A Big Fundraising Event Isn’t a Plan

I served a client once whose plan was to hope that their once-a-year big bash event yielded the funds they needed to operate. They wouldn’t say this, of course. But that’s what they were doing. They were betting the farm every year.

No amount of “projections,” predictions based on past experience, can give you any assurance with a revenue-generating event. They’re amazingly fickle. An off theme. A slight change of venue. A competing event. An unexpected economic shift. It doesn’t take much to throw off any predictions you may make. Even substantially.

Big bash events can be profitable. They can even be fun. Although I know lots of nonprofit folks who will disagree with me on that score. But one thing’s for sure: An event isn’t a fundraising “plan.” Only part of a plan, at best.

Planning involves strategy, integration and long-term direction. Sustained and growing revenue requires high levels of donor loyalty and renewal. Someone who comes to your event and buys a premium is not “loyal” to your organization. They’re loyal to the good time you provided and the premium you happened to have that flipped their switch. They might even be repeat attenders. But don’t look for their giving to ever increase. They’re set. They know what they want to spend for a nice evening out.

If you’re at a loss of how you can achieve high levels of revenue security and growth, we can help you.