EVENTS
AILMENT
“We’ve been holding small events, but we haven’t raised much money from donors or prospective donors. We thought this would be a good form of engagement for major gifts. What are we doing wrong?”
SYMPTOMS MAY INCLUDE
- Poor return on investment
- A big commitment of staff time
- Few changes in donor behavior
- Prospective donors at the event haven’t been responsive.
POSSIBLE CAUSES
- No clear objective for the event
- The wrong donors or prospects were invited
- Lack of a compelling message
- No post-even plan.
THE CURE
- Determine the purpose of the event. Is it primarily for cultivation, solicitation, or stewardship? Orient your program accordingly.
- Establish the goals. Will you try to raise money at the event or set the stage for future engagement? Before the event, set your success metrics.
- Create clear messaging based on the purpose and goals. What are the three things you want donors and prospects to remember about your organization after the event?
- Find the right host. Ask a committed and engaged major donor or board member to host the event and share what has inspired them to give.
- Consider who you will invite. Ensure attendees have the ability to make a major gift in the future. And ask the hosts to reach out their networks to connect to new prospects.
- Develop the post-event plan. Execute on immediate follow up actions, including personal thank yous. Determine when you can next be in the area and schedule one-on-one meetings with select attendees.
- Get feedback. Ask for candid feedback from donors or the host about ways to improve the experience.
