Special Events - Five Questions Nonprofits Must Answer to Plan a Successful Event

Have you ever sat through a development committee meeting listening to people talk about creating a special event that you just knew was going to be a waste of time and effort? You're new to the committee so don't yet feel comfortable speaking up but you do know that doing a 5K run isn't going to help this arts group in any significant way.

Have your committee answer these questions and you can create an event that will be worth everyone's time and effort.

Why are you having this event?
Defining the why helps everyone create a meaningful event. Is your purpose to raise money? Increase visibility? Donor appreciation? Donor acquisition? Public relations? Once you have clearly determined your "why", then you can answer the next four questions.

Is the type of event consistent with your mission?
Doing a wine tasting for an organization whose mission is to help alcoholics recover their lives isn't a good idea. Creating a pizza party for a nonprofit promoting healthy eating isn't a good match (unless you can offer healthy pizza).

How does this event connect (or reconnect) people to your mission?
Your mission is the cornerstone of your nonprofit. When everyone is clear about why you exist, it will be easier to determine if this event will help people connect with your organization. Having a string quartet provide the music is a good idea for an orchestra. Having formerly homeless clients tell about how you helped them find a home is compelling for a housing nonprofit.

Is this the right type of event for your organization?
Make sure you have the human and financial resources to sponsor the event. Trying to do a large, black tie event for a small community nonprofit may not be appropriate. Doing a labor-intensive event for a group with few volunteers doesn't usually make sense.

Is this the best time and place to tell your organization's story?
Pay attention to the people you want to attend and their schedules. If the parents of young children are your main focus, have an early evening event and provide related children's activities. If your audience is representatives of the corporate community, schedule an early morning or late afternoon meeting at a convenient business location.

Special events can be an important part of any nonprofit's plan for raising visibility - and also for raising money - if you take the time to create a detailed plan for the event based on the above questions.

© Jane B. Ford 2009

Jane B. Ford, M.Ed. is the founder of The Joy Path whose mission is to guide individuals and nonprofits on the road to prosperity. She does this through speaking, teaching, writing, coaching and consulting with small to mid-sized nonprofits. To learn more, go to http://TheJoyPath.com.