Fundraising events are a chance to do something special and strengthen your voice in a community, but our personal involvement with the event always makes it feel like the stakes are high. Which, realistically, they are, but the stress of feeling like it needs to go well doesn’t help with planning and managing the event. So what we want to look at today is how you can plan a successful fundraising event without stress intruding too much upon the occasion.
Step 1: Do have a target amount
In many ways, it can feel like setting a goal is providing an opportunity for failure, and it may be tempting to simply say “However much we can raise, that’s great”. And once everything is over, that’s true. But having a defined goal can help you set your targets in defined ways: allowing you to decide what shape the event takes and signposting to the public what may be expected of them.
Make the target realistic, considering what similar events have raised – but by publicizing what you hope to achieve, you also increase the possibility that one or more generous donors may make up a shortfall. Having a target amount can also help you lay out in real terms what the event may achieve: a piece of equipment for a local health facility or tuition fees for a local student with a dream.
Step 2: Pick venue and vendors
The choice of venue can be hugely important in setting the mood for a fundraiser: a fancy hotel might not hit the right note if you’re aiming to raise money for a local soup kitchen, for example. Consider how the venue helps you tell your story: a school hall or sports ground is often good. Also ensure that the people who can spread the story and make the event special are there and ready to go: from caterers to local bands, they all matter. Make sure you book the best photographers possible, too, as they will be the ones who create the images that will shape the future of the campaign.
Step 3: Drive engagement with donors
It is important, with the event booked, that you do everything in your power to promote it. Social media, local press and interested community groups are all spaces where attention and engagement can be secured. Look to speak to relevant businesses and gauge interest; encourage RSVPs and secure their permission to use their name in publicity – their public endorsement can be worth as much as any pre-event donation. You should also see if a pre-event donation is possible, of course; it really benefits an event to have made some progress towards meeting your target before things kick off.
As the public face of a fundraising event, part of your responsibilities will be to follow up after the event and work with attendees and reporters to strike while the iron is hot and, after the occasion is over, to find ways to make it work for you on an ongoing basis. Fundraising is one of those things that gets easier the more you do it, but following the above tips will get you off to a good start.