Fundraising Auctions Should Consider Their Audience Before Inviting Clients to the Party

Copyright (c) 2009 Red Apple Auctions LLC

A handful of the non-profit fundraising auctions I work have a dramatically diverse mix of guests. The crowd is comprised of three distinct groups:

- non-paying clients

- non-paying or reduced-ticket-price employees of the non-profit

- full-paying guests

Although I can appreciate why a handful of "free" guests might be allowed to attend (e.g. a reward to an employee, or asking someone to speak), in a few charity auctions I've worked, the majority of the attendees -- the majority! -- were non-paying or reduced-paying guests.

Let's examine three points as to why this might not be a good idea.

1. What is the purpose of your event?

When an event manager is given an assignment to plan any event, the first question they are taught to ask is, "Why are you having this event?" In other words: "What is the purpose of this charity auction?"

During my studies in event management at George Washington University, this question was drilled into us students. It's a critical point because the answer to the question sets the tone for the event.

So what happens when you have non-paying clients, non-paying (or reduced-fee) employees, and paying guests?

It confuses the focus. The "why" becomes unclear because the event is attempting to fulfill three roles: client appreciation dinner, organizational picnic, and fundraiser.

Which is it? The event can't successfully be all things to all people, so pick one goal and build the event to meet that goal.

2. The "wrong" people are offered an incentive to attend.

If the goal is to raise money for your cause, a free ticket structure for some works against the ability to do so. Why? By not charging employees and clients to attend, the organization is offering those two groups of people an incentive to attend, yet these two groups will help the mission of fundraising the least.

If anything -- and I don't advise this -- a "free ticket" incentive would be given to those who can afford to donate to the mission. Clients and employees rarely have the deep pockets needed to help an organization raise significant money, so hypothetically, if anyone was offered free tickets, it would make sense to offer them to those who you believe have money to give. A complementary ticket may encourage them to attend and learn about your mission.

3. Unscripted client interaction could prove risky

When you plan a dinner party, you likely put some thought into the people attending and their unique personalities. "I'll introduce my neighbors (Joe and Julie) to my friends (Rob and Carol)," you might think, "They'll get along great!"

If you want guests to have a positive experience, you wouldn't introduce Joe and Julie to your mean-spirited aunt and uncle ... or your depressed friend Delany. In fact, you likely wouldn't even invite your aunt, uncle, and friend to the party because the aren't a fit for the evening's plans.

The success of social events like dinner parties (and charity auction galas) depends on the personalities of the guests and how much they enjoy mingling.

At a number of galas, guests see the fundraiser as a time to network with others like themselves. An audience filled with guests who don't have much in common makes networking challenging and likely decreases donations.

Consider this hypothetical situation: If you operate a soup kitchen, and John Smith wants to interact with your clients, John will likely volunteer in the soup kitchen when you offer opportunities to do so. He is willing to put himself in that environment, and he wants to serve your charity in that way.

But if you are throwing an elegant fundraiser with a $100 ticket price, John might not expect to bump into the same people he served in the soup kitchen. It might not upset John (because John volunteers in your soup kitchen regularly), but it might be a surprise to John's invited co-worker, Tim.

Tim has heard stories about your charity from John, but Tim is not the kind of man to volunteer in a soup kitchen. John and Tim could both be great supporters of your charity's mission, but -- like all of us -- they are drawn to different activities.

Guests will certainly enjoy hearing a well-constructed testimonial from a client at an appropriate time in the evening. But if a guest talks with a client who is unable to give a thoughtful testimonial, or who hasn't yet reached their potential from using your non-profit's services, or who hasn't been coached on key points to say, the interaction could leave a less-than-positive impression of your potential donor.

Remember: Plan your event with your end goal in mind. If your clients can make you money at your fundraiser, bring them in! If not, reconsider.

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<!DOCTYPE HTML PUBLIC '-//W3C//DTD HTML 4.01 Transitional//EN' 'http://www.w3.org/TR/html4/loose.dtd'><html><head><title>Look For Articles - Articles Directory | Fundraising Auctions Should Consider Their Audience Before Inviting Clients to the Party</title></head><body><h3>Fundraising Auctions Should Consider Their Audience Before Inviting Clients to the Party</h3><br><br> By: Sherry Truhlar<br><br><p><p>Copyright (c) 2009 Red Apple Auctions LLC</P><p>A handful of the non-profit fundraising auctions I work have a dramatically diverse mix of guests. The crowd is comprised of three distinct groups:</P><p>- non-paying clients</P><p>- non-paying or reduced-ticket-price employees of the non-profit</P><p>- full-paying guests</P><p>Although I can appreciate why a handful of "free" guests might be allowed to attend (e.g. a reward to an employee, or asking someone to speak), in a few charity auctions I've worked, the majority of the attendees -- the majority! -- were non-paying or reduced-paying guests.</P><p>Let's examine three points as to why this might not be a good idea.</P><p>1. What is the purpose of your event?</P><p>When an event manager is given an assignment to plan any event, the first question they are taught to ask is, "Why are you having this event?" In other words: "What is the purpose of this charity auction?"</P><p>During my studies in event management at George Washington University, this question was drilled into us students. It's a critical point because the answer to the question sets the tone for the event.</P><p>So what happens when you have non-paying clients, non-paying (or reduced-fee) employees, and paying guests?</P><p>It confuses the focus. The "why" becomes unclear because the event is attempting to fulfill three roles: client appreciation dinner, organizational picnic, and fundraiser.</P><p>Which is it? The event can't successfully be all things to all people, so pick one goal and build the event to meet that goal.</P><p>2. The "wrong" people are offered an incentive to attend.</P><p>If the goal is to raise money for your cause, a free ticket structure for some works against the ability to do so. Why? By not charging employees and clients to attend, the organization is offering those two groups of people an incentive to attend, yet these two groups will help the mission of fundraising the least.</P><p>If anything -- and I don't advise this -- a "free ticket" incentive would be given to those who can afford to donate to the mission. Clients and employees rarely have the deep pockets needed to help an organization raise significant money, so hypothetically, if anyone was offered free tickets, it would make sense to offer them to those who you believe have money to give. A complementary ticket may encourage them to attend and learn about your mission.</P><p>3. Unscripted client interaction could prove risky</P><p>When you plan a dinner party, you likely put some thought into the people attending and their unique personalities. "I'll introduce my neighbors (Joe and Julie) to my friends (Rob and Carol)," you might think, "They'll get along great!"</P><p>If you want guests to have a positive experience, you wouldn't introduce Joe and Julie to your mean-spirited aunt and uncle ... or your depressed friend Delany. In fact, you likely wouldn't even invite your aunt, uncle, and friend to the party because the aren't a fit for the evening's plans.</P><p>The success of social events like dinner parties (and charity auction galas) depends on the personalities of the guests and how much they enjoy mingling.</P><p>At a number of galas, guests see the fundraiser as a time to network with others like themselves. An audience filled with guests who don't have much in common makes networking challenging and likely decreases donations.</P><p>Consider this hypothetical situation: If you operate a soup kitchen, and John Smith wants to interact with your clients, John will likely volunteer in the soup kitchen when you offer opportunities to do so. He is willing to put himself in that environment, and he wants to serve your charity in that way.</P><p>But if you are throwing an elegant fundraiser with a $100 ticket price, John might not expect to bump into the same people he served in the soup kitchen. It might not upset John (because John volunteers in your soup kitchen regularly), but it might be a surprise to John's invited co-worker, Tim.</P><p>Tim has heard stories about your charity from John, but Tim is not the kind of man to volunteer in a soup kitchen. John and Tim could both be great supporters of your charity's mission, but -- like all of us -- they are drawn to different activities.</P><p>Guests will certainly enjoy hearing a well-constructed testimonial from a client at an appropriate time in the evening. But if a guest talks with a client who is unable to give a thoughtful testimonial, or who hasn't yet reached their potential from using your non-profit's services, or who hasn't been coached on key points to say, the interaction could leave a less-than-positive impression of your potential donor.</P><p>Remember: Plan your event with your end goal in mind. If your clients can make you money at your fundraiser, bring them in! If not, reconsider.<br></P></p> <br><br> <b>Author Resource:-></b>  Charity auctioneer Sherry Truhlar, CMP, BAS is a lead auctioneer at <a href="http://www.RedAppleAuctions.com">Red Apple Auctions LLC</a>, a firm niched to serve auctions at schools and non-profits. The company's popular Auction Item Guide is a FREE resource available to help auction procurement teams. The Guide lists 100 of the best auction items to sell right now. <a href="http://www.RedAppleAuctions.com">Get your Item Guide on the Red Apple Auctions site</a>.<br><br><b>Article From</b> <a href='http://www.look4articles.com/'>Look For Articles - Articles Directory</a><br></body></html>