Fundraising events are only as successful as their outcome. After all is said and done, did you reach your financial goals? Did you stick to your objectives and were you satisfied with the outcome? This article gives several points for you to consider in order to keep your focus from start to finish.
Establish Your Goals.
Event planning is a multi-level process. It's not uncommon to get so caught up in the practical logistics and presentation details that you lose sight of your most important goals. That is why it is critical to establish your baseline objectives at the very beginning. It's a foolproof way to monitor priorities and stay on track with each phase along the way. Determine right upfront what your bottom line is.
For example, are you holding your fundraising event to:
· Introduce new prospects to your organization or cause?
· Thank current donors and unveil new goals?
· Give an overview, progress report and vision-cast for the future, with a mix of current donors and new prospects?
You will want to custom tailor your plans around the specific goals you have set, and gear them for maximum impact to fit your target audience.
Identify Your Strategy.
Once your goals are set firmly in place, you can start brainstorming to identify the best possible way to get your message across. Keep in mind, that it's not just about conveying the message, but conveying the message in such a way that it moves hearts and minds to action. That is your ultimate assignment.
For example:
· How can you best explain or illustrate the problem, need or cause?
· How do you break down the elements of a program or project to capture interest and spur a call to action?
· Is your audience more suited to traditional methods or unconventional methods to secure their attention?
· What is the best way to bring the vision to life, and keep it on their radar after your event is over?
Maximize Your Communication.
Maximize the power of every communication to underscore your goals. Make the most of every phone conversation with an attendee, your "save the date" cards, the formal invitations and the reminder communiqués leading up to your event. Carefully plan the graphics, logo and branding associated with your meeting; the décor, ambience of each session, the hosting, introductions and conversations at your event. Put your best foot forward with regard to messaging, marketing collateral, attendee gifts; and, any follow up materials such as "thank you" notes, updates, reports or other post-event information.
Assume nothing. View each and every form of communication, whether verbal or non-verbal, as a valuable opportunity to clarify and reiterate your message.
If you were to choose one or two key messages you want donors or prospects to walk away with, what would they be?
For example:
· Your vision and why it's important
(The core, creating awareness)
· Understanding a project or program
(The vehicle, nuts & bolts)
· The importance of their investment to help fund the vision
(The fuel, making it a reality)
· Why they should care or get involved
(Personal equity, capturing mindshare)
· Why they should partner with you
(Trust, confidence in your ability to execute)
Reinforce the Vision.
The most successful way to brand your message and goals into the memory of your attendees, is to continue to reinforce them throughout your event, and afterwards. Stay focused on the reason you need to raise funds, and the ultimate prize of bringing your vision to life by reaching those goals. Picture a rodeo rider that refuses to let go. It's your dream--your vision. No one will be able to articulate it, nurture it or keep the flame burning as well as you.
Think of ways to reinforce the vision until it becomes a reality.
For example:
· Attractive and meaningful updates or beneficiary testimonials
· Find ways to highlight progress along with the remaining funding requirements
· Matching grants or creative funding opportunities
· Referrals or challenges by current donors
· Tokens or gifts associated with the cause or need
· Personal phone call from a key director, partner or board member
It's important to keep in mind that every person who attends your fundraising event is attached to a sphere of influence. If you have been intentional and diligent in tending to the details above, it is highly probable that your efforts will be rewarded. Don't be surprised if the enthusiasm about your vision spills out into their relational circles.
If you keep your priorities in place, stay attentive, and remain focused on your goals, you will achieve success as your ultimate outcome.
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