How to make your fundraising events work
Howard Lake | 25 August 2009 | Blogs
There are lots of stories in the press about charity events struggling in the current economic climate, but does it depend on the type of charity event and who is running it? What can charities do to prevent their events becoming a victim of the recession?
Many large charity events have been cancelled recently due to lost sponsorship but, for the right charity event, success can still be achieved. Sponsorship in corporate markets, including the car, banking, property and construction industries, has been heavily hit so you’ll need to look for alternative supporters. Many philanthropists can still afford to donate.
Take for example, the recent Raisa Gorbachev charity event that raised £1.5 million for the Raisa Gorbachev Foundation and Marie Curie Cancer Care; all costs were met by the wealthy Lebedev family. Find out who has personal connections with your cause and make them see the relevance of what funding can accomplish.
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Comic Relief is a perfect example of what can be achieved when donors see the relevance of your cause. Millions of modest donations, from ordinary people who recognise that the money goes to everyone in need, made for a record Red Nose Day in 2009, and the recent Putting On The Glitz Ball that Rouge organised for headline sponsor Sainsbury’s helped raise a further £100,000 for Comic Relief.
But if you don’t have a wealthy philanthropist or the power of the Comic Relief brand up your sleeve, your funding will need to come from elsewhere. Consider selling tickets to your event and provide an experience guests could never get any other way; for example a headline act they are otherwise unlikely to see perform at close quarters – the star may even be happy to donate their fee. Make it an intimate experience for guests and they will be happy to pay.
If you’ve traditionally had lots of auction items at your events but don’t think people will buy in the current climate, hold a raffle with one amazing main prize. That way all members of the audience can participate, the guests with bigger budgets can buy multiple tickets, the sponsor of the prize gets much more cachet and it’s a hell of a lot easier on your fundraising team!
On the subject of sponsors, why not offer your suppliers a proper sponsorship package in return for providing their services for a discount? Instead of just a passive advert in the auction brochure, offer your sponsor delegate lists with contact details or the opportunity of a proper introduction to delegates via an e-newsletter. Remember first to ask attendees if they’d be happy for sponsors to contact them after the event.
In lean times you don’t want to be spending your money on dressing a blank space so pick a venue that doesn’t require too much dressing. Iconic, classic venues, such as museums, require much less budget to look spectacular. Be intelligent and creative with your choice of venue and create intrigue.
In a competitive market, an iconic or unusual venue can be a great differentiator to ensure your event stands out from the crowd. We regularly do events in venues that are not available to the general public, and the kudos of such a location is undeniable, so bear this in mind when looking for somewhere to impress.
In terms of styling, be bold and simple. Better to do one thing well than many things badly.
Buying smart is also key so always demand transparency, discipline yourself to three quotes for everything and always check exactly what kit your supplier has – they may be sub-contracting it from someone else who you could deal with directly.
One last mantra I always fall back on is ‘people remember people’! If it’s a choice between a quirky set or some fantastic entertainment at your event, don’t ever compromise on the talent. A great performer needs very little, providing they have a fantastic act.
Nathan Homan is creative director and founding partner of The Rouge Partnership, which offers a bespoke event management service arranging some of the most prestigious and spectacular launch parties, fashion shows, charity fundraisers, corporate celebrations, award ceremonies, weddings and private functions staged throughout the country.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.