1. Special Events 101

2. The Big Question
Special Events are an easy way to raise operating funds.
True or False?
Story time

3. Agenda
 Key Criteria of a Special Event
 Why Special Events Fail
 Choosing the Right Special Event
 Planning a Special Event
 Budget
 Special Event Timeline
 Determining Success
 After the Event

4. A Successful Special Event
 Is carefully planned
 Makes use of a strong committee
 Reaches its target audience
 Sells the right amount of advance tickets
 Meets its goals and objectives
 Raises significant dollars
 Promotes positive and timely follow-up

5. Why do Special Events Fail?
There are 3 primary pitfalls
1. Belief that a SE is can or should be you biggest
source of operating income
2. Too little return for the amount effort—did you
budget for staff time?
3. Misuse of volunteers
 Burning them out
 Not giving them ownership
 Not expressing appreciation

6. Failure Specifics
Did not raise enough income
Did not attract new donors
Diverted attention from other fundraising efforts
Lack of clearly defined roles-staff and vols.
Inadequate sponsorship
Inadequate advance ticket sales

7. Choosing the Right Event
Have we examined all the options?
Do we have the time, talent and resources?
Have we set an appropriate $ goal?
Have we explored what others have done?
Does our SE reflect age, giving capacity of my
target participant?
Does the theme fit my mission?

8. Ask yourself
Would I hold a golf tournament if I run a theatre company
committed to bringing the arts to lower income kids?
Would my donors be interested in that?

9. Consider these Elements
 A suitable and affordable venue
 Add-ons; auctions, awards, celebrity, sig. cocktail?
 Additional “asks”
 Realistic budget
 Publicity and promotion
 Risk and Liability
 Sponsorship
 How many similar events are happening?

10. Planning a Special Event
You Need
 A qualified, dedicated event chair
 An abundance of volunteers
 An active, dedicated and supportive Board
 Ample to accomplish all the tasks
 A good mailing/prospect list
 Enough sponsors and supporters
 A degree of community recognition

11. Where and When
Where?
 Should be logically connected to your organization
 Should be easily accessible
 Should match the mood of the event
 Should fit your budget
When?
 Is there a time that works best for your organization?
 What else is going on at that time of year?
 Are your volunteers available when you need them?
 Have you provided enough planning time?

12. Budget
 Determine what portion of your ops budget will be
covered by the event
 Factor in:
 STAFF TIME
 Venue rental
 Equipment (AV, chairs, etc.)
 Services (catering, transport. Security, etc.)
 Entertainment
 Publications/Publicity
 Decorations
 Recognition

13. Budget con’t.
 Ask yourself if you can get any of the above for Free!!
 Income
 Ticket sales
 Sponsorship
 In-Kind
 Additional $ contributions
 Memberships
 Auction Item sales
 Swag sales

14. Timeline for a July Event
 August – select cmte., speaker(s), set mtg. schedule
 September – assign tasks, contact speaker, choose venue,
equipment, permits, insurance, security
 October – draft event agenda in 15-30 min. increments
 November – identify potential sponsors
 December – ID target participants and begin sponsorship
discussions
 January – ID caterer and entertainment

15. Timeline con’t.
 February – approve menu, select music
 March – print invitations, flyers, tickets. Finalize publicity
plan
 April – BIG CHECKIN MTG. On track? Issues?
 May – start publicity, meet with volunteers, send invitations
(last week of the month)
 June – Coordinate all elements – do run through and talk to
all vendors
 July – Event and Followup

16. Determining Success
Questions to ask after the event is over
 Did we make enough money?
 Were the tickets priced right?
 Were enough tickets pre-sold?
 Was our target market well-defined?
 Will the event promote future community involvement?
 Was the event well-planned executed?

17. Questions
 Did the special event interfere with other fundraising
efforts?
 Did we attract good sponsorship?
 Was our event cmte. Chair effective?
 Was the staff/volunteers effective?
 Was the board supportive of our efforts?
 Did we give ourselves enough time?
 Was our mailing list sufficient?

18. Questions
 Evaluate and analyze any mistakes that you have made
 Keep this report on file. It is important historical data

19. After the Event
 Hold an assessment meeting to discuss the previous
questions
 Acknowledge donors and sponsors within 2 weeks
 Big donors/sponsors should receive personal thanks
– phone calls or in person
 Tell your donors/sponsors what their money will
support
 Include any press received
 Provide feedback to those who could not attend

20. Would you do it again?
Discussion

21. Thank You!
Cindy Pandini
cpandini@bcsvp.org
604-568-9420