Most of us are introduced to the world of fundraising through the fun-filled and invigourating experience of planning and organizing special events. Whether it is simple backyard carnivals, bake sales, school talent shows, walk-a-thons or elegant dinner galas, assisting with events acquaints us with soliciting and thanking donors, recruiting and training volunteers, media relations and marketing, and the importance of donor data.
Although the prevalence of special events as a central piece of our fundraising repertoire typically diminishes as our knowledge and experience builds, they are still reliable means of generating income, strengthening ties with donors and attracting new backers for your cause. Of course, during these times charities have adopted the practice of holding events virtually to keep participants and organizers safe.
Whether you are currently planning virtual fundraisers or preparing to re-introduce live events in the Post-Covid era, we wish to remind you there are good, bad and even some downright ugly points to bear in mind.
THE GOOD
Quick and common way to raise undesignated money. No matter the type of event, they are a proven way for charities to make money to cover less than romantic operating expenses like rent, salaries, utilities, insurance and the like. Small easy-to-plan events like car washes and bake sales are especially popular ways grassroots and volunteer-run organizations use for these purposes.
Heightens awareness for your organization’s work. Showcasing the outstanding work of your selfless volunteers and staff and the vital impact of your organization’s programs on the well-being of your community is another key outcome and objective of event fundraising. Maintaining a strong social media presence and remaining well-connected with local media sources are crucial to realizing these benefits.
Attracts new donors to your cause. Each event you organize is certain to engage people discovering your group and its work for the first time. One never knows who among these newbies will form part of your organization’s sustainable base of support. Thus, it is paramount to give these individuals a closer look at how their potential involvement might make the community a better place for everyone.
THE BAD
Don’t always make a lot of money. First-time events rarely generate fantastic returns on Investment on the first try which can be highly disappointing for hopeful organizers. Best practice suggests we view the first event as a pilot since most do not evolve as true revenue generators until years three or four.
A lot of work and taxing on volunteers & staff. Planning and executing special fundraising events can be very labour-intensive undertakings that burn out the volunteers and staff involved. Time and energy are preciously finite resources that all charities allocate judiciously. Event organizing is not always the wisest use of them.
Poor results can lead to poor morale. When the returns of an event that required volumes of sweat equity to deliver are below stellar, it can have a devastating effect on the mental and emotional wellness of everyone within the organization. The desire to organize that same event or introduce a new concept fizzles, cash flow for the organization slows to a trickle and the time needed to recover can be overwhelming.
THE UGLY
You can lose money. A huge downside about special event fundraising is how you can spend more money than you generate. Losses are far more common with large-scale events with plenty of overhead such as galas and major walkathons. Yet even small-scale grassroots undertakings occasionally yield negative differentials.
Can lead to negative attitudes towards fundraising. A succession of bad results and wasted energy can tragically end in an entire organization disavowing fundraising in general. Since dollars are the key resource needed for effective program delivery, charities who refute the primary means of acquiring it (ie. fundraising) are literally turning their backs on the people who need their help.
Risk of donor and volunteer fatigue can be high. Charities can play the heaviest of prices when a string of poorly producing special events taxes the energy and enthusiasm of volunteers and staff to the point where they consider leaving the organization. A single individual departing is dangerous because it can precipitate a domino exodus of formerly committed supporters suddenly and rudely leaving the cause. Thus, when planning and managing fundraising events of every category must always factor in their immediate and long-term impact on the sustainability of our charities.
Stay well,
Mike
