Special Events Campaigns of the Year: MIND Research Institute and Avow Hospice

The Numbers

Recipients: 450

Response Rate: Attendance up 46 percent

Total Cost: Sponsors covered all expenses for the past two years

Income generated: $185,000

Average Gift: $300 to $500

Cost to Raise a Dollar: Sponsors covered all expenses

"The Eye Ball — A Gala with Vision." What's not to love? What makes the 2011 iteration of the annual Eye Ball is the organization's fearless jump into new territory. Until 2009, the Eye Ball was predominantly an awards banquet, held within the organization's corporate headquarters to thank surgeons, hospital staff and employees for their part in facilitating the eye-donation process.

"There was a sense among the previous board of trustees that telling our story within the community, nationally and internationally might not be acceptable because of the sensitivity to the organ donor's family and the loss of their loved ones," wrote the organization's Kelley Sims.

But in 2009, the foundation decided it was indeed time to start telling the story of the world's largest eye bank and the only eye bank with a research center. Instead of shying away from donor families and recipients, the foundation invited them into the process. It took the gala public with a big media splash and also added an auction with prizes to suit all budgets (starting bids from $20 to $700) and interests (a basket of massage essentials to a signed NASCAR flag to Judas Priest tickets to a bronze horse).

Since then, attendance at the gala has grown by more than 100 percent, sponsorships have grown from less than $20,000 to $85,000 and giving at the event has become a major part of the foundation's revenue.

"In 2011, the Eye Ball gala was selected by Tampa Bay Business Journal as one of the five best black-tie events in the community, coming from obscurity only two years before," Sims wrote. "Even more important than that distinction is the resounding feeling among our organ-donation community that we're telling their very important story, and the funds have allowed us to improve the quality of life for those who are blind or visually impaired."