Events Season is here! What to know ...
Oh boy – here we go! The reservations are being made, the invites are going out. Must be the start of Events Season.
Love them or hate them (and who doesn’t feel both ways about events?) these important fundraisers still form the backbone of many annual giving programs. Whether it’s a dinner gala, golf tournament, cultural event, or just a night at a venue, events are still a great way to engage your sponsors and supporters, and highlight the good work being done by your organization. At the Killoe Group we’ve attended, planned, and advised on hundreds of events over the years. Here are a few tips to make the most of your events:
Start early! A save the date card early in the year with all of your events helps to get it on people’s calendars, and lets sponsors know you’ll be approaching them soon for support.
Bundle your asks. Rather than approach sponsors throughout the year, try to get combined asks in during the first quarter, outlining support for the entire year (annual giving, events, etc.) That will hopefully get your renewals secured, leaving you time to focus on bringing in new sponsors as you get closer to the event.
Switch it up a little! A theme for an annual dinner that changes each year (Night at the Oscars; Roaring 20’s; Mardi Gras) helps people get into the spirit of the event and makes each year a little different. It’s an easy way to add some pizazz to an event that can grow a little stale if it’s the same thing every year.
Offer discounts for young professionals, staff members, or new attendees. An event’s success is often judged by how full the room is, so you want to fill those seats! The real money is made by sponsorships, so do what it takes to get your tables filled. Volunteer table captains are another way to get the seats sold. If you have a packed house, your auctions, donations, and the evening will all be seen a much bigger success.
Share those photos! Photo galleries of people having fun at your event, on social media or even a few pictures sent to traditional media post-event, will let the world know how much fun people had at your event. People love to see pictures of themselves and their friends. Plus it gives you great images for marketing next year to sponsors and attendees.
Assign roles for your board members to be ambassadors and engage event guests. Use the QuICCK formula to help board members structure their conversations: Qualify, Inform, Connect, Cultivate, and Thank. Target donors who you’re working on for a major gift, community members you’re looking to deepen relationships with, and attendees you don’t get to talk to often. Focus your board members’ time on these VIP’s and follow up immediately after the event – helping your organization make the most of your time with them!
Events can be a major lift for your staff, but if you handle them the right way they’ll pay dividends in the long term – both for the dollars raised, and the stewardship you’ll get to do at the event. Make sure you and your development team have time and space to interact with your guests and sponsors at the event, and always be sure to bring a ‘mission’ touch to your events and materials, showing people the impact of where their dollars go!