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September 3, 2020 By Helen Brown Leave a Comment

Avoid an Un-Eventful Fall Event Season

This week we welcome to the blog my colleague Jen Turner, who has been steeped in researching for (and planning!) virtual events this spring for clients and as a volunteer. She’s learned a lot (as you’ll soon see), and we thought it would be useful information for nonprofits large and small from a planning – and prospect development – perspective. Let us know if you have any other great tips! ~Helen


A few years ago at this time of year, I wrote a blog focused on the start of event season that included tips for creating helpful event bios. Well, things have certainly changed as we prepare to enter the fall of 2020’s event season. The current global pandemic forced many nonprofit organizations to cancel in-person events last spring. As the months go by and we continue to live in a socially distant world, organizations are now beginning to think about how they can restructure their usual events and continue to meet their fundraising goals, during a time in which it is still not deemed safe to participate in large social gatherings. Whether you work in fundraising or sit on a school’s PTO board, chances are you may be faced with organizing a virtual fundraising event this fall.

Here are some suggestions for how to host a successful virtual event:

  • Organize. Make lists. Delegate. Just because the event is virtual, does not mean any less amount of effort should be put into these initial planning stages. Recruit help the same way you would for an in-person event. Even though the event is virtual, many hands continue to make light work!
  • Once you’ve formed your planning committee, decide what type of event are you going to host. Designating an event as “virtual” is simply not enough. Will it have a theme? Maybe you want to have an online raffle. Or you could host a game night, such as a Bingo or trivia night. If you work in education, maybe you’d like host a virtual tour of a specific building on campus. Or your annual fundraising run could be turned into a virtual run or walk. Perhaps you want to stick with a more traditional approach, and host a presentation, speech, or program. Even though your event is virtual, the possibilities are still endless!
  • Now that you have decided on a theme, it is time to choose appropriate software for your event. This will vary depending on if your event is live stream, an auction, a race/walk etc. Consider hiring professional help. While it may be easy to forget that there was life before Zoom, not many of us can honestly say that we feel completely comfortable with such software, especially when major donors and big gifts are at stake. And if administration is reluctant to put forth the funds, remind them of the money that is already being saved in overhead costs.
  • Set a goal, just as you would for any event, but remember to keep it realistic. Don’t set your expectations too high, but also keep in mind virtual events tend to have fewer overhead costs. While you may have be paying for some professional help, you aren’t paying for food, venue, staff, etc. As your event progresses, keep attendees updated on the status of your goal. This will keep them engaged, excited, and hopefully motivated to give.
  • Market! Send invitations. Update your organization’s Facebook page and other social media accounts. Spread the word. Virtual events do not have geographic limitations, so open your database and send an email blast to as many people as possible. Some organizations have even used marketing virtual events as opportunity to bring humor to the current state of circumstances. For example, a Minnesota-based e-waste and workforce development nonprofit Tech Dump hosted a “Thanks for Not Coming,” virtual fundraiser. You can also entice invitees by reminding them how much more cost effective a virtual event is for them to attend, as they don’t have to buy a new dress or pay for a babysitter.
  • Make sure you ask/require invitees to RSVP or purchase a “ticket.” Although it may seem easier to have a public event and not track guests, knowing your attendees will help you to better prepare. Requiring registration will also make those who accept feel more committed (how many times have you opted to skip out of a virtual event at the last minute because you felt no one would really know if you were there or not?). Hold those who accept your invitation accountable; maybe even send out a personal “looking forward to ‘seeing’ you” reminder prior to event day. Once you know your audience, get out the event bio template and start identifying key prospects for development officers, board members, etc. to personally engage with during the event. Chances are, the extra attention given to a prospect during a virtual event will stick with them as they consider the amount of their donation.
  • Regardless of the type of event you are hosting, try to make it as interactive as possible. Allow for questions and answers via chat boxes. Take polls during a live stream. Ask attendees to raise their glasses for a toast at pivotal moments during the event. Depending on the type of software you use, you may even be able to have attendees break out into smaller groups for discussion. Whatever you choose to do, it’s important to keep them engaged throughout the event.
  • Follow up with attendees after the event, just as you would for an in-person event. This can include sending them a recording of the event and a thank you note for attending and/or donating. And don’t be afraid to send them follow-up surveys. Find out what was successful about the event, and what you can do better next time.
  • Remember to code those who attended in your database, just as you would for any in-person event they attended in the past. Perhaps you may want to make notes of any new details gleaned from engaging with them during the event. Or maybe they now need to be moved to a different stage in the pipeline.

Along with these tips come a few caveats as well:

  • Remember to check if there is a user limit on the platform you are using for your event. I can’t tell you how many “open” Zoom meetings I’ve been invited to, only to find that they closed after the first 100 people logged on.
  • Don’t overlook the importance of setting – just because you are virtual, does not mean your attendees want to see cluttered backgrounds. Treat lighting with equal importance.
  • Take care in making your invitee list. While I mentioned earlier that you won’t have geographic limitations, and can therefore appeal to a wider audience, perhaps you want the event to have a more intimate feel. In this case, consider making an exclusive guest list of top prospects (and market the event in such a way that they know they are in an elite group).
  • While you may not need to don your evening attire, remember that should you find yourself in front of the camera, you will want to look presentable and respectable. Sorry, but you’ll have to change out of your pajamas for this one!
  • Be conscious of your attendee’s time and attention span. While they may have been willing to give up a full evening to attend your event in-person, the interruptions and distractions of being at home may shorten the time they give you (remember how we discussed they weren’t paying for that babysitter?). Keep your timeline concise.

While virtual events will never take the place of seeing someone face to face, they can have their own benefits. For example, some organizations have already reported great success with their online events. The 4-H Legacy Awards gala scheduled to take place at the Ritz Carlton in Washington, DC last spring was converted to a Facebook Live 30-minute event. The event included remarks from a celebrity chef and its lead sponsor Microsoft, as well as stories about the four 4-H Youth in Action award winners. With over 50,000 Facebook views, the organization met its fundraising goal. Pancreatic Cancer Action Network of Las Vegas transitioned their in-person “PurpleStride” fundraising walk into a virtual event, where participants walked on their own while social distancing. On the day the “live” event would have taken place, they hosted a Zoom call to share the opening speeches. They exceeded their fundraising goal. It is easy to fall into the trap of thinking about what we can’t do these days, but these success stories give me, and hopefully you now as well, hope that something positive can come of this unprecedented situation.

Have you had any successful virtual fundraising events yet? If so, what type of event did you host? What worked (and what didn’t)? Do you have any events planned for the near future? Let’s share our ideas in the comments below.

And for more information on planning virtual events, check out these resources:

https://www.nonprofit.courses/virtual-fundraising-event-success/

https://www.wildapricot.com/blogs/newsblog/2020/04/14/virtual-fundraiser

https://blog.handbid.com/blog/changing-up-your-event-ideas

https://getfullyfunded.com/virtual-fundraiser-and-online-events/

Filed Under: Campaign Success Tagged With: Jennifer Turner, virtual events

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David’s career in prospect research began in 2009, as a graduate research assistant at the Shippensburg University Foundation. In 2011, He became a development researcher for the University of Virginia. In 2015, David became assistant director of prospect research at the University of Baltimore, serving for 3 years. Recently, he was the director of development for Trees Forever. David Joined the Helen Brown Group as a research assistant in January 2020. He earned a B.A. in Theater at Indiana University of Pennsylvania and a M.A. in Applied History at Shippensburg University. David is a member of APRA and APRA Great Plains.

Kenny has worked in development since 1999 and has been involved in prospect research since 2002.

Prior to joining The Helen Brown Group, he was the director of donor and prospect research at the United Way of Massachusetts Bay. Kenny is a member of APRA and NEDRA.

Tara first began her career in development in 2002 supporting the Major Gifts department at Simmons College, and ultimately went on to serve as Assistant Director of Prospect Research. Since that time, she has also worked as a Senior Research Analyst at MIT, as Associate Director of Prospect Management and Research at the Harvard Graduate School of Education, and as Director of Development Research at Combined Jewish Philanthropies (CJP).

Tara originally joined the Helen Brown Group team in 2007 and served as a Research Associate and ShareTraining coordinator until 2008 – she rejoined the company as a Senior Researcher in 2013 and was promoted to her current role in 2018.

She has been an active volunteer with NEDRA for many years and served on the board of directors from 2010-2016. During her time on the NEDRA board, she served in many different roles, including terms as Vice President, Secretary, Chair of the Website and Technology Committee, Chair of the Volunteer Committee, and as Chair and Editor of NEDRA News. She is currently a member of the NEDRA Bootcamp faculty. In addition, Tara has also been involved as a volunteer with Apra, serving stints on the Membership Committee, Chapters Committee, and Bylaws Task Force.

Angie began her career in development in 1999 at Virginia Tech in Corporate and Foundation Relations and later in prospect research at the University of Connecticut Foundation.

A graduate of the University of Tennessee at Martin, her experience includes grants management at the University of South Carolina, program evaluation for South Carolina Research Authority and human resources analysis for Nissan North America.

She returned to development in 2007 and worked in various prospect research positions at Vanderbilt University, including Associate Director. She was named Director for Vanderbilt University Medical Center’s research office in 2015, and joined The Helen Brown Group in 2016.

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Josh began his career in development as the Phonathon Coordinator at Keene State College. He then worked at non-profit consulting firm Schultz & Williams in Philadelphia.

He started his research career at the University of Pennsylvania as a Research Assistant in 2005. He then moved over to the Wharton School of Business, where he became the Associate Director, Research and Prospect Management. Josh joined the Helen Brown Group in 2016.

Josh is also a Colorado licensed Realtor and graduate of Lehigh University.

In March 2017, Kristina joined the Helen Brown Group as a Research Associate. Before joining HBG, she was the Research Manager at Pratt Institute in Brooklyn and an Associate Manager of Prospect Research at City Harvest, a food rescue organization. Kristina started her non-profit career as a legal assistant at the Metropolitan Museum of Art in 2004.  She is a member of Apra and Apra Greater New York. She was Apra Greater New York’s Director of Programming from June 2014 to May 2016. Kristina graduated from The University of Chicago and the Bard Graduate Center.

Grace began her career in development in 2001 as Executive Assistant to the Chief Development Officer with Brigham and Women’s Hospital (BWH), a Harvard Medical School-affiliated academic medical center.

In 2003, she became a prospect researcher for the BWH principal and major gifts team and spent the next 11 years in various research positions with BWH, culminating as Assistant Director of Prospect Research. She has been affiliated with The Helen Brown Group since January 2014.

Heather began her career in 2002 as a prospect research coordinator for the Rocky Mountain Elk Foundation and then moved to Carroll College in 2004.

In 2005, Heather began working on her own as a freelancer and eventually started her own consulting firm, Willis Research Services, in 2007. She joined The Helen Brown Group in 2012.

Heather is a member of the Association of Professional Researchers for Advancement and the Montana Nonprofit Association.

Jennifer began her career in development at her alma mater, Wheaton College, where she was an administrative assistant for the major gifts department.

She joined The Helen Brown Group in March 2008. She earned a master’s degree in library science from the Southern Connecticut State University in May 2009. Jennifer is a member of APRA and NEDRA.

Rick has been a member of the Helen Brown Group team since 2005. Prior to joining HBG, Rick was director of research at St. Paul’s School in Concord, New Hampshire. Rick has worked in development since 1996, both in prospect research and major gifts fund raising. His experience includes the University of Vermont, Phillips Exeter Academy and St. Paul’s School.

Rick is past president of NEDRA and is a member of and frequent volunteer for APRA.

Josh began his career in development as the Phonathon Coordinator at Keene State College. He then worked at non-profit consulting firm Schultz & Williams in Philadelphia.

He started his research career at the University of Pennsylvania as a Research Assistant in 2005. He then moved over to the Wharton School of Business, where he became the Associate Director, Research and Prospect Management. Josh joined the Helen Brown Group in 2016.

Josh is also a Colorado licensed Realtor and graduate of Lehigh University.

Mandi has worked in prospect research and management since 2006. She began her development career as a research analyst in development research at City of Hope, an NCI-designated comprehensive cancer center in Los Angeles. From there, she became the manager of prospect development at Huntington Memorial Hospital, a community hospital in Pasadena, CA. Most recently, she was the associate director of prospect research and management at Occidental College, a private liberal arts college in LA.

Mandi has a BA degree in print journalism from Southern Methodist University and a master’s degree of library and information science from UCLA.

She joined the Helen Brown Group in May 2019.

Kelly began her career in development in 2008 as an administrative assistant in Major Gifts at Wheaton College.

In 2010, she became a research analyst at Dana-Farber Cancer Institute in the Division of Development & Jimmy Fund as part of the prospect identification team. Kelly joined The Helen Brown Group in 2013.

She is a member of APRA and NEDRA.

Jayme began her career in development in 2008 at the Rutgers University Foundation, where she spent the next seven years, first in prospect management and then prospect research. She spent several years at Monmouth University as their senior prospect research analyst, working with the fundraising staff, university president, and top leadership. She has worked as both a volunteer and consultant for non-profits in the areas of research and writing.

She earned a bachelor of arts degree from Drew University and a master of communication and information sciences from Rutgers University. She is a member of APRA.

Jayme joined The Helen Brown Group in April 2019.

Julie has managed finances for The Helen Brown Group since its founding.

In her spare time, she is an editor for the PBS series Masterpiece at WGBH. Julie was nominated twice for an Emmy award for her work on the PBS show Zoom.

Heather began her career in development in 2001 as a prospect researcher for National Wildlife Federation (NWF). She was with NWF for more than thirteen years, including nearly five years as director of research and analytics. Heather is a former secretary of the board of directors of APRA-Metro DC.

She joined The Helen Brown Group in October 2014.

David began his career in development at The Gunnery school in northwest Connecticut in 2011, where he worked in database management and prospect research. Subsequently, he joined the College of Saint Rose as a development research analyst before leading Albany Medical Center Foundation’s prospect research efforts as Associate Director of Prospect Research. He has a Bachelor’s Degree in Sociology from Siena College and is a member of APRA and CASE.

Michele began her career in development in 2012 when she joined the UC Berkeley corporate and foundation relations team as a development analyst. She spent a year and a half at Cal before returning to UC Davis as a prospect analyst. She was with the prospect management and relations team at UC Davis for almost three years prior to joining the research and relationship management team at George Washington University as a Senior Prospect Analyst in 2016.

Michele received her BA in creative writing from Florida State University and her MA in higher education leadership from CSU Sacramento. She currently resides in Northern Virginia, is a member of Apra International, and serves as the social media chair for Apra Metro DC. Michele joined The Helen Brown Group in July 2018.

Angie has worked in development since 2002, partnering with a wide range of nonprofit institutions. She began her professional career at Vanderbilt University in research and prospect development.

She has also worked with a number of community nonprofits in front-line fundraising, grant-writing, and event management. Angie holds an MPA in Nonprofit Management from the Indiana University Lilly Family School of Philanthropy and a BS in Journalism from Middle Tennessee State University. She resides in Nashville, Tennessee, and is a member of AFP Nashville and APRA MidSouth, where she has been active on the executive team.

She joined The Helen Brown Group in October 2015.

Maureen has been a part of the non-profit world since 1991. She started out in annual giving at Harvard Law School and continued her career as director of annual/special gifts at UC Santa Cruz.

In 1999 she made the switch from front-line fundraising to serve as director of prospect research/management at Bentley University and in 2001 began her role as administrator for the North American Foundation for the University of Manchester. She became part of the HBG team in September of 2011.

Helen has been a development professional since 1987. Her previous experience includes The University of North Carolina at Chapel Hill, the Albert Einstein Institution, Boston College, the Harvard School of Public Health and Northeastern University.

Currently she works with a variety of clients to establish, benchmark and re-align research departments; identify major gift prospects; and train researchers and other fundraisers through on-site and web-based training services.Helen is a former member of the board of the Association of Professional Researchers for Advancement (APRA) and is past president of the New England Development Research Association (NEDRA). In 2006 she received the NEDRA Ann Castle Award for service to the prospect research community.

Helen is Special Advisor on Fundraising to the North American Foundation for the University of Manchester and is a member of the board of directors of Factary Ltd. (Bristol, UK). She is a member of NEDRA, APRA, the Association of Independent Information Professionals (AIIP), Women In Development, the Association of Fundraising Professionals (AFP) and Researchers in Fundraising (UK).

Helen is a frequent speaker and has led seminars for a number of professional associations, including Action Planning, AFP, APRA, the Council for Advancement and Support of Education (CASE), NEDRA, RIF, the Planned Giving Council of Central Massachusetts, the Georgia Center on Nonprofits, the International Fundraising Congress and Resource Alliance.

Helen is also co-author (with Jen Filla) of the book, Prospect Research for Fundraisers (Wiley & Sons, 2013).

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