With all the competition for event attendance in the nonprofit and faith community, there’s good reasons why it’s best to write your own ticket when it comes to fundraising events, rather than copy another organization’s event concept.  

Your nonprofit or ministry is as unique as you are, so let’s look at some really good reasons why your mission and cause are worth the effort to be thoughtful about your blessed event going forward. 

Events build your brand.

Far too often, organizations and ministries look at events as simply a fundraiser and don’t consider the fact that events are one of the most ideal tools in relationship development.  

Meaning, if executed and concepted properly, fundraising events extend your brand’s influence. Events are an integral component of building your brand through Reach times Frequency. By using intentional, integrated events, current and potential supporters are able to build on their knowledge and relationship with your nonprofit. 

Events are also one of the few tools that provide the perfect opportunity to be introduced to new audiences and to grow your donor base. Happy supporters invite their friends, who, more often than not, are much like they are demographically. It makes for easy targeting of new audiences. And the more donors you have, the more funding you are able to obtain. 

And this relationship development can be accomplished through all types of events — banquets, conferences, and educational experiences for example. 

Events distinguish your nonprofit by providing exclusive experiences.

A distinguished, exclusive event is a signature event that only fits your organization. And generally, a signature event has three characteristics. 

It’s unique. The ideal fundraising event for your organization or ministry is one that is nothing like any other fundraiser. It’s a Signature event that becomes synonymous with your organization, ministry, or church. 

A distinguished signature event always includes an educational aspect. Your donors and new guests experience will be punctuated through an actual educational experience. When you educate your donors, you are improving their lives and perceptions . . . And ultimately, they leave your event better than when they arrived. It feels great having a donor say, “We never knew that!” and then express their thanks. 

And that’s what makes the last aspect possible, a distinguished event is a memorable event that has staying power and distinction. Donors will return year after year knowing it will always be worthwhile. They will be delighted to bring their friends, colleagues, and family because they know it will be an experience unlike others and an event that they will remember. 

Sadly, auctions, golf tournaments, or unrelated resale programs aren’t memorable. Respectfully, we understand that these types of event fundraisers raise money and that’s their purpose, almost exclusively. But they don’t build your brand and donor base and almost without exception, they lose donor participation and interest over time. You will end up having to go back to the drawing board for the next big fundraising concept.  

Events exemplify your mission.

A signature fundraising event also exemplifies your mission and ultimately advances your cause with the supporters you engage through your events. 

And creatively, your mission is the key to concepting your perfect fundraisers. 

Case in Point 

MISSION 

To enrich the quality and dignity of life for older adults through services and care that reflect Christian love, respect, and compassion toward each individual. 

With seven senior living centers in their metro community, the Christian Living Communities touches not only the lives of residents, but their related family and friends — all of which were the target audience for the annual fundraising event. 

Their annual fundraiser was called the Earthen Vessel Dinner. To revive and distinguish the event, Cahoots made it a signature event by inviting celebrity seniors as special guests. The celebrity guests were also people of faith, which aligned with the mission of the organization. Plus, attenders would be able to have a celebrity experience with someone who had been part of their life experience when they were young and that of their children and friends. 

The first signature event we invited Pat Boone, a 50’s heart throb, as our special guest and speaker. The event, which normally had 250 attenders, sold out three weeks prior to the event date with 600 attenders. It also made over $160,000 net for the evening – nearly four times the donations ever realized in previous years. 

The next year featured Art Linkletter, and the attendance grew to 750 with over 40% new attenders becoming also new donors. Each year, supporters would call months in advance and ask, “Who’s this year’s celebrity senior?” As a signature event, finding celebrity seniors each year continued to be incredibly easy to replicate, and Christian Living Communities distinguished its brand from competitors and even other ministries. 

And a side note . . . seniors are a really good time.