The principle occasion – 101 Fundraising

I’ve labored with many charities and lots of occasions groups in my 20-year fundraising profession. At present, I’m working as a guide and I’ve the privilege of being introduced right into a charity to troubleshoot and discover options to challenges. I’m confided in; financials and survey outcomes are shared and I get to talk to dedicated passionate employees about points they’re dealing with and potential resolutions. It’s flipping nice.

One of many extra frequent challenges I hear in my position as an Occasions Fundraising Specialist is the (perceived) decline in Particular Occasions. Now I do know that numerous charities generate very first rate earnings from Gala Dinners, Christmas Live shows, Auctions and the like and for some charities they’re some of the profitable fundraising mechanisms, however many wrestle. There’s the gargantuan staff efforts to promote tables at a Gala Dinner which has been organised by the identical committee for a decade or extra, the securing of ever extra unique public sale prizes, the makes an attempt to boost an honest web revenue when tens of 1000’s shall be sucked up by the expense of a glitzy dinner at a complicated resort.  And it’s, fairly rightly, main Fundraising Administrators and Heads of staff to ask: Are the times of Particular Occasions numbered? They will really feel a bit inappropriate in right this moment’s world of falling public belief, the place charities are beneath fireplace for overhead and ambiguity.

However fundraising occasions do greater than fundraise. One of the best outcomes are seen when charities view their occasions as a catalyst for deeper engagement, a key that unlocks future assist, the place fundraising just isn’t the principle driver. We have to redefine what a fit-for-purpose occasions programme appears to be like like as we enter the 2020’s. It’s going to require change, and an urge for food for danger, however on this publish GDPR period, occasions have by no means been extra vital to the charity sector. 

Listed here are a number of pointers that
I share with groups I work with who want to rework & future-proof
their particular occasions mannequin.

1. Park (or ditch) underperforming exercise. Working for months and months on an annual fundraising occasion which is barely going to web a number of thousand kilos (earlier than employees prices) is mindless. Via shelving underperforming exercise, time shall be freed as much as innovate and discover different exercise, which is able to in the end increase extra long run. It might be simpler to steer committee members in case you say you might be parking it quickly or giving it a fallow yr, similar to Glastonbury does!
2. Contain the entire charity in planning. Once more, this sounds easy however the tradition in fundraising groups is so hard-wired in the direction of particular person staff targets that planning could be very typically finished in silo. For those who contain the division and wider organisation within the goal and worth of the occasions from the outset, there shall be a shared sense of possession and colleagues usually tend to work in the direction of its success understanding it advantages your complete charity. (Be aware: All KPIs should replicate that.) 
3. Cease calling them ‘Particular Occasions’. Doubtlessly controversial, however it’s an inner charity time period and doesn’t replicate their goal. If we would like these occasions to succeed, they should be extra accessible. Engagement Occasions is a extra becoming time period.
4. Take away monetary targets. If earnings technology stays the principle driver for these occasions will probably be nigh on inconceivable to make any significant change. Take away the monetary targets and all of a sudden these actions could be measured in a much more vital means. Let’s not neglect occasions are unmatched alternatives to interact, recruit, steward and domesticate supporters. They’re way over an earnings goal on a spreadsheet.  We should shift the narrative about charity occasions and provides them the chance to work in a extra sustainable and significant means.