Buildup and Burnout of Special Events
Part I: Sayonara Special Events
I started my career with the March of Dimes. Special events were the name of our game. When I was 20, I thought all that box-moving and money-counting was invigorating but over time, I grew weary. The late nights at the office the night before (we know the horror stories of 3am goodie bags), the tension of the staff on event day, the chill of the cold and rain. Let’s face it, special events are a drain on your soul. Just me?
There’s a better way, friends.
Put those peer fundraisers to work on an online platform. It doesn’t matter if it rains.
Look at your loyal donors. Who’s been giving to your event regularly? Instead of organizing event logistics, spend your time visiting donors. learn their story. Find out why they’ve been coming to your events and tell them about the impact their participation has had.
Run a wealth screening to learn who in your database is giving to like-minded organizations at high levels and build strategies around them. Your top donors might make a major gift the size of your entire event net revenue…. With full tax-deductibility.
If you’ve done the hard work of special events and have a following of donors – good for you! enjoy the fruits of your labor by moving past the discovery stage and onto the fun part: real relationship-building.
Part II: Special Events
I could spend all day listing reasons to bid special events farewell but I also realize that they’re the bread and butter for so many organizations, especially those who are just getting started and need to build a donor base. Have no fear. There are ways to do this without losing your marbles.
Do not get involved in logistics. Keep it so simple. Our source the event planning if you can and focus exclusively (or mostly) on sponsorship and cultivation of your top donors.
Always focus on mission. You know those events where people don’t even know what they’re attending or who benefits? We don’t want those. If it’s a gala: have a mission speaker and a “fund the mission” auction item. Steward the bejesus out of those donors because they’re the ones who are there for you and want to know about the impact of their gift.
Plant donors. Yes, we do it. No, it’s not cheating. Tell your top donors and volunteers that you need to count on them to lead the way by bidding a big gift (or whatever way you’re raising money at the event) to create some excitement. Others will follow their lead.
Think through the sensitivities and have a backup plan. I was once told of an important donor whose artwork was in a live auction without a single bid. The artist’s spouse bid (and won) the artwork. It was an awkward moment which no one could have expected. Heed warning: live auctions require stealthy preparation.
Have a toolkit and binder (or whatever the modern manual is now). What if you get hit by a bus?
When you’re done with the special event, what will you do? Schedule something for yourself to look forward to. Definitely take time off! I liked ordering up a massage so I knew no matter how late I worked or how high those heels were, relief was in my future.