Events - Friendraisers or Fundraisers?

     Most people in development consider a big event - a gala evening, with, perhaps, a carribean theme, complete with steel drum band and beach attire - a large source of potential income, and a major part of their plan to generate funds for their school.  Maybe it's an auction-style event, or golf outing, or concert, with a name band, several silent auctions in the lobby, and a program filled with ads from generous benefactors.

     A recent article in the Pittsburgh Business Times (May 2007) stated, however, that many of these types of events are now not even bringing in lower amounts, but actually produce negative income (okay, they "lose money").  That prompts some organizations to shift gears and try a new event or move to a different type of fundraiser.  While some schools and non-profits have found that portions of the event can be underwritten (that is, auction prizes are donated, the dinner is donated by a local caterer, the decorations are donated by a party store, the cost of the entertainment is donated by a generous benefactor, etc.) and others can be cut (have a dinner at the school rather than at a banquet facility), scaling back may not encourage attendees to return - especially if the event has had a tradition of becoming "bigger and better" in successive years.

     The problem is that an event is viewed as a "fundraiser."  While it's not the typical cookie dough and pizza sale, if the main objective of the event is to "raise money," then it's a fundraiser, perpetuating a fundraising mindset.  Events are a LOT of work - and when numbers don't reach expectations, actions such as scaling back may limit the scope of the event, moving it from "a community 'thing'" to "a school 'thing'."

     In a development mindset, an event is a "friendraiser."  It involves people in the community.  It encourages others to be exposed to the school, its vision, and, most importantly, its children.

     A parent called me after a local school had held such an event.  While the event was very successful, he shared that he was struggling with the fact that a prominent and philanthropic member of the community had come to the event.  The organizing committed had asked that this individual sponsor the event, but instead, the person came to the event with a table full of friends, and spent the night with them.

     I suggested that this was actually a good thing for the school.  The easy thing to do for a philanthropic person to do is write a check.  By this person attending the event, it shows that he is engaged in the mission of the school, brought his friends to see it and be exposed to surroundings and school staff, see the children (more about that in a later Marketing Matter), and spend some of those funds at the auction.  Indeed, his friends spent their funds at the auctions there too.  Those friends are now part of the school's database, and will be contacted as part of the school's annual appeal, providing additional prospects for major gifts.  THAT's a development mindset...not just a fundraising one.

     This person was marketing the school in a way that the school could not do itself.  That is how development connects the procees of advancement back to marketing, allowing the cycle to continue...and grow.

     So, when's your next "friendraiser?"

© Michael V. Ziemski, SchoolAdvancement, 2007

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