International Institute of Event Management
Fundraising events are a necessary component for virtually any cause nowadays, and not only the charitable kind. Kickstarter and IndieGoGo were at the forefront of the crowdfunding revolution, first for independent filmmaking, and now for a range of ventures, including new business startups, new product roll-outs and, yes, charitable endeavors. Whatever the nature of fundraising event, some basic truisms apply. Follow these rules of thumb and you will be far more likely to reach your goal and be in a better position to raise even more money in the future.
1. Don’t Be Afraid of a Large Fundraising
The single most important question for your fundraiser is how much do you need? Don’t be afraid of a large number. With proper planning and promotion (see below) virtually any dollar amount is attainable. Believe it or not, too often organizations set a goal that’s too-small – forcing them to go back to donors again and again, taxing out their donor pool and creating a sense of mismanagement. Remember: a large goal excites people and encourages those who give to get others to give as well. So don’t shy away from seven or eight figures if that’s what is needed.
2. Explanation and Communication
Whatever the fundraising figure you settle upon, it will need to be explained and properly communicated. Why does your cause need $1,000,000? Where will the money go? What are the precise breakdowns for dollar allocations? On your site, in your mailings and in all communications by your employees and volunteers, make sure that everyone consistently explains why you need this money and how it will be spent. Potential givers should never be in the position of begging for information. Transparency is key.
3. Proper Planning Far in Advance
Too many fundraisers are marred by sloppy, last minute planning and falling into the trap of relying on old fundraising techniques that may no longer serve you. Once the goal is established, form a committee to attend to every detail. Who is in charge of setting your fundraising budget? Who will find the space for the fundraiser? Who will be in charge of communication, promotion and so on? In small organizations, people wear many hats, which can lead to haphazard planning and dangling threads (as in, “Oh, that wasn’t taken care of? I assumed you would handle that”). So plan in advance, make sure duties are sharply delineated and emphasize communication.
4. Promote, Promote, Promote!
Don’t simply rely upon people who’ve given money in the past. And don’t fall into the trap of overly relying on word of mouth. You fundraiser needs to be promoted, and nowadays that means everywhere: Facebook, Instagram and Twitter are just the beginning. Traditional mailings can still be effective, depending on your audience, as can old-fashioned phone trees. Promotion is real grunt work, but it needs to be done. Promote every way you can, far in advance and never stop trying to come up with new ways to get the word out. Promoting your fundraiser is just as important as the fundraiser itself.
5. Location, Location, Location!
Many big-dollar organizations don’t hesitate to go the Cipriani or Pacific Design Center route: large, flashy, prestigious venues for prominent causes. But sometimes a surprising choice – a backyard, tents on the beach, or even a lovely local park – can get people’s attention, plus let them know your organization is keen to hold costs down to maximize the benefit of all dollars donated.
Author Bio: Jeffrey Brauer is a Chicago-based freelance blogger who has been writing about small business marketing, strategy, and development for nearly 10 years. He occasionally consults with local small businesses to help owners reach a broader customer network. http://www.trophyoutlet.com(link is external)