Tuesday, February 3, 2009, at 12 noon, U.S. Eastern time

Events like walkathons, silent auctions, and awards dinners generate billions of dollars for large and small charities each year.

But while those events can be lucrative for charities, the recession has made it harder for organizations to attract participants and sponsors and to generate donations.

How can you make your event seem worthwhile in the current economy? What steps can you take to promote your event? What can you do to ensure that an events participants will become active donors and volunteers?

The Guests

Staci L. Bennett is manager of event marketing for Blackbaud Inc. in Charleston, S.C. She is also the chairwoman of the American Cancer Society's Mt. Pleasant Relay for Life event and has previously worked in corporate event planning in Boston.

Ami Cervin is events planner for the Greater Twin Cities United Way in Minneapolis. She manages the organization's special events, internal and external meetings, promotions, and volunteer events.

Jim Leighton is director of events and programs for the Children's Cancer Research Fund in Minneapolis. In that role he plans several major events in the Twin Cities market and manages the organization's corporation sponsorships and event budgeting.

A transcript of the chat follows.

Peter Panepento (Moderator):
    Hello, and welcome to today's live discussion on planning special events during a recession. I've been hearing from many people in the nonprofit world who are concerned about how the economy is going to affect their fund-raising events -- so I'm sure this is a topic that is of intense interest as we look ahead to the spring events season.

Peter Panepento (Moderator):
    Our panel includes three experienced special-events planners:

Staci L. Bennett is manager of event marketing for Blackbaud Inc. in Charleston, S.C.

Ami Cervin is events planner for the Greater Twin Cities United Way in Minneapolis, where she manages the organization's special events, internal and external meetings, promotions, and volunteer events.

Jim Leighton is director of events and programs for the Children's Cancer Research Fund in Minneapolis. In that role, he plans several major events in the Twin Cities market and manages the organization's corporation sponsorships and event budgeting.

Peter Panepento (Moderator):
    To ask our panel a question, please click on the "ask a question" link on this page and type your query. One of our three experts will answer your question as quickly as possible. For those who are new to this format, the discussion will unfold over the next hour on this page, which will refresh every minute with the latest questions, answers, and content.

Peter Panepento (Moderator):
    To take the conversation a step farther, we're also going to try something new. I've created a thread on the Chronicle's "Forums" page to allow participants to continue to talk about points raised during today's discussion. You are encouraged to post your ideas to this thread during or after this discussion -- and to chat about this topic with others in the field.

You can find the thread here: http://philanthropy.com/forums/index.php/topic,730.0.html

Question from Marilyn and Marvin Simon Family JCC:
    We are running and golf and tennis tournament in May 2009 along with a silent auction. This event is our JCC's largest fundraiser. How can we make the most of soliciting sponsorships and auction items in the recession?

Ami Cervin:
    Sponsors are looking for events to build on their business. Think of new benefits you can offer such as access to the attendees list or invite list (this can be touchy with donor privacy)or allow them to offer a service to the attendees, for example if one of the sponsors is a wealth management company, allow them to include a certificate or some sort of coupon that attendees will get that gets the attendee a free consultation or planning session. Another idea is to look longer visibility. Does it makes sense to combine a couple of events or give them visibility throughout a program that the fundraiser is a part of. As far as auction items, try soliciting for services instead of tangible items. This increases the value to the donor and likelihood that the winner will use the company or service again. Any type of unique experience will go over better than the usual wine basket.

Question from Karen Mooneyhan-KSJD:
    What, if anything, are you changing about your events specifically because of the recession?

If you are altering goals, budgets, or something else, what do you expect your patron's reception of this change to be?

Thank you.

Jim Leighton:
    I think it is important to be realistic with your stakeholders on your fundraising goals. In this challenging economy most likely revenues will be down. So, the first thing I do is manage the expectations of my stakeholders. Another reality right now is the perception equation. We need to be sensitive to the fact that in a down economy lavish events may be seen as inappropriate. I expect that the patron's of the event will understand that the event is not as extravagant as in the year's past. I would however strive to make sure the patron's have as good of an experience as past events. An event does not have to be expensive to provide a good experience.

Question from Patricia Hicks DuPont, KVCR:
    How can we best use ipod,texting, myspace, utube and other avenues and tools to promote our events and encourage active donors and volunteers?

Staci L. Bennett:
    This is a great question and one that I think will be quite useful to everyone. There are several social media outlets that are working for events these days. Two of my favorites are Twitter and Facebook.

The great thing about Facebook is that there are several different ways to promote your cause. You can set up a group for your organization or even specifically for your event. In my opinion it’s smarter to have a general group (page) for your organization and then set up events from there. This page can include your organizations mission, your logo, any ongoing news, all of your event details (this is especially great if you have numerous events throughout the year), you can post pictures from your event, the sky is the limit. You could even have a monthly "volunteer spotlight" to highlight those involved on a regular basis with your organization.

With Facebook, as soon as you have people start to join the group their friends can see it in their "news feed" and will then join themselves. Perfect example, last night I saw that my friend Jason joined a group "Thank A Soldier" I then clicked on the link took a look at the cause and then joined myself. This also allows your members to post pictures themselves, comments, and they can invite other people to join. I would also encourage you to have your own personal page as well. You can encourage your friends to join your cause; you can post related stories about your cause on your own page, etc.

Twitter is another great (and FREE!) tool that is essentially a mini blog. Twitter allows a post to be 140 characters as opposed to a full length blog. This outlet is like Facebook but rather than having friends you have "followers". The best way to take advantage of this tool is to follow several people (who will likely then follow you) and post replies to their "tweets" (their posts). For instance a co-worker of mine has hundreds of followers. Occasionally I will respond to something that he posts and almost instinaniously I gain more followers. Just another way to get your cause out there and the details of your events, any news about your organization etc.

Those are the two that I find work best for me. However youtube, myspace, linkedin are also great tools as well. The key is to have as much activity as possible. The more people seeing your message the better!! To keep your donors and volunteers engaged setting up your own youtube channel is also a good idea. With that you can set up videos from any events, gatherings, projects, etc. that they can then go back and watch. This is especially useful for those donors that are far away, it allows them to literally see what is going on with your organization.

This is a great step-by-step article in how to use Facebook to your advantage: http://tinyurl.com/ypnn4l

Hope that helps!

Question from Esther H. Greenberg, Jewish Community Center of Greater Baltimore:
    Advice for selling ads for an event program book in this economy?

Jim Leighton:
    I would make sure you have ads available at several investment levels. The company that may have bought the full page ad last year may only be able to buy a half page this year. You should adjust your pricing accordingly. Although this may result in a different looking end product, you will still be raising some revenue. I would not suggest lowering your rates from the previous year. Once you bring the price down you have diminished the value of your product and it will hard to bring it back to the same level in the future.

Question from Erika Miller, small arts non-profit:
    What are your thoughts on raffles and/or opportunity drawings? It seems like people are getting very tired of them. Do you have any suggestions on alternative ideas to a raffle? Or how to market them better? Or other creative ways to get them excited to give?

Jim Leighton:
    You are right, your patrons will get tired of the same fundrasing ideas year after year. In our case we had a group that has tired of the standard silent auction. This year we puta twist on it and raised as much money in the past. We solicited corporations that were willing to donate prizes equal to the value of the entry fee to participate. For example, if we charged $20 to particpate everyone was guaranteed to win something valued at $20 or above. In addition we asked the corporations to provide a number of prizes at much higher values. We limited the amount of participants so they had a better chance of winning. The basic formula would be to solicit 200 prizes. 190 of those should be $20 prizes. The other 10 should range in value from $100-$1,000. At the end of the event you have made $4,000 and all of your patrons are winners.

Also with a general raffle we have increased the price for the tickets and limited the number of tickets sold. People really react positively when their odds are increased.

Question from Mary Donahue:
    I have heard some colleagues are talking about "scaling back" on high-end events for high net worth donors because no one wants to appear frivolous with donor dollars right now. What are other orgs doing in place of high end cultivation events?

Ami Cervin:
    We are doing the same thing. Our board dinner moved from a high end dinner at a country club to a hands on volunteer project at a food bank and picnic. We were still able to take care of business and give them a chance to see first hand what their efforts do. A different setting can make the difference. In this economy we have found that folks really want information about what's going on, what the organization is doing and how they can help. Providing an educational seminar with an ask at the end could do it for you. Or, look at social media. Make use of Facebook, Twitter, LinkedIn and video. We created a 2 min video encouraging people to give $5. One man saw the video and donated $500,000 - and he hadn't been a donor for us before. Communications, could replace an event as well.

A couple other ways to still do cultivation events but on a smaller budget - or make it look like a smaller budget include reusing decor and looking at unique entertainment. We had wooden blocks created that were engraved with the logo and program tagline, now we use them at almost every event for that program but put a floral arrangement on it one time and table tent or sponsor sign another - everytime it looks completely different. As far as entertainment goes, find a non-profit agency that works with kids. Most of them have usually have a music or dance group, often cultural, that adds a bit of unexpected flair - and is much cheaper!

Question from Julie, JCC in Manhattan:
    How do we adjust our event prices to offer a lower price point this year without risking year loosing this price point in future years and for future events.

Jim Leighton:
    This is a tough question. We have toyed around with the idea of having "recession" pricing for some of our events. I am not sure that is right message. I personally think you stay the course, try to find ways to lower your expenses and you will be better off than lowering prices. I never want to be in a position of devaluing an event that you have worked so hard to make valuable.

Question from Bridget, small non-profit:
    how do you grow events if you have ZERO board support and limited volunteers? I know there's no easy way to answer this question, but any ideas or suggestions would be most appreciated.

Staci L. Bennett:
    That is a tough one and a situation that happens more often that not, unfortunately.

I don't have the magic formula to fix this problem, but I have a few ideas that might help. Depending on what type of organization you are with, it may be helpful to have someone that is affected by your organizations work to come and give a testimonial to the board. Have them give a brief story on all the ways you have helped them. With the American Cancer Society's Relay for Life we rely on volunteers to make the event happen. At the beginning of each meeting I will have a different survivor come up and talk about how our fundraising dollars has directly affected them. Often times nonprofit boards are made up of people that don't have a lot of time, are moving in 10 directions, and are likely on other boards. The key is to re-engage them, and make them remember why they are there and make your cause the most important one they are involved with.

This is an article that talks about some other great ideas: http://nonprofit.about.com/od/boardquestions/a/boardboredom.htm

Question from Nan L., small health care non-profit:
    My organization is planning an anniversary celebration dinner, and I'd like to know what is the best way to approach major sponsor prospects? Is it best to give them information in writing first, and then ask for a meeting?

Ami Cervin:
    This depends on who your contact is. If you have the decision maker right from the start I usually start with a one-pager. This gives the overview, levels and benefits. Then request a meeting to discuss. They may be interested in some pieces, not others or have their own ideas.

If you don't know the decision maker and are basically sending info to a general address 9 times out of 10 they will want it in writing. The biggest thing here is that you do your research to identify and say whay you chose them, how they fit the event and how does it better the business.

Either way, follow up, request a meeting whenever you can - its easier to sell face-to-face - and if they say no, ask why so if you choose to go to them again you're better prepared.

Question from ML, tuition-free middle school:
    We've had a successful spring gala for many years with a very few live auction items, and silent auction items are made by students. Should we stick to what has worked in the past or should we look at changing the structure (e.g. having the focus be on a speed auction) so that everyone could participate at some level rather than a few at high levels?

Jim Leighton:
    I would encourage you to stick with what has been successful but add an element that everyone can particpate in as well. Something that works well is having a "find in need" after a live auction. Since you work for a middle school, I would suggest choosing a piece of equipment for the school that you would like to purchase. For example a new science lab. Then you have patrons raise their hands and/or write down on cards how much they would give to support this cause. It works well to have someone in the audience you have talked to before the event that will donate a starting gift. So if a new lab costs, $50,000 have someone start out the process with a $5,000 gift. Then you ask for gifts of $2,500, $1,000, $500, etc. At the end you ask everyone who wants to donate any amount of money to fill out the cards. Everyone is included and together they have paid for a new science lab.

Question from Victor L, New York conservation not-for-profit:
    We hold a benefit dinner every Fall with a Silent and Live Auction. This past October, we were down @20% from the previous year. Some board members are saying we need to "re-think" this event and the Live Auction because people no longer want to be seen bidding on luxury/exotic items. Is there any truth to this?

Jim Leighton:
    I think there is some truth to that opinion. But I am confident that it will change again in the future. I would continue with the live auction and see if you can add another fundraising element that is not so public to capture the 20% loss from the live auction.

Question from Trent Walden:
    In the current economy, if you want to expand your Donor base does using an event a good option or are there better alternatives? If so, what type of event would you opt for and how big would you go?

Ami Cervin:
    An event can be a good option if it makes sense. Prospecting events will always happen. If you are looking to grow your donors and have a donor event for folks giving $5,000 a year, it makes sense to invite those giving $1,000 to show the additional benefits of special events and who they get to network with. Remember to provide stats on what $5,000 does and making a small ask may not be a bad thing. This could be an intimate gathering at a donor's home to showcasing the newest hotel (new businesses will usually offer discounts).

If you're looking for new donors all together an event may not be the right answer. In this economy, donors want to see their money going to the programs and clients. Look into social media like Facebook, LinkedIn, Twitter and video. On Facebook you can create a "cause" that doesn't cost you anything and can generate thousands of dollars. Video can be HUGE! We created a video in December asking people to give $5 and in the end we raised almost $100,000 in three weeks and had one person give $500,000 who had never given to us before. You can host the video via youtube and create it in house if you have a graphic designer. Media is a powerful tool - take advantage.

Question from Jenna, American Red Cross:
    How can we separate our events, such as live and silent auctions from others in the community, especially during this economic downfall.

Staci L. Bennett:
    The key is to make your cause and your organization stand out. Anyone can have an auction or gala - but how are you going to make yours unique? Maybe during your auction you think of 2 or 3 BIG ticket items and you call those out in all of your advertising. You could even auction off people rather than just vacations etc. Use local a local celebrity (our weatherman here is a big one) and have him come to your house the bidders house for dinner, or even make them dinner! Think outside the box, experiences are a big auction winner. "Be a Cop for a Day" or be the grand marshall of the Christmas Parade etc. People like to have one of a kind experiences - and the good news is, those don't cost much!

Question from Carey, Parkinson Foundation of Western Pennsylvania:
    We are holding an award dinner and are trying to decide 2 things: 1. The best way to price tickets and 2. Strategies for securing sponsorships in the $10-25K range. It looks like the event will cost approximately $20K.

Jim Leighton:
    Ticket prices should be determined after doing research in your area. Find out what others in your area are charging for the same level of event and price accordingly. The best strategy for securing sponsors is to go to your closest stakeholders, board members, committee etc, and find out who they know in the community. They have the best opportunity to open doors for you. In this economy I would focus on getting more smaller donors and not one or two bigger sponsors. I have had more success with getting 4/$5,000 sponsors than 1/$20,000 sponsor.

Peter Panepento (Moderator):
    A reminder that we've also started a forum on this topic to allow participants to continue the discussion once this event is complete. Please join us at http://philanthropy.com/forums/index.php/topic,730.0.html to talk about special events and to communicate with others in the field on this important topic.

Question from Elyse, Combined Jewish Philanthropies:
    How are you finding the hotels and their response to the minimum F & B during these times for large events

Ami Cervin:
    As nonprofits we are at an advantage from the get go. I have found them to be much more flexible because they know we don't have the budget that a corporation may have but they need the business too. I am currently planning a 1/2 day conference for 500 and am getting everything from no F&B minimum, $5,000 to $8,500.

Project a budget and when sending in the RFP or making a phone call tell them your ideal budget. You may have to research their menus and policies to come up with that budget but it will help in the long run. They may come down on F&B or they may even decrease or eliminate room rental, AV or parking.

Question from Elise Saltzberg, Development Consultant:
    One of my clients has always had a big, glitzy annual gala. In the current economic climate, some of the gala committee members are suggesting that the event be scaled back this year to be less glamorous. Others on the committee are concerned that the "high rollers" will be disappointed if the event is not up to the standards they are used to at these galas. What do you think?

Staci L. Bennett:
    There are a few things you can do here. "Going Green" is a huge trend across the board right now. The awesome thing about this is that not only is it great for the environment, but it also saves money. By having a green event it will allow you to cut back on some of the things you may normally do, you could cut out having a program for every person, invites could be all electronic or on recycled less flashy paper, etc. This not only saves on costs, but it is trendy, and shows that your organization is not ignoring the fact that this country is struggling with the economy.

Peter Panepento (Moderator):
    For more on how to plan a "green" event, check out the transcript of our 2008 discussion on that topic: http://philanthropy.com/live/2008/07/green/index.shtml

Question from Sam, small nonprofit:
    I work for a relatively new nonprofit organization with several tremendous celebrities on its board. We are planning a benefit concert this spring, and I'm curious whether anyone has any tips on attracting sponsors and promoting the event.

In addition, particularly with a one-time event like a concert, how can we get the attendees to become active donors after they go home that night? In our case, we have access to our board members' fan base, but we're looking for ways to engage them.

Thank you!

Jim Leighton:
    The first thing I would do is use their celebrity to promote the event. Donors react very positively to celebrity endorsement. As far as keeping them engaged after the fact, the most important thing is capturing their information. It is a challenge with a concert setting, but I would get a couple really good door prizes and have the attendees sign up to win. Then take information and enter into a database after the event. Next, develop a plan to reach out to them with a personal thank you for attending the event. This can be done with pictures via e-mail or if budget allows a physical mailing. The key is have some sort of follow up plan. A good special event is the entry point for a donor to a life long relationship with that organization.

Question from Scott Fraser, nonprofit Board member, student:
    It seems that donors are getting bored with the historical events, such as silent auctions, golf tournaments, black-tie dinners, and these type of events are not attractive to younger-aged donors. Does the panel have any suggestions for some new, "creative" special events that would attract such donors?

Staci L. Bennett:
    We are all getting bored with those types of things! A few events that I love are things like a "dance marathon" it's an all nighter that works especially well for younger people. A great way to get radio stations, bands, caters, etc. involved with your cause too. Another fun one is having a Rock Band tournament - who doesn't love that?! I would suggest definitly tapping into things that relate to technology, and that require energy! People want to have experiences, they are over bidding on trips and autographed baseballs. They want to cook with someone from the Food Network, or be at an all night event with a rock climbing wall - get them moving and involved!

Comment from Janet Beals, Gads Hill Center:
    I am interested in what ML said about having students make the silent auction items. I would like to know what kind of items they make.

Question from Mary - non profit collaborations :
    Many boards jump at having a new event but do not have the capacity to pull in sponsorships and participants. They leave it to staff. How should staff educate the board on the labor intensive activities an event puts on small staffs?

Ami Cervin:
    When the idea gets to you put together a realistic plan of the time and resources it is going to take. And make sure your executive team are all on board.

Coming back to the board with the plan will either spark some reality to downsize or eliminate the event, or it may make them speak up and offer their services (or those of their company) to assist.

Board members want what's best for the organization to it may mean providing that education at their meeting, on a conference call or even via email. It would be good to provide info on what other similar and local nonprofits are doing.

Question from Melanie Damsker, GreenLight Fund:
    Given our economy and the hard work ahead for non profit event managers to slash event-related expenses all around, what is the best incentive/benefit I can offer to a vendor to propose a discounted or possibly pro bono rate?

Jim Leighton:
    My first question to a vendor or any other partner I meet with is what are your business objectives. I found out what it is that they need to make their business successful and then I try to implement it into their exposure at our event. If it is exposure then I make sure I include their logo and a link to their website on our website and other collateral. If it is they want people in their store we develop an opportnity for our donors to want to go their store. A coupon or something else exclusive to your event attendees can be very effective.

I would also encourage you to become a member of a professional group. A good one that I am a member of is ISES, International Special Events Society. www.ises.com. This organization is great for event planners, suppliers and venue operators. I get to know the suppliers on a more intimate level and my organization receives discounts as a result.

Peter Panepento (Moderator):
    As a measure of interest in this topic, we've received a ton of questions today. If you are waiting for a response, please be patient. Our panel is working quickly to answer as many questions as they can during the time we have. Thanks.

Question from Tyler Lewis, small youth-based arts org.:
    What are your thoughts on finessing larger donors at an event to show them gratitude for their past support, but reinforcing the continued needs of the organizaton. A VIP party may seem too opulent in this economy.

Staci L. Bennett:
    Constantly show your donors how what they contribute is affecting your cause. Testimonials go a long way. If some of the kids involved with your cause have stayed out of trouble because of your program, let them know that. Make a video of the youth involved with your organization, let them tell their stories, thank them, and show their art. You could even invite your donors to have a lunch with them. During times like these giving them a direct connection with the lives that they are touching will have a much greater result and grow a better relationship than anything else.

Question from Judy, smaller housing non-profit in a 50K community:
    What is a convincing approach when trying to obtain corporate sponsorships. When asking for sponosorship of an event companies cannot get past that we are a charity so the see it is only a donation, not reduced rate advertizing opporunities.

Jim Leighton:
    Take a look at what you have to offer your sponsors in return for their support. Make sure you are listening to them when they tell you want. Then see if you can customize what you are offering to make it a fit for them. Make them a coprporate partner and not just a sponsor and they will be involved in your organization for a much longer period of time.

Question from Barclay, NARAL Pro Choice NH fundraising committee:
    How can I downsize a large live and silent auction event into several smaller events and still generate a buzz for giving to an important political cause?

Ami Cervin:
    If you want to break one event into several I think the biggest thing is to have them relate or build on one another. Segmenting your donors could be a way to institute smaller events. Provide educational and networking events along with communications that are specific to each segment. This makes your events smaller and attendees are mingling with others like themselves. This does take a lot of work in the front end but will make each donor connect more with the organizaiton. And we all know that the more you connect with a donor the more likely they are to continue to give &/or increase their gift.

Use multi-media and social networking. Facebook, LinkedIn, Twitter and video are all great places that you can use to fundraise with little to no cost to your organization. And its visual and interactive, all buzz worthy items!

Question from Alicia C. Staley, The Staley Foundation:
    Are any of the panelists currently using twitter?

Ami Cervin:
    The Chronicle of Philanthropy is on Twitter@philanthropy

So is panelist Staci Bennett: @StaciBennett

Thanks for asking.

Comment from Janet Beals, Gads Hill Center:
    A comment to Sam, who is planning a celebrity concert. Same, make sure you have a firm budget because concerts are extremely expenses, with many hidden costs such as labor and insurance. Even if the celbs are free, there can be many other costs, including marketing and tickets.

Question from Erin:
    how are your organizations acting proactivly to fundraise during the tough economy?

Ami Cervin:
    We are using social networking and multi-media as much as possible. A two minute video with an ask to donate garned us close to $100,000 in 3 weeks and a new donor who gave $500,000 alone! We posted the video on Facebook, LinkedIn, Twitter, e-newsletter and of course our website.

We are also putting plans into action earlier and going after each company or major gift donor with one ask for the year. Matching gifts are also a main focus - if their staff raise xx the company matches that dollar amount to a certain amount (usually around $250,000).

Question from Susan Shipley, School of Nursing:
    For the past two years we have pulled together a group of alumni to train and participate in the Country Music Marathon in Nashville. We have a "Carb Load" dinner the night before the race and last year we also had a team of volunteers to staff a water station along the route. We have been discussing a way to engage our alumni who participate in this type of event by perhaps setting aside a small amount of money for every mile they train and presenting it to the Dean for her discretionary fund to help students with gas cards, books, etc. Has anyone every done this before and what are the pros and cons? Are there other ways to create a fund-raising opportunity here?

Staci L. Bennett:
    With the events I have been involved with recently it seems that most are moving away from the $ per mile and going towards a general donation for your marathon, walk etc. People are more likely to hand you $50 and say good luck as opposed to $1 a mile, etc. You may actually raise more money that way too. Another idea would be to have people donate money and then dictate what color or articles of clothing (within reason) the person might wear. For $30 the Bennett family decided I would wear a purple top (especially funny for men) and for $20 my boss decided I would wear orange shorts, different color socks, etc. You could even name it the mix and match marathon.

Question from Sarah, Chicago:
    To Jim's comment, what areas of an event do you feel can be successfully scaled back to make people feel good about the event (on a less extravegent scale), but that they still got the value of their ticket by attending.

Jim Leighton:
    I think food is an area that can be safely scaled back. The trick here is making sure the presentation is not changed. If you usually have beef, substitute chicken but make the presentation of the chicken fantastic. Believe me all people will be talking about is how good the food looked and they won't even notice it was chicken. Another thing to focus on is decor. If you have always had specialty linens go to a cheap solid but wow them with the centerpiece. It doesn't have to be expensive just unique. And a no cost way to impact a donr at an event is to get people to personally say thank you. Ask your board members, committees, staff etc to go to each table and personally thank them for coming. It seems so obvious but it is not soemthing that happens at every event.

Question from Rene Deida, The Prudential Foundation:
    Have any nonprofits found a successful substitute for special event fundraising?

In lightof the current financial crisis, how are funders, particularly those who manage corporate contributions, planning to address special fund-raising events this year?

Staci L. Bennett:
    The trends I have seen lately are that corporations are less likely to buy a table for $10,000 but are more likely to give a general donation or even an in-kind sponsorship. For fundraisers I would suggest rather than asking specifically for financial contributions, ask for items you need on a day to day basis. I know this won't help you reach your financial goals but it will definitely keep your organization going in times like these. There are still plenty of companies that will donate money, just get creative in what you're asking for with those companies that don't.

Question from Kate, nonprofit hospital foundation:
    With our golf tournament and gala committees, we have had problems engaging the committee in a meaningful way in terms of helping solicit sponsors - any suggestions?

Ami Cervin:
    Use of the meetings to brainstorm companies with them. Who do they think will fit? Where do they have connections? And ask for their feeback on the solicitation materials - they may come up with another benefit to offer or be able to speak to what benefits they know their connections are looking for.

Overall, get them involved before simply giving them the materials. Also, many volunteers are intimated by making the ask themselves so it may be easier for them to make the introduction or give you the name and info. Or see if they'd be interested in doing some of the research on companies to approach.

Question from Pam, JCUA - Chicago:
    Will this discussion be available later on to review? Thanks!

Ami Cervin:
    My favorite question of the day. We will run the full transcript at http://philanthropy.com/live. The transcript is free -- and you can find transcripts to all of our prior discussions at the same address. If you find this one valuable, I'm sure you'll find useful information by exploring the other transcripts, too.

Question from Becky Susany, Ardmore Foundation:
    How can we encourage our Board members to be comfortable reaching out to their networks (in this difficult economy) for support of our event?

Jim Leighton:
    They need to emphasize that any amount of donation is helpful. And to remind their contacts that the organization you are raising money for will still need money when the economy is over.

Question from Saginaw Habitat for Humanity:
    We are having a roof sit fundraiser. We will have roof co-sitters who will raise $500-1000 during the two hours they sit on the roof. We will also seek sponsors/partners and have concurrent events. We have strong media partnership. Can you point me to an organization we can contact and has done this with success?

Jim Leighton:
    If anyone in our audience has experience with this type of event, please post a comment by clicking on the "ask a question" link. We'll post it to the discussion. Thanks.

Question from Leah Bell, CFF:
    We have a number of events that have lost sponsors. Do you have any suggestions on how to replace that sponsorship money with another source of revenue?

Staci L. Bennett:
    With so many organizations losing high dollar sponsorships it's time to start producing a high volume of smaller donations. A local children's hospital where I live sells Christmas cards designed by the kids that are staying with them. It is fairly inexpensive to print cards (you could even make the printer a sponsor) and everyone needs holiday cards! Using the holidays (especially more obsure ones) to have small but useful fundraisers is always a good idea.

Question from Lisa, Walnut Park Montessori:
    How can you show the value of social media tools to my managers? We use it to communicate our event info , but it drives little traffic? Is there a better outlet for getting the word out about a golf outing?

Jim Leighton:
    It depends on who the audience is for your golf tournament. You need to customize your outreach based on the demographic of your audience. Social networking is a great way to reach out to young professionals but may not translate to the golfer who can afford to play in your tournament. I would check with the course you are holding the tournament and see if you can piggy back on advertsing they are doing. And the most success with golf tournaments is getting your board members to invite their friends to play. Word of mouth has been very effective for us with these events.

Question from Heidi Boyd, The Skylight:
    How do you feel about making a direct appeal/ask at a special event for which your guests have already paid a high ticket price ($250/person)? Does your answer change in a down economy?

Ami Cervin:
    It has to fit. If there is a silent and live auction they may not have cared for any of the items or didn't feel like they should get something in return of their money, but they want to give back.

I would try to attach it to something or relate it back to the cause. For example, give a special pin to those who give during the direct appeal, they can wear it proudly and it makes for a great picture! Another idea is to give stats, such as, a gift of $5000 will provide a family of four 3 meals a day for 6 months.

In regards to the down economy I think direct appeals can still happen. You may just need to change your messaging to reflect it. From, "Skip your $4 a day for a latte" to "did you know that food shelf usage is up 60%?" Provide real time knowledge or even first hand accounts.

Question from Nunu Tekabe, Non Profit:
    Can we use video ad on facebook?

Ami Cervin:
    Facebook does allow organizations to post videos to their group or fan pages. We've been using Facebook at the Chronicle to post our videos. If you have an audience on Facebook, that is an effective way to draw attention to your videos beyond your Web site. -- Peter Panepento

Question from Carol Young, WSKG:
    Are there any events that are more "recession-proof" than others? Is it better to stay with the events you're currently known for or better to try something different?

Jim Leighton:
    I don't think anything is "recession-proof". I would stick with what has been successful for you in the past. Starting a new event right now could be very challenging. If you have several events, I would focus on growing the evnts that have the lowest entry fee to attend. Higher end events have proven to be the most challenge for us.

Question from Vicky Garza, Pancreatic Cancer Awareness Network:
    We are working on our first annual 5K walk/run to benefit pancreatic cancer awareness. Austin is awash with a different run or walk every weekend. How can we make our 5K stand out with a small budget and relatively inexperienced volunteer staff?

Staci L. Bennett:
    With the Relay that I chair for ACS I try to get a "local celebrity" to support it. If you can find that one news personality or radio DJ to support your event, you're set. Especially if you can find one that directly relates to your cause. For mine I have a local weatherman that is a cancer survivor. He talks about it when he does the weather every few weeks and then broadcasts live at our event. Other good ideas are to get local caterers involved - have a chili cook-off between 3 or 4 caterers. This gets you food and a crowd! Also having popular local bands playing throughout the night are a hit. Highlight any of those things in your advertisements and you will get more traffic at your events.

Question from Jennifer, Nontraditional Employment for Women:
    How do you feel about 50/50 raffles at a special event? This is the first that I've heard of an organization having one, and it somehow doesn't seem right to have an attendee walk away from an event with 50% of the revenue from a raffle.

Jim Leighton:
    I would not be a big fan of this kind of raffle either. And I am not sure that they are legal in every state. I think it takes away from the mission at hand, to raise the most money possible for your organization.

Peter Panepento (Moderator):
    We've reached the hour mark, but we'll keep the discussion open for a bit longer to get to some of the questions we've been unable to answer thus far. We've received a ton of questions today -- so many that our panel is having a hard time keeping up with all of them. Thanks for the interest.

Question from Evonne, small arts nonprofit:
    We are planning a large educational tour with events at many locations, underwritten by sponsors and local hosts. Our project is unique and experimental and we are in the process of finding key sponsors for our tour and individual events. Is it better to create a sponsorship menu of opportunities or give each sponsor a very focused offering to consider?

Jim Leighton:
    I would put together a generic offering and then customize it based on their business needs. The key to this is making sure that the benefits received for their investment are equal across the board.

Question from Donna, JCC in Delaware:
    Is it better to ask your donors for several small gifts or a one time ask of a larger gift in this economy?

Ami Cervin:
    I think its more about timing. Whether you want several small gifts or one large one, it should be asked of once. Planning your ask, especially now, is highly important (espeically when dealing with companies). Major gift donors may have a little more flexibility towards the end of the year. If you are really looking for a combination of donations, sponsorships and in-kind gifts of services or tangible items they should be done in one ask. Companies have already planned their budgets for the year so getting everything you want up front is your best bet.

However, with the economy we don't always know what is going to happen before it gets better so it may mean asking once, laying out your goals and benchmarks for them, basically prefacing that there may be another ask later in the year.

Question from Samantha Higgins, Children's Chance:
    We hold a golf tournament every year, this will be our 12th Annual and are always successful with it, doing well with a silent auction, live auction, and raffle. Participants seem to really enjoy the same things each year and always bid well on the items. Do you think this year will be any different due to the economy, should we stick to what has always worked in the past, or make some changes?

Jim Leighton:
    I would stick with what has worked well in the past, but make sure you are advertising in advance the items you are offering. This will give the attendees time to budget for what they may want to purchase. I also would look carefully at what have been the most successful items in the past and see if you can get more of them for this year.

Question from Debbie Golden, Birnbaum JCC:
    What is the best way to approach past sponsors whose business are feeling the negative impact of the recession?

Jim Leighton:
    I would reach out to them and explain that you know they are feeling the impact of the recession but ask if you can still mett with them. Once you get the meeting let them talk about their business and see if you can help them in anyway with more exposure. The more creative you can be with sponsorships right now the better off your event will be in the end. Do not assume they don't want to give.

Question from Sharon, Broadway Mall Association:
    How can we best use our website for fundraising?

Staci L. Bennett:
    Depending on your website's functionality - personalize your donors experience as much as possible. Many sites can remember the person's name when they come back to donate (also make sure if they go my Jim it doesn't say Jim). Anything you can do to show that you know your donor is key. If your website is not as interactive - try to keep your content as fresh as possible. Link to your website in every single publication you advertise in. Also use other social media outlets, twitter, myspace, facebook, etc. to bring people in. Driving traffic to your site is the best way to get donations. So make it a place people need and want to visit. You could also have different fundraising efforts throughout the year. Relate them to holidays - for example you could have a fundraiser online during St. Patricks day - to fill the pot of gold to build a new house, etc.

Comment from Heidi Boyd, The Skylight Opera:
    Thank you for holding this discussion - incredibly helpful! If possible, it would be great for the transcript to include any additional answers to questions that the panelists are able to offer after the discussion is closed. Thank you again!

Peter Panepento (Moderator):
    Thanks. We'll do our best to answer as many as we can.

Question from Lois Green, JCC on the Hudson:
    What less expensive events would you suggest that would give people who cannot come to the expensive events, ie Golf and Tennis outings?

Jim Leighton:
    Walks are a great mission builder and very low cost.

Question from Julie, Small Nonprofit:
    This year will mark the 5th year of our one special event. We don't have a license to have a raffle, any suggestions on other ways to gain additional revenue?

Jim Leighton:
    A silent or live auction. Also a "fund in need" or direct appeal can be successful.

Question from M. Dworetz, Marcus Jewish Community Center of Atlanta:
    Are there certain types of events or causes that are more effective than others in this kind of economy? If so, what are they -- or what are the buzzwords/strategies, etc. that are effective in finding what is out there?

How can I access any r esponses as I will be unable to "attend" the discussion live? Thank you.

Staci L. Bennett:
    When it comes to events in this economy the key is to come up with unique ideas. I mentioned in an earlier answer to have a "Rock Band" tournament or you could even do a 3 legged 1 mile walk (I have never actually tried this, so it may be a tough one) but the key is to have events that you don't see every day and that are goofy. People love to get dressed in a theme and do a 5k, or see their friends act silly for a good cause. A good way to come up with ideas are to check out what college kids are doing - sororities and fraternities are always raising money and they are usually doing it in ways that will crack you up. But it works!

Question from Andie Wilcox, Community Hospital Foundation:
    We have a gala silent auction....I have not been in charge of this event in the past...I will be this year.

I feel that we have way too many items...approximately 150 - services, tangible items & buybacks. What are your thoughts on this number? The SA seems to make the smae amount every year....how can we increase the revenue. Also - what are your thoughts on a few high end live auction items? Thank You.

Ami Cervin:
    First of all, congratulations on getting so many items! The number doesn't seem overwhelming in comparison to galas I have done or gone to. However, it depends on how big the event is . . . if you have 500+ attendees that number is perfectly fine.

If you feel this number is too high one thing to consider is packaging some of the items together. If you have a bunch of restaurant gift cards package 12 together and make it "dinner for a year".

A newer way to run a silent auction is called box auction. Here you determine items (or packages of items) that are worth around $250 and $500. Trying to keep it as even as possible between the two groups. Then put out empty boxes wrapped in fun paper with descriptions of each item/package and folks simply sign up for the one they want. This ensures that you get $250 or $500 for each one and it takes away from bidding wars, once someone has signed up for it the item is gone. It makes it a lot easier set-up and take down too. another idea is to incorporate a semi-silent auction where you have 10-12 items that are bigger but not big enough for the live auction. Set up two whiteboards and folks literally yell out their bids - great action and usually gets those involved who are intimiated by the live auction.

for live auction items . . . unique experiences. Fly-in/fly-out fishing trip (you can only get to the cabin by plane). Season tickets to the new major sports team stadium. Trips that include airfare. Cars. A day with a celebrity.

Question from Tonya Hornback, SA/DVC:
    How do you get free advertising for fundraising events for a good cause?

Jim Leighton:
    I would start with your local community publications. They are often in need of stories and will usually offer you help with advertising. A lot of people start with the biggest media outlets in town but they are inundated with requests. I would also consider alternative media, ie. online, restroom advertising, etc.

Question from Karli Smith, large health non-profit:
    Any ideas on post-event fundraising for an event that did not meet goal in this economic environment?

Ami Cervin:
    Social networks and video. Create a "cause" on Facebook - it doesn't cost you anything and can raise thousands of dollars. Create a video and host it on youtube. A graphic designer could produce the video in-house and youtube is free to host on. We did this as part of our year-end fundraising efforts and garnered close to $100,000 and one man donated $500,000 himself and he had not given to us before!

Either could be sent out in the thank you as sort of a "if you didn't find what you wanted or missed the event, here's your chance to give back".

Question from Jane Shull, Indianapolis Museum of Art:
    I have a gala this Fall and one of the ticket levels is $20,000 for a table of 10 people. What are some creative ways I can position selling at this level (b/c we definitely have donors capable of giving at that level) without having to "give away the farm" to throw the party? In other words, how can I explain that even though we hope to sell very expensive tables we don't have the budget to spend as much money on the event itself as in years past. My fear is that everyone is going to purchase a ticket at the lowest ticket level and then I won't reach my revenue goals.

Staci L. Bennett:
    Depending on what type of theme or feel your gala has it might be cool to let each table choose their own theme. Say you have 10 tables that each go for 20K - predetermine 10 theme ideas, and as you get each donor - allow them to chose their tables theme. You could even encourage them to dress in that theme. You were probably going to decorate anyways so your costs for that shouldn't increase too much - and you're giving them a away to be more involved with the process. Also - you could try to associate other types of sponsorship benefits with the same of a table that will take place throughout the rest of the year. Have a few different packages. With the "Blue Table" package they get the table and then 10 free tickets to an exhibit later in the year or 2 VIP passes to another event. Keeping them enagaged throughout the year will also encourage them to donate throughout the year!

Question from Barbara, The Project To End Homelessness In Philadelphia, Inc.:
    At Fundraising seminars I have been hearing that fundraising events are not an effective way to raise money.... that hey require an enormous amount of time, people power and money unless they have total financial sponsorship. Please speak to this issue. Thank you.

Staci L. Bennett:
    As much as it pains me to say it - they are right, for the most part. Fundraising events CAN be expensive and time consuming. However, if you get creative with the type of event you are offering and the benefits to the sponsors and attendees than you can definitely raise a lot of money. I would stay away from galas, auctions, etc. if you are concerned about those issues and focus on events that don't take as much time and money like walks, radiothons, etc. Also - keep in mind that for some organizations that have fundrasing events, they are not only trying to raise money - but they are also trying to build relationships and an experience for their donors, as well as educate people on their cause. For those reasons an event can be a great success.

Question from Tina, The Food Bank of Northeast Georgia:
    As part of one of our annual fundraisers, like many other organziations we have a silent auction. It is very time comsuming to solicit all of the items for the auction. I am not sure the return on investment is appropriate; however I think that attendees expect something in addition to the food and fellowship. Do you have any suggestions as to what if anything maybe a better return on investment and add something to the event.

Ami Cervin:
    What about adding some sort of exclusivity. Some examples I can think of are: set up a game room where guest pay $25 to get into the room where they can play Guitar hero, and wii. Or butler pass champagne that costs $50 per glass and they get to keep the glass (etched with event logo). A raffle is another option. Tiffany's has done a sort of Tiffany's tree with their boxes and then give the overall prize. Could have multiple prizes of course. We have to get a permit from the state to do a raffle here so you may want to check on that. Set up stations with different topics that folks can donate to at the event - each gets a little giveaway (special pin that lights up) that reflects which station they gave to.

Hope that helps.

Question from Tod Thorpe, Glide Foundation:
    In today's economy corporate philanthropic dollars are fewer yet supposedly marketing budgets are going to remain strong. What kinds of creative benefits can be used to encourage marketing dollar sponsorships for an annual gala that seats 1,200? How do we get in the door of the marketing department and what should we bring/do to get the sale?

Staci L. Bennett:
    I think that they key with getting through to the marketing departments in corporations is to provide real statistics. Show them how many people attend your event and are going to see their message. Exactly how many people are going to have a t-shirt with their logo, or get a drink with their cocktail napkin etc. They want to reach the masses!!

Question from Rene, funder:
    The discussion is going as if galas and events are going to continue to happen regardless of the economic troubles we're facing. In this economy, and as a funder, I am not so sure. What are some other ways to raise general operating dollars that do not include galas and events?

Ami Cervin:
    This has been a big question of the day. My thoughts are using social networking, video and cause marketing. Social networks like Facebook and Twitter have built in functions that allow you to set up fundraising opporutnities that don't cost the nonprofit anything. They are also interactive and visual. Video is visual and can be hosted on youtube for free. Can you use all graphics and have an in-house designer produce it for little to no cost. We were able to bring in almost $600,000 with one video.

Cause marketing is another alternative. Getting the backing of major companies says a lot to the community, gives the nonprofit more legitimacy, so folks want to learn more which leads to giving. And some nonprofits may be able to do this wherein the corporation creates the ad and the nonprofit simply gets their name and info on it so it could be zero cost to the nonprofit. This will take longer of course.

Comment from Barbara, The Project To End Homelessness In Philadelphia, Inc.:
    Thanks Staci, At the Fundraising Seminars it was stressed that "Events" are an excellent way to raise awareness!

Question from Scott Fraser, nonprofit Board member, student:
    What does the panel think about trying to get an event planner to donate services, or at least underwrite part of the cost of planning an event, in lieu of spending the organization's money and human resources on planning the event? In this economy, event planners would seem to also be feeling the pressure, and donating services to get some visibility and marketing would seem to be a good idea.

Staci L. Bennett:
    Getting an event planner to donate their services is definitely a possibility. The key things that you need to remember are not to ask them to plan an event during their busy season. If the time of your event is flexible - let them pick the date. Also think about having your event on a Sunday afternoon (a very family friendly time) rather than a Saturday night, etc. The biggest struggle for event planners is finding the time. If you are able to find on that will donate their time and service, think about bulding a partnership and really try to make it a relationship that will last for years. I have been doing the Relay for Life for 3 years, it's an understanding that I will make the time for it and I care about the cause.

Peter Panepento (Moderator):
    Sadly, our time is up. I want to thank everyone who took the time to join us today to talk about this timely topic. I'd like to offer a special thanks to our three guests -- Ami Cervin, Jim Leighton, and Staci Bennett. All three did admirable work in answering a heavy load of questions and agreeing to stay online for an additional 30 minutes. They all deserve recognition for going above and beyond.

Peter Panepento (Moderator):
    I'd like to invite you to continue this discussion on our forums page: http://philanthropy.com/forums/index.php/topic,730.0.html

We'll be posting a full transcript of this event at http://philanthropy.com/live and will add some of the overflow questions and answers to the transcript later this week.

Thanks everyone.