On Tuesday, April 1 F+H Partners hosted a virtual roundtable discussion on crafting transformational nonprofit events. F+H Partners Co-Founder, Peter Hussell, moderated the discussion between guest speakers Melanie McCarty, Associate Vice President, Special Events and Stewardship at Children's National Hospital, Joan Cinquegrani, Owner and Lead Consultant at Five Grain Events, and F+H Partners Co-Founder, Amy Funk.
This lively conversation focused on the critical elements nonprofits should keep in mind as they strive to craft successful events: comprehensive planning and long-term vision, strategic alignment and a donor-centric approach, and mission-driven engagement with authentic storytelling.
Comprehensive Planning and Long-Term Vision: Successful events require meticulous planning and a long-term perspective. All the speakers agreed that nonprofits should plan several months or even years in advance when it comes to events. A longer timeline allows for stronger identification, cultivation and outreach to prospects, donors, and volunteers. Melanie McCarty discussed how her team has a 3-5 year succession plan for the position of event chair, a role vital to ensuring strong event fundraising. This type of planning provides resiliency for the event to withstand the natural board and chair turnover process. A strategic, long-term approach is crucial for maximizing ROI and ensuring event sustainability.
Strategic Alignment and Donor-Centric Approach: Each guest speaker emphasized that all events should be strategically aligned with the organization's mission, fundraising goals, and tailored to the target audience. Understanding donor motivations and ensuring the event provides value to them is paramount. This involves considering if the event is the right fit for the organization and its donors, and exploring alternative fundraising methods when necessary. Not all nonprofit organizations need to do a big fundraising event; Joan Cinquegrani advises her clients to strongly consider if they will have the right people in the room. If a nonprofit is moving forward with an event, Amy Funk advises that they ask themselves: “Would they go to their own event?" The answer to this question underscores the importance of creating enjoyable and meaningful experiences.
Mission-Driven Engagement and Authentic Storytelling: In perhaps the most important and emphasized point from the discussion, the guest speakers all agreed on the absolute necessity for mission-focused storytelling. The chosen story, whether it’s one of a patient, artist, or program should be the center of all event marketing and messaging. This involves sharing compelling stories that connect with donors on an emotional level, using various mediums like videos and printed materials. Authenticity and genuine connection are key, avoiding "stilted performances" or generic presentations. The event should create a continuous thread of the mission, ensuring donors leave with a clear understanding of the organization's impact.
Thank you to everyone who attended this Arts Insights virtual roundtable event! These events offer a regular opportunity to gain fresh perspectives and connect with industry peers. To ensure you don't miss future discussions, we invite you to sign up for our newsletter.