmys, etc.).

Event Team

Relationship management and communication are essential to event planning and   even more critical in planning fundraising events.  You not only work with vendors on event logistics but also collaborate with the organization’s staff, key volunteers and board members, the honoree, event chair and co-chairs, committee members and major donors and event underwriters.

Press and Publicity

Work with the organization’s communications contact to create a press release and fact sheet for your event.  If possible, try to garner media sponsorships or barter for an ad in local newspapers or trade magazines. If you expect a lot of celebrity attendees, it would be best to have a step and repeat banner to ensure that your organization or mission is recognized, because there’s a good chance that the photo may show up in a publication without a caption. If possible, utilize a photographer who has experience serving the press and who knows your audience (so he/she knows “who” to photograph).

Post Event

It takes a village to execute an event and, after it’s over, make sure to acknowledge and thank all involved, including donors, volunteers, committee members, etc. Share your event’s results with all parties involved — how much the event raised and if it reached its fundraising goal!

Olivia Wu is Director of Development at the National Multiple Sclerosis Society, Southern California Chapter, where she produces events, including the annual Dinner of Champions, one of the most highly visible fundraising events in Los Angeles. The gala is heavily supported by the entertainment industry and raises nearly $2 million every year.  She is also founder and principal wedding consultant for Zoie Events, an innovative wedding consulting company that creates personal celebrations and events.  For more information on Olivia Wu, please visit www.zoieevents.com or email her at Olivia@zoieevents.com.