Building Lasting Relationships: Nonprofit Event Planning Guide

Organizing a successful fundraising event can significantly boost your nonprofit's visibility and resources. For smaller nonprofits, a well-coordinated event can be a useful tool to engage new and existing supporters. Recently, I had the pleasure of speaking with the organization to discuss the basics of nonprofit event planning and help plan an upcoming fundraising event. Here's a comprehensive guide based on our discussion.

Planning Your Fundraising Event

Previous Fundraising Campaigns: Before diving into a new event, it’s important to review past successes and challenges. Identify what worked well and what didn't to inform your strategy moving forward.

Event Type and Target Audience: Determine the kind of event that aligns with your mission and appeals to your audience. Options include cookouts, sit-down dinners, galas, conferences, networking events, talent showcases, and field days. Your audience might include local businesses, community leaders, beneficiaries, and potential donors.

Fundraising Goals: Set clear financial goals for both the event and the year. Be specific about how the funds will be used and the direct impact on your program.

Before the Event

1. Set a Fundraising Goal: Having a goal in mind before helps in communicating needs and gaining support.

2. Decide on Your Audience: Identify who you want to attend and how many people you expect.

3. Choose the Event Type: Decide on the format and structure of the event. Consider its duration and how you want attendees to feel afterward.

4. Determine Fundraising Methods: How will funds be raised via the event? Consider different modes such as ticket sales, food sales, donation requests, auctions, raffles, and merchandise sales.

5. Develop a Budget: Calculate all expenses, including venue, catering, decorations, rentals, and entertainment. Plan to raise funds to cover these costs in addition to your fundraising goal.

6. Seek Sponsors: Fundraise before the fundraising event. Approach local businesses, business owners, and foundations for financial or in-kind contributions. Align with sponsors who share your values and mission. Use your network for introductions and clearly communicate your organization’s impact and event purpose.

7. Send Invitations: Target your invitations to the desired audience, including major donors. Encourage invitees to bring others, and follow up with registered attendees.

During the Event

1. Run of Show: Have a detailed event schedule and structure.

2. Volunteer Preparation: Assign roles and brief your volunteers on their responsibilities.

3. Event Hosts and Ambassadors: Designate individuals to direct the flow of the event and engage guests. Ambassadors should introduce themselves and discuss the organization with attendees.

4. Logistics Management: Assign a logistics person to handle any issues that arise.

5. Event Documentation: Capture photos and videos for social media and follow-up communications. Ensure there are ways for attendees to donate and get involved with the organization.

After the Event

1. Send Thank You Notes: Within 48 hours, send personalized thank-you notes to attendees, donors, sponsors, and volunteers. Major donors and sponsors should receive a call or personalized message.

2. Share an Impact Report: Communicate the amount raised and how it will be used. Highlight each sponsor and include ways for people to stay connected and continue supporting your organization.

3. Gather Feedback: Ask for feedback via a survey or encourage attendees to share their thoughts.

Final Advice

Start with clear, specific goals and desired outcomes. Build your event around these objectives, and use the occasion to establish and cultivate relationships with donors and supporters. Remember, the event is just the beginning of a meaningful and lasting relationship with your supporters. It marks the start of an ongoing journey where continued engagement and communication are key to sustaining and growing their support for your broader fundraising efforts.