5 Simple Steps to Build a Better Event
By A.J. Steinberg
Sometimes bad events happen to good organizations. Yes, it’s true. Even the best nonprofits sometimes miss the mark when it comes to creating successful fundraisers.
After an event flops, executive directors and board members scratch their heads trying to figure out how things got so off track. They wonder what steps could have been taken to better engage guests and raise those much-needed funds.
We can all empathize with these organizations. No one wants their event to have unsold tickets, lackluster stage programs or disappointed guests. We all want to raise money and build strong community bonds, especially after all the time and resources expended in the planning and execution of these events.
As a nonprofit event planner with 20 years of experience, I know the secret to successful events isn’t an overinflated budget, a ridiculously large silent auction or an overly-long stage program.
The secret to successful events is building it right!
By starting your event planning with these five simple steps, you will be laying a strong foundation that will grow into an event of which your organization can be proud.
5 Simple Steps to Building a Better Event
1. Define your event’s goals – This critical first step is often overlooked because organizations consider events simply a way to raise funds. Don’t sell your event short! There are five goals you should target for your event. They are:
- To raise funds
- To raise awareness
- To promote a new program
- A call to action
- Community appreciation
Once you have identified your event’s goals, write them down! Let your entire team know what your objectives are for the event.
2. Identify your target demographic – Who is going to come to your event? You need to figure out specific characteristics of your desired guests so that you can create an event that appeals directly to them. Here is what to consider:
- Personal Interests
3. Choose a date and location that are convenient – Unless your support base is scattered along a broad geographic swath, find a venue for your event that is convenient for your targeted guests. Also, choose a date for your event that doesn’t overlap with other community happenings that could compete for ticket sales. Check your online school, community and religious calendars to ensure you aren’t choosing a date that has obvious conflicts.
4. Choose a realistic ticket price – Carefully consider what your supporters and target demographic can afford. Analyze what you are offering them – overcharging is a real turnoff for event goers.
My rule of thumb is that ticket sales should pay for the event’s hard costs such as food and beverage, venue fees, and rentals. If your target demographic can’t afford $250 per head, then consider a lower priced venue and event.
5. Use an event committee – Your event committee is a crucial component to ensure your event’s success. The committee not only helps you with the work associated with the planning, but they bring invaluable contacts and resources for your event. Each committee member has an army of friends, relatives and colleagues – all keen to be supportive in any way they can. Committee members round up auction donations, help solicit sponsorships and are key to boosting your ticket sales.
When you start your event out right by following these five steps, the ensuing planning process will be easier and have greater success. As I like to say, “If you build it, they will come. But, if you build it right, they will bring their friends!”
Learn more from A.J., register for her upcoming live webinar How to Plan a Super Successful Special Event – A Step by Step Guide
About the Author
A.J. Steinberg, founder of Queen Bee Fundraising, has been creating outstanding special events since 1999.
In 2015 A.J. created Queen Bee Fundraising which focuses on the art of nonprofit special event management. Along with producing nonprofit events, A.J. teaches volunteers and professionals the strategies for producing successful fundraising events, along with guidance on how to successfully lead volunteer committees to achieve their goals.
A.J. works with a broad spectrum of nonprofit clients including The Jane Goodall Institute, Cystic Fibrosis, BreatheLA and Union Rescue Mission, A.J. is a leader in the field of committee-based fundraising.