Missionizing Your Special Events

Missionizing Your Special Events

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Before we get started »

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https://bloomerang.co/demo/video

https://bloomerang.co/demo/video

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Our guest presenter »Terry Axelrod @Benevon

• Benevon Founder & CEO • 30+ years experience • Former development director at a private

inner-city school, where she designed and implemented the fundraising programs that yielded $7.2 million in two years and a significant endowment.

• Trained 5,000+ nonprofits over the last 20 years

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Missionizing Your Special Events

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FOUR TYPES OF EVENTS

1. The classic Point of Entry and its three derivative events:

• The Point of Entry in a Box • The One-on-One Point of Entry • The Pre-Point of Entry

2. The Free One-Hour Ask Event 3. The Free Feel-Good Cultivation Event 4. The Point of Entry Conversion Event

(Page 21)

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POINT OF ENTRY AGENDA

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1. To start a. Greeting

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1. To start a. Greeting b. Sign in

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1. To start a. Greeting b. Sign in c. Mix and mingle

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2. Program a. While seated

▪ Welcome (Ambassador)

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▪ Welcome (Ambassador) ▪ Visionary Leader Talk

• Personal connection, results, vision for the future

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• Personal connection, results, vision for the future b. Walking around

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▪ Tour • Three stops • Each stop: myth, Myth-Buster Fact, story, need

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▪ Live testimonial

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▪ Live testimonial c. Thank you/wrap up (Ambassador)

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FIVE-STEP FOLLOW-UP CALL

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1. “Thank you for coming.”

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1. “Thank you for coming.” 2. “What did you think?”

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1. “Thank you for coming.” 2. “What did you think?” 3. Be quiet and listen.

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1. “Thank you for coming.” 2. “What did you think?” 3. Be quiet and listen. 4. “Is there any way you could see yourself becoming

involved with us?”

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involved with us?” 5. “Is there anyone else you can think of that we

ought to invite to a __________ (Point of Entry)?”

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Ask for MoneyBless and Release

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FREE ONE-HOUR ASK EVENT

• Before the clock starts – Greeters – Music – Nametags – Find your table

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• Welcome

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• Welcome • Short Emotional Hook

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• Enjoy your breakfast – Vignettes at tables – Pass “Apples”

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• Visionary Leader Talk

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• Visionary Leader Talk • Video: 7 minutes, “3 cries”

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• Visionary Leader Talk • Video: 7 minutes, “3 cries” • Live testimonial / interview

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• Visionary Leader Talk • Video: 7 minutes, “3 cries” • Live testimonial / interview • Pitch

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Sponsor a Student: $1,000 per year for 5 years

Contribute $ ________ for ________ years.

I would like to become a founding member of the Sponsor-A-Student Society:

$600,000 600 CHILDREN

850 ATTENDEES <15% Nearly $1.5M

100 1

X

Sponsor Ten Students: $10,000 per year for 5 years

Sponsor a Classroom: $25,000 per year for 5 years X

= 8

Please contact me. I have other thoughts to share.

I would like to contribute in other ways:

X

X

= 4

X

= 115

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(Page 21)

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POINT OF ENTRY

I. Point of Entry 1. Facts 101 2. Emotional Hook 3. Capture Names 4. Guests invited word-of-mouth by an

Ambassador who tells them they: • Are coming to a get-acquainted event • Will not be asked for money • Will receive follow-up call

5. POE in a Box • Not a Rotary-type meeting

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POINT OF ENTRY

I. Point of Entry 1. Facts 101 2. Emotional Hook 3. Capture Names 4. Guests invited word-of-mouth by an

Ambassador who tells them they: • Are coming to a get-acquainted event • Will not be asked for money • Will receive follow-up call

5. POE in a Box • Not a Rotary-type meeting

2/month

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2. The Free One-Hour Ask Event

(Page 21)

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III. Free One-Hour Ask Event 1. Free; 200-300-person event 2. Minimum of 40% of guests attended Point of Entry Event in prior year 3. 100% of Table Captains have been Ambassadors in prior year 4. Word-of-mouth invitations 5. Spring or fall; breakfast or lunch 6. Sit down 7. Facts and Emotional Hook (video, Visionary Leader, testimonial) 8. Capture Names with permission 9. Launch Multiple-Year Giving Society 10. 10% of guests join your Multiple-Year Giving Society each year 11. Expect less than 50% to give 12. Many Multiple-Year Giving Society Donors become Ambassadors 13. Overall P.R. value greater than money 14. Program does the work

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III. Free One-Hour Ask Event 1. Free; 200-300-person event 2. Minimum of 40% of guests attended Point of Entry Event in prior year 3. 100% of Table Captains have been Ambassadors in prior year 4. Word-of-mouth invitations 5. Spring or fall; breakfast or lunch 6. Sit down 7. Facts and Emotional Hook (video, Visionary Leader, testimonial) 8. Capture Names with permission 9. Launch Multiple-Year Giving Society 10. 10% of guests join your Multiple-Year Giving Society each year 11. Expect less than 50% to give 12. Many Multiple-Year Giving Society Donors become Ambassadors 13. Overall P.R. value greater than money 14. Program does the work

1/year

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2. The Free One-Hour Ask Event 3. The Free Feel-Good Cultivation Event

(Page 21)

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FREE FEEL-GOOD CULTIVATION EVENT

IV. Free Feel-Good Cultivation Event (FFGCE) = Point of Re-Entry (Donors and their friends) 1. Free 2. Event you are having anyway 3. Example – recognition / awards dinner, annual meeting, Celebration

Event, graduation, program-related milestone 4. Sit down 5. Facts and Emotional Hook (video or Visionary Leader, testimonial) 6. Capture Names with permission 7. Follow-Up; Ambassador recruitment 8. May be stratified for donors at different levels 9. Donors may invite others 10. Point of Re-Entry for capital or “next dream”

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FREE FEEL-GOOD CULTIVATION EVENT

IV. Free Feel-Good Cultivation Event (FFGCE) = Point of Re-Entry (Donors and their friends) 1. Free 2. Event you are having anyway 3. Example – recognition / awards dinner, annual meeting, Celebration

Event, graduation, program-related milestone 4. Sit down 5. Facts and Emotional Hook (video or Visionary Leader, testimonial) 6. Capture Names with permission 7. Follow-Up; Ambassador recruitment 8. May be stratified for donors at different levels 9. Donors may invite others 10. Point of Re-Entry for capital or “next dream”

2/year

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2. The Free One-Hour Ask Event 3. The Free Feel-Good Cultivation Event 4. The Point of Entry Conversion Event

(Page 21)

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POINT OF ENTRY CONVERSION EVENT

II. POE Conversion Event 1. Events you call “fundraisers”; people pay and think they are coming for

a golf tournament 2. Example – golf tournament or gala 3. Can guest answer these two questions:

a) Name of organization? b) What the organization does?

4. Sit down 5. Facts and Emotional Hook (video or Visionary Leader, testimonial) 6. Capture Names with permission 7. Follow-Up and Table Captain recruitment 8. Not as “efficient” as regular Point of Entry

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POINT OF ENTRY CONVERSION EVENT

II. POE Conversion Event 1. Events you call “fundraisers”; people pay and think they are coming for

a golf tournament 2. Example – golf tournament or gala 3. Can guest answer these two questions:

a) Name of organization? b) What the organization does?

4. Sit down 5. Facts and Emotional Hook (video or Visionary Leader, testimonial) 6. Capture Names with permission 7. Follow-Up and Table Captain recruitment 8. Not as “efficient” as regular Point of EntryX

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POINT OF ENTRY CONVERSION EVENT SAMPLE SCRIPT

This is the wording to use when converting a fundraising event (like a golf tournament or gala) to a Point of Entry Conversion Event. Have the emcee or board chair say, at the beginning of your 10-minute program: “We here at _____________(organization) wouldn’t be doing our jobs if we didn’t take advantage of having you all gathered here today to tell you a little more about the work we do at ________________.” Then introduce the program elements, which should be: • Visionary Leader Talk • Three-minute testimonial speaker Then, to wrap up this program, the emcee or board chair comes back up and says: “Now that you have learned a little more about our work, some of you may find that you’d like to learn more about our work firsthand or just be kept informed of what we’re doing. In that case, there’s a card under your plate (or inserted in your program) and pens in the center of the table for you to fill out the card and give to your table host.”

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POINT OF ENTRY CONVERSION EVENT SAMPLE SCRIPT

As they are looking for the cards and filling them in: “If you have been moved and inspired by the messages you have heard here today, we would love to have you come to our (name of tour) tour at the ______________ offices. This is a one-hour dynamic tour that goes into more depth about our work and some of the stories of the people we serve. I’ve taken the tour, and I will say…it really was incredible. I didn’t realize all the different things that ___________ (organization) is doing in our community. You may also be interested in other parts of our work…we’d be happy to talk with you about those ideas too. I really encourage you to join us for a tour. We will not contact you unless you give us your permission to do so by filling out one of these cards today. We hope that you have been inspired by the information presented here today.” Train the people who will be collecting the cards to be very upbeat and gracious with the people at their table. They can say something that is “inviting” to their table to make it easy for people to fill out the cards. While we know that not everyone will fill out this card, the encouragement from the person at the podium and the people serving as their hosts at the Conversion Event will help.

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SOUL-SEARCHING QUESTIONS

1. Why are we really having the event anyway? 2. Is there really an expectation that this event will

raise money? 3. What have you said in the past to justify not

reaching your dollar goal for this event? 4. How attached are you and your organization to this

type of event? 5. What if someone just walked in and wrote you a

check for your total goal? Would you still have the event?

6. Thinking ahead to your next big event, if you don’t make your goal, what will be the reason?

(page 33)

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7. If the event is supposed to be a fundraiser, do you know how much it actually nets?

8. How many volunteers did it really take to put the event on?

9. If you have a dedicated fundraising staff, what else could they have been doing with the same amount of time and energy to bring in more money than the event nets?

10. For how many months in advance have you and your team been obsessing about the event?

11. Do you know from the beginning that you have big fixed costs to meet?

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12. Is this the right kind of event for your organization? 13. Does this type of event give you enough predictors

of the results? 14. Is this event the best way to maximize the giving

potential of each donor? 15. What would you think if you had to sit through that

program? 16. What are you building for future years by having

this event? 17. On a scale of one to ten, how exited are you about

producing this event?

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1. Why are we really having the event anyway? 2. Is there really an expectation that this event will

raise money? 3. What have you said in the past to justify not

reaching your dollar goal for this event? 4. How attached are you and your organization to this

type of event? 5. What if someone just walked in and wrote you a

check for your total goal? Would you still have the event?

6. Thinking ahead to your next big event, if you don’t make your goal, what will be the reason?

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SYSTEM OF EVENTS

Convert Event To:

Current Events

Pre-Point of Entry

Event

Point of

Entry Event

Point of

Entry in a Box

One-on-One

Point of Entry

Point of Entry

Conversion Event

Free Feel-Good

Cultivation Event

Ideal

Month

Add/ Convert/

Eliminate By When

1.

2.

3.

4.

5.

6.

7.

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SYSTEM OF EVENTS

Convert Event To:

Current Events

Pre-Point of Entry

Event

Point of

Entry Event

Point of

Entry in a Box

One-on-One

Point of Entry

Point of Entry

Conversion Event

Free Feel-Good

Cultivation Event

Ideal

Month

Add/ Convert/

Eliminate By When

Golf Outing Eliminate now

Corporate-sponsored gala/ auction

X

March

Convert year 1; Eliminate

year 2

Graduation X June This year

Chess classes Tour Stop Monthly Now

Tutoring sessions

Tour Stop Monthly Now

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www.benevon.com/offer

10% off Missionizing Your Special Events How to Build a System of

Events That Engages Donors Who Will Stay with You for Life

Offer ends 4/30/17

http://www.benevon.com/offer

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The 7 Lessons of #DonorLove

Thursday, April 13, 2017 – 10:30am Eastern

Jen Love & John Lepp

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Missionizing Your Special Events

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Transcript of Missionizing Your Special Events