by Sally Little

A successful special event increases the visibility of a nonprofit, allows the organization to tell its story to present and potential donors and raises needed unrestricted dollars.

When planning an event, nonprofits should remember that special events are time- consuming and labor intensive and require up-front monies.

From selling chili redemption coupons to garage sales to celebratory dinners with silent auctions to the Taste of Honolulu, all special events require careful and detailed planning. These tips will help ensure a successful event.

*Allow ample planning time. Large special events take at least a year to plan and planning for one begins at the conclusion of the previous one. Even small fun draisers require at least two months of planning.

* Budget funds to cover upfront costs. Although an event may be small, it still has upfront costs. For example, printing, facility rental and catering deposits may be required prior to receiving any proceeds from ticket sales. Use caution when relying on in-kind donations to offset these costs, as the donation may not materialize.

* Select a volunteer chairperson for your event. Use the same diligence you would use if you were hiring a staff member. He/she will work closely with your development staff and represent your organization to the volunteers. It is important that he/she has event planning experience and is able to delegate tasks. A less-than-competent chair may determine the success or failure of your special event.

* Clarify the role of your volunteer chair. Some nonprofits select an honorary volunteer chairperson for their event. This person adds visibility to the organization and lends their name in publicizing the event. He/she may not have any planning duties. To alleviate any confusion, ensure that the staff and other volunteers understand the assigned role and expectations of the honorary chair.

* Recruit sufficient volunteers. This is an opportunity to introduce potential supporters to your organization. Your goal with each event is to increase the number of volunteers willing to work with you on future fundraisers. Give all volunteers opportunities to participate on the event without overwhelming them.

* Give volunteers and staff talking points on the importance of the fundraiser. Guests will ask the volunteers and staff questions about the organization and the need to raise funds. Remember, volunteers may be new to the organization. In addition, staff may have been recruited at the last minute. A volunteer or employee who is familiar with the talking points could turn a guest into a major donor.

* Rehearse the special eve nt. Make arrangements with the facility manager to have the volunteers and staff on site at least one hour prior to the opening of the event. Begin with the arrival of the first guest to the departure of the last and brief everyone on their specific duties and the duties of the other volunteers. Walk through the facility, pointing out important features. Again, guests will ask questions. A prompt and accurate response will add credibility to your nonprofit.

* Welcome, then engage all guests. If your special event has assigned tables, ask the guest if they would like assistance in locating their seat. Upon arrival, if the table is empty, engage the guest in conversation until another guest is seated at the table. If the special event is a reception and the guest has arrived alone, have a volunteer escort the guest into the reception hall and introduce them to other attendees.

* Thank your guests for attending. For some special events a thank you includes a verbal acknowledgment by the master of ceremonies and a favor or keepsake on the table. One of the most effective methods of saying thanks is with a fo llow-up personal note. This completes your goal of not only thanking your guests but also of building a continuing relationship.

* Stay connected with attendees. If possible, secure the guests’ names, addresses and email addresses for your database. You will also want to get your guests’ permission to use this information to communicate with them. Take pictures at the event and secure the guests’ permission to use them in your newsletter. Two months after the event, send the attendees along with your other donors a newsletter with pictures of the fundraiser. Within four months, send a direct mail solicitation.

* Evaluate your special event. Start at the pre-planning stage and evaluate each segment of the event to its conclusion. Concentrate not only on what needs improvement but on what went well. Build on these lessons learned and your successes. Above all, take into consideration the time, cost and labor required and determine realistically whether this special event should be repeated? If you decide to repeat the event, then you should begin planning for next year’s event.