Fundraising Events: Part One

#5 – 12/19

Fundraising Events

• Every Local Party Organisation is different

• Each has different types of Members and supporters; different traditions and local attitudes; different needs and personalities; and, of course, different expectations electorally and financially

• What works in the north of a Region may be a disaster in the east

• All fundraising ideas must, therefore, be chosen to suit local circumstances and then adapted to meet the particular requirements and preferences of the Members and supporters you plan to attract

#5 – 12/19

Fundraising Events

• Whatever you do, and however you tailor it to your local needs, it must always look professional

• I must look professional because, it not only reflects upon you and your Local Party but, it reflects on the Party brand nationally

• Every event you run, from the smallest raffle to a Grand Ball, will

spread the word about your Local Party … make sure the message it sends is positive!

• All fundraising ideas must, therefore, be chosen to suit local circumstances and then adapted to meet the particular requirements and preferences of the Members and supporters you plan to attract

#5 – 12/19

Remember the customers…

Fundraising is run for the paying customers who give you the money. Keep them happy and they will give freely and return again and again and again. Never forget that it is ten times cheaper to keep a satisfied

customer than to recruit a new one…

#5 – 12/19

Remember the helpers…

• You need volunteer helpers to organise, assist you on the day and clear up after the event is over

• Volunteers give their time freely, but they must do their job

• Don’t accept every offer of help you get - they may be willing but they may not be able

• That is - UNLESS IT IS A NEW MEMBER. Always accept the help of a new Member, it may never be offered again!

• Always thank your helpers - verbally and by letter/email. It will be appreciated and they will be more likely to help again

#5 – 12/19

Remember the helpers…

• And let your helpers know how much money you raised

• They will want to know that their efforts were worth it

• They will know how important it is to raise funds – it is why they were there helping in the first place!

• And don’t delay in telling them

• They will want to know within a few days, and why not?

#5 – 12/19

When planning your event

• Never forget that ~ “Perfect Planning makes Plenty of Profit”

• Never forget that ~ your objective is to raise money by having a good time, not to have a good time and hopefully raise some money

• Never forget that ~ the 100% rule means 100% profit

• Never forget that ~ if someone is willing to attend, they are willing to spend money. Don’t be afraid to ask…

• Never forget that ~ a few well organised, correctly targeted, properly advertised and carefully costed events usually raise more money than a multiplicity of little events

#5 – 12/19

Avoid the clash of dates! • Disaster, and a lot of embarrassment and hard work, can result if you

don’t do your timing research when fixing a date and time for your event

• Think of other local organisations who may tap into a similar group of people as your Members and supporters

• Make sure your date and/or time does not clash. Consider if something like the European Champions League Football Final, for example, is scheduled to be on television at the same time as your event!

• Competing dates, or similar events, will always irritate people and undermine your potential earnings

• People’s diaries are busy. You will be surprised how far ahead some people plan their personal and work diaries. Tell your supporters early. Make sure they can keep the date free

#5 – 12/19

Whatever the event, think of these…

• What else can you do to entertain the people who attend and willingly spend their money?

• Do they need a welcome drink? Is food required?

• Will you keep their attention or do they need a tombola, raffle, auction, lucky dip or a cake stall?

• What about a small Party display at the event, with leaflets on Membership recruitment and policy campaigning?

#5 – 12/19

Twelve principles to maximise your fundraising takings

• Cost carefully. The 100% rule means that ticket income should be double the budget for the whole event

• Every event is an opportunity to sell refreshments and raffle tickets

• Advertise properly - whether on social media, in the local media, on your website, by telephone, newsletter, email, text, letter, personal invitation, in local shops, poster sites - whatever publicity medium is appropriate to the event and the numbers you want to attract

• Sell tickets in advance for outside events, if it rains you’ve got your money. But cover yourself in the small print - or take out some insurance

#5 – 12/19

Twelve principles to maximise your fundraising takings

• Check the “Legals” for drinks licences, check your liability and insure against it. Build the costs into your budget

• Delegate the work, but check its been done in time, before it’s too late

• There’s nothing wrong with high prices, provided that they are value

for money

• Local businesses are always good for the odd donation to a raffle, tombola or advertisement

#5 – 12/19

Twelve principles to maximise your fundraising takings

• Sponsorship is also a huge potential money raiser

• The icing on the cake comes from side events and they keep the customers entertained, they stay longer and spend more

• Designate someone to look out for new faces, find out who they are,

and encourage them to become Members and come to other events

• Thank everyone who helped and sign them up for the next event while they are enthused and proud of the success that they have helped create and run

#5 – 12/19

Obtaining the manpower required…

• To organise in advance and be there at the event itself - from someone at the door checking tickets and welcoming guests to someone cleaning up at the end

• If they can’t attend they might be able to help in the preparation • Remember: Clear responsibilities prevented wasted effort

• Agreed deadlines let people know what they need to do and what

you expect from them

#5 – 12/19

Obtaining the manpower required…

• You will need someone in charge of publicity and ticket sales; a budget controller; site organiser; stall organisers to suit the event that you have in mind

• Nobody should feel swamped by the responsibilities of their role • Nobody should feel left out…

• Regular meetings will keep control of progress so you can channel

your efforts where they are most required

#5 – 12/19

The role of the “Scrounger”

• Any good “Scrounger” knows where to go to get what you will need – often for nothing or, at very worst, a price that you cannot match!

• Their reputation depends on their success – good “Scroungers” never let you down

#5 – 12/19

Getting the budgeting detail right

• Your target is 100% profit - ideally on ticket sales alone

• Consider how many people you could get to attend the event

• What will the event cost to stage? • Double the cost and divide by the number of people to get an

accurate, but minimum, ticket price

#5 – 12/19

Getting the advertising detail right • To sell your tickets you must advertise, whether to Party Members only,

Members and known supporters – or to the general public

• Your marketing shows you are active, and can act as a shop window for the Party

• If you are concerned about security you can always reveal the venue, confidentially to attendees, at a later stage

• You’ll have to sell as most people need a bit of a push. But people don’t

really mind being pushed – especially if it is in a good cause

• You risk offence if you fail to invite everyone associated with the Local Party, and at least give them a chance to exercise their choice

#5 – 12/19

An additional thought • Everyone who decides to attend should be asked to persuade a

friend, or two, to come along with them

• In fact, encourage people to make up a party and but enough tickets to fill one whole table at the event

• One traditional way of encouraging people to buy enough tickets for a “table of ten/twelve” is to give a discount of 10% for a full table booked

• BUT - don’t forget – the possibility of incentivising via discounts

must be accounted for when agreeing the initial budget!

#5 – 12/19

Do, always… • Plan ahead and keep a detailed checklist of things to do

• Keep a checklist of who is responsible for getting each thing done

• Cost events in scrupulous detail and remember the 100% rule • Sell the event as if your job depended on it

• Sell tickets in advance to guarantee income and help with cash-flow

• Double check the legal details and the insurance cover

• Keep an up-to-date invitation and acceptance list

• Ask for help with advertising, sponsorship, donations, ticket sales etc

#5 – 12/19

Don’t, ever… • Elect Committees. Always select and appoint them

• Expect someone else to check the details

• Take the laissez fair attitude of “Oh, it’ll be fine. Don’t worry” • Neglect other people’s fundraising functions and big ticket TV

events

• Be timid when you set the price

• Use second rate design artwork and print

• Be afraid to ask for help

#5 – 12/19

Finally

Always keep notes on what went right and what went wrong, so you can improve the event next time around - or to help others who

organise the events in the future.

Today’s learning is tomorrow’s improvement.

#5 – 12/19