Special Events as Part of Your Development Strategy

I am always surprised when I meet an executive director of a non-profit who tells me that their organization doesn't really use special events as part of their development strategy.  EVERY charity needs an event, whether small or large,  new or established, everyone should do an annual event of some sort.  While most people think the goal of special events is to raise money, and that is true, a successful event does so much more than that.  An annual event will help your organization to connect with new potential donors, help to reconnect and re-energize your donor base, and provide you an opportunity for publicity and marketing, as well as make some unrestricted money for your organization. 

Let's begin with this example: let's say you are cultivating a new potential donor.  You have identified this potential donor as someone who you think would have a connection to your mission and you just need to close the deal, why not invite this person to be a guest at the Executive Director's table at your annual gala, or to golf in your Board Chair's foursome at your annual golf outing, or to meet the constituents you serve at your annual Holiday Party.  It's a way to keep the dialog with this potential donor going.  Once at the event, the mission will sell itself.

A special event, be it a race, a gala dinner, a concert or a luncheon, provides a unique opportunity to get your message out to your guests.  Beginning with the details of the event, everything should reflect your mission.  If you serve immigrants and refugees, your decor, food, and auction can have a global influence.  If your mission is to provide art therapy to autistic children, perhaps you have a gallery showing of the art with stories of the children along side.  Whatever event you choose, try to connect the type of event to the mission of the organization and pay attention to the details.  That's what tell the story of the event.  Finally, take time to talk to all of your guests and remind them of the work you do, providing the entire room with a moment when everyone is being touched by the same thing at the same time is a powerful connection and will incentivize your guests to turn into donors. 

The other, often missed opportunity is that of the marketing and public relations possibilities.  The mere act of sending out the invitation is a special direct mail connection to your donor base.  An invitation is a piece of mail that will stand out in the mailbox and will, by it's nature, beg to be opened.  Getting your event onto the local news, promoted in magazines and talked about on the radio is usually as simple as asking.  Local media is almost always willing to mention a a charity event, or add it to their online calendar.  Every mention of your organization's name is free publicity, so take advantage.  Also, if as part of your event, consider honoring a special guest that is media worthy, thus getting your local newspapers to cover the event and run an article after the event is over. 

In all, special events should be a fundamental part of your development strategy.  Gather a committee together and start brainstorming now and you will be reaping the benefits from it for years to come.