We are often asked this question by charities since many of their Trustees have asked them the same thing. It is obvious that when a charity runs into fiscal problems, the first thing that is done is to eliminate the event personnel and cut back on having events. Well, there is another way of looking at where "Events" fit into the structure of a charity. Trustees believe that a financial director and a fundraising director are important to the charity's success. But where is the link to events? The financial director is needed only if the charity has funds. The fundraising director is needed only if you have donors. The event person is the answer to how a charity attracts both financial and human resources.

The first step in seeking financial support is to put your arms around your potential contributors. In other words, how does the charity attract people? This is done by using the press, public relations and, most importantly, events to spread the net of influence to individuals and give them an opportunity to know about the charity. Reaching out is the key to getting and maintaining a prospective donor base.

The second step is to touch the hearts of these individuals. It is vitally important to communicate the charity's goals, aspirations and desires in a way that will touch the hearts of the potential contributor. In many ways, the charity event person is truly in the entertainment business. People who attend the event are guests and it is the responsibility of the event person to ensure that they are well taken care of, have an enjoyable time and learn something about the charity.

The third step is to ask for the time, talent and treasure of the individuals. This is not done at the event. An event is how one can accomplish the initial two steps. This third step is under the direction and responsibility of the fundraiser.

The fourth step is to maintain the support of the donors. This becomes the joint responsibility of the fundraiser as well as the event person.

Well, are events necessary? Events are a major ingredient in the fundraising mix. When difficult times hit a charity, events, and the people responsible for events, are not the first place to start cutting corners. The person responsible for events is integral in expanding the donor base thus raising the funds necessary to maintain a viable charity organisation.

Every charity needs event personnel on their staff to attract and maintain the donors who will provide the time, talent and treasure to further the work of the charity.

This article was published in The DatebooK in the Autumn 1998 issue. The writer was a Trustee of several charity organisations and was responsible for raising over $50 million for charities during his tenure.
In my opinion, this article is as relevant now as it was then!