"Do I Have To?" No One Really Likes Your Donor Cultivation Events

I heard the most refreshingly honest thing from a significant donor the other day.

"Please don't invite me to another dinner party."

As a charitable sector, we plan a lot of donor cultivation events. We know we need to connect with our donor base. Inevitably, we think of things from OUR perspective: it would be so much easier if we could organize a small event and invite our best prospects. That way we can talk to all of them at once!

Have you ever stopped to consider that your donors may not like these events and come in spite of that?

Think about it. You've been invited to an event where you don't know if you'll know anyone, you don't know if you'll like anyone, and you might get stuck with someone that talks your ear off about something you don't care about, or worse, don't agree with. The food will be lackluster, the drinks will be cheap, and you'll lose an entire evening over it.

So let's think about this from the donor's perspective. What does the donor want?

Customized attention
It doesn't need to be one-on-one, per se, but your cultivation activity does need to reflect the interests of your donor or prospective donor. Ask them what they want to do to deepen their engagement. For some, it actually might be a dinner party. But for most, it will involve some kind of customized VIP experience.

Don't say "no" for them
Maybe you think that your idea of how to deepen the relationship is too much time for them, too arduous a request, too daring, or too tame. Don't automatically toss out the idea--ask the donor what they think. You never know when they might say, "Wow, I've always wanted to do that!"

Respect their time
That said, respect how much time they have to give to you. If they can only commit an hour, create an experience for an hour. It's better to schedule a return experience than leave them bored and frustrated by how much time this took.

Have them truly experience your mission
Whatever you do, make sure it connects somehow with your mission. In fact, that may be why your donor doesn't want to attend your reception or dinner party: it's so removed from what they think your mission is, that it's of no interest.

Listen
Above all, listen to their needs. It doesn't matter what YOU want to do, if it's not what the donor wants.

The Party's Over! - Conducting Special Event Audits

GoalBusters conducted a FREE "Special Events" critical analysis webinar for nearly 700 Bloomerang registrants. Here is our presentation in SlideShare format.

The Party's Over: Conducting a Special Event Audit from GoalBusters Consulting

Here is the complete video presentation as delivered by GoalBusters' Alice Ferris, ACFRE and Jim Anderson, CFRE hosted by Bloomerang.

Everyone likes a good party, but what do you do when you know in your heart that a fundraising event has reached the end of its effective life? Rather than let the party go on, conduct an objective event audit and let the facts help you decide what do to next.

In this practical session, we'll discuss the signs of a failing event, the tools to analyze the event's effective return, ways to soften the blow to volunteers of ending a losing program, and strategies to evaluate new events before they even happen.

All Sponsors Are NOT Created Equal

Congratulations! You've nearly "SOLD OUT" the sponsorships for your event! You are Rock Stars!!

But... Now you have to deliver the value you promised. Now you have to make sure that you honor and recognize your sponsors in a manner consistent andequitable with their level of support. You can accomplish this by consciously making decisions about the size, order andtitling of sponsor logos in your media buys, online promotion and advertising opportunities. As you consider these options keep in mind that ultimately it's about visibly demonstrating the level of investment of your sponsors. Let's take a look at the one "virtually" free resource you can offer...

Special Event Makeover: The Velvet Rope: Creating a VIP Experience

At the GoalBusters "Special Event Makeover" workshop, we discussed how to make your special event "special." Here is a repost of a blog from 2008 with highlights from "The Velvet Rope."
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Is your special event truly “special?” Are your VIP’s truly “very important?”


Maybe you’ve been to an event where you thought, “This is truly spectacular!” But you’ve also probably been to an event where you thought, “I will never come to this thing again!”


What made the good event so good and the bad event so bad? It was connected to your personal experience. Did you feel special or did you feel like just another cog in the machine?


To make a lasting connection to an event participant, you need to create an unforgettable experience that they believe delivered more value than they paid for.


When designing your event’s experience, think about these points:

• Exclusivity. It’s not “VIP” if everyone can have it. And this does not just apply to high end concerts or galas. Even at picnics or family gatherings, it can be as simple as providing a t-shirt that’s only available at your event. Exclusive is about providing access that other people don’t have.
• Participant focused. Depending on your event, you’ll have different personality types of participants. If your participant wants recognition, then make sure you have some way to publicly appreciate them. If they would rather learn more about the organization, make sure there’s plenty of information available.
• Shared history. Your VIP’s develop a connection to each other and to your organization when you give them stories in common. Provide unique opportunities for the VIP’s to interact.

You can design the highest value experience for your donor without necessarily spending a lot of money. Logo cups, a separate buffet or food and beverage services, toys, and other gifts are easy and usually inexpensive to provide.

Whatever you do for your participants, always think creatively and think from the perspective of your donor. Your next event will be spectacular!

For more on this topic, contact GoalBusters about “The Velvet Rope.”#####


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