How to Organize a Benefit
What could be more satisfying than organizing an efficient, well-run event that raises money to help others? Whether it's a silent art auction, fundraising run, or show-stopping concert, there's no lack of options to consider--but you'll need a keen organizational sensibility, supportive sponsors, and a committed volunteer cadre to ensure a big night for everyone involved.
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Things You'll Need
- Advance feature article
- Donated items or services
- Flyers, posters and other promotional materials
- Press contacts
- Press releases
- Radio interview
- Sponsors
- Venue
- Volunteers
Instructions
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Choose the Type of Benefit
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Determine the type of benefit you will organize. If you're doing a silent auction, you'll obviously need donated artworks; if it's a music-related event, someone must contact top-drawing local performers, who typically book two to three months in advance. Each choice raises different logistical issues.
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Consider how many volunteers are required--for example, a straightforward auction or raffle only needs a handful of people to take money, and call out prizes. The numbers multiply exponentially if you're planning a gala with elaborate meals and drinks, which must be set up, serviced, and broken down again.
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Unless your event occurs online, or at a public area--such as a fire station, or running track--you'll need a venue to host it. Make a shortlist of three or four choices, once you take in other factors that affect attendance--such as proximity to public transportation.
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Explain how much money will be raised, and how the goal will be reached. Depending the case you make, most venues will waive rental fees, but don't leave them out of the equation, either--they may be your first source of capable volunteers, or leads for other items that you need.
Don't Short Change Planning
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Get commitments from the chosen venue, and--if music is involved--the participating performers. The more complicated the event, the farther ahead you need to plan; two to six months is considered the norm.
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Don't be afraid to delegate authority. Recruit a committee of friends, coworkers and business acquaintances to handle different aspects of the event. Expect weekly meetings to keep track of the planning, and head off any last-minute, sticky issues.
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Seek sponsors to help absorb the costs associated with the benefit, from door prizes, to food, and PA systems, or huge overhead costs will eat up whatever funds you raise. Most sponsors will swap services in return for a plug. Follow up on that promise, if you plan on making it.
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Try to settle your committee, sponsor and venue lineup within the first couple months of organizing. While you're engaged in those tasks, start looking for volunteers, who can come from family members and friends. For larger events, a well-placed series of flyers or online ads are a must.
Build your Advance Publicity
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Approach your press contacts, if you've made any, about doing an advance story on the benefit. If the space isn't available, be prepared to submit a half-page press release outlining the details. Check into a live remote broadcast from the event site with your local radio station. If you don't ask, you don't get.
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Prepare appropriate display materials, including flyers, handbills and posters, for your volunteers to pass out or put up. Make sure they know where to legally stick flyers and posters. Slapping them on municipal property, such as utility poles, can result in fines.
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Put up a website to answer questions about the benefit. Include major sponsors, the event lineup and activities, and how the fundraising is coming along. Postings on widely-distributed bulletin boards, like Craigslist, will also attract attention.
Revisit, Review and Follow Through
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Sit down with your committee after the event to discuss what worked, or didn't. Even if the benefit was only a one-off, it never hurts to revisit things. You'll never know if you have to organize a similar event for someone else. Follow through with your sponsors, and don't be afraid to get their feedback, while you're at it.
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Thank your volunteers and sponsors by sending out cards, a summary letter, or special dinner. After all, you want to recognize people for the hard work and support they gave in making your event successful.
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Post the final details on your website, including how much money was raised, how the beneficiary fared, and--if you created an ongoing event--details that future volunteers and sponsors need to know in gearing up for next year.
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Tips & Warnings
Compile a Rolodex list of addresses and telephone numbers for participants, sponsors and volunteers, so all their contact information is at your fingertips for next year's benefit.
Create something special that your volunteers can take home--whether it's a certificate, coffee mug, plaque or T-shirt. The possibilities are endless.
Be consistent in dealing with potential participants or sponsors. If you do something for one person, you should do it for everybody.
Keep a keen eye on expenses. Not everything can be gotten for free, but failing to watch your overhead can come back to haunt you.
Proofread all promotional materials before they go out. A misspelled slogan or T-shirt isn't merely embarrassing--it raises questions about the organizers' attention to detail.
Resources
- Photo Credit Ralph Heibutzki
