Planning a fundraising event? Use this list of important planning questions to get started.
Start with the Basics
What are your organizational goals and what outcomes should you consider?
What do you want to achieve from this project?
What amount of money do you hope to NET? Percent of annual budget?
Number of people involved. Where and how?
Number of leadership roles possible? Who will take the leadership positions?
Number of new constituents to attend?
What do we want to learn for the next event, and for this event next year?
How much publicity will it generate?
What will be the impact of the event within the organization? Outside the organization to the people you want to attend? Among perceived competitors?
Can it be repeated - in six months, one year? Will you be able to increase revenue next time?
Which new sources of revenue will you see: New individual donors? Businesses and corporations? Foundations? Returning supporters?
Organizational advantages
Morale / fun?
New people, new area, new style event?
Do you have the right people in place, or will you need to recruit?
Possible Chair people (what are their time and talents)?
Volunteers with experience in this kind of event?
Volunteers able to work at the event?
Volunteers who will otherwise attend or contribute?
Possible allies and new members who will get involved?
Staff?
How are you handling your time and bank balance?
Are there any major conflicts in your organization’s or your community’s calendar?
How much staff time do you want to allocate to this project?
If this event is to be repeated annually, is this the best time of the year for it?
What consideration should you make for bad weather?
Cash available for the event - from petty cash or development department?
Who will handle the money coming in? Who will control the money going out?
Will you need a separate bank account? Do you need any special arrangements to handle lots of cash?
What is the break-even point (past which expenses are covered and additional funds are net revenue)?
Don’t Forget Essentials for The Big Day
Notification of the police
Proper insurance, permits, licenses
Cash boxes with change in proper denominations for each cash box
Receipts
Literature on your organization
Promotions of your upcoming event(s)
Membership cards, if applicable
Merchandise for sale (buttons, cookbooks, research, etc.)
Method to capture contact information of attendees
Name tags for your committee (or all attendees)
Emergency phone numbers for police and fire
Cash for emergencies
First aid kit
Pens / tape / aspirin
Comfortable shoes
Important phone numbers (band, host, speakers, etc.)
Name of doctor or nurse who will be present
Sense of humor, tact, patience, and imagination!
Planning Timeline
At Least Four To Six Months Prior:
Determine how the guest list will be developed.
Determine who will receive VIP invitations to the event.
Search for event sponsors.
Send out a save-the-date.
Decide if you will create a 'table captain' system? What affiliation groups might be likely to encourage attendance?
Do you have an 'early-bird' ticket sale? Do you offer discounts for couples? Tables of 10?
At Least One Month Prior:
Advertise your event on all communication channels (email, text, direct mail, Facebook, YouTube, your website) at least twice a week. Exclude those who have already purchased tickets.
At Least Two Weeks Prior:
Promote the event across at least one communication channel (email, text, direct mail, Facebook, YouTube, your website) EVERY day during the last two weeks before the event.
Double-check that all technology equipment and resources are ready for the event.
Two Days Prior:
Send a communication to all ticket purchasers to remind them of any and all opportunities for attendees to support the organization (raffles, live auction, silent auction, wine pulls, games, fund-a-need, etc.). Ensure that all purchasers understand this event is a benefit for your cause.
Test all your equipment to ensure an enjoyable experience for those attending off-site from the main venue.
During The Event:
Create at least one opportunity to make a clear and direct donor offer to make an impact with a gift. Make a formal pitch for donations. Don’t be passive in your ask. This ask should be separate and apart from the raffles, auctions, and games that bring in revenue. (Reminders later in the evening are helpful, too).
Ensure that you provide information about all possible methods for making contributions: online, text, QR code, online pledge, check in mail, offline pledge in mail (and envelopes and pledge cards on tables if the event is hybrid).
Within 24 Hours After the Event:
Send thank you messages (email, video, or direct mail) to everyone who attended to thank them for their engagement and support.
Add attendees to your database.
Within A Week After the Event:
Send communications to those who did not attend the event, to share high level successes (number of attendees, amount raised, fun had) and to ask them to contribute to the cause.
Review the list of attendees to begin a cultivation process for potential major donors.
Wrapping Up: Determine Your Return On Investment (ROI) and Note Lessons for Future Event Planning
Within a few weeks of your event, bring the main organizers together to assess how it went and capture useful lessons learned before they fade from memory.
What was your ROI? Start by subtracting all your hard costs from your revenue.
Also take a look at how many unpaid organizational resources were used.
How many volunteers were involved in the event? If all volunteers were to receive minimum wage for their time, did the event make enough money?
If all staff hours to create the event were calculated, did the event make enough money?
How about non-cash benefits? Consider things like media coverage, new donors whose impact on your revenue will continue beyond this event, or building community awareness.
Operationally, what went great? What could you have done better or earlier? Gather all these notes in writing and go ahead and put them in the planning folder for your next event!