Building Organizational Capacity: The Signature Event

1. Building Organizational Capacity: The Signature Event AFP Annual Conference-Rhode Island Chapter April 27, 2012

2. “The Situation Room”: What’s at Stake? • Your organization is seeking to expand its capacity to raise funds from private sources. • You believe there are untapped opportunities to expand your reach and strengthen your organization. • Developing a creative and diverse plan for private fundraising, including a signature event, will create an opportunity to broaden your base of support. • Your board’s fundraising efforts are good, but need to be strengthened. Outreach to an expanded list of individuals and institutions, that may include a new profile of leaders, will be necessary to move fundraising forward.

3. Signature Events are a Strategic Tool to Build Fundraising Capacity • Maximize efforts in all areas of fundraising. • Create momentum and a sense of urgency. • Raise awareness, financial resources and friends

4. A Reason to Communicate:Unlock Ongoing Success with a Special Event • Identifying New Constituencies, Friends, Philanthropists • Volunteer Leadership and Board development • Case for Support • Public Relations and Visibility • Annual Fund/Annual Giving Program • Major Gift Fundraising • Corporation and Foundation Grants

5. Playing in the Sandbox: Identifying and Making New Friends • Identify and secure co-chairs and a host committee with two primary responsibilities: securing event sponsors and donors and making a gift in support of the event. • It’s all about the lists! • Establish sponsorship levels that reflect the full range of donor capacity, both institutional and individual. • Rate, screen and segment lists & assign appropriate “ask” levels and committee members to solicit prospective donors in each giving category.

6. Playing in the Sandbox Part 2:Growing Volunteer Leadership • Recruit influential and high profile volunteers to an organization as event chairs, committee members who are also asked to become event sponsors. • A special event helps to clarify the roles and responsibilities of an organization’s primary volunteer leadership – its board of directors. • Event volunteers can be groomed for potential board seats, and other volunteer leadership, helping to move governance to its next level.

7. Stay True To You:Build A Case For Support that Aligns with Your Mission • The special event itself provides a unique opportunity to showcase your mission, accomplishments and vision for the future. Incorporate elements of your organizational program in the event program. • Create a theme that ties to your mission • Save the Date, Invitations and Program Booklets provide opportunity to articulate the case for support • Program Booklets can be designed as “annual reports” and used throughout the year & they allow you to recognize your donors through ads and lists

8. Getting the Word Out:Public Relations and Visibility • Identify an awardee whose work ties to your mission and who can bring cache, interest and financial support; Ask awardee for list of invitees. • Save the Date & Invitations • Use of Media: Traditional and Social • Kick-off events: Utilizing existing program plans to create a buzz”

9. The Event Process • Create a Budget and Fundraising Goal. Work to net at least $100K • Develop a Gift Pyramid • Determine Date and Secure Appropriate Venue (Weeknights seem to work) • Develop Timeline for Key Aspects of event planning and production: securing awardees, co-chairs, host committee, honorary co-chairs, and soliciting sponsors

10. The Event Process cont’d • Secure 95% of income from sponsorships. (Remember: corporate budgets are set before the end of the calendar year) • Invite all constituents in your “sphere of influence” • Solicit in-kind donations for flowers, entertainment, advertising, and printing • Offer a short program that maximizes opportunity for socializing and sharing of organizational values, vision and mission.

11. Now What?: Annual Giving • A key element in event planning is to develop a comprehensive and responsive invitation list. • This process forces an organization to review and refine existing databases, collect additional names from sources such as the board, host committee members and other sources. • The process of mailing “save the date” cards and invitations helps to “clean” lists and leads to the refinement of the organizational database for future mailings and solicitations. • Event ticket buyers should be added to the annual appeal process.

12. Now What?: Major Gifts • Prospects who are rated as having major gift potential can be researched to confirm future giving potential and natural points on interest. • The special event planning process naturally divides the audience into categories that correspond with opportunities for involvement and levels of giving. • It is important to recognize and develop individualized strategies and tactics to reach the segmented audience during and post event.

13. Now What?: Corporation and Foundation Grants • Special events create the opportunity for donor recognition and cultivation via the program booklet, podium acknowledgement, signage, etc. • Programs funded by foundations or corporations can be highlighted and promoted. • Efforts during and after a special event can focus on the partnership between the organization and its funders, creating opportunities for communication, cultivation and relationship building.

14. The Signature Event:What will it take to succeed? • Staffing and infrastructure • A clearly articulated vision and event goal, both programmatic and financial • Volunteers who are committed to your success • A sense of humor!