I've sat in meetings over the years with one too many great groups of community leaders who perpetually struggle with the Big Ask of those who are faithful contributors and with those who know nothing of the given mission within that non-profit organization. Much like a for-profit business, you must first know your various audiences and plan events around preferences, demands, and support potential. Here are a few examples, including Labor Intensity vs. ROI:
* Golf tourneys, 5k runs, boating, other large scale athletic/outdoor events - keep in mind that these are mostly about the sport or event, not the cause. You cannot adequately share emotional, meaningful, and lasting stories while a bunch of guys just want to tee off, all are stretching and waiting for the starting gun, or cocktails are being served on the Lido deck....talk about failure to launch. These events are opportunities for big supporters, especially corporate, that can do their part for the community at-large, invite those who mean a lot to their business, and have fun with a diverse groups of participants. These are certainly great publicity events, as well, but are super labor-intensive. Big players with deep pockets must be involved before taking on such an event or this will be a net loss for any given mission.
* On the other extreme, there are "friendraisers". Groups of a dozen to a few dozen potential supporters gathering at the home of someone or a family that everyone there knows, admires, and values their opinion. Your mission now has a heightened credibility and all are ready to learn more about the value of the mission, what it means to our greater community, and just what greater support would mean for all involved. The Big Ask is expected and should be delivered in the way that best suits the generous host or hosts, with the most tactful means to continue the conversation via newsletters and on-line communication in perpetuity. The Big Ask could include the host "passing the plate" so to speak and/or sending everyone away with a small token of appreciation, including a reply envelope. These events, with an engaging and committed host, are not as labor-intensive, have very little expense involved, and well worth most organizations' time and energy.
* There are plenty of great events in-between that offer great publicity, boosts to top-of-mind awareness of the mission, volunteers, and also financial ROI per event. However, any event is only worth its salt if enough engaged volunteers step up or answer the call, engage, and help the organization's staff pull off the best effort possible. A shabby volunteer effort will lead to a lessened event and potentially a lasting, poor image of the mission and those involved. That cannot be an option. You are better off networking like mad, one-on-one, than throwing large, lousy events that demean the daily struggle to better our community.
Obviously, any event creates NanoNetworking diamonds among a sea of various stones gathered. However, organizations with limited resources, and a primary focus on the daily mission, must seek the paths of least resistance and greatest ROI potential and not waste time and energy on more distracting events that leave little impression and long-term growth potential. As I advise worthwhile org's on a regular basis, it all starts with the core group of support and this group must be strategically explored and walked through a thinking process that leads to the people and places that can mean the most to that mission's success. It takes a different way of thinking and exploring minds and hearts, which is one of my favorite things to do.
