Roadmapping: Fundraising Planning for Nonprofits, Part 4

This is the fourth and final post in a series that speaks to the utility of a written annual fundraising plan—your roadmap—as a guide for development. You can find the prior posts here: Part 1 asks what, who, and how questions that inform planning; Part 2 outlines the plan summary, plus board and major/planned giving; Part 3 explores annual, institutional, and corporate giving; and today’s post, Part 4, examines special events and other related information.

Special Events
Events serve an important social function in nonprofits. They bring people together around common purpose, help to foster positive relationships with donors and volunteers, and expand awareness of your public service mission. Conveying hospitality and gratitude, they’re designed to foster camaraderie among attendees. They’re also labor- and logistics-intensive, and deliver different ROI from other fundraising practices.

Is your volunteer leadership in place and do you use the current year to mentor event leadership for the coming year (for recurring annual events like galas and luncheons)? Do you also host an after party or another affordable or free event that is welcoming and open to all? Have you settled on dates that don’t conflict with other important activities in your area? Have you confirmed event themes and adjusted sponsor packets and collaterals accordingly? Have you identified, invited, and secured the participation of event honorees and speakers, and revised your prospect lists accordingly? Do you have good systems, schedules, budgets, and planning meetings in place to manage all event logistics, including each event’s run of show? Have you delegated certain responsibilities to your volunteers, e.g., selling tickets, soliciting auction items, choosing décor, and thanking donors?

Here’s a sample special events program for a mid-sized organization with active donors (see this contributed revenue summary chart referenced in Part 2 of this series):

Goal: $750,000 net from the fall gala, $125,000 net from the spring luncheon

Prospects: 150 sponsorship prospects; 3,500 active event donors in the database; new prospects identified by event committee members

Strategy: Facilitate two fundraising events—a fall gala with silent auction and a spring luncheon—with the aid of volunteer committees who help to solicit participation, steward leadership gifts, and secure auction items and giveaways. Craft appealing sponsor benefits, circulate packages, and fulfill, as appropriate. Mail electronic save-the-date cards four months in advance and printed invitations six weeks prior, with follow up promotional e-mails and thank you calls by committee members. Deploy digital media to raise awareness. Produce an annual gratitude event for individual and institutional donors of $1,000 or more, hosted by the board chair and CEO. Also organize with public programs staff an affordable friends and family Saturday block party as a community celebration.

Who: Chief development officer, special events consultant, administrator, event committees, marketing staff, education staff

Additional Information
There are a few other things to consider including in your fundraising plan, such as:

• The role and responsibilities of a board development committee;

• An overview of the donor database, its regular upkeep, and use for research and stewardship;

• An outline of advancement communications and how giving opportunities and donor recognition are publicized via the website, social and other electronic media, and additional marketing vehicles;

• A stewardship plan calibrated for engagement to thank and acknowledge donors at various levels;

• Professional development opportunities for the fundraising team; and

• The departmental budget.

So there you have it—you’ve co-created a clear roadmap that leads to your destination without detours by integrating holistic planning and ongoing assessment into your advancement team’s regular commute. There’s also value-add in terms of professional development by delegating responsibility and providing team members with managerial experience.

What’s your roadmap for fundraising? If you’re in need of assistance, please feel free to reach out—we’re happy to help navigate and we promise not to back seat drive!

Image Credit: Unattributed, Valley of Fire State Park, NV, n.d. Courtesy of Freepik.