Event Fundraising Excellence

SW Funding Expo Workshop No 52pm – 2.40pmWed 27th Nov 2013

Event Fundraising Excellence

Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)

Raise funds.Increase PR.Diversity of income streams.Help recruit new supporters & volunteers.Lead into other income streams, eg corporate

Team building, motivational and inspiring.

Benefits of event fundraising?

Event Fundraising


UK Charities average income mix

Event Fundraising

Source: IOF Fund ratios 2011

Events represent 4% of the mix (included in other income)

http://www.institute-of-fundraising.org.uk/library/fundratios-executive-summary-2010/

As it will help define the event and create measurable targets for what you want to achieve e.g:

• Income generation.• Nurturing new supporters/major donors.• Awareness raising with a target audience.• To say thank you.

1. Set your Primary Objective

Event Fundraising


• Charity involvement gives a focus.• Audience attends because of the cause.• Performers come because of the cause.• Interests you /your team/trustees/vols.• Would it attract existing/new supporters.• Could it be repeated?

2. Choose the right event for your cause

Event Fundraising

Jane Galloway ©Arclight Solutions Ltd

A ‘headline’ event is worth 5 small ones In Association with Cascade Training Plus (SW)

• Activity based (Sporting, Musical Balls, dinners etc).

• Group or Individual driven.• Corporate sponsored.• Challenge events.

2 a) Types of events

Event Fundraising


• Chose your sponsor to match the event or your event to match your sponsor.

• Make it an annual event – change an aspect.• Choose the event to convey your message.

2 b) Corporate Sponsored Events

Event Fundraising


Classic Cars & Music at Thruxton = Thruxstock

Disability = desire for Mobility

In Association with Cascade Training Plus (SW)

R/personnel departmentsSales/Distribution/Corporate affairs etc

Think about what needs doing and how they could become a team building challenge event.Build relationships with the staff and bosses.

2 c) Corporate/Group Challenge Events

Event Fundraising

Sponsored – walks, runs & challenges• Sponsorship is key.• Provide fundraising tools.• Maximize the PR.• Data Capture.• Gift Aid.

2 d) Individual driven events

Event Fundraising


• What contacts do you have?• Who is likely to attend the event?• What age range are they?• What are your target audiences interests?• Will they brings friends/family/colleagues?• What disposable income do they have?• What do they know about your cause?

3. Define and research your target audience

Event Fundraising


3 a) Attracting your Audience:

Event Fundraising


• Choose the right venue.• Ticket price has to be right.• Plan how to convert to regular donors.• Quality of performance is crucial.• They expect to hear about the cause.• They will donate/bid more.• Innovation will prevent donor fatigue.


• Is the event seasonal?• What else is going on?• What's the competition doing?• What will appeal to your supporters?• When are other events being held?• What would attract new supporters?

4. Pick the right date and time

Event Fundraising


• Organising it ‘in house’. • Engaging a professional.• Establishing Event Committees.• Venue Driven.• Volunteer driven.• Passion driven.

5. Resources – who/what do you have?

Event Fundraising


5 a) Resources – The Performers

Event Fundraising


Help to increase attendance, attract sponsorship and improve media coverage.

• Special Guests – Royalty, VIP’s.• Celebrities.• The Auctioneer.• The Compere.• Service users.


6. Plan, Plan, Plan and plan some more

Event Fundraising


Allow enough time! It will take longer if:• It’s a large scale event with an audience over 100• You are running it with a committee/volunteers.• You are seeking celebrity endorsement/sponsorship.• The target amount is big.• Its not your primary role.


6 a) Planning

Event Fundraising


• Have a Time Plan with staged cut offs

• Data capture is critical


Don’t take a blanket approach – think about your audience and what they want to receive/give.

6 b) Planning - Legalities

Event Fundraising


• Check if you need a permit if on public land.• Are there any tax implications?• If using performers you may need contracts.• Agree any split of proceeds – after costs.• Check any cancelation policies.• Are there any Recording rights.• Adhere to Data Protection laws


6 c) Planning - Legalities

Event Fundraising


• Health and Safety – do risk assessments.• Check food Hygiene laws. (Food standards Agency)

• Dietary advice and food labelling.• Insurance – public liability, theft, weather.• Licenses: Alcohol/Collections/raffles/lotteries.

NCVO have some very good guidelines and a ‘Legal Check list’


http://www.food.gov.uk/

Event Fundraising


• Research. Research. Research!• Offer some free tickets as prizes.• Define a theme for all marketing items.

http://www.charitychoice.co.uk/events


7. Targeting and Marketing

http://www.charitychoice.co.uk/events

7a) Marketing and Promotion

Event Fundraising


• Posters.• Flyers.• Tickets.• Online.• Adverts.



7b) Marketing and Promotion -Online

Event Fundraising

Utilise online giving platforms and tools, eg:• JustGiving• MyDonate• CharityChoice• The Big Give• Mission Fish• Virgin Money Giving


Each share of a JustGiving page on Facebook generates £5 in donations.

•Online event participants reach around 500 people

http://www.btplc.com/mydonate/index.aspx?loggedin=0

http://www.charitychoice.co.uk/

http://www.thebiggive.org.uk/

http://www.missionfish.org.uk/index.html


7c) Marketing and Promotion -Online

Event Fundraising

• Utilise Social Media to promote your events.• Google Adscence and Ad Words Express. • Start a discussion on Linked In.• can help avoids clashes.• Use post event videos to promote new events.• EventBrite is great for ticket sales.


https://www.google.com/analytics/reporting/?reset=1&id=31089117&pdr=20100904-20101004


Event Fundraising


• Pre publicity• Challenge set• Online sign up• Add on Sales• Fundraising tips• Swimming advice• Groups encouraged

8. Budgeting - INCOME avenues:

Event Fundraising


• Audience Numbers.• Ticket sales and price.• Gifts In Kind.• Donations.• Pledges.• Sponsorship.• Additional ‘add on’ income generation.


8 a) Generating Additional Income.

Event Fundraising


• Event brochures.• Lotteries, Raffles, 100 Clubs, Tombola or Sweepstake.• Skill games and competitions.• Hold an auction or run a silent auction at the event.• Offer a prize for the most generous table.• Plug the Cause – say what the money is for.• Suggest a donation amount.• Give out donation forms.


8 b) INCOME - plan how you will:

Event Fundraising


• Handle cash and storage on the day including a safe or suitable cash box.

• Process debit or credit card payments – particularly access to chip and pin handsets.

• Transport monies after the event – arrange to use a night safe facility/safety deposit box.


9. Delegate and Relinquish Control

Event Fundraising


….as it can be empowering


10. Evaluate

Event Fundraising


• Send thank you’s.• Mop up meeting.• Pat yourselves on

the back.• Start planning

the next one.


Event Fundraising


Summary


Fundraising Masterclass Programme 2014 (Exeter)

• Crash Course in Fundraising: 4th Feb.• Legacy & In Memoriam Fundraising: 25th Feb. • Corporate Fundraising: 4th March.• Event Fundraising: 1st April.

For more information please call: 01278 455830 Email: [email protected]: www.cascadetrainingplus.co.uk



Event Fundraising


Event Fundraising Excellence

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