Five Things to Keep in Mind When Planning a Special Event
“Call them gold tickets, if you will, and have those priced typically 50 percent to 100 percent more than the regular priced ticket,” he says. “The good news is if it turns out that nobody wants to buy any of those tickets, nothing’s lost. Just go ahead and sell the regular-priced tickets anyway. But much more often the charities involved are amazed to discover how many people are willing to buy the higher-priced tickets.”
If more than 10 percent of the people attending your event one year bought the highest-priced ticket, Wyman says you should add another level of higher-priced tickets the next year.
4. There are more creative, productive ways to raise additional income at an event than by having a cash bar. Wyman says one of the most effective is to have a live auction.
“Now, I have to note that it can be difficult to organize an auction. Getting the right prizes is extra work,” he says. “But when you get the right audience, the bidding frenzy can increase the revenue very substantially.”
An auction can include as few as three items or as many as a couple dozen.
5. View your event as a long-term commitment. Focus on organizing an event that you can repeat at least once a year, maybe more often. Invest in reporting and analysis tools that will help you improve the event year after year.
“We have to recognize that the first time anybody launches into an event, there are going to be mistakes, and that’s OK if it’s a learning experience and the organization comes away with a new and improved product,” Wyman says.
Ken Wyman’s book, “Guide to Special Events Fundraising,” can be downloaded for free at www.greenability.org, and he offers free fundraising tips via e-mail at ken_wyman@yahoo.ca
