How to Increase Fundraising at Your Event

Our clients must be ambitious. They plan all year to ensure their events succeed. Afterward, they drink 2-3 cocktails, sleep it off, and get back to work. As fundraising hosts of live appeals and auctions, we engage crowds in higher bidding and greater giving. While there is an art form to it, our job is to increase fundraising. As a gala guest working in finance put it, we "amplify returns".

What are the best ways for non profit organizations to increase fundraising at events? Here's what works for our clients. First, build a support team of experts who know how to deliver results ahead of the event. Second, create a strategy based on past performance and actual ability to maximize potential at the event. Finally, fully commit to execute the plan, and be open to the magic.

Build a Support Team

People do not rise to the occasion, they fall to their highest level of preparation. If fundraising is important, prioritize those who support that effort. Leadership is first. They build the team that is responsible for the outcome of the event. This may mean incorporating the opinions of long time stakeholders and decision makers, and/or leaving some out. An organization that assembles the best team is more likely to produce an event that runs smoothly, and raises more money.

As auctioneers, we take direction from board members, committee chairs, executive and development directors, major donors, event planners, stage managers, platform providers, charismatic staff members, and volunteers with great attitudes. These people work together to make an event, and ultimately a program, that will inspire guests to donate. When we walk on stage, a lot of factors have already been determined by a diligent support team, where everyone has a clear role.

The success of an event depends on how well an organization prepares for it. It depends on getting the right people in the room. It depends on incredible auction lots and live appeal levels. It depends on the auctioneer. And it depends on XXXX (weather, war, markets, disease), which is out of our control. However, the way to thrive is to put together a great team first.

Create a Strategy

A strategy provides clear direction to every member of the team. It is based on a common goal, that outlines what you plan to accomplish together. It is a game plan, blueprint, roadmap leading to decisive action. One good example of strategy is a run of show. This details, minute by minute, who is doing what when during the event. If a team member has a question about their role, give them the run of show. Execution affects how people perceive your mission, and whether or not they donate.

A fundraising strategy details what you want to happen. It can be the script for your live auction with target amounts (goals) for selling each lot, even the number of donations you hope to secure at each level of giving in the paddle raise. Strategy determines whether to start a program with high energy live auction lots, position lower value packages first, then build to higher value experiences. Or the strategy may call for an immediate dive into a mission program, where the audience hears from leadership, sees an inspirational video, listens to an emotional appeal speaker tell their story, then participates in a paddle raise. Intentional programs lead to desired outcomes.

When it comes to fundraising, you can't step into the same gala twice. No matter how closely a non profit organization attempts to mirror the previous year(s), things are different. Events either gain or lose momentum from year to year, and fundraising, more than anything, is a result of your strategy. How much are you willing to invest in success? Purposefully changing strategies, while thoughtfully respecting the culture of giving already in place, can yield incredible results.

A sound strategy is based on an honest assessment of the previous 2-3 years worth of data in consultation with a fundraising professional. It's not the time to experiment, mere event theme (Pardigras!), or arbitrarily goal based on air. It requires skilled team members with clearly defined roles, consciously committed to a realistic strategy for success. That's when magic happens!

Commit to Execution

The support team is ready. The fundraising strategy is clear to everyone involved. It's time to fully commit to execute the plan, while remaining open to the great possibility inherent in live events.

Let's return to the example of a run of show. While nothing is set in stone (but stone itself), it's crucial to stick to the timeline to succeed. Why? Because the number one criticism from guests after non profit events is: "the speakers went on for too long." One rogue honoree can fatigue an entire room, and derail a year's worth of preparation. This is avoidable if someone on the team emails speakers to inform them of a strict 2-3 minute time limit for remarks. And the show caller/stage manager reminds everyone of this when they are handed a microphone. Focus is crucial.

A commitment to execution may mean saying no thank you to a well intentioned person's whimsical last minute suggestion. It includes following the run of show, adhering to the strategy outlined by the team, and sticking to the fundraising script. When it comes to communication, guests sense indecision. They donate to organizations who know what they are doing. On stage, it is vital to be clear. If the program confuses guests about the nature of your services, money is left on the table. If you invest time and energy in event preparation, then fully trust that process to lead to success.

Experience matters when it comes to dealing with the unexpected. Build a team where everyone knows their role, is clear on the fundraising strategy, and committed to executing it. That's when the magic happens… and people can love you with their money. Auctioneers are philanthropic actors in the theatre of giving. But the main characters are your donors. We exceed goals by building a solid framework for events to succeed then get out of the way. Spontaneous generosity is real.

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