I am not a big fan of using galas to raise money. Never mind the potentially uncomfortable corners organizations paint themselves into (Event Planner: “Should we go with the gold-flecked mousse or the Tuscan Cheescake?” You, Executive Director of “PeopleGottaEat.Org: ”Seriously?”) Rather, I want to look at this from a pure ROI point of view which I’m convinced is far below many other activities. Nonprofits that hold an annual gala are generally overly dependent on them for operating support. In addition, the toll they take on staff and the Board’s time and resources is immense.
While galas are among my least favorite fundraising strategies, I am a big fan of the “salon” idea. At the salon invite a small group of 10-12 people to engage in an intimate dialogue. There may be some food, wine and a chance to socialize with your most promising partners but that’s certainly not the main attraction. The dialogue is the centerpiece. I like to hold these in someone’s home and they run about 3 hours. To focus the discussion ask people to consider a question before they arrive or give them something to read.
The goal is to get everyone talking on a deeper level. As an added benefit many ideas are generated. It is a simple yet tremendously powerful experience where people share and listen generously and roles and egos are left at the office. In this setting, people can truly explore their passions and get clarity on how they can be a part of a much larger story.
Totally agree that fundraisers are typically time and talent sinks when you could use the same resources potentially to do focused salons (I like to do what I call Jeffersonian dinners with 10-12 people who are there to talk about the topic the non-profit is focused on but it isn’t a pitch, it is a discussion. I have had amazing results with these for Monticello and Millennium Promise. People leave taking personal interest and commitment to the cause – a perfect beginning).
The benefits are typically designed to raise money from people who aren’t really that committed to the non-profit. The donors are usually friends of the honorees, lawyers, accountants and corps who can take the donation as a marketing expense. If u are going to do an event then make them fun…get great entertainment, try to avoid boring tables where u only really talk to people next to you. Don’t have anyone make a long speech. Use videos to tell your message. Make them goosebump generators. Also, try to outsource most of the work even if it seems expensive. Using your development staff to coord the event is a waste of talent.
Often people leave galas not even knowing what organization they were supporting!
I am with you on galas, especially when they are one of many events an organization might have. So many resources required. LOW ROI compared to small conversation cafes where you can build a relationship with your donors and they become invested.