Creating the Perfect Donor Cultivation Event:
Gail Perry@gailperrync
MBA CFRE
wwwgailperry.com [email protected]
TWITTER: @gailperrync
The Art of Social Gatherings For Your Cause
Who Am I?
• 30 years in fundraising
• Blogger, coach, consultant
• Duke University and UNC-Chapel Hill fundraising
• Author “Fired-Up Fundraising: Turn Board Passion into Action”
• Raised hundreds of millions
• AFP Fundraiser of the Year
• Board retreats around the globe
• International speaker and workshop leader
•@gailperrync
Our Agenda
What You’ll Get Today
1. Learn to create an amazing cultivation event
that will introduce new donors to your cause,
and bring current donors even closer.
2. How to get the most out of a donor cultivation
event or party.
3. Emerge from your event with new connections
and closer relationships with major donors.
4. Membership promotion: INSIDERS fundraising
training and networking community.
@gailperrync
4 Parts to Your Cultivation Event
1. What type of an event?
2. How to get the right people there.
3. Make the event itself amazing and
compelling.
4. Follow-up!
@gailperrync
When in
Doubt,
Throw a
Party!
Why Do We Hold Cultivation Events?
ONLY 2 objectives:
1. Make new connections.
2. Bring current donors closer to
your cause.
@gailperrync
Much Fundraising Happens
In Quasi-Social Situations
Events = Deliberately networking to meet
key handpicked individuals
who can advance your cause.
Reasons for an Event
Honor a Visiting DignitaryPhoto National Council of International Visitors
Reasons for an Event:
• Give someone an award
• Coffee in someone’s house
• A “Small Social” hosted by a board member
• Donor appreciation event
• Social: “celebrate the symphony night”
• Smaller donor engagement experiences
• Introduce new VIP to the community
@gailperrync
Photo by Milwaukee Business Journal
Campaign Kick-Off!
Photo Credit Detroit NAACP
Announce a Big Gift!
Photo Credit Detroit NAACP
Formats for Cultivation Events:
• Porch Party
• Coffee
• Reception
• Tour
• Small Social
• Hike
• Dinner
• Volunteer visit
Small Groups of People in Social Settings
Challenges With Cultivation Events
“Our first one, last February,
leaned towards being
slightly awkward.
Yikes!
• Be happy and
upbeat.
• If you are
embarrassed, your
guests will feel it.
• The attitude of the
host can make or
break your event.
Overcome the Awkward Factor:
Challenges With Cultivation Events
“My main question is how to get the
donors to come.
“How many should we invite, and
how many can we expect to
attend?
Attendance Depends on These 5
Factors:
- Who is doing the inviting?
- What type of invitation?
- What type of event it is and does it
seem appealing?
- When and where?
Who is Doing
the Inviting?
We had one of our
major donor couples
host a small, intimate
wine and cheese for
just 20 people – it was
great!
What Type of
Invitation?
I like the personal
letter or email
or both –
followed up by a
phone call.
How to Get VIPs To Your Event
Board members hand deliver.
Board members make phone calls.
Pre-parties before a bigger reception.
Would YOU rather go
to an annual meeting
or a Porch Party?
Does it seem
appealing?
• Helicopter Rededication
• Insider Discussions on the Deck
Success Tip: Fun and Interesting!
“I love these sorts
of events - they
can be
somewhat time
consuming, but I think they are so worthwhile.”
Helis.com
Success Tip: Use a Theme
What’s unique to
YOUR organization?
Make it fun or at least
“social.”
How playful? It
depends.
Success Tip: Be a Good Host
• Greet guests warmly.
• Be sure there’s a
hostess or greeter.
• Name tags are
essential!
Who To Invite?
People who already love you AND
Possible new people who may want to know more.
What Kind of Venue?
A place people might like to go.
Large or small?
What Kind of Program?
Making Your Program Work
The program –
fraught with
danger!
Never, ever,
ever let it get
dreary!
You can use
entertainment
and/or actors
to portray your
mission.
Making Your Program Work
Testimonials let
your mission
speak for itself.
Making Your Program Work
Present your
mission right on
the spot!
Success Tips - Your Program
• Upbeat
• Short
• Specific
• Call to action
How to Work the Room
Be A “Helicopter Fundraiser”
How to Work the Room
Assign specific guests to board
members or staffers.
How to Work the Room
Triage the Guest List!
Do You Make an Ask At a Cultivation Event? NO!
How to Follow Up With Your Guests
“What were your impressions of the
event?
“What struck them most?
Would they like to get involved?
We’d really appreciate your ideas and
your support!
How to Follow Up With Your Guests
Call guests the next day and thank
them for attending!
The All-Important Follow Up Card
Name: _____________________________________
Address: _____________________________________
Email: _____________________________________
Phone: _____________________________________
What most interested me about your organization was:
_____________________________________
_____________________________________
I would like to:
1. ______Join your mailing list
2. ______Hold a small social of my own
3. ______Make a contribution
4. ______Volunteer
5. ______ please call me at __________
6. Other _____________________________________
Join us while prices
are the lowest of the
year
gailperry.com/f
undraising-
insiders/Annual membership is
reduced from $789 to $598
INSIDERS Fundraising Training and Networking Community
INSIDERS Promotion
Video calls and courses with Gail
Training with the world’s master gurus
Latest, smartest strategiesto take you over goal this year.
gailperry.com/fundraising-insiders/
If you join in 24 hours I’ll give you a free 15 minute
consultation!
Top Related