Fundraising events: love ’em or leave ’em?
I just read Nell Edgington’s excellent piece.
(You should read it now. I’ll wait.)
Nell refutes most of the usual arguments for holding these events. She points to their real costs – costs we don’t often consider. And I think she’s absolutely correct.
Conversations with colleagues followed: if not galas, what then?
Could we give up place settings and table charts for something better?
Can we take the energy we put into events and use that to really raise money?
Because there has to be a better way.
I’ve worked on many fundraising events over more than 25 years of fundraising. And I’ll be honest: I love some parts of the process. And I really hate others.
Schedules, scripts, table set up, sponsor listings, meal orders, napkin colors… Let’s face it, it takes a special person to love that.
But I love the committees and volunteers. Working with them is a great way to get to know the organization’s most dedicated supporters.
Besides, most of them are fun.
And of course, event volunteers are the key to good attendance. It’s their friends who will buy the tickets. No committee, no success at all.
Regardless of how we’re fundraising, we need to reach beyond our staff and boards to succeed.
But why do we save the big involvement push for events?
Yes, we send appeals and we ask people to give money.
But maybe we should also ask for their time and attention?
What if we spent staff time bringing people to the scene of our work?
Why not plan informal lunch meetings, followed by a site visit and maybe some hands-on work?
What if board members felt more comfortable asking friends for some time than for money?
Instead of:
I’ve got to fill a table for our gala. Please come! I know it’s $150 each, but you know I’ll help you fill your table next month.
What about:
We’re spending a few hours putting together backpacks for the kids. Then we’re going to deliver them. It’s going to be great – and you’ll see first-hand why this cause means so much to me. I’m asking 3 friends to join me. It’ll be fun! Can you come?
Or:
I can invite 3 friends to lunch with the executive director. We’re going to hear from a speaker who’s worked on this issue for ages and really gets it. I’d love to have you there – no charge – because I want you to see why I’m so committed.
Who is more likely to become involved – the gala ticket-buyer or the person with a front row seat to why you matter?
But what about corporate dollars?
Yes, sponsorships are usually the way these events net any money at all.
Let’s dig a little deeper, though. Why do corporations sponsor galas? Do they really believe “exposure” to your attendees will improve business? I doubt it.
They sponsor the event because they’ve got an executive on your board. Because their CEO is the event chairman. Because their “in-kind” donation costs them little or nothing. Or maybe because they believe in your mission and like to be associated with it.
But does their gala involvement do anything beyond the bucks? Probably not.
I suspect the companies that sponsor galas rather than funding programs directly do so because it’s easier.
They don’t need staff to vet your programs’ impact. They don’t have to study your budget. They just write a (smaller) check and it’s done.
Wouldn’t you rather have corporate partners who are excited about their participation? Who bring you new volunteers and board members? Who help you do your work better by suggesting ways to measure your impact or deliver your services? Those are the partners who are likely to move bigger grants your way.
Fundraising events are a bad habit for many organizations.
And if we’re going to break out of the rut, it’s up to us to get creative.
One of my favorite events was to celebrate long-term donors. This organization had recognized loyalty for years. But we decided to kick it up a notch.
It was a fundraising event because the fundraising staff put it together. But we charged nothing. In fact, we gave attendees a gift on their way out.
Did we raise money that night? No, not really. (Actually, a couple of donors mentioned that a gift would be coming.) But dollars weren’t the point that night. Donors were.
We need to find new ways to widen our circles and raise more money.
We need to be serious about volunteers. We need to invite people to see our work up close.
We’re nonprofit people – we have to be creative to get through the day. We can do this better!
What do you think?
My friend Gayle Gifford responded to Nell’s original piece. She brings up good points, too. Chief for me is the reminder that organizations are unique and what works well for one could be a disaster for another. So your mileage may vary – take that into consideration.
Nell then responded to the conversation with a new post. I love the smart conversations about how we can fundraise smarter.
What about you – do you have ideas for doing this better?
Photo credit: By DVernon at English Wikipedia (Transferred from en.wikipedia to Commons.) [Public domain], via Wikimedia Commons
Yes! Yes!! Yes!!!
I agree and I’m so happy you wrote this post.
Why not try webinars? Google hangouts? Tours? Anything but a gala!
Bearing in mind the one-size doesn’t fit all caveat, I agree. For a few organizations, their donors love these things, they’ve got it all down to a science, and they do well.
Most of us slog through them, give over months of staff attention, have donors who come out of duty.
So much better to focus on connecting the donors and the mission!
Webinars, seminars, hangouts… all really cool ideas. Thanks, Greg!
I have been a nonprofit event planner for five years. I love planning events. Yes, it’s labor intensive, stressful, often times expensive, and at times – very crazy making! HOWEVER, I will argue that I think events are powerful when you do the following:
– Have an extremely well defined focus and purpose of what the event is supposed to accomplish.
– Need an excuse to open the door to bigger and stronger relationships with donors and community leaders.
-Not waste your committee or board members time on things like: napkin colors or meal choices but use them to have conversations and introduce people to your organization
-Always do a detailed wrap up and follow up post event. No one wants to but it’s extremely important to understand what’s left on the to do list. It’s not supposed to end after the fun party. That’s when the real work begins of truly capitalizing on all of the new energy you just infused into your organization.
My final comment is don’t be afraid to break from tradition. Too many times, nonprofits are STUCK in tradition for the sake of tradition and in many cases those traditions are boring, overrated, or past their useful purpose.
Event planners are indeed a special group of people, Kate. Unfortunately, many organizations struggle through an event without any skill because they’re “supposed to”. I’d add: have a broad and interested group of volunteers willing to make the event a success (not just a nice party), have a plan for continuing relationships after the event (do not just move on to the next crisis), and bring the mission to the event. Another generic gala doesn’t do much to connect guests to your work. If they can’t come to the work, bring it to them.
Mary,
Thanks for continuing to think deeply about this. I happen to think the best events are the ones that connect successful fundraising to the mission. For example, Save The Bay here in RI has been running a swim across the bay for over 30 years. http://www.savebay.org/theswim The event started as a way to reclaim the potential of a polluted resource. It now has over 400 swimmers and raises over $300,000 (at a very efficient return — though there is of course lots of people power).
I think there are some things we can say about fundraising events:
– some fundraisers are especially talented in organizing this type of fundraising. If you aren’t, then I wouldn’t put it in my quiver
– if your special event doesn’t have a clear implementation strategy for raising money and a significant ROI, then what’s the point?
– for some organizations, special events are extremely important methods of raising money.
– for many individuals, special events seem “safer” than face to face fundraising — that is, requiring less courage of the asker
– even major gift fundraising requires a very significant amount of staff time
– every organization has to determine the fundraising model that works best for it. There is no one way.
Gayle
All true, Gayle. I don’t disagree. The point is to look clearly at the options and the skill set you have to work with.
An event like the swim brings donors right to the mission. That’s a huge plus. It’s much harder to do in a hotel banquet room.
And your last line sums it up well: there is no one way. Which is why I want to be cautious of reflexively adding galas, etc to the fundraising mix. They’re not always (maybe even not often) the best way.
Thank you for adding so much to this conversation. I’m so glad it’s happening!