Designing the Right Special Event for your Organization

Designing the Right Special Event for Your Organization:
Factors to Consider

One of the most traditional methods of fundraising, special events have always been part of organizations' repertoire to raise money, build a constituency and increase their visibility. We have all been to terrific fundraisers that accomplish all of the above. But there are also terrible failures. Here are some of the factors to consider in trying to design a special event that will reflect well on your organization.

1. What is the primary purpose of the event?

If it is to raise money, decide on the amount you intend to raise in advance. This may sound obvious, but many organizations throw an event just hoping for the best. And many times, the costs exceed the intake.

Approach everyone who might be willing to underwrite the event. This is a good opportunity for corporate sponsor visibility as well as for high net worth donors who have been waiting to "autograph" an event.

2. Think carefully about the best way to meet that fundraising goal.

If you are a small organization without a lot of resources, would you be better off "piggybacking" on a previously planned event, like a concert wherein the performers agree to donate a portion of the profits to your cause or organization, or an art exhibit where artists likewise donate proceeds from their sales? This involves minimal financial outlay on your part for maximum reward.

3. Staffing.

If you are embarking on an ambitious event--a large fundraising dinner/dance, for instance, assess whether your staff can handle the planning and execution without becoming derailed from their other responsibilities. Many organization opt to outsource the event planning for this reason. When staff and Board are already overtaxed, or do not know how to execute a successful event, you may be better off hiring an event planner. A successful event is seamlessly and perfectly executed.

4. Secondary reasons for the event.

For many organizations, raising money is not the only reason for a special event. Highlighting the organization's cause or mission, attracting publicity and "rewarding" or attracting donors may be other motivations. It is worth carefully thinking through whether all of your motives can be satisfied in a single event. For instance, an exclusive donors circle may not take kindly to being exposed to publicity, or mixing with the general public. Conscientiously consider whether the design of your event matches the nature of those it is serving.

5. Tone.

This follows from point #4. Who is your constituency? Do you want to through a bash in the ballroom at the Waldorf-Astoria, or would your constituent donors be offended by such indulgence, and prefer a weekend retreat in the Redwoods? Depending on your cause, consider political etiquette in your choices and planning. An organization that rescues sled dogs will most likely prefer a very different event from an organization that promotes inner city art. Plan in keeping with your constituency and their psychology.

6. Creativity.

A Manhattan philanthropist once told me that he would pay good money to organizations NOT to have to attend any more charitable events.

Consider that most donors and philanthropists give to multiple causes.

A Manhattan philanthropist once told me that he would pay good money to organizations NOT to have to attend any more charitable events ... It is a good idea to try not to bore them.

It is a good idea to try not to bore them. An internet auction is inexpensive and profit making. A short cocktail hour at an exclusive address beats a long dinner in an expensive venue. Travel has become an increasingly popular way for some organizations who work overseas to show off their work, engage donors, and raise money. Be open to suggestions from your board, your staff, and your constituents. Be outrageous when you brainstorm. It's fun and you can always rein in your ideas later.

7. Track record.

When you stage an event, you are creating an energetic field for your guests to share. Be attentive to the spirit and energy you infuse that field with, for you want people leaving your event to come back for more. Repeat annual events are one of the best ways to engender your constituents' loyalty. It is easier to remember and look forward to an event that happens with annual regularity. To ensure a positive spirit, be authentically appreciative of everyone taking part in the event: staff, guests, celebrities, etc. People will remember how they felt during the event more than what happened.

8. Asking for money.

If your event does not lend itself to prepaid reservations, and you plan on asking for money during the event, design a time during the evening for your guests to take our their checkbooks all together to write their checks. This will encourage check writing, as no one wants to sit inactive as everyone around them is brandishing their pens. If possible, collect and count the checks before the end of the event and tell guests what you have been able to raise. They deserve a pat on the back and to feel proud and excited about what they have made possible.

9. Hearing it from the horse's mouth.

If your organization benefits youth, minorities, disadvantaged or other populations, let them speak! They are much more likely to move the audience than a staff member or principal of the organization. Try to mix up styles and media of presentations so as not to bore...slice a video clip in with a testimonial, in with a game, with a celebrity appearance.

10. The Unexpected.

The road of planning an event is rarely smooth. Take contingencies in stride and with good humor, if you can. Mess-ups can pave the way for greater bonding if handled right. Remember that the point is to come together with others to enjoy one another and focus on a great cause!

Questions for you to answer:

• What kind of special event might work for your organization?
• Do you have any special resources or restrictions you should consider?
• What was the most fun or rewarding special event you've ever attended?

What are other factors affecting an event's design or execution that have not been mentioned above?

I look forward to hearing from you!

Dominique Callimanopulos - Mar 14, 2005 12:46 pm (#1 Total: 7)
Elevate, Inc.


Hi, Let's really get into this subject this week! I look forward to hearing from everyone who has had experience with special events and providing a full discussion of what has worked and what hasn't. Share your best (and worst) stories--as event planning is an area where we really learn a lot from our mistakes. Spring is prime Special Event season--a great time for this workshop! Dominique

Pamela McLean - Mar 14, 2005 4:04 pm (#2 Total: 7)


Internet auctions is the fundraiser that might be appropriate for us - a kind of "virtual charity shop". Please explain more about the practicalities.

Dominique Callimanopulos - Mar 14, 2005 7:11 pm (#3 Total: 7)
Elevate, Inc.

There are good companies now specializing in internet auctions, which are a great way to raise money without the time/financial costs of staging a real life event, or the impracticalities of gathering an organization's membership in one place. Donations are bid on much the same way as they are on E-Bay, and your organization benefits! Some resources to check out are: www.cmarket.com, a company that specializes in online auction events; www.ephilanthropyfoundation.org for more general internet fundraising advice; www.convio.com, an expert online fundraising consultant.

Michael Chertok - Mar 16, 2005 5:27 pm (#4 Total: 7)

Hi Dominique,

Thanks for hosting this!

There are philanthropists here in Silicon Valley, too, who have told me they would pay NOT to attend events!

In my experience, event-based fundraising takes enormous effort; the bar for holding a "creative" event seems to climb higher each year.  Other forms of fundraising are typically more cost-effective.  Why bother with events?

Dominique Callimanopulos - Mar 16, 2005 6:23 pm (#5 Total: 7)
Elevate, Inc.


I think it's a fair question. And yet, there is a high that comes from joining with others who are value driven in similar ways. There is no replacement for meeting others live, especially if you are participating in an interesting and ingenious evening of some kind or meeting a particularly inspiring leader/celebrity/visionary.

Events that emphasize some kind of select intimacy seem especially popular right now--perhaps a reaction to the mass culture and e-waves we are all participating in.

Events have the opportunity to wreak their own antidotal social alchemy, ie they can provide people with what they need at any given point in time--events are flexible in form and function.

A well thought out fundraising event should NOT feel like a conference or meeting or anything too ordinary! The best events create a forum for sacred space and purpose of some kind, and can be fun and enlivening in the process.

Donor retreats and trips are a good example of popular events that give donors something they are looking for outside of giving money away.

The regular annual event is always a good idea--it becomes part of both donors' and your organization brand's biorythm and can be an important fundraising "signifier". An event of this kind is often seen as a reward to donors.

But let's face it--everything these days is a pretty crowded field...! This has certainly raised the bar for event organizers.

On a purely financial front, let me come back to the idea of piggybacking on another planned event, like a concert that people would go to anyway, where the talent donates a percentage to your cause. This kind of sponsorship is easy and requires very little from an organization (other than securing a committed talent).

Dominique Callimanopulos - Mar 17, 2005 6:55 am (#6 Total: 7)
Elevate, Inc.


This is one of the more extraordinary events coming up that I know about.

Kuki Gallmann, the Founder of the Gallmann Africa Conservancy--a 100,000 acres wildlife conservancy in Lakipia Kenya, on the edge of the Great Rift Valley, is bringing some of the world's master artists to perform a symbolic tribute and return to humanity's origins.

She writes:

Major world masters in all fields of creativity will be invited to ‘return' to the place of their origins, to create and perform together with African artists in a fusion and celebration of talents. This will happen throughout the year and will culminate with a yearly Great Rift Valley Festival.

The beneficiaries of any income the project will eventually generate, will be local African communities, African children in need ravaged by wars, poverty and disease, and environmental and cultural schemes which will be identified by the board . At the local community level, the focus will be improving the standards of living, constructing health facilities, providing clean water, better housing, education and training, jobs creation in appropriate, creative and innovative and environmentally and culturally sensitive endeavours, while supporting reforestation and environmental restoration.

By involving from the beginning local Africans to be the protagonists of the event-and the major recipients of its benefits- and to perform with their stunning grace and versatility, in conjunction with sophisticated world masters for a world audience, their potential will bloom and the positive and healing image of Africa will be superimposed to the negative.

For more info, go to www.gallmannkenya.org.

C Kirabo - Mar 20, 2005 4:30 pm (#7 Total: 7)
Webbed Strategist, Life in Africa Foundation

Hey Pamela,

FYI I've got a new site concept coming online later this year called Auctions4Africa.com. Life in Africa's "Art4Life" team will be launching it soon. The idea is to auction African products in a global online envionment where part of the proceeds go to a verified local community project chosen by the African producer.

Along with the Auctions4Africa concept, I've been playing around with the concept of "webbed auction events." The idea here would be to play on the global time differences to have offline auction events scheduled simultaneously and connected through the online auction interface. For example, a brunch in California, a dinner in Holland, and a party in Uganda - all with guests invited for the purpose of bidding on art or artisan products to benefit small scale African producers and the community projects they bring with them.

"the positive and healing image of Africa will be superimposed to the negative."

Thanks so much for sharing this, Dominique. This is very much one of Life in Africa's intended outcomes too.  Any thoughts on the webbed auction event idea??

I've got a few more event ideas I'll toss out soon. Meanwhile...

Here's a concrete take-away for any African project checking in: we've got a yahoogroup set up for the potential member projects that artists and artisans will be able to direct funds to from sales at any of the Life in Africa Network websites. There is a verification system we need to put into place to be able to do this on an Africa-wide scale. If you would like to be a part of discussing that, with a view toward working with us to build a flexible online revenue stream for your African community project, then please join us in the MicroSuccess Team Discussion.

My best to all -

C