The ART of Fundraising – Social Events

How do you evolve from being a low-budget non-profit to a fiscally sound non-profit with the resources to fund current and future projects? We at Phoenix Art Space are exploring a variety of options, so we thought it would be cool to share what we’re learning about the art of fundraising through a series of features focusing on the strategies other non-profits are using. This first feature will look at the art of social events.

Social events are fast becoming a staple fundraising vehicle. Golf tournaments, black-tie galas, wine-tasting parties…you name it. Why? Social events give like-minded individuals a chance to hobnob and have fun while helping their favorite charity. Bottom line is patrons get something in return for their high-priced ticket…a good time.

Ah, but these events can provide a great deal more than ticket sales to the non-profit. The most successful social event fundraisers take advantage of every space in their venue, every presentation and every opportunity to promote what it is they do, and to raise additional funds for their organizations. The craftiest will entice potential sponsors with lots of cross-promotional opportunities.

I recently attended a social event hosted by a non-profit. They had all of the main ingredients: entertainment, food, drinks, a fabulous venue and hundreds of attendees, which must have garnered a handsome revenue stream from ticket sales. While the event was well executed and well received by the attendees, I think there were some missed opportunities that could have boosted the host’s profits.

From my vantage point, the non-profit could have set up booths for the featured artists to sell their work at the event, negotiating a percentage of the proceeds, of course. They could have had volunteers walking around selling small crafts made by the artists too. What about selling raffle tickets to win items donated by featured guests and sponsors and calling out the names of the winners throughout the event?

According to one of my companions, there was a silent auction at this event. I never saw it - and I didn’t see it featured in the event program. That auction should have been right next to the registration table and near the first cocktail bar if you ask me.

What’s a social event without libations? While this event had plenty, I noticed that they contracted servers to host the bar. Where did they get the beverages? Not sure, but it seems to me someone made a Costco run. Here’s an idea: partner with a local wine shop or distributor, let them set up a booth with all of the advertising materials they care to showcase and have them donate the profits.

Some food was available at this event too, but again, it seemed as if the non-profit hired a professional caterer. Forget it. Call up a few local restaurants in the area and tell them to set up shop…and to pick up the tab.
Why would a vendor do this? Look, you’re giving them several hundred clients they can meet with face to face to promote their company and to try out their products. It’s a win-win cross-promotional opportunity that benefits the vendor and your organization.

Speaking of, this venue was huge, big enough to set up booths for other potential sponsors to showcase their products to the attendees and the featured artists. You could charge a rate for each table, the more prominent tables costing extra. Expos and conventions charge for booth space, so why shouldn’t you?

One thing I often find at these events is a lack of stimuli to entice people to mingle. It’s sometimes difficult for me, even though I’m a type-A personality, to initiate a conversation. I went to a networking mixer and upon registration, the host handed me half of a piece of a puzzle and told me to go find the person with the other half. How cool is that? It gave all of us an ice breaker.

These are just some ideas we at PAS are considering as we formulate a plan to host our own social event next year (yes, these things take time and money to prepare.) If you have any ideas you think might entice attendees and sponsors to participate, and give more during the event, drop us a line. If you’re interested in becoming a sponsor or volunteer, we’d really love to hear from you.

Next time, a look at the ART of Grant Writing. Ugh.