Profitable Non-Profits

With today’s soaring gas prices, banking troubles and increasing flight fees, it’s harder than ever to generate the funds necessary for a non-profit event. And there are so many good causes vying for donors’ munificence. So what are the new rules for creating a successful fundraising event in a new economy? We asked around among veterans of fund-raising events. Here are their answers.

Generating Interest

As anyone who has produced an event knows, sponsorships are key. All the more so when it comes to non-profit events. But these days, companies are struggling to survive and even if they want to help an organization, how do you get them to support yours?

“You have to do your homework,” says Vanessa Adams, president of Van Adams Sports Group. “Find companies that are a good fit.”

The best place to start is with the organization’s committee or board of directors. Ask whom they have worked with in the past and if they know anyone personally who may have a passion for the cause.

Keep your eyes open and be aware of the kinds of organizations companies support. Browse through their websites and press releases and see where their values lie.

Once you have a good fit, give them your best pitch and try to appeal to their emotional side. If they say no, don’t give up. Adams recommends pitching your cause more than once. “Help them see that participating in your event is on target with their marketing plan.”

A-List Attendees

One of the best ways to generate interest in your event is through celebrity involvement. Where to start?

“Go after celebrities that have a personal experience with the cause,” suggests Barbara J. Groves, president of Blu Sky Golf. “Sometimes a name is a name, but you have to match things up more clearly than that. Don’t call a right-wing conservative and ask him to participate in a gay AIDS benefit.”

Once you’ve established who would be a good fit, call far in advance.

“Try to get on their schedule and be patient with them,” says Adams. “It’s virtually impossible for them to attend everything they’re invited to. Make sure to follow up with someone who’s directly connected to them.”

While Brad Pitt or Julia Roberts would certainly draw attention to your event, sometimes all you need is a local celebrity to generate interest.

“We use local celebrities, politicians, media personalities, athletes, etc., as our emcees or presenters,” says Beth George, event manager for the Hope and Help Center of Central Florida. “The best way to get them is to ask. Most local celebrities are happy to assist non-profits.”

“Go to the PR department for television,” suggests Sheila Watnick, associate director and development/special events manager for the Alzheimer’s Association’s Massachusetts/New Hampshire chapter. “Tell them you would love to have one of their personalities be part of your event and ask if anyone has a connection to it — just don’t call someone you know nothing about.”

The Secret to Budgeting

One of the greatest challenges when creating a non-profit event is the budget. Organizations are usually very limited in the amount of money they can spend, and you may even have to generate the funding yourself. Before you start planning any event, make sure the expectations are clearly laid out and realistic.

“Always work within or under your budget,” says Adams. “Things will always come up. If you have $10,000 to spend, you really have $7,500. You don’t want to go over your budget because something came up that was out of your control.”

Always practice good ethics when working with non-profits, suggests Groves. “You can produce a really good event for a client without overcharging them.”

Better Auctions

When all is said and done, it’s great to have an event that everyone loves, but if you don’t make any money for the organization in the process, you haven’t done your job. Be creative with how you raise money. If you have a live auction, consider working with an auction company, or hiring someone who can really keep the audience engaged. Groves likes to have her auctioneer mingle with the guests for a few hours prior to the auction.

Watnick adds a personal element to her live auctions as well. She had someone speak halfway through an auction about her experience taking care of her father in the final stages of Alzheimer’s. Then, they asked for donations. “We had already planted someone who was going to give $5,000,” says Watnick. “We started with that bid. We raised $18,250 in 10 minutes, nearly half of what we made in the entire auction and she only spoke for a minute so.”

When it comes to generating funding in a poor economy, Groves lives by three C’s. Celebrities, Cause, Course: celebrities to generate interest, a great cause and a great golf course. Last C optional.