{"id":707,"date":"2013-01-25T11:04:27","date_gmt":"2013-01-25T16:04:27","guid":{"rendered":"https:\/\/joangarry.com\/?p=707"},"modified":"2022-07-01T16:26:34","modified_gmt":"2022-07-01T20:26:34","slug":"how-to-increase-your-special-event-revenue","status":"publish","type":"post","link":"https:\/\/joangarry.com\/how-to-increase-your-special-event-revenue\/","title":{"rendered":"How to Increase Your Special Event Revenue"},"content":{"rendered":"<p>When I started my gig at\u00a0<a href=\"http:\/\/www.glaad.org\">GLAAD<\/a>, we had a $1.8 million budget. Special events represented $1.2 million of that total.\u00a0But I was sure that our event franchise,\u00a0<a href=\"http:\/\/blip.tv\/joan-garry\/speech-sample-1534380\">The GLAAD Media Awards<\/a>, if used strategically, could build other kinds of donor support and diversify our development portfolio.<\/p>\n<p>I was excited. I reached out to the Development Committee. \u201cSo a month after these big events, we start asking attendees to become major donors, right?\u201d\u00a0 \u201cWe capitalize on the good will the event created to engage them in a year round basis, right?\u201d<\/p>\n<p>Nope, they told me. \u201cWe try not to fundraise for several months before and several months after the event for fear of siphoning event revenue.\u201d<\/p>\n<p><em><strong>WHAT?????<\/strong><\/em><\/p>\n<p>It is at times like these that executive directors need to call upon their reserves of diplomacy.\u00a0 And so I did.\u00a0 I respectfully disagreed and I taught my board something very important.<\/p>\n<p>The success of a special event is not about the money you make <i>at<\/i> it. It\u2019s about the money that <em>follows<\/em>.<\/p>\n<p>Here is my six-step plan for capitalizing on the power of special events. Try it on.<\/p>\n<p><!--more--><\/p>\n<h2><b>SPECIAL EVENTS ARE BAIT:\u00a0 HERE\u2019 S WHY<\/b><\/h2>\n<ul>\n<li><b>You have a captive audience.<\/b>\u00a0 For several hours (hopefully not too many), you have the relatively undivided attention of hundreds of guests. You can feed them your mission Kool Aid.<\/li>\n<\/ul>\n<ul>\n<li><b>Your organization\u2019s leader will speak about the importance of your organization.<\/b>\u00a0 Hopefully it is an eloquent and charismatic executive director.<\/li>\n<\/ul>\n<ul>\n<li><b>Guests are surrounded by ambassadors \u2013 board and staff.<\/b>\u00a0 Guests cannot escape the people most deeply committed to the organization.<\/li>\n<\/ul>\n<ul>\n<li><b>A $500 ticket buyer is a $1,500 donor waiting to happen.<\/b><\/li>\n<li><b>Most importantly, many of your attendees have come as guests.\u00a0 <\/b>Let me make this very clear.\u00a0 They came to your party and made zero contribution. They are guests of corporate sponsors, guests of board members.\u00a0 You get the idea.<\/li>\n<\/ul>\n<h2><b>MY SIX STEP PLAN FOR CAPITALIZING ON SPECIAL EVENTS<\/b><\/h2>\n<p>1)\u00a0\u00a0 <b>Board members should contact guests within 48 hours of event<\/b>.\u00a0 Thank them and garner event feedback.\u00a0 Be sure to ask something about what they learned about your organization.\u00a0 Judge their enthusiasm and interest.<\/p>\n<p>2)\u00a0\u00a0 <b>Development committee should meet ASAP after the event<\/b>.\u00a0 Not to talk about the centerpieces but to pour over the guest list and develop a list of all the folks who came as guests as well as ticket buyers with potential.\u00a0 Committee should assign organizational ambassadors (board or staff) to each.\u00a0 (Great way for board members without strong rolodexes to be engaged.)<\/p>\n<p>3)\u00a0\u00a0 <b>Commit to contact everyone on that list within one week. <\/b>\u00a0See (1) above for talking points.<\/p>\n<p>4)\u00a0\u00a0 <b>Commit to 3 touch points to each of them over a 3 month period.<\/b>\u00a0 Staying in regular touch with them will be (a) impressive, (b) reinforce your commitment and (c) make a lunch date or a major donor event invitation feel organic and not out of left field.<\/p>\n<p>5)\u00a0\u00a0 <b>Consider a Major Donor event within 90-120 days after the event.\u00a0 <\/b>Assigned steward invites his\/her assigned people along with other prospects.\u00a0 Invitation should make it clear that there will be an ask.<\/p>\n<p>6)\u00a0\u00a0 <b>Ask a Board Member or friend of your organization to host the event.\u00a0<\/b> Great house, great vibe and a room filled with people who attended your event and were attended to in the interim.\u00a0 Someone makes a great pitch and then staff and board make major donor asks, hand out pledge cards.<\/p>\n<p>The other great thing about this strategy?\u00a0 A good pitch makes it SO easy for a board member to walk up to a guest and ask for a $1,500 contribution.\u00a0 Great way for board members to feel success.<\/p>\n<p>I\u2019m not na\u00efve.\u00a0 I know from special events and how hard it can be to get names and contacts of attendees (but far too few organizations work hard enough).\u00a0 I\u2019m not suggesting that you\u2019ll reach every single prospect.\u00a0 But a plan like this executed with the leadership of the Development chair and his\/her partners on the Development committee can make a huge difference.<\/p>\n<p>I speak from experience.\u00a0 We implemented this strategy with a client and a board member, in a debrief from the event said simply.\u00a0 \u201cIt was like shooting fish in a barrel.\u201d<\/p>\n<p>I told you.\u00a0 Special events are bait.<\/p>\n<p>NEXT: <a title=\"How To Create a Successful Special Event\" href=\"https:\/\/joangarry.com\/tips-successful-special-event\/\">How to Create a Successful Special Event<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The success of a fundraising event is not measured by the funds raised that evening.  It&#8217;s about the money that follows.  Here&#8217;s my six point plan for capitalizing on the success of your special events<\/p>\n","protected":false},"author":4,"featured_media":723,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[15,17,16,20,43],"tags":[],"class_list":["post-707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-board","category-fundraising","category-ceo","category-public-events","category-the-perfect-plan"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.9 (Yoast SEO v24.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Increase Your Special Event Revenue - Joan Garry Consulting<\/title>\n<meta name=\"description\" content=\"How to Increase Your Special Event Revenue - 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