FUNDRAISING 101: HOW TO CREATE, BRAND AND RUN PROFITABLE AND SUCCESSFUL EVENTS – PART TWO.

By Donna Bliss

In the first part of this article we examined how to create a unique and profitable. In this half we’ll talk about building the structure that will enable you to realize your vision. We’ve all heard the three magic words to event success – details, details, details. No one leaves on a driving trip without directions; look at this process like dialing up Map Quest to help you get to where you want to go with your event.

As Glinda said when Dorothy asked how to get to Emerald city, “It’s best to start at the beginning.” The first step before embark down the Yellow Brick Road is to define your vision and your expectations. Pick the key members of your team and start the strategic planning process. Ask the key questions:

• What is the best time of year for this event?
• What is the ideal venue?
• How much money do we need to bring in?
• Who are the key players that will help us achieve success?

Don’t be afraid to think big, but have your feet planted in the real world. Cold calling a celebrity to appear at your event is a long shot. As part of your strategic planning process schedule a brainstorming session to determine who you collectively know. Ideally you have someone on your Board, or committee that can help with the personal connection. Extend that to celebrities, sponsor contacts, media connections, and in-kind sponsors.

In my strategic planning sessions I’ll bring my flip chart, and markers. Every new topic is a new page; track everything that your committee volunteers to do and follow-up with a chart with their name and responsibility. To give the event longevity create a three or five year plan, building in larger financial goals and ideas that will take time to develop.

Next comes my favorite part of the process, the Production Schedule. Outline the many separate areas of the event:

• Venue
• Volunteers
• Sponsors
• Printed materials
• Publicity and advertising
• Budget

Create a spreadsheet with projected dates, who is responsible, completion date, and status. This will be invaluable in tracking who is doing what, and how you are adhering to your schedule.

Budgeting is also a key element to your success. You need to know your budget upfront and where the money is coming from. If you are lucky enough to have a budget or an underwriting sponsor the next challenge is staying within those parameters. I have found over many years that it’s much easier to get “stuff” than money. In-kind sponsors are invaluable; every dollar you don’t spend gets you to your goal. Your budget spreadsheet will start with three columns:

• Expense
• Estimated Cost
• Actual Cost

The last column tracks the actual amount you will have to spend, allowing for the in-kind sponsorships that can save your budget.

Volunteers are the angels that make our work possible. You cannot appreciate or thank them enough. But, how do you find them? The obvious place to start is with people who support your cause. Next, get creative. For the First Annual Walter Payton 16,726-Yard Run we turned to the Arlington Heights community. There was a newly formed chapter of the Arlington Heights Jaycees who became the backbone of the event. They were also a valued source of leads for in-kind sponsors. We had committee members who brought in 40 boy scouts to help on the race route, and 15 bright young High School students who were a joy to work with.

Last but certainly not least say Thank You many times, many ways. Everyone likes to feel appreciated. Organize a sponsor kick-off party; having a sponsor hand over the symbolic Big Check creates a great publicity shot. After your event have a volunteer party, preferably with donated food, venue, etc. Have your event Chairs send out thank you notes and start the process of getting your sponsors and key volunteers locked in for the next year. It’s never too early to start planning the next successful event.

The process of planning and implementing a profitable event is complex. With a great team and an effective strategic plan the process with go smoothly. You may even be able to relax and enjoy the ride.

Donna Bliss has run Bliss Event Concepts for the last 10 years, and has been a corporate event planner in the Chicago area for over 20 years; including 10 years helping non-profits create successful events. She has developed many signature events including the Walter Payton 16,726-Yard Run to benefit the Walter Payton Cancer Fund, the Superheroes Gala to benefit Cancer Treatment Research Foundation to name a few. She lives in Wilmette with her husband, daughter and three cats.

Bliss Event Concepts 847-853-0140
blissevents@aol.com