Do More Good
Well before the pandemic wreaked havoc on the nonprofit event world, our corporate partners were already scrutinizing how their event sponsorship dollars were being spent. Over the last few years, I increasingly heard from concerned development teams weary of the growing chorus of voices saying, “We no longer pay for parties.”
Doesn’t that line speak volumes to the job, perhaps the poor job, we have done demonstrating that our events are a vital part of our development, public relations and marketing strategies?
It’s been a slow boil, but nonprofit events’ day of reckoning has come. Profit margins hit the roof in 2020, scaling previously unattainable levels. Long-time donors and newly philanthropic-minded patrons stepped up to exceed our original revenue goals, while most of the live event expenses went by the wayside. Chances are that “perfect” storm is not happening again any time soon.
Undoubtedly, the success of our 2020 virtual campaigns complicates the pivot back to live events. And now that it is time to rally support for our return to live, the spotlight has never shone brighter on what we do next.
So what is next?
Events need to do more good. We must be vigilant on staying mission centric and goal focused and exhibit an openness to spread the love and share the spotlight with others who have a similar mission and values.
The good news: it’s not hard.
First, start with a clean slate and don’t concern yourself with what your audience, sponsors and partners have come to expect. Ultimately, we want them to expect more than our pre-pandemic best, and then deliver something even better.
Put everything on the table for discussion. Everything. Even the items that were in that no-go area. Let’s take all of that out of the paddock.
Then start with the “what.” What are we trying to accomplish? I’ve produced and consulted on hundreds of nonprofit events, so let me take a stab at what your “what” may be:
Raise money
Raise awareness
Turn passive attendees into brand ambassadors
Celebrate the biggest donors so they keep the support pouring in
Show that the organization is a good global citizen
How did I do?
In fairness, and in my experience, those goals are generally well-defined at this early stage of planning, and it’s relatively easy to get consensus on them. However, how you link each event element to one of those goals is where it gets easy to lose your way.
Don’t waste the audience’s time, your money or any opportunity to link event elements back to your one of your event goals.
Start each event cycle by having your team agree on three major event goals and then review every element of your event and match them up with at least one of those goals.
VENDORS
Remember the cohorts who gripped our attention while we were all in the depths of the pandemic—artists, local restaurateurs, minority-led businesses and essential workers? Look at your event vendors. Are any of those groups represented? Your event vendors are a great place to engage a diverse group of entrepreneurs, small businesses and consultants. And once you do have a wonderfully diverse mix of vendors, be sure to celebrate them and give them a slice of the spotlight at your events.
VENUE
What does your event venue say about your organization? A great deal. You are going to spend a significant portion of your event budget on the venue you select, so let’s do some good here too. In Boston, I love using the Boston Children’s Museum and Artists for Humanity’s Epicenter because the lion’s share of our rental fees goes directly to support their children’s and artist empowerment programs, respectively. How awesome is that? That is doing more good with your event.
DÉCOR
Never leave an opportunity on the table. Seriously, what is on your table? Centerpieces and other event décor present great opportunities to do more good with your events. Can the décor be reused? Can it be auctioned off? Can you bring in local artisans, perhaps hiring people whom your mission vows to serve? Most importantly, does it reinforce your mission or one of your events goals?
PROGRAM
When you think about your program, do you ensure that the faces on stage and screen represent who you are and whom you serve? Be sure to take a minute to tell the stories behind the event where possible, and celebrate your partners who have been with you through thick and thin.
ENTERTAINMENT
Audiences today may assume your talent choices are an extension of your corporate culture—and they should. Therefore, being aware of the talent’s publicized beliefs and actions outside their professional life is essential. Choose wisely. The same holds true when hiring top marquee names. Your audience may consider the booking a great get—or a misapplication of resources. Before you sign the contract, be sure to ask yourself, “What event goal does this booking advance?”
AUCTIONS
I firmly believe the silent auction has had its day and is over. Ditch the silent auction and include a fundraising activation instead, something that requires your audience to get up and move and engage in a task as a group, couple or table. While it should be fun and profitable, be sure the takeaway is why they are there supporting your organization.
AUDIENCE
Your audience has had a daunting year, and don’t forget, your fall 2021 event may be their first outing in a large group. What are you offering them? A 60-minute program featuring one talking head after another? You must do better.
Be sure to give something back to them—educate and inspire, absolutely—but let’s dig deeper. Give something back on the spot. Perhaps you offer them a small sampling of what you provide your constituents. Or something entirely different. How about including a one-minute mediation session or simple physical exercise in the program to get every feeling uplifted? Another nice touch might be a digital swag bag filled with free (sponsored) resources available to alleviate stress, identify long-forgotten staycation options for some family fun, or a list of local support groups to help them with the road ahead. Show them the care they show you flows in both directions.
This is it.
In short, leverage every line item in your budget to remind your audience, sponsors, community, donors, team and, most importantly, yourself, why we are there together, why we care about the mission, and why the pandemic has only elevated our collective consciousness of why our live event matters.