Finding Attendees
For some events, your host committee alone will be able to sell enough tickets to meet your entire fundraising goal. There are several other methods, however, that you can use to get contributors to attend.
Personal Calls
Although people find it easy to say “no” to delivered invitations, it is hard to say “no” to a friend or contact who calls on the phone and invites you to come to their event. One of your first activities after setting up the event program should be to sit down and list the names and contact information of everyone you know who might attend (and who could afford to attend), including family, friends, business and social contacts, etc. Then take a few hours per night, or on the weekend, and call each one individually to ask them to attend. When you call, tell them about the event and why you are excited about it, and make the sell: ask them to pledge to come. When they say “yes” ask them to send you a check as soon as possible.
Delivered Invitations
Another worthwhile method, though less effective than phone calls, is delivering invitations to your event. This is a great tool for getting people you do not know quite as well to attend. Just make sure you send out the invitations in plenty of time to get a response – it is best to send them at least 4-6 weeks before the event, and do not be afraid to follow up a week later with a phone call.
For Those Who Can’t Attend…
If someone tells you they cannot attend your event, do not be afraid to ask for a contribution anyway. Soliciting contributions from those who can’t attend, but would be willing to help, can go a long way toward meeting your fundraising goal.
Follow Up
Once your event is complete, do not forget to thank those who helped to make it a success – remember, you may be calling on them to help you again someday soon. Be sure to send personal thank you letters to all members of your host committee.
Turning Pledges into Dollars
No matter what type of event you are holding or how well you know the people on your prospective attendee list, there are some people who will pledge to buy a ticket when you call them but will, for whatever reason, not send in a check. Here are some strategies for making sure that everyone who makes a pledge actually buys a ticket:
- Follow Up Immediately – The most important strategy for turning pledges into dollars is to follow up immediately with every person who makes a pledge. Each potential donor who promises to buy a ticket should receive a thank you note from the host that mentions the event, the date the pledge was made and the amount of the contribution promised.
- Make it Easy – Whenever you follow up on a pledge, make it easy for people to send you a contribution. Send them a pre-addressed envelope along with the thank-you note, and along with any other follow-ups you make. You can also consider sending postage-paid envelopes, or a messenger, to those who make pledges thus making it even easier for them to respond.
- Follow Up Again – Many hosts are wary of sending out reminders or making follow up calls to potential donors for fear of offending them. Do not be. Remember, people who make pledges to buy tickets have invested in you and your event. More often than not, the reason pledged contributions do not come in is because donors simply forget. Use common sense, but do not be afraid to remind contributors one, two, three times or more about pledges they made.
- Make it Personal – The single most effective pledge collection tactic in your arsenal is a personal call from the host. When letters and reminders do not work, the host should make a call to the donor thanking them for their pledge and letting them know why their contribution is urgently needed by your non-profit. Whether used as a last resort or as a simple follow up, a personal call from the host is your number one tactic for turning pledges into dollars.
- Accept Electronic Forms of Payment – Check with the organization to see if they can accept credit cards, or other electronic forms of payment, such as M-Pesa, for the event. Accepting electronic forms of payment is a great way to increase fulfillment on pledges and boost event revenue.