In a recent blog post Fundraising without special events? No Way!  I review the importance of integrating special events into development, which I learned in 2007 from Jeff Shuck, President & CEO Event360.

Giving hierarchy integrated with special events

Today’s post focuses on Independent Fundraising Events (IFE). These are activities designed and run by non-staff volunteers to raise money on behalf of a specific nonprofit. They are conducted locally with minimal support from the beneficiary.

The types of activities that these local supporters conduct are quite literally endless. They can range from a bake or garage sale to a wine tasting or gallery opening.

One of the major advantages of IFE is that the costs are covered by the independent event organizers.

Other benefits of IFE -

• An effective addition to any organization’s development portfolio.
• Independent fundraisers are more likely to have a much stronger and direct emotional connection to the organization.
• Great way to give these highly dedicated individuals the opportunity to match their passion without the limitations of traditional fundraising events.

How can your nonprofit support Independent Fundraisers?

Develop a secure website with useable tools:

• Media Kit and publicity guide
• Approved logos, graphics, banners, stickers
• Informational pieces
• Personal fundraising page for online donations
• Printable donation forms
• Registration materials
• Staff support

 Of course, there are IFE Challenges. As described by Zach Anderson, at the Canadian Internet Summit, these include:

• Budgeting Revenue from events
• Justification of Costs
• Connecting with IFE donors
• Providing supplies and giveaways
• Reputation/Brand Risk
• Shortage of staff support
• Unavailability of board members to participate

 Two organizations standout to me as providing great support to independent fundraising events. These are:

 Alex’s Lemonade Stand – Fighting Childhood Cancer One Cup at a Time

Team Fox – Michael J. Fox Foundation for Parkinson’s Research

What better way to augment your special events than with independent fundraising events?

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Do special events really make sense throughout the classic giving hierarchy?

You bet!

That was the message of my recent teleseminar Fundraising without special events? No Way!

Actually I can’t imagine a development plan that does not integrate special events at every level.

I first learned about integrating special events into development in 2007 from Jeff Shuck, President & CEO Event360.

This is a different way to focus on events. Seen this way events are part of a holistic development effort that integrates into everything you do as an organization to raise money. And, it is strategic – the events are focused on the mission. At each level of your giving paradigm you will find distinct events for distinct goals.

Giving hierarchy integrated with special events

• Annual campaigns have three key elements: direct mail, special events & personal solicitations. Be sure and use all three! These volume events can cultivate annual and major gift prospects. Sample volume events include charity walks, runs & bike-a-thons.
• Major gifts come from individuals, corporations & foundations. Successful major gifts campaigns are all about stewardship and cultivating relationships with current donors and prospects. Targeted events should be part of your cultivation toolkit. Targeted events include a variety of specialty parties from black-tie galas & tribute dinners, to wine tastings, private museum events and themed parties. Guests who attend these events often engage in live and/or silent auctions, and enjoy entertainment and/or dancing. The common denominator is that most honor a member of the community who supports your cause.
• Capital campaigns are generally considered to be fundraising efforts for major capital purposes. The goal is usually millions of dollars and at times more. 60 -80% of money is raised during the quiet phase. This phase ends with the launch, the public rollout of the campaign. Launch events are a great way to create enthusiasm about your campaign and to get media attention.
• Until recently no one did events to recognize people who had made bequests to their organization. But, it is so meaningful to hold smaller more intimate events to thank and recognize these donors and to reaffirm the impact their testamentary donations will make. It brings these donors closer to the organization and helps ensure their commitments.

Remember, special events at every phase of your campaign provide that experiential experience in which an emotional connection can be made.

Please let me hear from you with questions about special events and fundraising. You can reach me at deborah@creative-si.com.

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Sponsors Mingle at Special Event

We all know that sponsorship is important to nonprofits and businesses alike. Sponsorship is all about marketing.

 Securing sponsors is about building effective partnerships that enhance your organization’s mission and the sponsoring company’s business goals. And, sponsorship is about raising money.

All sponsors want to reach as many people as possible in their target market. So, the more you know about your organization’s audience, the better your chances of securing sponsors.

But, do we know why special events are so significant in developing these relationships?

Chalk it up to experiential marketing – the best way to deepen the emotional bond between a company and its customers, through creating memorable experiences.

Experiential marketing is a well-known concept to business marketers. It is a great way to deepen the emotional bond between a company and its customers, through the creating of memorable experiences.

The goal is to establish a connection based on emotional and rational response levels and always contains a face-to-face interactive element. This is exactly what sponsors want. And, during a well-designed and executed special event this is exactly what they get!

On the other hand, special events are a way for the nonprofit to interact with its audiences including donors and prospective donors. They help raise the nonprofit’s voice in a crowded field and ensure that people will know who they are and what they do and why they are important.

Sponsorship guru Patricia Martin brings real focus to the issue with her post Just One Question to Ask a Sponsor in her Culture Scout blog post. She notes that no matter what shape the economy is in, sponsors still need to market their brands. And, what better way than in partnership with a cause?

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