Events as Fundraisers

In her Exchange book, Not Just Small Change: Fund Development for Early Childhood Programs, Roberta Bergman observes...

"The major advantage of events over other forms of fundraising is the opportunity to increase your program's visibility, especially if it is a 'signature event' — a one-of-a-kind occasion to which your name is attached, year after year.  All of the publicity will feature your name and, in many cases, something about your work.  Further, some people who know little or nothing about your agency will participate in the event, not because it benefits your organization, but because they are interested in the event itself:  they play golf or they enjoy 5K runs, they've been invited to 'fill a table' at a luncheon or dinner, or they want to hear the speaker who will be appearing.  Once they attend, you have the chance to 'hook' them... to inform them (in an interesting way) about your services and to make sure they enjoy the event so they'll come back next time.

"For many organizations, the ideal event is one sponsored by some other group who assumes the financial risk and whose members are experienced at conducting events.  As the beneficiary, your agency may be asked to help in some way — sending board members on the sponsor's visits to underwriting prospects, making some of the arrangements, submitting invitation lists, or providing volunteers to help at the event itself, but the major responsibilities lie with the sponsor.

"The sponsoring groups are likely to be among the most visible in your community (a Rotary Club, the Junior League, etc.), so they should be easy to find.  Some will pick an agency to be their beneficiary for an extended period of time; others will change the beneficiary each year...."

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