What is the point of fundraising events?

What is the point of fundraising events ?

Fundraising events are set up to raise money ? Right ?

OK – so why do so many lose money or fail to raise decent sums (a good event should net your charity at least £10,000) ?

The bottom line is that fundraising volunteers – and some fundraising professionals – love to organise events. Often they have experience of organising a particular type of event for a different charity in some other part of the UK – or of the world. Volunteers think that the charity they’re supporting is the greatest thing since sliced bread – and if they think it’s wonderful, everyone else must think so too and – more crucially – everyone else will be prepared to shell out cash to attend an event, whether it’s the sort of event they really enjoy or not.

So this ultra-positive attitude on the part of volunteers – and some executive teams too – leads to the development of fundraising events which increase the Chief Executive’s ego but not the charity’s bank account.

Some years ago, when I was gently pouring a little tepid water on a plan by one of Minerva’s clients to run a magnificent fundraising ball in a small Essex village, the lead volunteer said: “But, Jimmy, Victoria Beckham  (she wasn’t Lady Beckham in those days) raises £250,000 for charity in one fundraising ball.” My reply: “Fine. Do you know Victoria Beckham ?”. A long silence followed my question. What this volunteer had said was true – but without engaging Victoria Beckham (or someone similar) personally, the goal would have been unachievable.

So: How to ensure your event doesn’t cause your charity to suffer financial meltdown ?

• Get all your costs sponsored. So if your fundraising ball or other event only sells one £10 ticket, your charity has made £10 surplus
• Choose a month, week, day and time of day which will be popular with your potential attenders/ticket purchasers. Your charity won’t compete successfully with the Cup Final or Ladies Day at the Cheltenham Festival !
• Plan months ahead, especially if you need permission from the local Council and/or the Police; and see if you need insurance.

I attended an excellent presentation of fundraising activities some years ago by the Terence Higgins Trust. One of their key points was that events should be new, different, unusual. Everyone abseils down church towers, takes part in challenge events, lays miles of pennies (probably 50p nowadays); and breaks out of gaol. You need something new. Not only will this attract greater participation and therefore generate more money, but it will create greater media interest, leading to interviews on local radio and pictures in the local paper. These in their turn will spread the gospel about your charity, encourage more volunteering ……….and bring in more money. Which is the point of a fundraising event.

By Jimmy James