Fundraising Charity Events Áine O’Mahony

Content ¡  Definition

¡  Planning ¡  Objectives

¡  Setting fundraising targets

¡  Networks and committees

¡  Sponsorship, income generation

¡  Case Study

¡  Exercise

What is fundraising?

The process of soliciting and gathering money or gifts in kind, by requesting donations from individuals, businesses, charitable foundations, or governmental agencies.

Fundraising typically refers to

efforts to gather funds for non-profit organizations/registered charities.

Planning a fundraising event

Questions to ask when formulating a plan: ¡  Objectives of the fundraising event? ¡  Kind of event, activities to include, theme, timing? ¡  Who is the audience? ¡  What is your budget? ¡  Planning period, lead time for the event product? ¡  People required to help? Committee make up & size? ¡  Who are the stakeholders…are they on board? ¡  What else is going on? Competing events?

Planning – who are the target audience?

Who will you be targeting to participate and attend the event:

¡  Network of contacts, friends, neighbours – via committee

¡  The wider community e.g. national appeal

¡  Funders, sponsors, partners

¡  Politicians, local representatives

¡  Board of the charity

¡  Celebrities

¡  Media

Planning - timing

¡  Time for planning, promotion, sales

¡  Timing issues – suiting audience, availability of venue/celebrity, time of day & year

¡  Competing events

Fundraising - Objectives

¡  Raise funds €€€€€€€€ - primary objective Also: ¡  Make new “friends” / supporters / membership ¡  Raise awareness of a cause ¡  Raise profile for organisation ¡  Generate goodwill

The Event Product

¡  Social events: ball, fashion show, lunch, comedy

¡  Challenge events - walk, cycle, bed push l  Laura Lynn half marathon (lauralynn.ie; todayfm facebook

and website) ¡  Blind date, head shave, dinner parties

¡  Partnerships with supporting organisations e.g. National Children’s Nursery Association and Pyjama Day

Ø Strictly Come Dancing

Ø Bake party

Ø Danceathon

Ø Talent show

Ø Comedy/music gig

Ø Coffee morning

Ø Swish party

Ø Three legged pub crawl

Ø Fun challenges

The Event Product

The importance of networking

Consider: l  How will we find and get support for the event? l  How will we sell all tickets? l  Where will I get my prizes? l  Where will we source in-kind sponsorship? Answer - networking - the key to successful events

Fundraising Committees

To utilise networks, use the committee model. Benefits: - Share the workload, responsibility and commitment - Achieve targets – tickets, prizes, in kind support - Widen the net for personal contacts

Tips for managing a fundraising committee

-  Recruit from a broad social base, people with something to offer

-  Establish members capabilities and comfort zones

-  Be very clear and specific re. responsibilities, expectations

-  Chair acts as facilitator, appoint a secretary

-  Delegate clearly and inform team of others’ responsibilities

-  Beware of “serial committee members” who are not effective

Fundraising – seeking sponsorship Who to approach?

¡  Big businesses are inundated with requests and might have a Charity of the Year in place

¡  Use committee to target wealthy donors

¡  Local businesses benefit from exposure to your guests

¡  Look out for companies promoting special offers e.g. competitions in magazines/readers offers

¡  Asking face to face is also more effective

Fundraising - tips for sponsorship

¡  Make it easy for donors, offer to collect their donation

¡  Be specific e.g. request a voucher versus “anything” ¡  Discounts – request discounts if “free” is not

forthcoming ¡  Always thank supporters – handwritten notes with

results of event >> stewardship

Fundraising – financial planning ¡  The income target should be a challenge but achievable

¡  Pitch the event price appropriately – better to have more people for less money than few people at a high price. Not too cheap either.

¡  Offer more than one way of giving – i.e. entrance fee, donation, raffle, auction etc

¡  Make sure you accounted for all costs & are realistic with expenditure

¡  Be careful of spending money before you have received money…don’t be out of pocket

Simple financial model

Expenditure Amount €

Venue 100

Catering 500

Marketing 50

Insurance 50

Decoration 30

Goodie bags 60

Stage 60

AV 200

Total (breakeven) 1,000

Income options

Breakeven

Cost per ticket €10 100 people

Cost per ticket €10 Raffle €300

70 people

Cost per ticket €10 Raffle €300 Drinks €200

50

Establish breakeven point then develop income generation options

Public Relations for fundraising events

¡  “Free advertising” helps keep cost base low

¡  Brainstorm PR angles/hooks

¡  Formulate key messages, communications objectives

¡  Plan strategy l  Launch l  Photocall l  Target media l  Invitations l  Event coverage

¡  Maximise opportunities with celebrities

¡  Maximise opportunities for social and news stories