CharityVillage® Research: Preparation and post-evaluation of special fund raising events

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Preparation and post-evaluation of special fund raising events
May 1, 1996; Canadian FundRaiser
The Evaluation Criteria:

cost effectiveness
financial results, actual vs budget
staff and volunteer time effectiveness
growth potential
non-financial return
effect on volunteer recruitment
resulting publicity
ethical appropriateness.
Establish clearly what the objectives are/were. This implies the existence of a good strategic plan, with time and money budgets and other targets - awareness-raising, donor development, sponsor upgrading, fun, morale-boosting - based to the extent possible, on precedents.
Have a designated coordinator/problem-solver.
Keep track of all time expended by everyone involved.
Allow sufficient time to plan and organize the event.
Choose the date very carefully. Try to avoid conflicts. Remember that Tuesday/Wednesday/Thursday is best.
Have the results, including evaluation forms, complete, accurate and available, and compare them to the plan and targets. Establish a Return On Investment for the time and money expended. Establish the opportunity cost of the event. Use this information to answer the question, "Do we want to/should we do this again?"
Have a follow-up plan, including a monitoring program.
Maintain a complete record of the names, addresses, and telephone, fax, and eMail numbers of all supporters, sponsors, donors, volunteers, suppliers and key contacts.
Have special evaluation forms for organizers and volunteers, participants, sponsors and no-shows. Make sure you get them, and use them, both at the time of the event and later. Use volunteers to ask people what they thought of the event and whether they enjoyed it.
Generate a summary report with recommendations of ways to improve the event the next time around.
Plan in advance to have the cost of your overheads covered in advance; otherwise you will challenge yourself unfairly.
Ensure that the sponsors are adequately recognized, thanked and given exposure. If possible, get them actively involved.
Remain focused. Balance the combination of activities. Do one thing at a time.
Establish a publicity/public relations program to broaden the perception of the event as a success, enhance its credibility, and support future organizers.
Consider a post-event celebration - but don't spend too much of your charity's money on it!
What's good = what works; what's bad = what doesn't work. Repeat the good; terminate the bad.
Never forget that running a Special Event is likely the worst possible way to just raise $10,000. Be detailed and specific in your goals and objectives.
Source: Fundamentals of Fund Raising, a two-day seminar led by Ken Wyman, at the First Annual Fund Raising Congress, presented in Toronto by the Greater Toronto Chapter of the National Society of Fund Raising Executives, November 15-18, 1995.