Getting the Most Out of Your Fundraising Events Shepherd’s Centers of America Karin L. Cox, MFA Senior Executive Vice President and Chief Creative Officer September 9, 2013

Objectives for Fundraising Events Understand: Purpose of your event Pre-event preparation Volunteer and staff training Post-event follow-up Incorporate into overall strategy

Special Events How many? What type? How much?

Fundraising Environment There is no shortage of ‘good causes’: More than 1.5 million nonprofit organizations in USA *According to The National Center for Charitable Statistics

2012 Contributions: $316.23 billion by source of contributions (in billions of dollars – all figures are rounded) Giving by individuals includes estimated amounts for charitable deductions claimed on tax returns filed for 2012 and contributions from individuals who did not itemize deductions. These contributions comprised 72 percent of all giving by source in 2012—the same percentage as in 2011, according to Giving USA’s revised estimates for giving by individuals.1 Foundation grantmaking by independent, community, and operating foundations amounted to 15 percent of all gifts made in 2012.2 This is the same percentage as in 2011, according to the Foundation Center’s revised estimates for giving by foundations. Analyzing previous data released annually by the Foundation Center, Giving USA estimates that family foundation grantmaking comprised 46 percent of total giving by all foundations in 2012.3 Giving by individuals, bequest, and family foundations amounted to 86 percent of total giving in 2012. Giving by charitable bequest—which includes an estimate for charitable bequests claimed on estate taxes and an estimate for those estates that do not file with the IRS—accounted for 7 percent of all gifts given in 2012. This is one percentage point lower than in 2011, according to Giving USA’s revised estimates for giving by bequest. Giving by corporations comprised 6 percent of total giving in 2012. This is one percentage point higher than in 2011, according to Giving USA’s revised estimates for giving by corporations.

Why Should You Conduct a Fundraising Event?

Broad Fundraising Strategy Special Event Impact Gift Regular Donor Meaningful Gift Volunteer

Successful Events When well-planned and executed: Create a sense of community and belonging Ensure responsible stewardship when goals are set and events evaluation occurs Create relationships that can be highly rewarding Engage volunteers and board members

Identify Event Purpose Identification/Qualification Education/Cultivation Fundraising/Solicitation Recognition/Appreciation

Fundraising Events Grid Goal Revenue Expenses Net $ Raised Goal Outcome Evaluation Identification None or Minimal Moderate -$ Raised Organization identifies prospective donors Education Minimal or no $ Raised Donor increases understanding of the organization; qualifies as a prospect Fundraising High + $ Raised Organization generates substantial funds to support the mission. Costs should not exceed 40% of projected/actual revenues Recognition Moderate to high - $ Raised Donor and others have already made gift; renewal cycle continues.

It’s Not Your Party Everyone has a job: Assign hosts Engage photographer Make guests feel welcome Listen more than you talk Find opportunities Download information Follow up

After the Party… Don’t Rest (yet)! Debrief Thank and follow up Draw in and engage Ask for support Use the opportunity … Make new friends

Evaluating Your Fundraising Events Don’t post-rationalize failure. Review the success of the event against the original objectives. Celebrate your success!

Post-Event Checklist Debrief immediately Thank volunteers Write notes Use Pictures Review attendance list Follow up with sponsors Vendors/in-kind

Questions? Comments? Discussion? Successes and Ideas Not-So-Perfect Events: What Went Wrong? “This May Be True, But . . .”

Questions? Comments? Discussion? Karin L. Cox, MFA Senior Executive Vice President and Chief Creative Officer kcox@hartsookcompanies.com 1-866-630-8500 ext. 8630