fundraising event toolkit: have more fun, build more buzz and …events-+build+more+buzz… ·...

Gail Perry www.GailPerry.com

Fundraising Event Toolkit: Have More Fun, Build More Buzz and

Raise TONS More Money

www.gailperry.com Copyright © Gail Perry 2014 2

Contents Worksheet One: Do You Even Want The Event to Feel Like a Party? ....... 4

Worksheet Two: Building Your Committee: .................................... 5

Getting VIPs and the Right People at your Event ............................. 6

Worksheet Three: Getting Your VIP’s to Your Event .......................... 7

Event Venue......................................................................... 8

Worksheet Four: Venue Checklist ............................................... 9

Securing Sponsorships. .......................................................... 10

Worksheet Five: Sponsorship Prospect List................................... 13

Planning Your Event Timeline: ................................................. 14

Worksheet Six: Event Timeline ................................................. 15

Fundraising Tips to Help You Secure Big Sponsors .......................... 16

Tips for Soliciting Sponsors ..................................................... 17

More Tips .......................................................................... 19


Fundraising Event Toolkit!

Have More Fun, Build More Buzz, and

Raise TONS More Money!

Fundraising events are the bread and butter of many organizations.

But they take SO MUCH work!

This Toolkit will help you get the max benefit from all that effort.

Let’s see how to raise the MOST money and spread the MOST buzz and turn YOUR event into the best party in town.

First: what’s the difference between an “event” and a “party?”

An “event” is when you throw a bunch of people in the room, give them something to eat or drink, and hope they survive.

A “party” is when you actually CARE about the experience they are having. It’s important to pay lots of attention to the quality of the party experience for your guests. Just like you’d do at home, right?

If you give your guests a fabulous experience, then next year they will be SURE to come – and they will bring their friends.

And if they are enjoying themselves at your party, then they will probably spend more money!


Worksheet One: Do You Even Want The Event to Feel Like a Party?

Do you even want this to feel like a party? Or not?

Does that attitude fit with your organization? Why or why not?

What are the pros: how will your organization benefit if you try to make this event into a happy party?

What are the cons?

If necessary, change your attitude.

Name it and claim it. “We are gonna make this a FUN TIME for everyone!”

There is real power in saying this out loud. Somehow people start believing it. So just make a declaration and it will happen!


Worksheet Two: Building Your Committee:

Your committee is your “social branding” for the party. People will attend because they are close to your organization OR they know someone on the committee. Your committee will BUILD your BUZZ via personal word-of-mouth.

You will want to plaster your invitation with committee members’ names, because they will bring all their friends and personal networks.

Be sure you have committee members from a wide-ranging demographic. Get different professions and types on your committee: real estate folks, attorneys, bankers, corporate types, nonprofit leaders, tech gurus, college kids elected officials, soccer moms, different communities around your town, different religions and social networks. Get different ages on your committee.

It’s not just one social group – which makes it more interesting. This is how you build your organization’s reach into your community.

_______ People known to be social and fun?

_______ People representing a broad demographic diversity?

_______ Varied ages?

_______ Varied professions?

_______ Varied social and business personal networks?

_______ Varied localities around your community?

_______ Varied personal backgrounds?


Getting VIPs and the Right People at your Event If you want some certain VIPs to attend your event, then make sure they come.

They may be reluctant to attend for various reasons – perhaps they don’t have a date or escort. Or maybe they don’t like driving at night. Or they are shy.

Here’s what you do: Identify who you really want to be there. Then make sure they come!

Call them up and say:

• “I have someone special I want you to meet at our party.” • “I have a terrific table for you.” • “Our ‘party van’ will come pick you up.”

I love the idea of a party van picking up important guests. The Museum of Art in North Carolina once used a corporate jet to travel around the state and pick up key guests.

You make not have access to a corporate jet but I bet you could get hold of a van, or even your own car.

Just extend a very personal invitation follow-up to your VIPs and make sure they come!


Worksheet Three: Getting Your VIP’s to Your Event

VIP Name Who Will Contact?

Why Are They Important?

Your Plan

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.


Event Venue Right size. You want the right sized venue.

Be sure your room or venue is not too big! Nothing is worse than a huge room that swallows your crowd. The energy will dissipate and it will feel like nothing’s going on.

I’d rather have a room that’s too small than have one that’s too big. When the room is crowded with people, it feels like something is really happening!

Lighting. Nothing is worse that bright lights glaring above. Nothing ruins the atmosphere of a party more than overly bright lighting.

Turn the darn lights down and create a sense of mood and atmosphere. At our age we all look better in lower light anyway. : )

3. Sound system. If this is an auction, your sound system will make or break its success.

You MUST have a good solid sound system with well placed speakers.

4. Staff. How good are these people to work with? How responsive is the management. Will there be extra charges for their staff?

5. Cost: many nonprofit people forget to NEGOTIATE like crazy over all the details of events.

Look carefully at the costs. Ask tons of questions. Is there a service charge? What can you negotiate over?

6. Parking. I’ve seen many events RUINED because of terrible parking and long waits for the valet parking. Don’t let this happen to you!


Worksheet Four: Venue Checklist Size Lighting

Sound system Staff and management Cost Parking


Securing Sponsorships.

8 Tips for Getting High Dollar Sponsorships for your Big Event

Here’s how to maximize your dollar return from special events. We all know that the big money in events comes from sponsorships. So let’s nail your sponsorship strategy:

Event sponsorships are not really “philanthropy.”

They are also business-to-business marketing. And your organization is one of the businesses! You’ll do much better if you approach your event sponsorships like old-fashioned sales.

1. Know your prospective sponsors’ marketing objectives.

They have multiple objectives. What are their priorities? They see sponsorships as marketing strategies, but also overall as business strategy.

They want to align their brand with a good cause. They want exposure in front of your audience. They may want exclusivity.

Do your homework! Just remember that their “business” with you is often tied directly to sales and marketing objectives.

2. Know what you have to offer a sponsor:

• Complimentary demographics? • Complimentary psychographics? • Impressions (eyeballs)? • Tickets and access? • Brand recognition and loyalty? • Promotional rights? • Access to your audience? • Proprietary platform?


And, most importantly, what can you offer that NOBODY else can? I like to ask the sponsor what’s most important to them. And then I work hard to provide it.

Just like any case for support, you’ll want to hit on as many positive angles as possible.

3. Know WHEN to pitch your event.

An event pro once told me that 45% of businesses make their sponsorship decisions in the last quarter.

Timing is everything. It will take longer than you think for the decision to go thru the corporate ranks.

Give your sponsorship campaign plenty of time – months and months. You’ll sell yourself short if you work on a really short time frame.

4. Know WHO the decision makers really are.

Is it the marketing team? The marketing VP? Is it the community relations department? Does the sponsorship decision go all the way up the corporate chain of command to the executive offices? Do the advertising people play a role?

Every business is different. And smart fundraisers figure out who makes the final decision. I like to have an “internal advocate” inside the company advising and guiding me through the maze.

5. Know WHAT TYPE of business best suits your event “product.”

You have a product you are selling to businesses. They want exposure to your audience so they can market their company and their products. Emphasize the “fit” between your audience and your potential sponsor.

6. Create the right offer with specific goals.


Your event prospect will respond better to measurable goals and objectives. Run the numbers and lay them out.

Include benchmarks that the sponsor can use to measure the success of the sponsorship. Explain the “features” of what they will buy.

More importantly (many nonprofits miss this) highlight BENEFITS to them. Like all fundraising, the way you frame your “pitch” has everything to do with your success.

It’s about what THEY want and what they hope to achieve.

7. Add employee engagement into the mix.

Employee involvement is becoming more and more important to businesses. Studies show that employees who volunteer together are happier and more productive at work.

So help the business kill many birds with one stone: marketing exposure, community responsibility, PLUS employee engagement.

8. Make your proposal very SPECIFIC and relevant to their business.

Do your homework. Since you are researching their business strategy – you can emphasize what they are looking for.

I like to use their OWN language (pull from their web site or other materials.) Lay out exactly what objectives they will achieve with this investment. Don’t just assume that they know. Spell it out in black and white on the page.

And remember to emphasize what your event can uniquely do for the company.


Worksheet Five: Sponsorship Prospect List Here’s a format for managing your sponsorship prospect list that works well on Excel:

Prospect Name

Level $ Capacity

Rating Interest

Date Strategy Background/ Comments

1.

2.

3.

4.

5.

6.

7.


Planning Your Event Timeline: Your event timeline can also make or break your event. Timing can get away from you quickly!

The most important question in my mind is: Do you have enough time to secure sponsorships?

Why is this important? The real money from an event is raised from sponsorships.

And it takes a decent lead time to develop sponsorship materials, target the right prospects, organize a committee and make the asks. Then you need the lead time to get their names on the invitation.

If you focus all your energy on only one major event each year, you can raise bigger sponsorships because the single event has the visibility and the pizazz.


Worksheet Six: Event Timeline

Task Jan Feb Mar Apr May June July Aug Sept

Timeline set

Committee

Respon- sibilities

Recruited

Meetings

Sponsorships

Materials

Committee

Prospect list

Venue

Guest List

Invitation

Final copy

Printing date

Mailing date

VIP plan


Fundraising Tips to Help You Secure Big Sponsors Raising money is a process, not a one-time transaction. Identifying: All fundraising starts with the same step, identifying a person or company who might be a potential donor. Opening the door: Then we have a conversation with this prospect to find out if they are interested. This is where you find out what the company is looking for, who the decision maker is and the right time to ask. Cultivation: If things look positive, then we bring them closer to our organization and develop a closer relationship. You need to get in front of the decision maker here. Asking: When they are ready for the ask, then we request their sponsorship support. Thanking: After the gift, we thank, thank, and thank again, preparing them for another solicitation.


Tips for Soliciting Sponsors Attitude is everything in life – and in fundraising. You MUST deal with your fears and your awkwardness if you are going to be successful. Here are tips to get you over your nervousness:

Start with the easy visits first. With some success under your belt, the rest of the calls will be easier. Visit last year’s sponsors first.

Visit prospects who have been properly warmed up. NEVER

make cold calls. Know exactly why this event is perfect for this sponsor. This will

give you confidence. Visit your prospects in TEAMS so you don’t have to go alone.

Get really, really connected to your cause. Go on a field trip to

see your work at hand. Talk to someone who has been helped by your organization. Remember you are about them and not about you.

Your passion and your enthusiasm will take you far!

Try this strategy: Only put 5 sponsorship prospects on your list

at any one time. Once you’ve done those 5, then add another five.

If you start with a list that is too long, then

you may postpone anything. Better to start with only a few than a list that feels overwhelmingly long.

JUST

DO IT!


THE SPONSORSHIP PROSPECT RATING CHART

Likelihood Scale

Use this chart to evaluate every single prospect you have. Then make some tough decisions on where to spend your time and energy.

High $

Low Likelihood

High $

High Likelihood

Low $

Low Likelihood

Low $

High Likelihood

Your best donors are here!


More Tips Here are a few more articles that you’ll find helpful:

When In Doubt, Throw a Party!

My Secrets to a Fabulous Party

The Best Party in Town!

Don't Make These Mistakes at Your Next Event!

#1 Way to Get the Most $$$ Out of Your Live Auction

Why You Should Ditch Your Next Event

How to Throw a Party Everyone Wants to Attend

Top 20 Charity Auction Tips for Greater Profit

How to Have a Vastly More Profitable Auction

Avoid 5 Key Mistakes That Will Undermine Your Next Auction

8 Tips for Getting High Dollar Sponsorships for your Big Event

http://www.gailperry.com/2013/12/doubt-throw-party-1-motto/

http://www.gailperry.com/2011/05/my-secrets-to-a-fabulous-party/

http://www.gailperry.com/2009/08/the-best-party-in-town/

http://www.gailperry.com/2013/05/dont-make-these-mistakes-at-your-next-event/

http://www.gailperry.com/2010/05/great-tip-to-get-the-most-out-of-your-live-auction/

http://www.gailperry.com/2011/05/why-you-should-ditch-your-next-event/

http://www.gailperry.com/2011/12/how-to-throw-a-party-everyone-wants-to-attend/

http://www.gailperry.com/2012/05/top-20-charity-auction-tips-for-greater-profit/

http://www.gailperry.com/2012/05/how-to-have-a-vastly-more-profitable-auction/

http://www.gailperry.com/2012/05/avoid-5-key-mistakes-that-will-undermine-your-next-auction/

http://www.gailperry.com/2012/05/8-tips-for-getting-high-dollar-sponsorships-for-your-big-event/

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