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Special Events 101
The Big Question
Special Events are an easy way to raise operating funds.
True or False?
Story time
AgendaKey Criteria of a Special Event
Why Special Events Fail
Choosing the Right Special Event
Planning a Special Event
Budget
Special Event Timeline
Determining Success
After the Event
A Successful Special Event
Is carefully planned
Makes use of a strong committee
Reaches its target audience
Sells the right amount of advance tickets
Meets its goals and objectives
Raises significant dollars
Promotes positive and timely follow-up
Why do Special Events Fail?There are 3 primary pitfalls
1. Belief that a SE is can or should be you biggest source of operating income
2. Too little return for the amount effort—did you budget for staff time?
3. Misuse of volunteers Burning them out Not giving them ownership Not expressing appreciation
Failure Specifics
Did not raise enough income
Did not attract new donors
Diverted attention from other fundraising efforts
Lack of clearly defined roles-staff and vols.
Inadequate sponsorship
Inadequate advance ticket sales
Choosing the Right Event
Have we examined all the options?Do we have the time, talent and resources?Have we set an appropriate $ goal?Have we explored what others have done?Does our SE reflect age, giving capacity of my
target participant?Does the theme fit my mission?
Ask yourself
Would I hold a golf tournament if I run a theatre company committed to bringing the arts to lower income kids?
Would my donors be interested in that?
Consider these Elements
A suitable and affordable venue
Add-ons; auctions, awards, celebrity, sig. cocktail?
Additional “asks”
Realistic budget
Publicity and promotion
Risk and Liability
Sponsorship
How many similar events are happening?
Planning a Special EventYou Need
A qualified, dedicated event chair
An abundance of volunteers
An active, dedicated and supportive Board
Ample to accomplish all the tasks
A good mailing/prospect list
Enough sponsors and supporters
A degree of community recognition
Where and WhenWhere?Should be logically connected to your organizationShould be easily accessibleShould match the mood of the eventShould fit your budget
When? Is there a time that works best for your organization?What else is going on at that time of year?Are your volunteers available when you need them?Have you provided enough planning time?
BudgetDetermine what portion of your ops budget will be covered
by the event
Factor in: STAFF TIME Venue rental Equipment (AV, chairs, etc.) Services (catering, transport. Security, etc.)\ Entertainment Publications/Publicity Decorations Recognition
Budget con’t.Ask yourself if you can get any of the above for Free!!
IncomeTicket salesSponsorship In-KindAdditional $ contributionsMembershipsAuction Item salesSwag sales
Timeline for a July EventAugust – select cmte., speaker(s), set mtg. schedule
September – assign tasks, contact speaker, choose venue, equipment, permits, insurance, security
October – draft event agenda in 15-30 min. increments
November – identify potential sponsors
December – ID target participants and begin sponsorship discussions
January – ID caterer and entertainment
Timeline con’t.February – approve menu, select music
March – print invitations, flyers, tickets. Finalize publicity plan
April – BIG CHECKIN MTG. On track? Issues?
May – start publicity, meet with volunteers, send invitations (last week of the month)
June – Coordinate all elements – do run through and talk to all vendors
July – Event and Followup
Determining Success Questions to ask after the event is over
Did we make enough money?
Were the tickets priced right?
Were enough tickets pre-sold?
Was our target market well-defined?
Will the event promote future community involvement?
Was the event well-planned executed?
Questions Did the special event interfere with other fundraising
efforts?
Did we attract good sponsorship?
Was our event cmte. Chair effective?
Was the staff/volunteers effective?
Was the board supportive of our efforts?
Did we give ourselves enough time?
Was our mailing list sufficient?
Questions Evaluate and analyze any mistakes that you have made
Keep this report on file. It is important historical data
After the EventHold an assessment meeting to discuss the previous
questions
Acknowledge donors and sponsors within 2 weeks
Big donors/sponsors should receive personal thanks – phone calls or in person
Tell your donors/sponsors what their money will support
Include any press received
Provide feedback to those who could not attend
Would you do it again?
Discussion
