Special events are an important fundraising tool for nonprofit organizations, providing an opportunity to engage with supporters, celebrate achievements, and raise essential funds. However, planning the perfect event ask is an art that requires strategic thinking and precise execution. Here’s a guide to ensuring your event ask is both effective and memorable, incorporating key elements like avoiding program overcrowding, strategic timing, and allowing the ask to breathe.
Don’t Overcrowd the Program
One of the most common pitfalls in event planning is overcrowding the program. While there is temptation to fill every minute with activities, speakers, and entertainment, this can lead to a disjointed experience for your guests. A packed schedule leaves little room for your mission to be shared and less time for a meaningful fundraising ask to resonate.
Instead, streamline your program to highlight the most important elements. Identify the key messages and moments that will drive home your nonprofit’s mission and impact. By doing so, you create a focused and engaging event that allows attendees to fully absorb and appreciate each component, especially the ask.
Tell the Audience About the Ask at the Beginning
Setting the stage early is crucial. Inform your audience about the fundraising ask at the beginning of the event. This approach serves several purposes:
Setting Expectations: By letting your attendees know that there will be a fundraising ask, you prepare them mentally and emotionally. This transparency can increase their receptivity when the time comes.
Building Anticipation: Mentioning the ask early on builds anticipation. Your audience will be more attentive and curious, thinking about how they might contribute.
Aligning the Program: When guests know a significant ask is coming, they are likely to pay closer attention to the stories and testimonies shared during the event, understanding that these narratives will lead up to the request for their support.
Remind Them at Midpoint
Repetition is a powerful tool in communication. Remind your audience about the upcoming ask at the midpoint of your event. This reminder serves as a gentle nudge, reinforcing the importance of the ask and keeping it top of mind.
This midpoint reminder can be woven into a segment of the program that naturally leads into the ask, such as a compelling story of impact or a video showcasing your nonprofit’s work. By seamlessly integrating this reminder, you maintain the flow of the event while ensuring the ask remains a focal point.
Plan for the Ask and Give This Request Time to Breathe
The actual ask is the climax of your event and deserves careful planning and ample time. Here are some tips to ensure it’s impactful:
Dedicated Time Slot: Allocate a specific time slot for the ask, free from distractions or competing activities. This dedicated time ensures that the audience’s attention is solely on the fundraising appeal. Limit music or other background noise.
Have the right person make the ask. Typically, this shouldn’t be a staff person but rather someone who has been impacted by the organization or a board member who can advocate for the mission.
Craft a Compelling Message: The ask should be clear, concise, and emotionally resonant. Explain the need, the impact of their contributions, and how their support can make a difference. Use storytelling to create an emotional connection, making the ask more compelling.
Allow for Reflection: After making the ask, give your audience a moment to reflect. This pause is crucial; it allows them to internalize the message and consider their contribution. During this time, background music or a brief moment of silence can be effective.
Provide Clear Instructions: Ensure that donors know exactly how to give. Whether it’s filling out a pledge card, donating online, or participating in a live auction, clarity is key. Make the process as seamless as possible.
Conclusion
Planning the best special event ask involves strategic thinking and careful execution. By avoiding program overcrowding, informing your audience about the ask from the beginning, reminding them at the midpoint, and giving the ask time to breathe, you create an environment where your appeal can truly resonate. Remember, the goal is to engage your attendees, evoke their emotions, and inspire them to support your cause passionately. With thoughtful planning and execution, your special event can become a cornerstone of your nonprofit’s fundraising efforts, driving meaningful contributions and long-term support.
Cheers,
Michelle Crim, CFRE
Dynamic Development Strategies can help. We offer coaching and fundraising services for our nonprofit clients. We specialize in startup and smaller nonprofits because we understand your challenges. Please contact us for more information.
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