Campaign events can be tricky. Your guests know they’ve been invited for a reason – you’d like them to consider making a gift. But you also want to show your deep appreciation and gratitude. It’s a delicate balance because these gatherings are cultivation events and also platforms for your request for support.
Donors expect a lot from you at these events. Noting that these gatherings are a representation of your overall fundraising effort, donors want to see an organized yet thoughtful occasion.
When planning your next campaign event, consider some of the following tips:
Engage your volunteer team and ask them to be present. These people have answered the call and have committed to serving as a volunteer. Give them a chance to take partial ownership of the campaign event; they will be your greatest cheerleaders. Make sure they are well-informed and ready to explain the real needs your organization is trying to address through fundraising, clarify any misconceptions, and answer campaign related questions.
Who is opening the door? Greeters are a sure sign to your guests that you are ready to receive them. You will also put people at ease when they get out of their cars and wonder “am I at the right place?” Consider asking your friendliest, most outgoing campaign volunteers to serve as your welcome wagon.
Did you RSVP? Requiring an RSVP for an event helps you, as the organizer, best prepare. But sometimes a required RSVP scares away those who aren’t quite ready to commit their evening to you. Instead, try suggestive language such as “RSVPs encouraged.” Have nametags ready to go for those who took the step to RSVP but greet walk-ins with the same enthusiasm.
Food! Depending on the size and scale of your event, food and refreshments are almost always a must. An evening reception may call for a plated dinner or buffet. A more casual event in the early evening may call for heavy hors d’oeuvres. When selecting hors d’oeuvres, it’s always a good idea to have a variety of foods to cater to common palates. Also, consider how easy or difficult an item is to eat if you are standing with a plate in one hand and campaign materials in the other. Wings, meatballs and loose meat sandwiches can be messy – instead try skewered items or foods that don’t require a knife. Providing food not only quiets your hungry guests, but it also gives you a chance to speak and inform. Take advantage of the time you have while the room is quiet and make your case for support.
At the end of the day, your donors want to see that you are ready for a campaign. A well-planned campaign event is a surefire way to achieve that. Make a splash or do something simple, as long as you are prepared, your donors and guests will be receptive.
I encourage you to contact me if you have any questions regarding best practices and the professional services of the Steier Group.
