F undr aising E ve nt Manage me nt By L a yla Mo o sa vi la - PowerPoint PPT Presentation

F undr aising E ve nt Manage me nt By L a yla Mo o sa vi la yla m11@ ho tma il.c o m L a yla Mo o sa vi fundra ising tra ining a nd Al Be ll @ T hirdStra nd

Outc ome s • Wha t is F undra ising e ve nts a nd wha t is g a ine d fro m it • Wha t e sse ntia l ing re die nts a re e sse ntia l in ma na g ing fundra ising e ve nts • Ho w do e s E ve nts fit in the F undra ising Mix • Wha t pre pa ra tio n a nd pla nning is ne e de d • I mpo rta nc e o f ha ving re a listic a nd me a sura b le o b je c tive s • Unde rsta nding o f e ve nt life c yc le a nd time line

What is E ve nts F undr aising • A fundra ise r is a n e ve nt o r c a mpa ig n who se prima ry purpo se is to ra ise mo ne y fo r a c a use , c ha rity o r no n- pro fit o rg a nisa tio ns (Wiki). • Org a nising e ve nts a s a me a ns o f fundra ising c a n b e a g re a t wa y to invo lve a n a rra y o f diffe re nt pe o ple a nd the c o mmunity a s a who le . I t c a n ra ise a wa re ne ss fo r yo ur c a use in a fun wa y, re a c hing ne w a udie nc e s a nd a wide r po te ntia l ne w suppo rte r b a se .(I CF M)

Diffe r e nt type s of e ve nts Spe c ia l e ve nts (la rg e , Spo rts e ve nts me dium a nd sma ll • Ma ra tho n sc a le ) • Go lf to urna me nt • Ba ll • 5k runs • Auc tio n • Ca r b o o t sa le • Sc ho o l F a ir Co nfe re nc e s • Pa rty • F e stiva l • Co nc e rt

E ve nt be ne fits • Ra ising mo ne y • Pub lic ity • Re wa rd suppo rte rs • Ga in Ne w suppo rt • Re c ruitme nt • Attra c t Ne w a udie nc e

F undr aising Mix • Individual • Community • Companie s • T r usts and foundations • National lotte r y • Gove r nme nt • E U • E ve nts

What do e ve nts c ontr ibute ?

F undr aising r atios Ce ntre for Inte rfirm Compa rison 2014 • http:/ / www.c ifc .c o.uk/ F undr atios14.html • E ve nts c ontr ibute d 2.7% of voluntar y inc ome • E ve nt inc ome fe ll by 5.5% • Mass par tic ipation e ve nts also in de c line with ave r age gr oss pr ofit mar gin 57% ,de c lining c 10% YoY • Re tur n on inve stme nt for e ve nts £1.91 • T r usts £7.88, Cor por ate s £5.16, Committe d give r s £6.16, Major donor s £3.52, DM £1.63 • F or sponsor e d fundr aising, the ave r age amount r e c e ive d pe r donor was £312, with an ave r age donation pe r sponsor of £23.6.

Individual • Ma jo r do no rs • Co mmunity • E ve nts • Cro wd F unding / So c ia l ne two rk • L e g a c ie s E ve nts usua lly fo rm pa rt o f the first fo ur

4 stage appr oac h • Pr e - planning – 6 months • Or ganising – 5 to 1 month • F inal pr e par ation – 1 we e k be for e • Post e ve nt

Pr e - planning

T hings to think about • Whe re the spe c ia l e ve nts pro g ra mme fits in yo ur o ve ra ll stra te g ic dire c tio n a nd fundra ising stra te g y • I mpo rta nc e o f c le a r o b je c tive s • Brie f o ve r vie w o f SWOT a nd PE ST • Re se a rc h a nd re se a rc h so urc e s • L ist a ll the pla nning a c tivitie s

Mor e things to think about • T iming o f ke y a c tivitie s fo r the spe c ific e ve nts • Pro viding the o rg a nisa tio n a wa re ne ss o f a ny le g a l le g a l/ fisc a l/ VAT issue s re la te d to e ve nt • I de ntify ke y mile sto ne s fo r mo nito ring a nd e va lua ting the e ve nt

F undr aising Cyc le : Inte r nal and E xte r nal Pr e par ation

Inte r nal pr e par ation • Unde rsta nding yo ur o rg a nisa tio n • Ca se fo r suppo rt • F unde r & re so urc e a udit • Pla nning • Stra te g y • Org a nisa tio n a nd fundra ising syne rg y

Unde r standing your or ganisation • Visio n a nd Missio n • Ob je c tive s • Po sitio ning • Stra te g y • E thic s/ va lue s

Case for Support • What is unique about your organisation (USP) • Are there similar organisations that do what you do? • How does your organisation stand out and differ from similar causes and organisations or service providers? • What are the specific needs of your organisations/project? • How many people do you directly help? • Are you national or local? If you did not exist what would happen? • • Useful statistics about the need and the problem? • Is there a current gap you are trying to fill? • Are you a leader in your field? • What is your objective and why do you need the funding?

Case for support elements • Need • Who you support • Vision/mission/values • Who supports you • Plans for future • Who is your audience • Services: features and benefits • Financial goals • Unique selling points (USP) • Leadership of organisation • Innovation, cost effectiveness, • Trustees experience sustainability • How can donors get involved • How you are portrayed in the and benefit press • Benefit to companies • Public image and brand • Use of volunteers • Achievements, impacts and • Relationship with funders outcomes

Business case for support • Charity audience reach- direct and indirect • Charity's demographic group of interest to a company • Does charity reach any particular demographic sectors ? • How beneficial is brand association to a company? • Does the charity offer any money can’t buy experiences? • Do you share the same vales? • How will this be cost effective? • Will there be a return on investment

Stra te g ic pre pa ra tio n • I nte rna l SWOT a na lysis • E xte rna l PE ST a na lysis • He lps with a c tio n pla n a nd time fra me

Cr oss te am wor k inte r nally and e xte r nally Co o rdina ting e ve nt a c tivity with: • o the r de pa rtme nts whe re ne c e ssa ry • e xte rna l b o die s invo lve d o r a ffe c te d Co mpo ne nts o f a do c ume nt c a lc ula ting fe a sib ly o f e ve nt

T e a m/ ste e ring g roup a pproa c h • Ide ntify oppor tunitie s • Pr e - e mpt c lashe s • Gain knowle dge • De le gation • Communic ations • Cle ar r ole s and T OR

Obje c tive s • Spe c ific … … .. Why a re you doing it? - Outc o me s e .g . pub lic ity, fundra ising , ne two rking , tra ining / e duc a tio n, c o nsulta tio n, info rma tio n sha ring • Me a sura ble … Qua ntity • Ac hie va ble - c a n it be done • Re a listic - do we ha ve the re sourc e s a nd wha t re sults c a n we re a listic a lly e xpe c t • T ime bound- by whe n a nd how long do we ne e d Know the priority of your obje c tive s

Be ginning with the e nd in mind! • Wha t you a r e inte nding to do a nd why? • Wha t is the motiva ting fa c tor for doing it? • Che c k tha t your obje c tive fits with your str a te g ic pla n a nd ove r a ll a ims • Doe s your obje c tive fit with your skills a nd e xpe r ie nc e ? • Is it r e a listic g ive n like ly time a nd budg e t c onstr a ints? • Ma ke your obje c tive simple a nd e a sy to unde r sta nd • If you ha ve mor e tha n one obje c tive pr ior itise the n into pr ima r y a nd se c onda r y obje c tive s. • It is e a sy to lose sig ht of your obje c tive so be for e ma king ANY de c isions c ome ba c k to your obje c tive

Pur pose of Obje c tive s • F oc us • Pr e ve nt dr ift • Collabor ative wor king • De le gation • Re sour c e ide ntific ation • Communic ations • Suc c e ss c r ite r ia • E valuation

Audie nc e • Who ar e your audie nc e (s)? • What ar e the ir e xpe c tations? • Whe r e ar e the y? How far will the y tr ave l? • What ar e the ir ne e ds and fe ar s? £, status, e go, physic al • What will stop the m fr om c oming • How do the se e ffe c t se r vic e and mar ke ting • Se c ondar y audie nc e s tr uste e s, pr e ss,

Ge t c r e ative • Me e ts your obje c tive (s) • Me e ts audie nc e ne e ds/ fe ar s • F it with ove r all c har ity pur pose • Br e aks the bor e dom bar r ie r (USP)

Cr e ative pr ompts • T he me s – se asons, e xhibitions, national we e ks • Gaps – in c ur r e nt offe r ing • T r e nds – tv pr ogs, music , the atr e , spor ts e tc • Compe titor s • Othe r ; le tte r s, c olour s, c ountr ie s

L e gal implic ations (1) • L ic e nc e a nd pe rmissions; L A, c ountr yside r ights of way ac t, T E NS, e me r ge nc y se r vic e s e tc . • E qua l a c c e ss a nd e qua litie s • E nvironme nta l impa c t • He a lth a nd sa fe ty • T ra ve l re g ula tions • 3 pe a ks • F ood hyg ie ne

Se t Budge t • Inc ome s a nd e xpe nditure s • Cost ba se d/ Historic a l plus • Conting e nc y • Re a listic - quote s • Be st/ worst a nd like ly sc e na rios • Re a listic sponsorship • Re turn on inve stme nt

Ana lysis - ROI Also c alle d fundr aising r atio, c an he lp to de c ide whe the r to pr oc e e d or not with your e ve nt Ne t inc ome T otal c osts • Cash c olle c tion Inc ome £500 c osts £50 • E ve nt Inc ome £12,000 c osts £3,000