What do you want to get out of today?

Gold Standard for Events> I will be presenting the ideal world…

…and modifying to the real world!

Today’s Agenda

> Overview of Special Events> The 20 Steps to planning a special

event—with tips and tricks!> Learning from each other> Answering burning questions

The Truth about Special Events> Special events can be good for

organizations that are volunteer driven, new and/or need to build public awareness.

> They are not typically useful for donor acquisition because most event attendees will not become donors.

The Truth about Special Events

> Special events are also a good way to engage corporate support in the form of sponsorship.

> Special Events should also tie into the organizational mission of your charity—it is easier for an event to be memorable if it has a link to your work.

The Truth about Special Events

> Events are expensive.

> Most events only raise 2x-3x the cost of holding the event or $0.30-$0.50 spent of every dollar raised. Compare this to Annual Giving at $0.10-$0.20 or Major Gifts at $0.01-0.10 spent of every dollar raised.

> A special event is best when it is planned and implemented by volunteers who, in partnership with staff, solicit in-kind donations, sponsorship and ticket buyers.

> This maximizes the likelihood of selling out the event and reduces the amount of organizational resources required.

The ideal event

> Is likely completely and (slightly reluctantly) volunteer driven

> Struggles to get sponsorship > Is biting their nails to make ticket sales

The realistic event

The pros of an event…> Special events can be fun.> They can solidify volunteer support.> They can attract publicity and raise your

profile in the community.> They can make money.> Special events offer opportunities to

present a personal message to new donors.> They can broaden the donor base to some

extent.> Money can be generated from otherwise

untapped sources.

The pitfalls

> A tremendous amount of volunteer time may be required.

> Special events can drain staff and volunteer energy and commitment.

> They can be financially risky. They usually require up‑front funds and are generally expensive

> They do not necessarily impact on the donor base.

> Improper tax receipting can cause enormous legal headaches

The first key to a successful event…

> Remember that not every event needs to be an over-the-top gala. You may raise just as much money and goodwill at a low key fish dinner at your local community hall as you would at a celebrity golf tournament.

> The key is knowing your audience.

The second key to a successful event…

> Have realistic goals and objectives.> This means having a plan!

Step 1: Select Your Chairperson

Ideal Attributes:>Is influential >Is not afraid to ask>“Gets” the need—of PGI and Literacy>Will be at the event>Has some volunteering experience

Step 2: Determine the type of event

> Base the event on who will actually be buying the tickets AND who will sponsor

> Could be an unbreakable tradition

Type Audience Generalizations

Golf or Sports Tournament •Sporty!•Corporate or groups•Looking for business networks

Concert •Singles or couples, some groups•People who “don’t need baby sitters!”•Looking for entertainment

Book Launch, Author reading or book club

•Book lovers•Singles or couples, some groups•Looking for conversation

Awards •Individuals and groups•Depends on who is being honoured

Dinner, Luncheon or breakfast

•Individuals and groups•All about sponsorship and the chair•Networking and brevity are important

Gala •Individuals and groups•All about sponsorship and the chair•Networking and entertainment are important

Dine Arounds •Singles or couples, some groups•People who “don’t need baby sitters!”•Looking for entertainment

Step 2: Determine the type of event

> Unsure? ASK!

Step 2: Determine the type of event

> What makes you special?> How does the type of event

support your mission?> How will your event convey your

values?

Step 3:Create your objectives

Financial Goal>Draw on your history>Expenses should be no more than either your sponsorship goal OR your ticket sales>Revenue should be no less than 2x your expenses, ideally should be 5x

Step 3:Create your objectives

Attendance Goal>Draw on your history>Expect 20% attrition>Determine ticket sale goals>Determine VIP and giveaway tickets>Remember: Check your venue/event capacities!

Step 3:Create your objectives

Other Goals could include>Media hits>Event growth>Expense reduction

Step 3:Create your objectives

Clear goals motivate volunteers!

Step 4:Plan!

Budget Fundraising planPublicity planSponsor benefitsSite/Logistics PlanDisaster Plan

Step 4:Plan!

Budget >Overestimate your expenses and underestimate your income. This will prevent you from being overly optimistic and losing money.>Maintain separate revenue lines for tickets, sponsorship and ancillary>Maintain as detailed as possible lines for revenues

Ancillary Revenue Tips

Step 4:Plan!

Fundraising plan>This should include the number of prospects needed to achieve your goal. You should exclude confirmed sponsors

Category # Needed # Confirmed # of Prospects per needed

Total # of prospects

Title Sponsor 1 0 4 4

High Sponsors 2 1 4 4

Mid Sponsors 3 2 4 4

Low Sponsors 18 10 4 32

Tables/Foursomes 36 16 4 64

Individual Tickets 50 25 5 100

Total 208

Step 4:Plan!

Sponsor Benefits>Set realistic, attainable levels that are differentiated>Make the benefits actual benefits>Ensure there is incentive between levels

Category Comp Tickets

Ad in program

Logo usage Other Recognition

Title Sponsor 12 Back page ad

On all printed and web materials

Opportunity to speak

Logo in thank you ad

On welcoming banner

Reserved dinner seats

High Sponsors 8 Full page ad

On select print materials

Logo in thank you ad

Reserved dinner seats

Mid Sponsors 4 Half page ad

On all web materials

Logo in thank you ad

Reserved dinner seats

Low Sponsors 4 Quarter page ad

Hole signage Name in thank you ad

Reserved dinner seats

Tables/Foursomes

4 Name only listed

none Reserved dinner seats

Tax receipts for sponsorship>Not available for ANY sponsorship

Tax Receipts

Step 4:

Familiarize yourself

with

CRA regulations!

Tax receipts for item donations from the vendor>Not available for gift cards from a merchant or for items that they can write off as inventory—good rule of thumb—don’t offer!>Not available for donations of services>Not available in any name other than the donor

Tax Receipts

Step 4:

Familiarize yourself

with

CRA regulations!

Tax receipts for third party items>Items donated through a 3rd party require an invoice >Any item donated through a 3rd party over $1,000 requires a bill of sale or an independent appraisal at the donor’s expense>Not available for donations of services>Not available in any name other than the donor

Tax Receipts

Step 4:

Familiarize yourself

with

CRA regulations!

Tax receipts for tickets>Not available in any name other than the donor>If the value of the advantage is 80% or less of the fair market value of the donation, then a receipt may be issued for the difference. >If not, no gift is deemed to have been made, and a receipt cannot be issued.>If the value of an advantage is the lesser of $75 and 10% of the value of the donation, it is considered nominal, and it need not be deducted from the eligible amount of the gift for receipting purposes.>If the FMV of the advantage cannot be determined, a receipt cannot be issued.

Tax Receipts

Sponsorship Benefit Tips

>Face to face time with community leader/celebrity>Article for corporate newsletter>Press release>Letter to MP >Handwritten notes from influential committee members>Online videos>Photos>Promotional item inclusion>Unique speaking opportunities

Step 4:Plan!

Day of Plan>Run sheet>Logistics>AV>Caterers>Speaking notes

Step 4:Plan!

Disaster Plan>Inclement weather >Bombs! (the importance of a communications plan) >“Pulling the Plug”

Step 5Lead Time and workplan

Develop an event timeline to keep your special event on course. For smaller special events you need between 3 to 6 months lead time. For galas and larger events you will need 12-18 months

Workplan Tips

Workplan>Book in vacations>Make it realistic>Delegate!>Try hosting it online

Step 6:Recruit a committee

> Create streamlined subcommittees> Develop a clear Terms of Reference

and committee vision> Create Job Descriptions that outline the

time commitment, ticket sale and sponsorship expectations and meeting dates (try doodle!)

Step 7:

Prepare

gift solicitation letters and sponsor

packages

> Create a list of prospects based on previous years (up to 4) and prospects identified by committee

Step 7: Create your list and mail your

letters

Step 7:

Prepare

gift solicitation letters and sponsor

packages

Category Points Score

Linkage 0-No one knows1-A volunteer knows through someone2-A volunteer knows personally3-Very strong relationship

Ability 0-Low capacity1-Table/Foursome2-Mid sponsorship3-High Sponsorship

Interest 0-Knows nothing about PGI1-Has heard of PGI2-Attended PGI3-Involved in PGI

Influence 0-None1-Low2-Medium3-High

Step 7:

Prepare

gift solicitation letters and sponsor

packages

> They must be personalized and sent to the right person

> Committee should be signing and added notes as appropriate

> Committee should be expected to do a follow up call

> A little design goes a long way!

Step 7: Create your list and mail your

letters

Step 8:

Insurance,

permits and licenses

> Lottery> Liquor> Insurance

All vary province by province

Step 8: Licenses

Step 9:

Secure sponsors

> Requires phone or face-to-face follow up> Must be secured before

catalogue/program etc goes to press > Ensure your acknowledgement is timely

and lists all the things you might require, along with deadlines ie: Logo and specs Ad Event attendees Giveaways Website links

Step 9: Secure Sponsors

Step 10:

Book

VIPs,

hosts and celebrities

> For PGI events, may need or be able to be done earlier

> Looking for name and experience hosting> Keep in mind the type of audience and the

appeal of the VIP, host and celebrity> Choose auctioneers wisely

Step 10: Book VIPs

Step 11:

Secure event

donors to

provide

prizes, auction items, food, etc.

> Great way to lower expenses> Understand and be able to communicate

about your audience> All of these requests will require phone or

face to face follow up

Step 11: Secure In-Kind

Step 11:

Secure event

donors to

provide

prizes, auction items, food, etc.

> Make a list of ideal needs (based on previous years and audience) and try to keep your volunteers focused on this

> Proximity searches on YellowPages can be very helpful!

Step 11: Secure In-Kind

Step 12:

Invite your

guests

> Personalized letters signed by the right person

> Email if appropriate> Online registration is effective when

integrated in to Facebook, LinkedIn etc and cheap options exist (GiftTool, etc)

> Again design matters, but relationships and influence matter more!

Step 12: Invite guests

Step 13:

Create

materials

press releases Volunteer kits Signs Programs Table Cards Donor cards Auction/raffle tickets Collateral Materials Photo templates Videos and presentation decks

Step 13: Create Materials

Step 14:

Create run sheets and recruit

day of volunteers

> Include a “minute by minute”> Time it and then double it> Remember, people like prompt starts, ends

and speeches> Ensure you work in time to do a run

through> Don’t forget to thank, thank, thank (but

you can do it in your loop!)

Step 14: Day of Logistics Plan, Speeches

and Volunteers

Step 14:

Create run sheets and recruit

day of volunteers

> Day of volunteers are “the face” of your event and your organization

> Look for volunteers with good customer service skills and some experience with events

> Provide specific job description that keeps them busy but gives them a chance to experience the event

> Provide some benefits> Plan a mandatory training> Every volunteer should help with takedown

Step 14: Day of Logistics Plan, Speeches

and Volunteers

Step 15:

Send out

press releases

> Be realistic about who will cover your event

> Determine your relationships> Understand what will make you “news”> Provide a press release that could double

as content and has good quotes> Post previous year’s photos on a website

so press can download> Plan to send out articles and photos after

Step 15: Invite Media

Step 16:

Do the

walkthrough

> Could be a dress rehearsal, volunteer training or venue walkthrough

> Include all key players and ne person who is new to the event

> Hold this 2 days before the event you allow time for corrections

Step 16: Run through

Step 17:

Hold your event

> Make sure you have a clipboard!> Make sure you have fun!

Step 17: Hold Event

Step 18:

The

day after (or

night of!)

> Reconcile your event > Measure your success against your

objectives> Tell your volunteers and key players about

your success that day> Send gifts to key players> Chair should make special thank you calls

to key volunteers, sponsors and those who spent the most

Step 18: Next Day reconcile

Step 19:

Thank,

Thank,

Thank

> Send a thank you card to all volunteers> Send a letter to the VIPs that outlines the success

of the event and what the event achieved for the mission

> Send a letter to all guests telling them what the event achieved for the mission

> Include a photo, press clippings> Include invite for further engagement> Should go within 3 days. Remember, they can be

prepared in advance

Step 19: Thank, thank, thank

Step 20:

Renew your sponsors

> Prepare a package for each sponsor including:> A cover letter summarizing success in

marketing terms (numbers, key community leaders, quotes)

> Any press that mentions their name> Other press> Photos of the sponsor> Any materials that had their logo on it> Other benefits promised

Step 20: Solicit Sponsors

Step 20:

Renew your sponsors

> Deliver the package in person, or have the appropriate volunteer deliver it

> Include an overview of the next year’s event and the sponsor benefits and levels

> Ask for a 1, 2 or 3 year renewal> Do this within a month so they still remember the

event

Step 20: Solicit Sponsors

Questions?