You're Invited...

     As we begin the last quarter of another school year, this seems to be the time when things are heating up again...not just the season, as Spring breaks forth and we anticipate the new life of the Easter season, but with events and activities at our schools.  It's the season when major events bring people back to our schools for open houses and personal tours as parents begin to make plans for the next school year.  And let's not forget recognition dinners and major fundraising events!  Here's something to consider when sending "invitations."

     The American Heritage Dictionary defines "invitation" as "a spoken or written request for someone's presence or participation."  In a more formalized setting (like a wedding, for instance), an invitation might begin by stating, "The honor of your presence is requested...."  However, most of the invitations I've come across recently begin by stating, "You're invited to attend..."   If you received two invitations for the same day, one worded with the former verbiage and the other with the latter, which one would you go to?

     Then there's the difference between "announcements" and "invitations" - two distinct methods of attracting attention to an event, yet many times, considered synonymous.  "Announcement" means getting the message out there.  Those receiving the message can then decide if they want to pursue additional information.

     However, with an invitation, you're soliciting assistance...you WANT someone there - and not just any someone.  You want that person there for a particular purpose.  Perhaps you'd like them to support your school with a monetary donation; or you're honoring them with an award that is intended as a surprise.  Maybe they can provide connections to other people in the community that share your passion for your school.  Whatever the case, the event planner must realize that not all attendees are created equal.

     In this case, you might consider sending a "request to attend" rather than an invitation.  Personally contact a major supporter, a well-connected business leader, or a professional networking person, and request that they attend your event because of their expertise.  In return, offer to waive the expected contribution to pay for their dinner or admission since they have a specific purpose for being there.   It might cost you several dinners, but if they invite friends that pay (or contribute, or participate in the fundraising activities that take place at your event), that's a small price to pay for a potentially large payoff.  You might even be surprised by what they contribute when they don't HAVE TO contribute.

© Michael V. Ziemski, SchoolAdvancement, 2007

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