Event Fundraising Excellence

SW Funding Expo
Workshop No 5
2pm – 2.40pm
Wed 27th Nov 2013

Jane Galloway ©Arclight Soluti...
Event Fundraising
Benefits of event fundraising?
Raise funds.
Increase PR.
Diversity of income streams.
Help recruit new s...
Event Fundraising
UK Charities average income mix

Events represent
4% of the mix
(included in other income)

Source: IOF ...
Event Fundraising

1. Set your Primary Objective
As it will help define the event and create
measurable targets for what y...
Event Fundraising
2. Choose the right event for your cause
•
•
•
•
•
•

Charity involvement gives a focus.
Audience attend...
Event Fundraising
2 a) Types of events
• Activity based (Sporting, Musical Balls, dinners etc).
• Group or Individual driv...
Event Fundraising
2 b) Corporate Sponsored Events
• Chose your sponsor to match the event or
your event to match your spon...
R/personnel departments
Event Fundraising
Sales/Distribution/Corporate affairs etc
2 c) Corporate/Group Challenge Events
T...
Event Fundraising
2 d) Individual driven events

Sponsored – walks, runs & challenges
• Sponsorship is key.
• Provide fund...
Event Fundraising
3. Define and research your target audience
• What contacts do you have?

•
•
•
•
•
•

Who is likely to ...
Event Fundraising
3 a) Attracting your Audience:
•
•
•
•
•
•
•

Choose the right venue.
Ticket price has to be right.
Plan...
Event Fundraising
4. Pick the right date and time

•
•
•
•
•
•

Is the event seasonal?
What else is going on?
What's the c...
Event Fundraising
5. Resources – who/what do you have?
•
•
•
•
•
•

Organising it ‘in house’.
Engaging a professional.
Est...
Event Fundraising
5 a) Resources – The Performers
•
•
•
•
•

Help to increase attendance, attract
sponsorship and improve ...
Event Fundraising
6. Plan, Plan, Plan and plan some more
Allow enough time! It will take longer if:
•
•
•
•
•

It’s a larg...
Event Fundraising
6 a) Planning
• Have a Time Plan with
staged cut offs
• Data capture is critical

Don’t take a blanket a...
Event Fundraising
6 b) Planning - Legalities
•
•
•
•
•
•
•

Check if you need a permit if on public land.
Are there any ta...
Event Fundraising
6 c) Planning - Legalities
•
•
•
•
•

Health and Safety – do risk assessments.
Check food Hygiene laws. ...
Event Fundraising
7. Targeting and Marketing
• Research. Research. Research!
• Offer some free tickets as prizes.
• Define...
Event Fundraising
7a) Marketing and Promotion
•
•
•
•
•

Posters.
Flyers.
Tickets.
Online.
Adverts.

Jane Galloway ©Arclig...
Event Fundraising
7b) Marketing and Promotion -Online
Utilise online giving platforms and tools, eg:
•
•
•
•
•
•

JustGivi...
Event Fundraising
7c) Marketing and Promotion -Online
• Utilise Social Media to promote your events.
• Google Adscence and...
Event Fundraising
•
•
•
•
•
•
•

Pre publicity
Challenge set
Online sign up
Add on Sales
Fundraising tips
Swimming advice
...
Event Fundraising
8. Budgeting - INCOME avenues:
•
•
•
•
•
•
•

Audience Numbers.
Ticket sales and price.
Gifts In Kind.
D...
Event Fundraising
8 a) Generating Additional Income.
• Event brochures.
• Lotteries, Raffles, 100 Clubs, Tombola or
Sweeps...
Event Fundraising
8 b) INCOME - plan how you will:
• Handle cash and storage on the day
including a safe or suitable cash ...
Event Fundraising
9. Delegate and Relinquish Control
….as it can be empowering

Jane Galloway ©Arclight Solutions Ltd

In ...
Event Fundraising
10. Evaluate
• Send thank you’s.
• Mop up meeting.
• Pat yourselves on
the back.
• Start planning
the ne...
Event Fundraising
Summary

Jane Galloway ©Arclight Solutions Ltd

In Association with Cascade Training Plus (SW)
Fundraising Masterclass
Programme 2014 (Exeter)
• Crash Course in Fundraising: 4th Feb.
• Legacy & In Memoriam Fundraising...
Event Fundraising

Jane Galloway ©Arclight Solutions Ltd

In Association with Cascade Training Plus (SW)
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Event Fundraising Excellence

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Jane Galloway from Cascade Training Plus shares her insights and top tips for successful fundraising events

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  • Event Fundraising Excellence

    1. 1. Event Fundraising Excellence SW Funding Expo Workshop No 5 2pm – 2.40pm Wed 27th Nov 2013 Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    2. 2. Event Fundraising Benefits of event fundraising? Raise funds. Increase PR. Diversity of income streams. Help recruit new supporters & volunteers. Lead into other income streams, eg corporate Team building, motivational and inspiring. Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    3. 3. Event Fundraising UK Charities average income mix Events represent 4% of the mix (included in other income) Source: IOF Fund ratios 2011
    4. 4. Event Fundraising 1. Set your Primary Objective As it will help define the event and create measurable targets for what you want to achieve e.g: • • • • Income generation. Nurturing new supporters/major donors. Awareness raising with a target audience. To say thank you. Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    5. 5. Event Fundraising 2. Choose the right event for your cause • • • • • • Charity involvement gives a focus. Audience attends because of the cause. Performers come because of the cause. Interests you /your team/trustees/vols. Would it attract existing/new supporters. Could it be repeated? A ‘headline’ event is worth 5 small ones Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    6. 6. Event Fundraising 2 a) Types of events • Activity based (Sporting, Musical Balls, dinners etc). • Group or Individual driven. • Corporate sponsored. • Challenge events. Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    7. 7. Event Fundraising 2 b) Corporate Sponsored Events • Chose your sponsor to match the event or your event to match your sponsor. • Make it an annual event – change an aspect. • Choose the event to convey your message. Disability = desire for Mobility Classic Cars & Music at Thruxton = Thruxstock Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    8. 8. R/personnel departments Event Fundraising Sales/Distribution/Corporate affairs etc 2 c) Corporate/Group Challenge Events Think about what needs doing and how they could become a team building challenge event. Build relationships with the staff and bosses.
    9. 9. Event Fundraising 2 d) Individual driven events Sponsored – walks, runs & challenges • Sponsorship is key. • Provide fundraising tools. • Maximize the PR. • Data Capture. • Gift Aid. Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    10. 10. Event Fundraising 3. Define and research your target audience • What contacts do you have? • • • • • • Who is likely to attend the event? What age range are they? What are your target audiences interests? Will they brings friends/family/colleagues? What disposable income do they have? What do they know about your cause? Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    11. 11. Event Fundraising 3 a) Attracting your Audience: • • • • • • • Choose the right venue. Ticket price has to be right. Plan how to convert to regular donors. Quality of performance is crucial. They expect to hear about the cause. They will donate/bid more. Innovation will prevent donor fatigue. Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    12. 12. Event Fundraising 4. Pick the right date and time • • • • • • Is the event seasonal? What else is going on? What's the competition doing? What will appeal to your supporters? When are other events being held? What would attract new supporters? Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    13. 13. Event Fundraising 5. Resources – who/what do you have? • • • • • • Organising it ‘in house’. Engaging a professional. Establishing Event Committees. Venue Driven. Volunteer driven. Passion driven. Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    14. 14. Event Fundraising 5 a) Resources – The Performers • • • • • Help to increase attendance, attract sponsorship and improve media coverage. Special Guests – Royalty, VIP’s. Celebrities. The Auctioneer. The Compere. Service users. Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    15. 15. Event Fundraising 6. Plan, Plan, Plan and plan some more Allow enough time! It will take longer if: • • • • • It’s a large scale event with an audience over 100 You are running it with a committee/volunteers. You are seeking celebrity endorsement/sponsorship. The target amount is big. Its not your primary role. Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    16. 16. Event Fundraising 6 a) Planning • Have a Time Plan with staged cut offs • Data capture is critical Don’t take a blanket approach – think about your audience and what they want to receive/give. Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    17. 17. Event Fundraising 6 b) Planning - Legalities • • • • • • • Check if you need a permit if on public land. Are there any tax implications? If using performers you may need contracts. Agree any split of proceeds – after costs. Check any cancelation policies. Are there any Recording rights. Adhere to Data Protection laws Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    18. 18. Event Fundraising 6 c) Planning - Legalities • • • • • Health and Safety – do risk assessments. Check food Hygiene laws. (Food standards Agency) Dietary advice and food labelling. Insurance – public liability, theft, weather. Licenses: Alcohol/Collections/raffles/lotteries. NCVO have some very good guidelines and a ‘Legal Check list’ Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    19. 19. Event Fundraising 7. Targeting and Marketing • Research. Research. Research! • Offer some free tickets as prizes. • Define a theme for all marketing items. http://www.charitychoice.co.uk/events Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    20. 20. Event Fundraising 7a) Marketing and Promotion • • • • • Posters. Flyers. Tickets. Online. Adverts. Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    21. 21. Event Fundraising 7b) Marketing and Promotion -Online Utilise online giving platforms and tools, eg: • • • • • • JustGiving MyDonate CharityChoice The Big Give Mission Fish Virgin Money Giving Jane Galloway ©Arclight Solutions Ltd Each share of a JustGiving page on Facebook generates £5 in donations. •Online event participants reach around 500 people In Association with Cascade Training Plus (SW)
    22. 22. Event Fundraising 7c) Marketing and Promotion -Online • Utilise Social Media to promote your events. • Google Adscence and Ad Words Express. • Start a discussion on Linked In. • can help avoids clashes. • Use post event videos to promote new events. • EventBrite is great for ticket sales. Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    23. 23. Event Fundraising • • • • • • • Pre publicity Challenge set Online sign up Add on Sales Fundraising tips Swimming advice Groups encouraged Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    24. 24. Event Fundraising 8. Budgeting - INCOME avenues: • • • • • • • Audience Numbers. Ticket sales and price. Gifts In Kind. Donations. Pledges. Sponsorship. Additional ‘add on’ income generation. Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    25. 25. Event Fundraising 8 a) Generating Additional Income. • Event brochures. • Lotteries, Raffles, 100 Clubs, Tombola or Sweepstake. • Skill games and competitions. • Hold an auction or run a silent auction at the event. • Offer a prize for the most generous table. • Plug the Cause – say what the money is for. • Suggest a donation amount. • Give out donation forms. In Association with Cascade Training Plus (SW) Jane Galloway ©Arclight Solutions Ltd
    26. 26. Event Fundraising 8 b) INCOME - plan how you will: • Handle cash and storage on the day including a safe or suitable cash box. • Process debit or credit card payments – particularly access to chip and pin handsets. • Transport monies after the event – arrange to use a night safe facility/safety deposit box. Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    27. 27. Event Fundraising 9. Delegate and Relinquish Control ….as it can be empowering Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    28. 28. Event Fundraising 10. Evaluate • Send thank you’s. • Mop up meeting. • Pat yourselves on the back. • Start planning the next one. Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    29. 29. Event Fundraising Summary Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    30. 30. Fundraising Masterclass Programme 2014 (Exeter) • Crash Course in Fundraising: 4th Feb. • Legacy & In Memoriam Fundraising: 25th Feb. • Corporate Fundraising: 4th March. • Event Fundraising: 1st April. For more information please call: 01278 455830 Email: info@cascadetrainingplus.co.uk Web: www.cascadetrainingplus.co.uk Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
    31. 31. Event Fundraising Jane Galloway ©Arclight Solutions Ltd In Association with Cascade Training Plus (SW)
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