Working the Room – Getting the Right People

In my last post, I offered some practical tips on  ensuring that your nonprofit events maximize donor, volunteer and prospect relationships and help move them forward (and how to deal with challenges here).

CSF 10th Anniversary Bash

CSF 10th Anniversary Bash

But much of this can start even earlier – at the invitation stage.

What typically happens for an event is that we invite those who invited last year (or maybe even up to five years back!), generous donors, faithful supporters, board members – what we might call the “usual suspects”. This could be for a gala, golf tournament or other event with an invitation and where you are creating an invitation list.

When it is time to pull the list together

  • Take a look at the list of prospects and lapsed donors – Whether you have a major gift team or are in a one-person shop, you likely have a list of  lapsed donors to re-engage and prospects to try to engage. Who among these people might be interested in attending this event? Is there someone who could be invited by a board member, Ambassador or other key volunteer to join their table or foursome? Use a critical eye. Of course, you should have a strategy for each of these people, but perhaps you haven’t yet had time. For some, attending an event with peers may be preferable to accepting a meeting request from a fundraiser. Be strategic. Personalize. Think about choosing from these lists, but no more than 5 – 10% of your total invitation pool.
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Working the Room

I had a colleague who told me, as we prepared to attend a pre-opening donor event at an art museum, that these events were very difficult for her.

“They aren’t hard for you, you like talking with people,” she said. “For me, it is different.”

Yes and no. There is no question that I get energy from the people around me. But as a development officer I have to prepare to be “ready” for these events. Each time you extend your hand — literally or figuratively — to anyone, there is the opportunity to be rejected. And we all fear that. But as a fundraiser, we must push those fears aside, as we have important work to do.

Some fundraising events, more than others, offer easy opportunities to introduce yourself and talk about how your nonprofit is changing the world. But you must always be prepared — to be welcoming, to speak with donors and prospects, to talk about your cause and to move the relationships closer. And sometimes to squelch those feelings of nervousness.

At an Alexis de Tocqueville event for United Way of King County.

At an Alexis de Tocqueville event for United Way of King County.

When it comes to a fundraising event, you should be planning before the event to maximize your efforts. The event is an opportunity to do more than enjoy the show. Sure, it might feel like a party but your organization should be leveraging the event by making key introductions, connecting donors to each other, and working the room to the best advantage for your cause. Here are some of my tips (and my follow-up posts here and here):

Before The Event

Who will be there? Whether the event is for cultivation, prospecting, or stewardship, if there is an r.s.v.p. list, you know who is planning to attend. Three days before the event, set aside one to two hours depending on the number of guests (this is important cultivation work!) to review the guest list with your fundraising team (in a one person shop that might be you and the CEO/Executive Director). The guest list should note current supporters and prospective supporters. Who are key individuals (donors or volunteers) who should meet the CEO for a personal thank you? Who has made a recent or special gift of note? Who are those you wish to bring closer to your nonprofit? Reviewing the list may also surface important or new information about your guests. If there are moves to make with your donor, this event may be the time.

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