When does event fundraising end? Hint: it's not after counting the money, featuring Matt Hugg, Nonprofit Courses
When does the event end?
Hint, it’s not after the money is counted.
Featuring: Matt Hugg, NonProﬁt.Courses
40k Events, 400 Million Raised
All about Non Proﬁt Courses
After the event opportunities:
● 9 Post event duties
● Maximize the giving post-event
● Permission to continue the
● Triage prospects
● Time management, choosing
which donors to pursue
● What to do with non-interested
Your event is over!
● Count the money
● Turn off the lights
● Go to bed…
● Wake up & get started!
● But it’s over!
● No, its not.
9 Post Auction Duties
1. Distribute auction items
2. Report fundraising proceeds
3. Thank everyone
4. Donation matching
5. Encourage social media engagement
6. Bidders into benefactors
7. Organize next event
8. Save the date
9. Request feedback
What you usually do…
● Send thank you notes
● Distribute any gifts or prizes
● Schedule a debrief
● Do any follow up needed
● Make notes for next year’s program.
● Conﬁrm a timeline for next year’s event.
Is this the End?
The End Started
the Event Began!
Huh? What does that mean?
To best follow up on your event,
Prepare for who is attending the event.
Know who is attending and plan your moves.
Quiz! What’s a Move?
What’s a Move?
1. The ﬁrst dance at your gala?
2. Plan “B” when it’s starting to rain on your ‘Thon?
3. The Second Place runner’s attempt at winning?
4. The next step in your solicitation process?
A “move” is a step.
What’s a Move?
Your event is a Move to lead to a more
After the event, what’s the next move?
(But we’re getting ahead of ourselves…)
First, Check… Is the Attendee in your Database?
● Had a relationship with staff or volunteer?
● Donated regularly?
● Made any gift besides the event?
● Attended at least one year before?
Already in your database? No
● They were not in your database, but are
related to an organization that is.
● They attended as the invitation of
someone you know, such as a volunteer.
● You never saw or heard of them before.
Why did they attend? They…
● Love your mission.
● Love someone who loves your mission.
● Connected to org that loves your mission.
● Want to see and be seen.
● Are drawn to your activity or venue.
Want to know more? Get the CIA Involved!
Not that CIA! this CIA:
● The capacity to make the gift.
● The interest in your cause.
● You need to have access to the donor.
CIA already worked for your event.
● The guest had the Capacity to get a ticket.
● Someone had Interest to go to your event
● The person who sold the ticket had
Access to your attendee
How do you get CIA to work after the event?
● Build a relationship!
● What are most successful relationships
● Common interests! (Your mission!)
Start and Build your Relationship at the Event
● Event Program & Materials
● Testimonials from Mission Recipients
● Staff & Volunteer Assignments
Among C, I & A, start with I: Interest. Why?
● If someone has millions and doesn’t care
about you, you might get a “go away gift”
and never hear from them again.
● If someone has thousands and really
cares about your mission, they will stretch
for their own gift and enlist others to give,
Fundraising isn’t about money. It’s about mission.
● Money is only the fuel to make
● Therefore, how do you gauge the
interest in your mission with your
● Start by asking questions.
Do Background Research on Interest
● Google: do they make charitable gifts to
any other nonproﬁts?
● Who got them to the event? Why did they
● Ask your board and volunteers… What do
they know about this person?
● Enlist a prospect research professional
Evaluate their capacity to make a gift
● Important to ask for the right amount
○ Too little: lose donor’s respect for cause
○ Too much: absurd and may get nothing
● Interest will drive amount
○ If they love you, they’ll give more
○ If they don’t, you get a token, if that
● APRA Statement of Ethics
● Prospect Research Institute
● They came to your event, so
someone, somehow, had access.
● Find out who sold their ticket or
otherwise has a connection.
Now What? Use the Donor Cycle
● Identify - done!
● Engage - at the event!
● Cultivate - this is your next
Welcome to Major Gift Fundraising
● The above has transitioned you…
● From Events
● To Major Gifts
Quiz! What is a Major Gift?
● An amount, like a set number?
● A percent, like the top 10% of your gifts?
● An emotion, like when to have a party?
Good News: Anyone can Raise Major Gifts!
● The main obstacle? FEAR!
● Of what?
○ Social discomfort. Money.
● Step away from your fears!
○ Focus on Mission.
Begging vs. Fundraising
Begging = 121/4me
● When you beg,
○ you are asking on behalf of yourself.
Fundraising = 121/41
● When you are fundraising,
○ you ask on behalf of the people that
your mission serves.
See this Blog
Post for More
With 121/41, balances the donor relationship
● As a fundraiser
○ you bring the nonproﬁt’s program.
● As a donor
○ they bring their resources.
● Your common interest?
○ Those people who receive the beneﬁt
of your mission. (clients, students,
● Fundraising becomes a partnership
Back to Moves Management…
● What’s your next Move after the event?
● Make a visit!
● To ask? Maybe.
● To “Cultivate” Probably.
Where can You get Training in Major Gifts?
Contact Matt Hugg at:
By email at:
Or on LinkedIn at:
And of course, check out:
Stay in Touch
Email: [email protected]
FB Group: Auction Team Talk