Nov Dip - Fundraising

8/13/2019 Nov Dip - Fundraising

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Fundraising events vs non Fundraising events

Types of fundraising events

The value of fundraising events

Fundraising events objectives The mechanics of fundraising at events

Fundraising budgeting

The art of Negotiation

The value of Volunteers

Pros and Cons of Committee-led events

Learning objectives

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1. Strategic Planning

Pitching Invitation to pitch

Receive Brief

Interpret Brief Objectives & Mission Statement

Develop Pitch

Deliver Pitch & Win

2. Operational Planning

Event DevelopmentPlanning (Marketing, Comms, Recruitments,

Management, Post event etc)

Event Management

Production

Logistics (venue management, staffing, crew, liaising

with suppliers, travel, accommodation etc)

DesignClient liaison

Budget management


Delivery & Implementation

On the Event Day

event journey


Post EventMeasurement of success (Audience experience, event team

experience, client experience, objectives met, budget

management, pioneering, technology etc)

Debrief

Reconciliation of Finances

Next steps


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How do fundraising events differ from otherevents?

Primary objective

Raise money

Build relationships with key supporters

Raise profile of the charity

Generate PR

Case for support

Corporate sponsorship

Celebrity involvement

Audience participation Power of people pulling together for a real purpose is

strong

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Case for support

Charity events need to state a Case for Support. Infundraising this is an expression of the cause and whyit deserves support. It has to be well articulatedandcapable of being thoroughly understood by allpotential supporters. It would ideally state:

The charitys Mission and Values

The importance and urgency of its work

Specific objectives and targets

Its history and credibility What would happen if the charity did not exist failed

How the potential supporter can help

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Why do people go to fundraising events

Personal impact

need to idenfity this driver: is this a

need to financially give back or to getinvolved with the charity?

Raise personal/ business profile

Social or business entertainment

Social need to be at high profile eventswith celebs etc

Reason to attend fundraising events

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Exercise

Write down as many different fundraising events as

you can think of. Be specific and note the following

information

Name of Event

Benefitting Charity

Date (if known)

Venue (if known)

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Fundraising events

Telethons

Luxury/ high end events

Benefit concerts

Sports Events Mass running, walking, cycling, swimming

Golf Days, Clay Pigeon Shoot

Everything else. fashion shows, coffee

mornings etc. etc. etc.Lets see some examples

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National television campaigns

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Case study

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High value balls & galas

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White tie & tiara ball

Elton Johns AIDS Charity

3K per head

620 guests

AAA List celebs: Elizabeth Hurley, Will Smith, EvaHerzigova, Elle Macpherson, Kelly Brook

Raised over 50million

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Success factors of gala

Celebrity Host/ Figure Head

NetworkA List Attendees

Incredible venue & theme (WOW Factor)

Good food Outstanding entertainment

Money cant buy auction items

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Benefit concerts

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www.teenagecancertrust.org


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Race for life

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Hard hitting event strapline

CANCER,

WERE COMING TO GET YOU

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Race for life

Marketing

Recruitment

Fundraising

Races

Collecting

funds

Cultivation

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Almost everything you can think of

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Mass versus niche events

Mass events means volume in participants

100,000 people participating in a walk at 5 per head =

500,000!

Low sponsor value per head makes it accessible for many

people

Value is in the mass

Niche events are small in number of attendees but

high in value per head

High value individuals

Offer money cant buy opportunities

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Charity funds the costs of the event

Event is organised, owned and run by an internal

events team

Emeralds & Ivy, Cancer Research UK

MoonWalk, Breast Cancer 7.5million

Race for Life, Cancer Research UK

Over 450million since 1994

Help for Heroes Concert

Comic Relief 800million in 25 years

Internally owned events

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Business, communities or a group of people

organise an event to raise money for a charity

Charity receives the profit

Charity can offer support by way of ideas forevents, materials and fundraising mechanisms

(links to websites etc)

Third Party/ In Aid of Events

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Macmillans World Biggest Coffee Morning

10million raised in 2011

TV ad generates awareness

Little book of treats with celebrity recipes

including Joanna Lumley, Stephen Fry, Antonio

Carluccio

Third Party/ In Aid of Events

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From a corporate perspective

Office Agents Society Ball and Summer Party

Organised by a number of businesses

In support of SPARKS

Raised 18,000 in 2012

Raised awareness of the

Charity and its cause

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Typically a network of people with strong

contacts in a certain area who come together to

raise money

Most have full time work and are committed to

the fundraiser in a voluntary capacitiy

Charity supports in an administration capacity

NB: Important to define roles and decision making

authority early in process

Committee events

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Charity outsources the operational management

of an event

Sub-contracted events

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Income & expenditure budgeting

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Income

Ticket Sales

Sponsorship

Raffle Merchandise

Donations

Ice breaker games

Auction: Live & Silent Bar

Avenues for income at fundraising events

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Expenditure

Venue

Entertainment

Food & beverage Print

Decoration

Gifts in kind

Gift Aid

Costs of fundraising events

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What is VAT

Standard Rate VAT

VAT relief and exemptions for charities on

certain goods and services Can be eligible for Zero-Rated or Reduced

VAT

E.g. Fuel & power can be reduced rate VAT

Must be able to show evidence to supplier thatcharity is registered with charity commission

VAT

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Ensure you have a strong and clear reason to

support

Appeal to peoples emotional side

Show the potential impact of their support E.g. UNICEF will always say x number of

children will live with just x x x

Give a clear call to action

Be specific about what you want

The art of negotiation

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Lets discuss this

Is Charity fundraising professional begging

Can we as professional event managers create an

amazing event on a shoestring budget?

Charity events can be very expensive and time

consuming.should they be scrapped from a charitys

agenda?

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Who are the stakeholders?

Sponsors

Directors of charity

Doctors/ Scientists and people who dothe core work of the charity

People affected by the charities purpose

Potential new donors and supporters to

charity

Stakeholders

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The PEOPLE associated with events

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Appreciate the value of volunteers, know how tobest use and manage them prior to, during andafter an event

Make them feel valued

Offer something new or exciting that will inspireand engage them

Give clear instructions

Ensure they are well briefed as for yoursupporters, they will be the face of the event

Make it fun!

Volunteers

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Build a case for support

Offer packages at different monetary values

Deliver elements of value for sponsorship

Naming rights

Advertisement Product placement

Number of tables

Meet & greet with celebs

Build relationship with sponsors for on-goingsupport

Sponsorship

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Ensure the right fit with charity

Must be credible

Clarify role of celerbity

Ensure a clear brief

Name of charity, objectives, specificmessages

Be aware of costs

Celeb may give time for free, but do theyhave a costly team?

Celebrities

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Nov Dip - Fundraising

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