Tips
for Planning a Fund-Raising Event
Shawn Elizabeth Personke
Shawn Elizabeth Personke
Changing people's perceptions is crucial and should be considered a daily task, but awareness can also be created with one huge event——one that can raise financial support as well as encourage new attitudes. I'm talking about a fund-raising gala.
Whether it's black tie or casual, such a two-for-one deal can translate into a higher, more exciting profile for a library. It can create a connection showing the library as an essential community resource. James Swan, author of Fund-raising for Libraries: 25 Proven Ways to Get More Money for Your Library [Editor's Note: See the book review on page 9.], points out that it's also an opportunity to raise money and awareness with people who don't use your library. These include traditional non-supporters who enjoy an evening of socializing, and politicos who relish the opportunity to see and be seen.
How to Plan a Big Fundraising Event
Before you jump into the fund-raising fray, do your homework. Research is imperative because it guides your choices. Take a look around and see what's been done in your community, what hasn't, what suits your area. Get a real feel for what your community will support, what they will get excited about. Talk to people——staff, patrons, community leaders, friends, relatives, and other organizers. In small communities, nonprofit often share experiences and know-how, so others may well offer advice. If possible, find out about their publicity plans, how they handled reservations, how much advertising they utilized, who catered the event, etc. You should also check into the success of your own library's past functions.
Then determine whether you have enough manpower to organize the event. Are there enough staff or volunteers to coordinate and carry out the details? The number of people available may help determine the size of the event. Remember to "think big" and not get "bogged down" thinking you don't have enough time, energy, or staff. "You might be surprised to learn what you can do if you get the right kind of help to proceed with confidence,".
Once you've done your research, you're ready to get down to the details: what, when, where, who, how to, how much, and finally, how did it go? You need to create a to-do list that covers everything from setting the theme to evaluating the event afterward. Include these items on your list:
•• Theme, decorating, and entertainment decisions
•• Food and food service choices
•• Publicity and advertising strategy
•• Setup and cleanup
•• Event program
•• Evaluation
Don't Forget to Evaluate and Learn!
The evaluation phase of any project is as important as the research phase and should not be overlooked. It not only reports your success, but can also point future planning teams in the right direction. Schedule the evaluation meeting for shortly after the event so memories will still be fresh.
The first and the most measurable point to consider is the financial success. Compare your actual figures with your projected budget to get a picture of your success. Did you sell enough tickets? Were expenses higher than anticipated? If you didn't meet your financial objectives, try to determine why.
Less measurable is the awareness factor. If you achieved your attendance numbers, count that as a success. The nature and quantity of pre-event and post-event coverage by local media can also be used to determine awareness success. Gather feedback from attendees, as well as from staff and volunteers. Was the "buzz" good? Are people talking about next year? Also evaluate what went right and what went wrong in terms of entertainment, food, service, advertising, etc.
Yes, fund-raising can be a big job. The keys are having a well-thought-out plan, a comprehensive budget, and good people to help make it happen. And when you pair the goals of raising money and raising awareness, you can end up with a satisfying, fun event that can help develop a new image for your library, one that builds a positive energy that will help meet many of your organization's goals and its mission.