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Maximizing Fundraising Events for Strategic & Revenue Goals

Learn how to evaluate and maximize fundraising events to align with your organization's strategic and revenue goals. Discover key criteria, effective volunteer management, sponsorship strategies, donor acquisition tactics, and evaluation techniques.

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Maximizing Fundraising Events for Strategic & Revenue Goals

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  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

  3. 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

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

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

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

  7. Cost to Raise $1

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

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

  10. Evaluate What You Need

  11. Robin & Jan

  12. Ashlee

  13. 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

  14. Sponsorships They key to making money on events

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

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

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

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

  19. 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

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

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

  22. 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

  23. Experience The key to acquiring new donors

  24. 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.

  25. Make It Easy

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

  27. Make Your Mission Come Alive

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

  29. 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.

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

  31. Make a Plan B, C, D

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

  33. 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

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