The Integrated Special Event

Last week, I was playing in a golf outing for my favorite charity, the Salvation Army. I was amazed at how many people worked in a variety of roles to make the event successful. Beyond the workers who dealt with registration, announcements, golf cart information and a host of other items, I focused my attention on the dinner aspect of this golf activity.

In this very large room, I watched a variety of people perform integrated functions for event success. I knew it would be successful because everyone involved with the event worked with integration goals in mind.

In one section of the room, there was a silent auction. In another area, finance volunteers were dealing with money issues. At the podium I saw a local television celebrity reviewing a script for the program. Some staffers were cultivating, stewarding and lightly soliciting donors. Other staffers were recruiting potential board members. Several volunteers were discussing marketing and branding materials, and the list goes on.

The point is that a special event is not just a simple activity that comes and then goes until next year. This event was treated as a complex endeavor that encompassed elements of annual gifts, major gifts, planned gifts and development services. The event itself had time, talent and treasure values assigned to it.

Regardless of the type of special event, you should create a variety of goals for it to achieve. Look at best-of-class examples, and give yourself enough time to plan the event. Try to make elements of the event special and educational. With advertising, seek to increase attendance by securing a loyal base of participants with new visitors each year. Update marketing materials and communicate the event using various outlets including social media. Create a checklist of steps to complete with a timetable for accountability.