Event Fundraising Best Practices

  • Published on

  • View

  • Download

Embed Size (px)


Events are not only a great way to raise funds but also awareness and community support. Unfortunately, many events fall flat, usually due to lack of clear goals and preparation. In this educational webcast, Richard Dietz of Nonprofit R + D and Jamy Squillace of Sage will show you the tried and true way to pull all the pieces together for your next fundraising event.


  • Event Fundraising BestPractices
  • Our Speakers Richard Dietz Founder of Nonprofit R+D - Technology Training for Nonprofit Professionals Richard has over 20 years experience working in and with a wide variety of nonprofit, political, and government organizations. You can find Rich on his website http://www.nonprofitrd.com or tweeting @nonprofit_rd 2
  • Our Speakers Jamy Squillace Sr. Product Manager Sage Nonprofit Solutions Responsible for Sage Fundraising 50, Sage Fundraising Online, Sage Nonprofit Online and Sage e-Marketing. Jamy has 16 years experience in product planning and management. Her goal is to create and evolve solutions that fulfill customer desires and exceed expectations. You can find her blogging at SageWords.net or on Twitter @jrsquillace. 3
  • Agenda Event Fundraising What and Why Examples Event Fundraising Best Practices Planning / Timeline Setup Publicity Running the Event Follow up Evaluate Q&A 4
  • Introduction Make sure to download the E-Book Event Fundraising Best Practices http://go.sagenonprofit.com/LP=204 The E-Book goes more in-depth than we are discussing here and includes templates and worksheets. Our goal today Get you to think about events in a different way Get you to spend more time planning your events Get you to take action and test some new ideas 5
  • Text Heavy Slides Oh My. I promise I do not just read the slides Boring! Why text heavy slides You dont have to take notes the info is there for you later You can focus on the ah-ha moments They will still make sense 6 months from now Let me know what you think 6
  • What isEvent Fundraising 7
  • What is Event Fundraising The planning, managing, and execution of an event designed to raise money for a nonprofit organization. Fundraising is the key The purpose of the event is more important than the type of event being held. 8
  • WhyEvent Fundraising 9
  • Why is Event Fundraising Important Nonprofits are doing them all the time Many are not doing them very well or efficiently Many people are willing to spend more for events or items when a portion of that money will go to a charity People are different Your organization needs different kinds of appeals to encourage as many people to support it as possible. Event fundraising is just another channel or tool to help you raise funds 10
  • Why Event Fundraising Is Important 890%You need this EVENTS But spend your resources on these. 11
  • Examples ofEvent Fundraising 12
  • Examples of Event Fundraising Run/Walk/Rides Luncheons/Galas Concerts No shave month Birthday/Anniversary Giving Memorials/Tributes Pledging Dancing with the Stars Sponsorships Ticket sales Use forms to collect votes for an event - votes equal donation amounts Golf tournaments Classes/symposiums/ educational meetings Camp registrations Rapid response campaigns 13
  • Event Fundraising Best Practices 1. Planning / Timeline 2. Setup 3. Publicity 4. Running the event 5. Follow up 6. Evaluate 14
  • Planning / Timeline Sample Timeline included in the E-Book Covers all the major phases of an event cycle Focused on best practices Adapt to your needs and timeframe 15
  • Sample Timeline Printable version included in the Appendix16
  • 1. Planning / Timeline Fail to Plan, Plan to Fail Its a clich for a reason The plan / timeline helps keep everyone on track and on the same page Select Event Type Dont just do what you have always done Test some new ideas (start small) Ask your supporters The Type will impact many other areas Try this on a smaller event Signature Events How can you make it unique? 17
  • Rebuilding Together Even though some might consider our first year afailure, we had to start somewhere. Now our donors are comfortable using the system but its raised our profile among our peers. We can now say that its as easy to donate with us as it is American Red Cross. -- Lee Berkeley Shaw, Director of Development at Rebuilding Together Montgomery County 97% improvement from 2011 to 2012 18
  • 1. Planning / Timeline Review Previous Events What went well, what did not? What can be improved? What can be scrapped? The event itself? Set Goals Will be key when we get to evaluation Quantitative money raised, number attended, etc. Qualitative awareness, education May be hard, but need to make educated guess 19
  • 1. Planning / Timeline Set the Date Get on calendars early save-the-date cards, etc. Avoid other major events Submit event notices everywhere Mid-Campaign Check-In Schedule this as part of the timeline Identify tasks that are behind schedule Identify goals that are behind schedule Still have time to address them 20
  • 2. Setup Online Registration Process Make it easy to complete Make it easy to find 47% of donors give up before they have made a Capture data donation because the Add to email list, important for follow online journey is not up / cultivation intuitive and engaging (http://www.nomensa.com/about /news-items/charities-fail-make- Create Fundraising Systems online-impact) How will you solicit funds before, during and after the event? What will you need based on your event type? Gala, auction, raffle, etc. 21
  • 2. Setup Optimize Registration Forms Form must be specific to that event Make registration page easy to see Strong call to action Shorter is better Form should be embedded on your website Ability to set-up peer-to-peer Sage Fundraising Online Unlimited forms Can handle registration, fundraising, and more Peer-to-Peer Fundraising Communicating progress Leverage social media 22
  • Prominent Call To Action www.coloncancerpreventionproject.org/ 23
  • 2. Setup Select and Confirm Vendors Based on event type Walk through event and create list of needs Will location dictate food and entertainment? Will the keynote speaker influence the auction items? Ask your vendors to become sponsors! Get Sponsors Sponsors can make or break an event Not just about money in-kind, publicity, discounts, etc. Think Win-Win How can you help the sponsor? 24
  • 3. Publicity If you build it they may not come after all Marketing principle 7 Touches Create Marketing Plan and Calendar Plan within the Plan Week by week plan of what, who, how and when Like an editorial calendar Create Marketing Materials Multiple channels email, postcard, advertisements, etc. Goal is to drive traffic to the event website 25