| A handful of the non-profit galas I work have a | | | | 3. Unscripted client interaction could prove risky |
| dramatically diverse mix of guests. The crowd is | | | | When you plan a dinner party, you likely put some |
| comprised of three distinct groups:o non-paying clientso | | | | thought into the people attending and their unique |
| non-paying or reduced-ticket-price employees of the | | | | personalities. "I'll introduce my neighbors Joe and Julie to |
| non-profito full-paying guests | | | | my friends Rob and Carol," you might think, "They'll get |
| Although I can appreciate why a handful of "free" | | | | along great!" |
| guests might be allowed to attend (e.g. a reward to an | | | | If you want guests to have a positive experience, you |
| employee, or asking someone to speak), in a few | | | | wouldn't introduce Joe and Julie to your mean-spirited |
| auctions I've worked, the majority of the attendees -- | | | | aunt and uncle ... or your downtrodden and depressing |
| the majority! -- were non-paying or reduced-paying | | | | friend Delores. In fact, you likely wouldn't even invite |
| guests. | | | | your aunt, uncle, and friend to the party because the |
| Let's examine three points as to why this might not be | | | | aren't a fit for the evening's plans. |
| a good idea. | | | | The success of social events like dinner parties (and |
| 1. What is the purpose of your event? | | | | benefit auction galas) depends on the personalities of |
| When an event manager is given an assignment to | | | | the guests and how much they enjoy mingling. |
| plan any event, the first question they are taught to | | | | At many fundraisers, guests see the event as a way |
| ask is, "Why are you having this event?" In other | | | | to network with other people like themselves. A widely |
| words: "What is the event's purpose?" | | | | disparate audience makes networking more |
| This concept was pounded into us students during my | | | | challenging and likely decreases donations. |
| first class in event management at George | | | | Consider this hypothetical situation: If you operate a |
| Washington University. It's a critical point because the | | | | soup kitchen, and John Smith wants to interact with |
| answer to the question sets the tone for the event. | | | | your clients, John will likely volunteer in the soup kitchen |
| So what happens when you have non-paying clients, | | | | when you offer opportunities to do so. He is willing to |
| non-paying (or reduced-fee) employees, and paying | | | | put himself in that environment, and he wants to serve |
| guests? | | | | your charity in that way. |
| It confuses the focus. The "why" becomes unclear | | | | But if you are throwing an elegant fundraiser with a |
| because the event is attempting to fulfill three roles: | | | | $100 ticket price, John might not expect to bump into |
| client appreciation dinner, organizational picnic, and | | | | the same people he served in the soup kitchen. It might |
| fundraiser. | | | | not upset John (because John volunteers in your soup |
| Which is it? The event can't successfully be all things | | | | kitchen regularly), but it might be a jolt to John's invited |
| to all people, so pick one goal and build the event to | | | | guest Tim. |
| meet that goal. | | | | Tim has heard a lot about your charity from John, but |
| 2. The "wrong" people are offered an incentive to | | | | Tim is not the kind of guy who would ever volunteer to |
| attend. | | | | serve soup in your kitchen. John and Tim could both be |
| If the goal is to raise money for your cause, a free | | | | great supporters of your charity's mission, but -- like all |
| ticket structure for some works against the ability to | | | | of us -- they are drawn to different activities. |
| do so. Why? By not charging employees and clients to | | | | Guests will certainly enjoy hearing a well-constructed |
| attend, the organization is offering those two groups of | | | | testimonial from a client at an appropriate time in the |
| people an incentive to attend, yet these two groups will | | | | evening. But if a guest interacts with a client who |
| help the mission of fundraising the least. | | | | doesn't give a well-constructed testimonial, or who |
| If anything -- and I don't advise this -- a "free ticket" | | | | hasn't been coached, or who hasn't yet reached their |
| incentive would be given to those who can afford to | | | | potential from using your non-profit's services, the |
| donate to the mission. Clients and employees rarely | | | | interaction could leave a less-than-glowing impression |
| have the deep pockets needed to help an organization | | | | of your gala to a potential donor. |
| raise significant money, so hypothetically, if anyone | | | | Remember: Plan your event with your end goal in mind. |
| was offered free tickets, it would make sense to offer | | | | If your clients can make you money at your fundraiser, |
| them to business people, thereby encouraging them to | | | | bring them in! If not, reconsider. |
| attend and support your cause. | | | | |