Do You Manage Your Events or Do Your Events Manage You? November 12, 2008

Events!  They can be wonderful functions to bring your community together in celebration of your mission.  They can also be major productions that drain your organization's energy and resources away from your mission.  Or most likely, your events can be some combination of these two. 

Here at Mission Research, we are thrilled to announce the upcoming release of GiftWorks Events.  We know that most nonprofits have at least one special event each year(although usually more!), and that managing them is not always the easiest.  We have created a tool to help you track all aspects of your events (from participation to expenses to event tasks) in one place - the GiftWorks database.  In addition to more effective event management, this will enable your organization to follow up with and cultivate event attendees - often where the real event opportunity lies.   

So how can you make sure you are gaining maximum benefit for your organization (and avoiding maximum drain) when planning a special event?  Here are 5 tips to consider:

1.  Know your purpose.  Why are you having this event?  Is it to raise a specific amount of money, draw attention to your mission, celebrate your supporters?  Make sure everyone is clear on WHY you are undertaking this effort and then plan accordingly to meet your objective.   

2. Is this event the best way to achieve your objective?  I have been on boards where those who are uncomfortable with direct fundraising suggest a new event for every financial need.  If your goal is to raise funds for a purpose, wouldn't it be better to incorporate this need into your annual fund or another appeal?  If you have a special event, will it take your organization's energy away from the bigger picture?  Consider limiting your events to one or two well-run, successful events a year.

3.  Know the real costs of running an event.  You may have talented volunteers to run your event, but  don't underestimate the amount of time and support your staff will need to provide even the best volunteer event managers.  Do consider the costs in terms of stationery, postage, copying, etc. that you may not relate to the event, but are a cost to your organization.  Be more detail-oriented when tracking event expenses.   

4. Can you sustain this event?  Congratulations, your event is an amazing success!  Now is your organization prepared to do it again next year?  If your top-notch volunteer organizer moves to another city, do you have the organizational knowledge to run it again?  Make sure your organization owns enough information to continue the event if personnel changes.  Know the critical activities that must occur (often 6 months to a year before the actual event) and plan accordingly.

5.  Follow up with event attendees.  The biggest mistake a nonprofit can make is to lose track of event attendees.  If someone cared enough about your organization to come to your event, at a minimum you should make sure you add them to your newsletter mailing list and send them a solicitation for your annual fund.  If you have had a successful event, the attendee has likely been "sold" on your mission.  Don't let their enthusiasm lapse by never talking to them again!

-Mary Pat Donnellon