5ks & galas & golf - Oh my!

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Nonprofits, especially young nonprofits often spend a great deal of time and effort on special events to raise money. The result is often: You got a lot of people there. Your raised what looks like a reasonable sum.

Then reality sets in. You raised $10,000, but the event cost $5,000, and you haven't even figured in the cost of the time staff spent making sure invitations went out, publicity was eye-catching, caterers were lined up, rentals and signage were taken care of. The list goes on - and on.

Still, that highly social board member, who had a great time at the event, points out that 200 people were there. "That's 200 new donors," the board member says. "Okay 190 new donors. Ten folks were already giving."

Well, here's the story that opened my eyes about events.

I had been a Director of Development for years and had spent tons of time on 5ks, galas, and golf tournaments, when I received a call from my newly married daughter. She and her husband had attended their first charity event as a couple. She knew I'd be proud.

"We paid $200 for tickets and while we were there we spent an additional $200 for auction items."

"That is very generous," I told her. "What did you support?"

The line went silent.

Then - "A disease - - -or children - - or animals - - -"

Well, I told her, "You helped someone or something. Good for you!"

And it was good that she had been generous, but had the organization gained a donor? NO! And that was part of the good my daughter did. She taught me that one must be very careful if you are going to put hours and hours of effort into an event, donors should go away knowing who they helped.

There are ways to do that. Choose an event that aligns with your mission. Be sure your branding is all over the invites, on signage at the event, on every table or at every golf hole or pit stop. Infuse the event with compelling stories of the difference your donors have made, the lives they have changed. (More on that in another blog.)

And yes, follow up. Collect contact information as part of ticket sales or entry fees. Thank folks for coming and share the good their donations will do. Stay in touch. But remember, many of these people came because a friend asked them to, or the event sounded fun, or they wanted to meet the folks who would attend. This doesn't mean they share your values or value your mission.

Hence the wisdom of one signature event per year. It concentrates the efforts, satisfies that highly social board member, and frees staff time for activities that have a greater ROI.