What do you want to get out of today?

2. What do you want to get out of today?

3. I will be presenting the ideal world… • …and modifying to the real world! Gold Standard for Events

4. Overview of Special Events • The 20 Steps to planning a special event—with tips and tricks! • Learning from each other • Answering burning questions Today’s Agenda

5. Special events can be good for organizations that are volunteer driven, new and/or need to build public awareness. • They are not typically useful for donor acquisition because most event attendees will not become donors. The Truth about Special Events

6. Special events are also a good way to engage corporate support in the form of sponsorship. • Special Events should also tie into the organizational mission of your charity—it is easier for an event to be memorable if it has a link to your work. The Truth about Special Events

7. Events are expensive. • Most events only raise 2x-3x the cost of holding the event or $0.30-$0.50 spent of every dollar raised. Compare this to Annual Giving at $0.10-$0.20 or Major Gifts at $0.01-0.10 spent of every dollar raised. The Truth about Special Events

8. The ideal event • A special event is best when it is planned and implemented by volunteers who, in partnership with staff, solicit in-kind donations, sponsorship and ticket buyers. • This maximizes the likelihood of selling out the event and reduces the amount of organizational resources required.

9. The realistic event • Is likely completely and (slightly reluctantly) volunteer driven • Struggles to get sponsorship • Is biting their nails to make ticket sales

10. Special events can be fun. • They can solidify volunteer support. • They can attract publicity and raise your profile in the community. • They can make money. • Special events offer opportunities to present a personal message to new donors. • They can broaden the donor base to some extent. • Money can be generated from otherwise • untapped sources. The pros of an event…

11. A tremendous amount of volunteer time may be required. • Special events can drain staff and volunteer energy and commitment. • They can be financially risky. They usually require up‑front funds and are generally expensive • They do not necessarily impact on the donor base. • Improper tax receipting can cause enormous legal headaches The pitfalls

12. Remember that not every event needs to be an over-the-top gala. You may raise just as much money and goodwill at a low key fish dinner at your local community hall as you would at a celebrity golf tournament. • The key is knowing your audience. The first key to a successful event…

13. Have realistic goals and objectives. • This means having a plan! The second key to a successful event…

15. Ideal Attributes: • Is influential • Is not afraid to ask • “Gets” the need—of PGI and Literacy • Will be at the event • Has some volunteering experience Step 1: Select Your Chairperson

16. Base the event on who will actually be buying the tickets AND who will sponsor • Could be an unbreakable tradition Step 2: Determine the type of event

18. Unsure? • ASK! Step 2: Determine the type of event

19. What makes you special? • How does the type of event support your mission? • How will your event convey your values? Step 2: Determine the type of event

20. Financial Goal • Draw on your history • Expenses should be no more than either your sponsorship goal OR your ticket sales • Revenue should be no less than 2x your expenses, ideally should be 5x Step 3:Create your objectives

21. Attendance Goal • Draw on your history • Expect 20% attrition • Determine ticket sale goals • Determine VIP and giveaway tickets • Remember: Check your venue/event capacities! Step 3:Create your objectives

22. Other Goals could include • Media hits • Event growth • Expense reduction Step 3:Create your objectives

23. Clear goals motivate volunteers! Step 3:Create your objectives

24. Budget • Fundraising plan • Publicity plan • Sponsor benefits • Site/Logistics Plan • Disaster Plan Step 4:Plan!

25. Budget • Overestimate your expenses and underestimate your income. This will prevent you from being overly optimistic and losing money. • Maintain separate revenue lines for tickets, sponsorship and ancillary • Maintain as detailed as possible lines for revenues Step 4:Plan!

26. Auctions • Online • Silent • Live • Sealed • Raffles • Items • Tickets in Jars • Wine • Cash • Balloon pops • Tip jars • 50/50 • Mystery prizes • Symbolic giving • Autographs • VIP receptions • Hole prizes • Contests • Centre pieces • Donations! Ancillary Revenue Tips

27. Fundraising plan • This should include the number of prospects needed to achieve your goal. You should exclude confirmed sponsors Step 4:Plan!

28. Sponsor Benefits • Set realistic, attainable levels that are differentiated • Make the benefits actual benefits • Ensure there is incentive between levels Step 4:Plan!

30. Tax Receipts • Tax receipts for sponsorship • Not available for ANY sponsorship

31. Tax Receipts • Tax receipts for item donations from the vendor • Not available for gift cards from a merchant or for items that they can write off as inventory—good rule of thumb—don’t offer! • Not available for donations of services • Not available in any name other than the donor Step 4:Familiarize yourself with CRA regulations!

32. Tax Receipts • Tax receipts for third party items • Items donated through a 3rd party require an invoice • Any item donated through a 3rd party over $1,000 requires a bill of sale or an independent appraisal at the donor’s expense • Not available for donations of services • Not available in any name other than the donor Step 4:Familiarize yourself with CRA regulations!

33. Tax Receipts • Tax receipts for tickets • Not available in any name other than the donor • If the value of the advantage is 80% or less of the fair market value of the donation, then a receipt may be issued for the difference. • If not, no gift is deemed to have been made, and a receipt cannot be issued. • If the value of an advantage is the lesser of $75 and 10% of the value of the donation, it is considered nominal, and it need not be deducted from the eligible amount of the gift for receipting purposes. • If the FMV of the advantage cannot be determined, a receipt cannot be issued. Step 4:Familiarize yourself with CRA regulations!

34. Face to face time with community leader/celebrity • Article for corporate newsletter • Press release • Letter to MP • Handwritten notes from influential committee members • Online videos • Photos • Promotional item inclusion • Unique speaking opportunities Sponsorship Benefit Tips

35. Day of Plan • Run sheet • Logistics • AV • Caterers • Speaking notes Step 4:Plan!

36. Disaster Plan • Inclement weather • Bombs! (the importance of a communications plan) • “Pulling the Plug” Step 4:Plan!

37. Develop an event timeline to keep your special event on course. For smaller special events you need between 3 to 6 months lead time. For galas and larger events you will need 12-18 months Step 5Lead Time and workplan

38. Workplan • Book in vacations • Make it realistic • Delegate! • Try hosting it online Workplan Tips

40. Create streamlined subcommittees • Develop a clear Terms of Reference and committee vision • Create Job Descriptions that outline the time commitment, ticket sale and sponsorship expectations and meeting dates (try doodle!) Step 6:Recruit a committee

41. Step 7: Create your list and mail your letters • Create a list of prospects based on previous years (up to 4) and prospects identified by committee Step 7:Prepare gift solicitation letters and sponsor packages

42. Step 7:Prepare gift solicitation letters and sponsor packages

43. Step 7: Create your list and mail your letters • They must be personalized and sent to the right person • Committee should be signing and added notes as appropriate • Committee should be expected to do a follow up call • A little design goes a long way! Step 7:Prepare gift solicitation letters and sponsor packages

44. Step 8: Licenses • Lottery • Liquor • Insurance • All vary province by province Step 8:Insurance, permits and licenses

45. Step 9: Secure Sponsors • Requires phone or face-to-face follow up • Must be secured before catalogue/program etc goes to press • Ensure your acknowledgement is timely and lists all the things you might require, along with deadlines ie: • Logo and specs • Ad • Event attendees • Giveaways • Website links Step 9:Secure sponsors

46. Step 10: Book VIPs • For PGI events, may need or be able to be done earlier • Looking for name and experience hosting • Keep in mind the type of audience and the appeal of the VIP, host and celebrity • Choose auctioneers wisely Step 10:Book VIPs, hosts and celebrities

47. Step 11: Secure In-Kind • Great way to lower expenses • Understand and be able to communicate about your audience • All of these requests will require phone or face to face follow up Step 11:Secure event donors to provide prizes, auction items, food, etc.

48. Step 11: Secure In-Kind • Make a list of ideal needs (based on previous years and audience) and try to keep your volunteers focused on this • Proximity searches on YellowPages can be very helpful! Step 11:Secure event donors to provide prizes, auction items, food, etc.

49. Step 12: Invite guests • Personalized letters signed by the right person • Email if appropriate • Online registration is effective when integrated in to Facebook, LinkedIn etc and cheap options exist (GiftTool, etc) • Again design matters, but relationships and influence matter more! Step 12:Invite your guests

50. Step 13: Create Materials • press releases • Volunteer kits • Signs • Programs • Table Cards • Donor cards • Auction/raffle tickets • Collateral Materials • Photo templates • Videos and presentation decks Step 13:Create materials