What is the most important part of any event? Can you guess? The theme, you know the logo and color scheme and all the decorations? No, not it. Maybe it’s the venue, everyone always says location, location, location? Not even close. I got it, it’s the draw… the keynote speaker or performer that you have coming? Not unless it is an event that is built around a performance as a fundraiser, like a battle of the bands.
Do you give up? Here it is: the debrief and follow-up.
However, it is the part that gets the least amount of attention. Groups spend weeks preparing for an event. They create a theme, they pick out napkin colors, get no sleep because they were combing over Pinterest for the perfect decorations, so that by the time the event is over they want to put it all away and move on. As a result, they are leaving opportunity on the table.
Start with the end
As you planned the event, hopefully a clear goal was communicated. Most likely, it was a monetary goal, but could have included multiple aspects like attendees, sponsorships, 1st time attendees. More than just how much money (that is important) was raised after the expenses were paid, but setting clear goals that could be evaluated following the event. In addition, were these goals tied to an impact for the organization such as: additional client services or a special project.
Other goals may be having a percentage of event attendees are first time attendees. This is an opportunity to grow your donor population. Focusing on new attendees is only valuable if you have a unique plan to engage those first time attendees after the event. A plan focused on getting those new individuals involved in the organization.
Now that you have defined your goals, it is important to evaluate your event and celebrate your success. Before the event, set a rally meeting. An opportunity to all those involved to discuss the event, share their thoughts, and celebrate the event’s success. This rally should be within 5 days following the event.
At this meeting, you follow this format:
- Review the results – anything that has numbers, shout it from the roof tops what you accomplished (money, attendees, etc.)
- If there are pledge cards to open, open them together
- What was the best part about the event (Only positive thoughts, do not start the rabbit hole of criticism, you will never do a follow-up rally again)
- Everyone shares
- One or 2 items per person
- One item must be unique
- Outside feedback
- Call stakeholders that are not present to celebrate success (Board members, speakers, etc.)
- Any feedback, only if you have it.
- Must be specific as to who said it and what it was about
- Comment on references to mission
- What should we do differently
- Everyone shares
- Does not need to be unique
- What do we need to do and can we do immediately
- Any items that you can take funds from the event and purchase (replace rental expenses, signage, supplies)
Plan engagement (Grab that opportunity)
Now that you have these new people that have been introduced to your organization, how will you engage them in the next 90 days. It is important that you reach out to everyone that attends the event at least a couple of times.
There are multiple pieces of research that demonstrate donors are willing to make a second gift that occurs within 100 days of the initial gift. Not only is there a greater chance that these donors will be retained, but they also have a higher lifetime value over your average donors.
Say THANK YOU!
Some of the most valuable two words are “Thank You”. It is important to extend a Thank You, even if it is just for attending. A hand written note or a phone call from who invited them can make a significant difference. This should not include any form of ask. Do this as soon as you can after the event. Within a week of the event if at all possible.
Repeat the Mission
If during your debrief, a piece of mission that you shared during your event, was highlighted in your “outside feedback”, this mission moment needs to be repeated to all attendees. If it really stuck with people, chances are high they are trying to remember the details. So give it to them. Provide it in a brief email. If it is longer than 100 words, then give a teaser with a link to more of the story or even a video from the event. In ta brief email, share what was accomplished as a result of the evening. Talk about the impact of the evening, whether it was a number services provided or a special project that was started. Whatever you do, share the impact. If you are offering a link to another location, make sure the opportunity to DONATE clearly available. Make sure this occurs within the 1st 30 days.
Give another opportunity
Then between 60 – 90 days, share how the donor can further make an impact. Using dollar handles to give suggested giving amounts. Be sure to include volunteer opportunities or perhaps another event they may be able to attend. Make sure this is a personal invitation. When available, use personalization tools in your correspondence.
Now for your Stewardship Plan
Every organization should have a good stewardship plan. A plan that segments it donors in multiple ways. Whether it was by acquisition, gift amounts, or length of relationship, there should be a plan for regular engagement for each donor that has a combination of information on impact and mission, soft ask, and hard ask.
You are now making the most of the most valuable aspect of any event. Here is a summary of how to accomplish the most from your event by securing a second gift from attendees.
- Set clear goals and expectations prior to the event
- Have an event rally within 5 days after the event
- Employ those that extended invitations make contact and say Thank you
- Repeat the stories of the mission you shared at the event
- Give an opportunity to become engaged through a second gift, volunteering, or another event
- Put them into your stewardship plan.
