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Steier Tips

The Importance of Hosted Events

Bringing people and their resources together on behalf of nonprofits in need is the goal of every capital campaign. With that in mind, hosted events can play an important role in determining the success of the effort. These events serve to create relationships and cultivate donors, who will be personally solicited during a capital campaign. While the venues and menus may vary, the event should be planned to help the nonprofit:

     ·  Educate
     ·  Cultivate
     ·  Motivate
     ·  Celebrate

While acknowledging events can lead to greater understanding and passion for a nonprofit and its ability to raise funds, two key questions remain.

     ·  How do you get people to respond and attend your event?
     ·  What type of event should your nonprofit plan?

While the questions may be general, the answers are specific and customized. It is important to remember that a primary function of a hosted event is donor cultivation. One effective way to generate participation is to have board members, volunteers or civic leaders, who are already passionate about the nonprofit's mission, host the event. Having the event truly "hosted" makes the invitation personal and significant, which adds to its credibility.

The type of event depends on the audience you are trying to reach. The venue should be intimate if face-to-face cultivation and education is required. A community event is cause for celebration and motivation and can be expanded to a larger setting.

No matter the type or its location, a hosted event will always serve as an opportunity to motivate volunteers. The process of gathering together a group of like-minded individuals will foster an aggressive, united, can-do attitude. That attitude serves as motivation for the volunteers as they move forward with their solicitations.

If the event is a community gathering, don't forget to spread the good-will and momentum to the entire community by inviting the media. Produce a news release announcing the event and be sure to include capital campaign information. A kickoff event is a premier way to introduce the needs and goals, bring campaign leaders together and unveil the progress of the campaign. Besides offering the chance to inform others, media coverage of a community event adds instant credibility to the campaign and its goals, while providing momentum and energy for your volunteers.

On a practical note, regardless of what type of event, prepare your leaders, volunteers and staff in advance. Don't be afraid to hand out assignments and define roles. Remember, your hosted event may be the only opportunity you have to make an impression on an influential donor, the media or to motivate your volunteers.

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