6 things you should do
Having events always has a level of risk. If they are outdoors, there is a concern of weather. Even indoors, there is a possible issue with the venue. Through experience, most groups can mitigate most risk and can plan for many contingencies. Regardless, it is disappointing when you have to cancel an event due to an “act of God”. These are typically weather events like snowstorms or hurricanes. I don’t think we can deny that the coronavirus outbreak falls under the act of God.
Part of the reason there is such significant planning to mitigate risks is due to the fundraising expectation on these events. These signature events support a significant amount of your mission funding. Their absence is felt not only by the organization, but by the people they serve. It does not have to be as significant a loss by taking a few steps and communicating well with your supporters.
Gather all your information
When making a decision to cancel or postpone your event, information is truly powerful. Have discussions with your venue, caterers, and city officials to know what are your obligations concerning your agreements with them. What are the options concerning cancellation or rescheduling? What are your financial obligations? In most cases, everyone has a financial impact when these events are changed, so attempt to negotiate.
Pay attention to your surroundings
See what is happening in the community that surrounds your organization. Understand that schools often need to err on the side of caution, especially concerning weather. Look also to the surrounding faith community and see how they are responding. Also, examine your major employers, are they limiting staff to “essential’ personnel. If everyone is acting one way, don’t be counter cultural.
Openly discuss the financial impact and goals
These events are done to hopefully provide a significant boost to your organizations revenue, and those in attendance understand that. It is OK to share that with your supporters and constituents and invite them to support you in another way, such as online contributions or in-kind contributions.
Keep your communication donor-focused. Talk about your interest in their safety and well-being, that is why you have changed your event. Talk about the impact that donors have as a result of the event. Share how the lack of the event will impact your mission. When they allow you to keep the funds, be gracious and thankful. Use your committee members to use the time to interact since they are not putting on an event.
Do what is right. Offer to refund ticket amounts and sponsorship amounts, or apply them to the next event. If you are not able to refund, due to financial obligations associated with the event, then communicate that and negotiate.
Share mission and impact
In many ways, you had mission built into your event. It could have been through testimonies or table displays or PowerPoint. Continue to share the mission by converting these into social media campaigns, information on your website, or in mail campaigns. If they were live testimonies, take the time to memorialize them on video.
Be creative
If you were having an auction, get creative with how you dispose of the items. Could you use these items in different ways to get people to help you fundraise? Can you move to an online auction? There are many ways to work with those that support your organization and the “leftovers” of your canceled event, empower your constituents to help your creativity.
Could you turn attendees in to ambassadors and do peer-to-peer or social fundraising. There are so many ways to involve supporters these days. Be sure to research, evaluate, and explore the opportunities.
You have time that was originally planned to set-up and execute an event. Take this time to brainstorm with you committee and work the room. Just like you would have made an effort to greet supporters and connect with people at the event. Take the time to draft personal communication (email or handwritten) or pick up the phone and talk with supporters. This is not free time because your event has been canceled, it is still valuable fundraising time and an opportunity to further develop relationships.
Most importantly, communicate
Do not assume anything. At times like this, there is value in communication. You do not need to get into the weeds, but you need to share that a change has occurred. Invite communication with you and your organization. Communicate impact and the organization’s needs and connect with your donors. It is ok to ASK for help, both financially and intellectually. Remember the old cliché: “If you want advice, ask for money. If you want money, ask for advice.”
Be generous in your communication. Saying that you have canceled your event or postponed it should not be the only piece of communication. Especially, if the event change impacts your programs. Take the opportunity to build value in what you do and share the stories of those involved. Also, listen to your supporters and invite response. There is value in those that respond. Another cliché: “There is a reason why the good Lord gave you two ears and one mouth.”
Events are always an opportunity to connect with supporters “en mass”. Even if your event is canceled or postponed, you have the same chance to connect with a large support of supporters, further develop relationships, and still raise a great deal of money. PB&J marComm is here to help.
