Fundraising Events – Helping the Cause
by Joan Burns

 Many organizations, especially non-profits, have the need to raise money. Most fundraising is event driven with goals to:

• Raise needed funds

• Procure media attention for the event and the cause

• Build public awareness of the association or cause

• Attract new sponsors for the organizations

• Solicit new supporters and donations

• Develop a mailing list for future events and donations

 However, fundraising is really about relationship building and finding donors and supporters who believe in the cause and will continue to support the organization or association time and time again.  Creating an event no matter how big or small, allows donors to participate in actively helping the cause by attending the event as part of their contribution.

So how does an event make money?

One of the primary ways is to sell sponsorships. Sold in various dollar increments, sponsorships are designed to provide the sponsoring organization with an opportunity to support a worthwhile event while getting its message to its target customers and/or the public.

Another way to generate revenue is to have an event with a variety of activities with specific fees attached for participation. For example, participants pay a fee to compete, exhibitors pay a fee for display space, food vendors pay a fee to sell, parade participants pay a fee for placement, attendees pay a fee for photographs with celebrities, spectators pay a fee at the gate, and so on.

Yet another way is to have various collateral materials where people can advertise. These include a program book or some sort of promotional item, banners, event maps, event posters, etc.

Most fundraising events use all of these activities to generate revenue.

When you’re organizing a fundraising event, creating a committee of people who will each take the lead on different aspects of your event will assure success. You’ll need people to be responsible for duties such as obtaining sponsorships, organizing publicity, directing volunteer recruitment, or coordinating activities on the day of the event. If the committee is made up of pride staff, it must be determined that there is time to allow them from their usual duties.  Volunteers must be trained and be passionate enough to give up their time for the cause.

Done skillfully fundraising events can bring an organization, an association or a cause new money, superb public relations, potential new donors and volunteers, and serve as an opportunity to build team spirit among volunteers and staff.