I’ve labored with many charities and lots of occasions groups in my 20-year fundraising profession. Presently, I’m working as a marketing consultant and I’ve the privilege of being introduced right into a charity to troubleshoot and discover options to challenges. I’m confided in; financials and survey outcomes are shared and I get to talk to dedicated passionate workers about points they’re going through and potential resolutions. It’s flipping nice.

One of many extra frequent challenges I hear in my position as an Occasions Fundraising Specialist is the (perceived) decline in Particular Occasions. Now I do know that plenty of charities generate very first rate revenue from Gala Dinners, Christmas Live shows, Auctions and the like and for some charities they’re probably the most profitable fundraising mechanisms, however many battle. There’s the gargantuan crew efforts to promote tables at a Gala Dinner which has been organised by the identical committee for a decade or extra, the securing of ever extra unique public sale prizes, the makes an attempt to boost a good internet revenue when tens of 1000’s will probably be sucked up by the expense of a glitzy dinner at a fancy resort.  And it’s, fairly rightly, main Fundraising Administrators and Heads of crew to ask: Are the times of Particular Occasions numbered? They will really feel a bit inappropriate in as we speak’s world of falling public belief, the place charities are beneath hearth for overhead and ambiguity.

However fundraising occasions do greater than fundraise. One of the best outcomes are seen when charities view their occasions as a catalyst for deeper engagement, a key that unlocks future help, the place fundraising just isn’t the principle driver. We have to redefine what a fit-for-purpose occasions programme seems to be like as we enter the 2020’s. It’s going to require change, and an urge for food for danger, however on this publish GDPR period, occasions have by no means been extra necessary to the charity sector. 

Listed below are just a few pointers that
I share with groups I work with who want to rework & future-proof
their particular occasions mannequin.

1. Park (or ditch) underperforming exercise. Working for months and months on an annual fundraising occasion which is barely going to internet just a few thousand kilos (earlier than workers prices) is senseless. Via shelving underperforming exercise, time will probably be freed as much as innovate and discover various exercise, which is able to in the end increase extra long run. It might be simpler to steer committee members if you happen to say you might be parking it briefly or giving it a fallow 12 months, similar to Glastonbury does!
2. Contain the entire charity in planning. Once more, this sounds easy however the tradition in fundraising groups is so hard-wired in the direction of particular person crew targets that planning could be very typically achieved in silo. When you contain the division and wider organisation within the goal and worth of the occasions from the outset, there will probably be a shared sense of possession and colleagues usually tend to work in the direction of its success understanding it advantages your complete charity. (Observe: All KPIs should replicate that.) 
3. Cease calling them ‘Particular Occasions’. Probably controversial, however it’s an inside charity time period and doesn’t replicate their goal. If we wish these occasions to succeed, they must be extra accessible. Engagement Occasions is a extra becoming time period.
4. Take away monetary targets. If revenue era stays the principle driver for these occasions it will likely be nigh on unimaginable to make any significant change. Take away the monetary targets and immediately these actions might be measured in a much more vital method. Let’s not overlook occasions are unequalled alternatives to interact, recruit, steward and domesticate supporters. They’re excess of an revenue goal on a spreadsheet.  We should shift the narrative about charity occasions and provides them the chance to work in a extra sustainable and significant method.