Postgraduate Diploma Fundraising in Event Management

Diploma in Event Management

1

Learning objectives

Fundraising events vs non Fundraising events Types of fundraising events The value of fundraising events Fundraising events objectives The mechanics of fundraising at events Fundraising budgeting The art of Negotiation The value of Volunteers Pros and Cons of Committee-led events

event journey
1. Strategic Planning Pitching
Invitation to pitch Receive Brief Interpret Brief Objectives & Mission Statement Develop Pitch Deliver Pitch & Win

2. Operational Planning Event Development

Planning (Marketing, Comms, Recruitments, Management, Post event etc) Event Management Production Logistics (venue management, staffing, crew, liaising with suppliers, travel, accommodation etc) Design Client liaison Budget management

3. Operational Planning Delivery & Implementation

On the Event Day

4. Operational Planning Post Event

Measurement of success (Audience experience, event team experience, client experience, objectives met, budget management, pioneering, technology etc) Debrief Reconciliation of Finances Next steps

How do fundraising events differ from other events?

Primary objective
Raise money Build relationships with key supporters Raise profile of the charity Generate PR

Case for support

Corporate sponsorship Celebrity involvement Audience participation

Power of people pulling together for a real purpose is strong

4

Case for support

Charity events need to state a Case for Support. In fundraising this is an expression of the cause and why it deserves support. It has to be well articulated and capable of being thoroughly understood by all potential supporters. It would ideally state: The charitys Mission and Values The importance and urgency of its work Specific objectives and targets Its history and credibility What would happen if the charity did not exist failed How the potential supporter can help
5

Reason to attend fundraising events

Why do people go to fundraising events Personal impact need to idenfity this driver: is this a need to financially give back or to get involved with the charity? Raise personal/ business profile Social or business entertainment Social need to be at high profile events with celebs etc

Exercise
Write down as many different fundraising events as you can think of. Be specific and note the following information Name of Event Benefitting Charity Date (if known) Venue (if known)

Fundraising events
Telethons Luxury/ high end events Benefit concerts Sports Events
Mass running, walking, cycling, swimming Golf Days, Clay Pigeon Shoot

Everything else. fashion shows, coffee mornings etc. etc. etc.

Lets see some examples

National television campaigns

Case study

10

High value balls & galas

11

White tie & tiara ball

Elton Johns AIDS Charity 3K per head 620 guests AAA List celebs: Elizabeth Hurley, Will Smith, Eva Herzigova, Elle Macpherson, Kelly Brook Raised over 50million

12

Success factors of gala

Celebrity Host/ Figure Head Network A List Attendees Incredible venue & theme (WOW Factor) Good food Outstanding entertainment Money cant buy auction items

13

Benefit concerts

www.teenagecancertrust.org

14

Race for life

15

Hard hitting event strapline

CANCER, WERE COMING TO GET YOU

16

Race for life

Marketing

Cultivation

Recruitment

Collecting funds

Fundraising

Races

17

Almost everything you can think of

18

Mass versus niche events

Mass events means volume in participants
100,000 people participating in a walk at 5 per head = 500,000! Low sponsor value per head makes it accessible for many people Value is in the mass

Niche events are small in number of attendees but high in value per head
High value individuals Offer money cant buy opportunities

19

How fundraising events are organised

Fundraising events are organised in different ways Internally owned events Third Party/ In Aid of Events Corporation or Community Led Committee Led Events Outsourced events

20

Internally owned events

Charity funds the costs of the event Event is organised, owned and run by an internal events team
Emeralds & Ivy, Cancer Research UK MoonWalk, Breast Cancer 7.5million Race for Life, Cancer Research UK
Over 450million since 1994

Help for Heroes Concert Comic Relief 800million in 25 years

21

Third Party/ In Aid of Events

Business, communities or a group of people organise an event to raise money for a charity Charity receives the profit Charity can offer support by way of ideas for events, materials and fundraising mechanisms (links to websites etc)

22

Third Party/ In Aid of Events

Macmillans World Biggest Coffee Morning 10million raised in 2011 TV ad generates awareness Little book of treats with celebrity recipes including Joanna Lumley, Stephen Fry, Antonio Carluccio

23

From a corporate perspective

Office Agents Society Ball and Summer Party Organised by a number of businesses In support of SPARKS Raised 18,000 in 2012 Raised awareness of the Charity and its cause

24

Committee events
Typically a network of people with strong contacts in a certain area who come together to raise money Most have full time work and are committed to the fundraiser in a voluntary capacitiy Charity supports in an administration capacity NB: Important to define roles and decision making authority early in process

25

Sub-contracted events
Charity outsources the operational management of an event

26

Income & expenditure budgeting

27

Avenues for income at fundraising events

Income Ticket Sales Sponsorship Raffle Merchandise Donations Ice breaker games Auction: Live & Silent Bar

28

Costs of fundraising events

Expenditure Venue Entertainment Food & beverage Print Decoration Gifts in kind Gift Aid

29

VAT
What is VAT Standard Rate VAT VAT relief and exemptions for charities on certain goods and services Can be eligible for Zero-Rated or Reduced VAT E.g. Fuel & power can be reduced rate VAT Must be able to show evidence to supplier that charity is registered with charity commission

30

Remember

Because a charity can claim Gift Aid, accept Gifts in Kind and receives many goods and services at reduced rates of VAT it cannot claim back VAT (as for-profits / companies can).
31

The art of negotiation

Ensure you have a strong and clear reason to support Appeal to peoples emotional side Show the potential impact of their support E.g. UNICEF will always say x number of children will live with just x x x Give a clear call to action Be specific about what you want

32

Lets discuss this

Is Charity fundraising professional begging Can we as professional event managers create an amazing event on a shoestring budget? Charity events can be very expensive and time consuming.should they be scrapped from a charitys agenda?

33

Stakeholders
Who are the stakeholders? Sponsors Directors of charity Doctors/ Scientists and people who do the core work of the charity People affected by the charities purpose Potential new donors and supporters to charity

34

The PEOPLE associated with events

35

Volunteers
Appreciate the value of volunteers, know how to best use and manage them prior to, during and after an event Make them feel valued Offer something new or exciting that will inspire and engage them Give clear instructions Ensure they are well briefed as for your supporters, they will be the face of the event Make it fun!

36

Sponsorship
Build a case for support Offer packages at different monetary values Deliver elements of value for sponsorship Naming rights Advertisement Product placement Number of tables Meet & greet with celebs Build relationship with sponsors for on-going support

37

Celebrities
Ensure the right fit with charity Must be credible Clarify role of celerbity Ensure a clear brief Name of charity, objectives, specific messages Be aware of costs Celeb may give time for free, but do they have a costly team?

38

Any questions & thank you

Whats in the Box?!

39