The document summarizes a presentation on missionizing special events for nonprofits. The presentation discusses four types of events: [1] the classic Point of Entry event and derivative events, [2] a Free One-Hour Ask Event, [3] a Free Feel-Good Cultivation Event, and [4] a Point of Entry Conversion Event. It provides details on the purpose, format, frequency and scripts for each type of event to effectively engage attendees and solicit donations while upholding the nonprofit's mission.

1. Missionizing Your
Special Events
3pm Eastern
The presentation will begin shortly.

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Before we get started »

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https://bloomerang.co/demo/video

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Our guest presenter »
Terry Axelrod
@Benevon
• Benevon Founder & CEO
• 30+ years experience
• Former development director at a private
inner-city school, where she designed and
implemented the fundraising programs that
yielded $7.2 million in two years and a
significant endowment.
• Trained 5,000+ nonprofits over the last 20 years

5. 1
Missionizing Your Special Events

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FOUR TYPES OF EVENTS
1. The classic Point of Entry and its three
derivative events:
• The Point of Entry in a Box
• The One-on-One Point of Entry
• The Pre-Point of Entry
2. The Free One-Hour Ask Event
3. The Free Feel-Good Cultivation Event
4. The Point of Entry Conversion Event
(Page 21)

10. 6
$

11. 7
POINT OF ENTRY AGENDA

12. 8
POINT OF ENTRY AGENDA
1. To start
a. Greeting

13. 9
POINT OF ENTRY AGENDA
1. To start
a. Greeting
b. Sign in

14. 10
POINT OF ENTRY AGENDA
1. To start
a. Greeting
b. Sign in
c. Mix and mingle

15. 11
POINT OF ENTRY AGENDA
1. To start
a. Greeting
b. Sign in
c. Mix and mingle
2. Program
a. While seated
▪ Welcome (Ambassador)

16. 12
POINT OF ENTRY AGENDA
1. To start
a. Greeting
b. Sign in
c. Mix and mingle
2. Program
a. While seated
▪ Welcome (Ambassador)
▪ Visionary Leader Talk
• Personal connection, results, vision for the future

17. 13
POINT OF ENTRY AGENDA
1. To start
a. Greeting
b. Sign in
c. Mix and mingle
2. Program
a. While seated
▪ Welcome (Ambassador)
▪ Visionary Leader Talk
• Personal connection, results, vision for the future
b. Walking around

18. 14
POINT OF ENTRY AGENDA
1. To start
a. Greeting
b. Sign in
c. Mix and mingle
2. Program
a. While seated
▪ Welcome (Ambassador)
▪ Visionary Leader Talk
• Personal connection, results, vision for the future
b. Walking around
▪ Tour
• Three stops
• Each stop: myth, Myth-Buster Fact, story, need

19. 15
POINT OF ENTRY AGENDA
1. To start
a. Greeting
b. Sign in
c. Mix and mingle
2. Program
a. While seated
▪ Welcome (Ambassador)
▪ Visionary Leader Talk
• Personal connection, results, vision for the future
b. Walking around
▪ Tour
• Three stops
• Each stop: myth, Myth-Buster Fact, story, need
▪ Live testimonial

20. 16
POINT OF ENTRY AGENDA
1. To start
a. Greeting
b. Sign in
c. Mix and mingle
2. Program
a. While seated
▪ Welcome (Ambassador)
▪ Visionary Leader Talk
• Personal connection, results, vision for the future
b. Walking around
▪ Tour
• Three stops
• Each stop: myth, Myth-Buster Fact, story, need
▪ Live testimonial
c. Thank you/wrap up (Ambassador)

21. 17

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FIVE-STEP FOLLOW-UP CALL

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FIVE-STEP FOLLOW-UP CALL
1. “Thank you for coming.”

24. 20
FIVE-STEP FOLLOW-UP CALL
1. “Thank you for coming.”
2. “What did you think?”

25. 21
FIVE-STEP FOLLOW-UP CALL
1. “Thank you for coming.”
2. “What did you think?”
3. Be quiet and listen.

26. 22
FIVE-STEP FOLLOW-UP CALL
1. “Thank you for coming.”
2. “What did you think?”
3. Be quiet and listen.
4. “Is there any way you could see yourself becoming
involved with us?”

27. 23
FIVE-STEP FOLLOW-UP CALL
1. “Thank you for coming.”
2. “What did you think?”
3. Be quiet and listen.
4. “Is there any way you could see yourself becoming
involved with us?”
5. “Is there anyone else you can think of that we
ought to invite to a __________ (Point of Entry)?”

28. 24
FIVE-STEP FOLLOW-UP CALL
1. “Thank you for coming.”
2. “What did you think?”
3. Be quiet and listen.
4. “Is there any way you could see yourself becoming
involved with us?”
5. “Is there anyone else you can think of that we
ought to invite to a __________ (Point of Entry)?”
Ask for Money
Bless and Release

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FREE ONE-HOUR ASK EVENT
• Before the clock starts
– Greeters
– Music
– Nametags
– Find your table

35. 31
FREE ONE-HOUR ASK EVENT
• Before the clock starts
– Greeters
– Music
– Nametags
– Find your table
• Welcome

36. 32
FREE ONE-HOUR ASK EVENT
• Before the clock starts
– Greeters
– Music
– Nametags
– Find your table
• Welcome
• Short Emotional Hook

37. 33
FREE ONE-HOUR ASK EVENT
• Before the clock starts
– Greeters
– Music
– Nametags
– Find your table
• Welcome
• Short Emotional Hook
• Enjoy your breakfast
– Vignettes at tables
– Pass “Apples”

38. 34
FREE ONE-HOUR ASK EVENT
• Before the clock starts
– Greeters
– Music
– Nametags
– Find your table
• Welcome
• Short Emotional Hook
• Enjoy your breakfast
– Vignettes at tables
– Pass “Apples”
• Visionary Leader Talk

39. 35
FREE ONE-HOUR ASK EVENT
• Before the clock starts
– Greeters
– Music
– Nametags
– Find your table
• Welcome
• Short Emotional Hook
• Enjoy your breakfast
– Vignettes at tables
– Pass “Apples”
• Visionary Leader Talk
• Video: 7 minutes, “3 cries”

40. 36
FREE ONE-HOUR ASK EVENT
• Before the clock starts
– Greeters
– Music
– Nametags
– Find your table
• Welcome
• Short Emotional Hook
• Enjoy your breakfast
– Vignettes at tables
– Pass “Apples”
• Visionary Leader Talk
• Video: 7 minutes, “3 cries”
• Live testimonial / interview

41. 37
FREE ONE-HOUR ASK EVENT
• Before the clock starts
– Greeters
– Music
– Nametags
– Find your table
• Welcome
• Short Emotional Hook
• Enjoy your breakfast
– Vignettes at tables
– Pass “Apples”
• Visionary Leader Talk
• Video: 7 minutes, “3 cries”
• Live testimonial / interview
• Pitch

42. 38
Sponsor a Student: $1,000 per year for 5 years
Contribute $ ________ for ________ years.
I would like to become a founding member
of the Sponsor-A-Student Society:
$600,000
600 CHILDREN
850 ATTENDEES <15% Nearly $1.5M
100 1
X
Sponsor Ten Students: $10,000 per year for 5 years
Sponsor a Classroom: $25,000 per year for 5 yearsX
= 8
Please contact me. I have other thoughts to share.
I would like to contribute in other ways:
X
X
= 4
X
= 115

43. 39
FIVE-STEP FOLLOW-UP CALL
1. “Thank you for coming.”
2. “What did you think?”
3. Be quiet and listen.
4. “Is there any way you could see yourself becoming
involved with us?”
5. “Is there anyone else you can think of that we
ought to invite to a __________ (Point of Entry)?”

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FIVE-STEP FOLLOW-UP CALL
1. “Thank you for coming.”
2. “What did you think?”
3. Be quiet and listen.
4. “Is there any way you could see yourself becoming
involved with us?”
5. “Is there anyone else you can think of that we
ought to invite to a __________ (Point of Entry)?”

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FOUR TYPES OF EVENTS
1. The classic Point of Entry and its three
derivative events:
• The Point of Entry in a Box
• The One-on-One Point of Entry
• The Pre-Point of Entry
(Page 21)

54. 50
POINT OF ENTRY
I. Point of Entry
1. Facts 101
2. Emotional Hook
3. Capture Names
4. Guests invited word-of-mouth by an
Ambassador who tells them they:
• Are coming to a get-acquainted event
• Will not be asked for money
• Will receive follow-up call
5. POE in a Box
• Not a Rotary-type meeting

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POINT OF ENTRY
I. Point of Entry
1. Facts 101
2. Emotional Hook
3. Capture Names
4. Guests invited word-of-mouth by an
Ambassador who tells them they:
• Are coming to a get-acquainted event
• Will not be asked for money
• Will receive follow-up call
5. POE in a Box
• Not a Rotary-type meeting
2/month

56. 52
FOUR TYPES OF EVENTS
1. The classic Point of Entry and its three
derivative events:
• The Point of Entry in a Box
• The One-on-One Point of Entry
• The Pre-Point of Entry
2. The Free One-Hour Ask Event
(Page 21)

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FREE ONE-HOUR ASK EVENT
III. Free One-Hour Ask Event
1. Free; 200-300-person event
2. Minimum of 40% of guests attended Point of Entry Event in prior year
3. 100% of Table Captains have been Ambassadors in prior year
4. Word-of-mouth invitations
5. Spring or fall; breakfast or lunch
6. Sit down
7. Facts and Emotional Hook (video, Visionary Leader, testimonial)
8. Capture Names with permission
9. Launch Multiple-Year Giving Society
10. 10% of guests join your Multiple-Year Giving Society each year
11. Expect less than 50% to give
12. Many Multiple-Year Giving Society Donors become Ambassadors
13. Overall P.R. value greater than money
14. Program does the work

58. 54
FREE ONE-HOUR ASK EVENT
III. Free One-Hour Ask Event
1. Free; 200-300-person event
2. Minimum of 40% of guests attended Point of Entry Event in prior year
3. 100% of Table Captains have been Ambassadors in prior year
4. Word-of-mouth invitations
5. Spring or fall; breakfast or lunch
6. Sit down
7. Facts and Emotional Hook (video, Visionary Leader, testimonial)
8. Capture Names with permission
9. Launch Multiple-Year Giving Society
10. 10% of guests join your Multiple-Year Giving Society each year
11. Expect less than 50% to give
12. Many Multiple-Year Giving Society Donors become Ambassadors
13. Overall P.R. value greater than money
14. Program does the work
1/year

59. 55
FOUR TYPES OF EVENTS
1. The classic Point of Entry and its three
derivative events:
• The Point of Entry in a Box
• The One-on-One Point of Entry
• The Pre-Point of Entry
2. The Free One-Hour Ask Event
3. The Free Feel-Good Cultivation Event
(Page 21)

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FREE FEEL-GOOD CULTIVATION EVENT
IV. Free Feel-Good Cultivation Event
(FFGCE) = Point of Re-Entry
(Donors and their friends)
1. Free
2. Event you are having anyway
3. Example – recognition / awards dinner, annual meeting, Celebration
Event, graduation, program-related milestone
4. Sit down
5. Facts and Emotional Hook (video or Visionary Leader, testimonial)
6. Capture Names with permission
7. Follow-Up; Ambassador recruitment
8. May be stratified for donors at different levels
9. Donors may invite others
10. Point of Re-Entry for capital or “next dream”

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FREE FEEL-GOOD CULTIVATION EVENT
IV. Free Feel-Good Cultivation Event
(FFGCE) = Point of Re-Entry
(Donors and their friends)
1. Free
2. Event you are having anyway
3. Example – recognition / awards dinner, annual meeting, Celebration
Event, graduation, program-related milestone
4. Sit down
5. Facts and Emotional Hook (video or Visionary Leader, testimonial)
6. Capture Names with permission
7. Follow-Up; Ambassador recruitment
8. May be stratified for donors at different levels
9. Donors may invite others
10. Point of Re-Entry for capital or “next dream”
2/year

62. 58
FOUR TYPES OF EVENTS
1. The classic Point of Entry and its three
derivative events:
• The Point of Entry in a Box
• The One-on-One Point of Entry
• The Pre-Point of Entry
2. The Free One-Hour Ask Event
3. The Free Feel-Good Cultivation Event
4. The Point of Entry Conversion Event
(Page 21)

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POINT OF ENTRY CONVERSION EVENT
II. POE Conversion Event
1. Events you call “fundraisers”; people pay and think they are coming for
a golf tournament
2. Example – golf tournament or gala
3. Can guest answer these two questions:
a) Name of organization?
b) What the organization does?
4. Sit down
5. Facts and Emotional Hook (video or Visionary Leader, testimonial)
6. Capture Names with permission
7. Follow-Up and Table Captain recruitment
8. Not as “efficient” as regular Point of Entry

64. 60
POINT OF ENTRY CONVERSION EVENT
II. POE Conversion Event
1. Events you call “fundraisers”; people pay and think they are coming for
a golf tournament
2. Example – golf tournament or gala
3. Can guest answer these two questions:
a) Name of organization?
b) What the organization does?
4. Sit down
5. Facts and Emotional Hook (video or Visionary Leader, testimonial)
6. Capture Names with permission
7. Follow-Up and Table Captain recruitment
8. Not as “efficient” as regular Point of Entry
X

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POINT OF ENTRY CONVERSION EVENT
SAMPLE SCRIPT
This is the wording to use when converting a fundraising event (like a golf tournament or gala) to a
Point of Entry Conversion Event.
Have the emcee or board chair say, at the beginning of your 10-minute program:
“We here at _____________(organization) wouldn’t be doing our jobs if we didn’t take advantage of
having you all gathered here today to tell you a little more about the work we do at
________________.”
Then introduce the program elements, which should be:
• Visionary Leader Talk
• Three-minute testimonial speaker
Then, to wrap up this program, the emcee or board chair comes back up and says:
“Now that you have learned a little more about our work, some of you may find that you’d like to
learn more about our work firsthand or just be kept informed of what we’re doing. In that case,
there’s a card under your plate (or inserted in your program) and pens in the center of the table for
you to fill out the card and give to your table host.”

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POINT OF ENTRY CONVERSION EVENT
SAMPLE SCRIPT
As they are looking for the cards and filling them in:
“If you have been moved and inspired by the messages you have heard here today, we
would love to have you come to our (name of tour) tour at the ______________ offices.
This is a one-hour dynamic tour that goes into more depth about our work and some of
the stories of the people we serve. I’ve taken the tour, and I will say…it really was
incredible. I didn’t realize all the different things that ___________ (organization) is
doing in our community. You may also be interested in other parts of our work…we’d be
happy to talk with you about those ideas too. I really encourage you to join us for a
tour. We will not contact you unless you give us your permission to do so by filling out
one of these cards today. We hope that you have been inspired by the information
presented here today.”
Train the people who will be collecting the cards to be very upbeat and gracious with
the people at their table. They can say something that is “inviting” to their table to
make it easy for people to fill out the cards. While we know that not everyone will fill
out this card, the encouragement from the person at the podium and the people serving
as their hosts at the Conversion Event will help.

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SOUL-SEARCHING QUESTIONS
1. Why are we really having the event anyway?
2. Is there really an expectation that this event will
raise money?
3. What have you said in the past to justify not
reaching your dollar goal for this event?
4. How attached are you and your organization to this
type of event?
5. What if someone just walked in and wrote you a
check for your total goal? Would you still have the
event?
6. Thinking ahead to your next big event, if you don’t
make your goal, what will be the reason?
(page 33)

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SOUL-SEARCHING QUESTIONS
7. If the event is supposed to be a fundraiser, do you
know how much it actually nets?
8. How many volunteers did it really take to put the
event on?
9. If you have a dedicated fundraising staff, what else
could they have been doing with the same amount
of time and energy to bring in more money than the
event nets?
10. For how many months in advance have you and your
team been obsessing about the event?
11. Do you know from the beginning that you have big
fixed costs to meet?

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SOUL-SEARCHING QUESTIONS
12. Is this the right kind of event for your organization?
13. Does this type of event give you enough predictors
of the results?
14. Is this event the best way to maximize the giving
potential of each donor?
15. What would you think if you had to sit through that
program?
16. What are you building for future years by having
this event?
17. On a scale of one to ten, how exited are you about
producing this event?

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SOUL-SEARCHING QUESTIONS
1. Why are we really having the event anyway?
2. Is there really an expectation that this event will
raise money?
3. What have you said in the past to justify not
reaching your dollar goal for this event?
4. How attached are you and your organization to this
type of event?
5. What if someone just walked in and wrote you a
check for your total goal? Would you still have the
event?
6. Thinking ahead to your next big event, if you don’t
make your goal, what will be the reason?

71. 67
SYSTEM OF EVENTS
Convert Event To:
Current
Events
Pre-Point
of Entry
Event
Point of
Entry
Event
Point of
Entry in a
Box
One-on-
One
Point of
Entry
Point of
Entry
Conversion
Event
Free Feel-
Good
Cultivation
Event
Ideal
Month
Add/
Convert/
Eliminate By
When
1.
2.
3.
4.
5.
6.
7.

72. 68
SYSTEM OF EVENTS
Convert Event To:
Current
Events
Pre-Point
of Entry
Event
Point of
Entry
Event
Point of
Entry in a
Box
One-on-
One
Point of
Entry
Point of
Entry
Conversion
Event
Free Feel-
Good
Cultivation
Event
Ideal
Month
Add/
Convert/
Eliminate By
When
Golf Outing Eliminate
now
Corporate-
sponsored
gala/
auction
X
March
Convert year
1; Eliminate
year 2
Graduation X June This year
Chess classes Tour Stop Monthly Now
Tutoring
sessions
Tour Stop Monthly Now

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www.benevon.com/offer
10% off Missionizing
Your Special Events
How to Build a System of
Events That Engages Donors
Who Will Stay with You for Life
Offer ends 4/30/17

74. 70

75. Questions?

76. https://bloomerang.co/resources
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78. Our next free webinar »
The 7 Lessons of #DonorLove
Thursday, April 13, 2017 – 10:30am Eastern
Jen Love & John Lepp
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