Selecting the Right Event

Look for the best match between the event, your goals, and the audience you want to reach.

Events are expensive to run, time consuming for staff, and require hours and hours of volunteer time. In fact, if you're just interested in raising money, there are much easier ways to do it.

Most organizations should attempt only two or three events spaced throughout the year and each event should be well planned and serve multiple institutional goals.

Read on for steps that enable you to select appropriate events that will be worth the effort you put into them.

1. Determine your event goals.

Before you can plan a successful event, you have to define success. In other words, you should be clear about why you're doing the event. Of course, you want to raise money, but the amount you need to raise will determine the kind of event you plan.

Here are some other possible goals that will affect your choices.

• Attract a new audience (which audience?)
• Generate media attention (what message?)
• Educate (supporters, the community, adults, children?)
• Change your organization's public image (how?)
• Thank/recognize (donors, staff, volunteers, supporters?)
• Celebrate (what occasion?)

Most events can achieve several of these goals, but it's essential to prioritize them. For example, if your main goal is to make as much money as possible, you may plan a very different event than you will if your primary aim is to attract new audiences or generate media attention.

As you go through your planning process, weigh every major decision against your stated goals. If an idea doesn't address them, no matter how appealing it appears, you probably should save it for another time.

2. Identify the target audience for the event.

Different events attract different audiences. If you don't know who you're trying to attract, it's hard to know what kind of event to plan. Perhaps you want to get the attention of your community's established philanthropic base. Maybe you want to get more young singles or families involved. You might target those who have volunteered or used your services but never become donors; people moving into new high-end developments; or area business owners. You may consider doing different events with different ticket prices.

Here are some things to consider when identifying your target audience:

• Age range
• Geographic area
• Economic level
• Previous involvement with your organization
• Perceptions of your organization

3. Match the event to the goals and the audience.

Dinner? Luncheon? Gala? Picnic? Dog Walk? Concert?

The options are endless (and you'll find all kinds of new ideas on this site), but clearly different events attract different people and leave them with different impressions of your organization.

Here's where a little research can come in handy. Let's say you want to get your organization in front of those people you know are supporting the area's major nonprofits. You might start by checking out the community pages in your local newspaper to see what events the movers and shakers are already attending. Then you can plan a similar event with your own twist:

• If luncheon fashion shows are all the rage, you might host a canine style show and ask local celebrities to bring their dogs as models.
• If ballroom dancing has taken over, how about a Dancing with Your Dog event?

It's always good to meet people where they are and then ease them into your universe. If you think people avoid your organization because the whole subject of homeless animals makes them too sad, a joyous event can do a lot to increase their comfort level. Here are two examples:

• PetFix Northeast Ohio, a new mobile, low-cost spay/neuter clinic with a very small base of support held a widely publicized fashion and beauty event called Fixations. Guests enjoyed mini-makeovers and other spa services but were most captivated by the makeovers of shelter dogs for adoption. Everyone went home with PetFix brochures and their names were added to the PetFix data base for future solicitations.
• Geauga Humane Society more than doubled the income from its annual Empty Bowls Soup Supper and Auction and added a whole new base of support by reaching out to members of area arts organizations to make and decorate bowls for the event.

When you've decided on your goals, audience, and type of event, you're ready to figure out the best date and location for the event. These two details have enormous impact on the event's success.

Photo of Bertlemann courtesy Steve De Trolio