Maximizing Fundraising Events for Strategic & Revenue Goals

1. In Any EventEvaluating and Maximizing Fundraising Events to Meet Your Organization's Strategic & Revenue Goals Sarah Burns, Chief Marketing Officer

2. Welcome @SARAHBURNS sburns@dcac.org

5. GOALS • Understand how events can meet strategic, revenue and mission goals • Determine and/or evaluate your event • Access templates and tools • Foster collaboration amongst peers

6. I Heart Events • Create buzz/awareness • Something for board/volunteers to be proud of • Acquisition of donors • Cultivation • Bring people together • Are fun

13. The Truth About Events • Take a lot of time • Too Expensive • Taxing on employees

14. Fundraising Strategy • Lots of different revenue streams • Grants • Major Gifts/Direct Asks • Direct Mail • Events

15. Cost to Raise $1

16. Is the event worth doing? • Key criteria: • Must advance our mission • Advance strategic plan • Must have measurable goals • Must have an owner

19. Volunteers The key to prospects for events (and making your life easier)

20. Evaluate What You Need

21. Robin & Jan

22. Ashlee

23. Volunteer • Do create a job description • Be clear on needs and expectations • “What did I sign up for?” • Do regular check-ins and committee meetings • Foster relationships • Do empower your volunteers • Allow them to have input • Do treat them like Major Donors • Thank you, thank you, thank you

24. Sponsorships They key to making money on events

25. Proven Method • Ticket price covers ALL hard costs • Sponsorships, Auction, Raffle/Drawing… Go to the bottom line

26. Determining Sponsorship Values Shoulder Shrug Method ¯\_(ツ)_/¯

27. Value Method • Hard Costs Multiplied by 3 $5,000

28. Tiered Method • https://www.blackbaud.com/nonprofit-resources/gift-range-calculator

29. Why Sponsors Need You • You are helping them to get something they want but don’t have • Customers • Leads • Brand Awareness/Alignment • You are a solution to a problem they have but don’t want • Market Confusion • Bad Reputation • Access to someone/something

30. Getting Major Sponsors • Inventory Building & Asset Valuation • Prospecting • Getting the Meeting • The Sponsorship Proposal • Activation, Fulfillment & RENEWAL

31. Asset Valuation • Tangible • Meal • Logo Placement • Speaking Opportunity • Intangible • Brand Alignment – what is the value of having their brand next to yours?

32. Fulfillment • Make sure they get everything they paid for • Thank them twice • In English • In Marketing Language • Send them a report showing you did, and any metrics you can provide Treat them like Major Donors to renew the Sponsorship

33. Experience The key to acquiring new donors

34. Be a Good Host • Remember, you (the staff, Board, agency) are the hosts • Think about your guests, what is a good experience for them? Consider Journey Mapping with a select group to cover all the bases.

35. Make It Easy

37. Get the VIPs to Attend • Make it easy for them to get there • Give them a ticket • Given them special seating • Send a car

38. Make Your Mission Come Alive

43. Make It Short • Use professionals • Emcee • Auctioneers • Lighting/Sound

44. Make the Ask Memorable • Be VERY specific • $153 • “Therapy for one child costs $1500; if each person gave $150, then every table could make sure a child gets the services they need.

46. Make it Easy to Give • Pledge • Check • Cards on site • Text to Give • Cash

47. Make a Plan B, C, D

48. Evaluation The key to doing it (or not) again

49. Measurement • What gets measured gets managed • Pull data for accurate measurements • Debrief with staff and volunteers separately • Celebrate your hard work • Be open and honest with the outcomes