Coach Clara: Four C's for Fundraising Event Planning

Maybe it’s the fact that it’s been an unusually warm winter, but spring has been on my mind. Winter hibernation is a necessary part of the year, but I am always itching for that first 50-degree day—which this year, weirdly, happened on January 31 in my back yard!

As a community, Minnesota starts to wake up in the spring. Neighbors come together and nonprofits throughout the state make the most of this fresh energy and perspective to plan spring fundraisers and events.

Springtime signals that the halfway point in the year is approaching, and a time when organizations are connecting with their community members through events. This might look like an end-of-school year fundraiser, or a happy hour event at a local park.

Spring events also have a tendency to sneak up on fundraisers. We’ve just settled into a normal, more manageable pace (since year-end can feel chaotic) when we are tasked with coming up with something fresh and exciting for the new season. If an event is on your organization’s horizon, don’t fret—I’m here with Coach Clara’s “Four C’s” of event planning.

1. Communicate early. Give your audience something to look forward to this spring, and create a “Save the Date” or some sort of event reminder that is visual and fun for someone to put on their fridge! (Don’t forget: Canva is a great resource for creating graphics, and the professional version is free for nonprofits!)
2. Center purpose. Priya Parker, author of The Art of Gathering, has a metaphor that we love: use purpose as your bouncer with all events. Think about this in all areas of the event: How does the purpose of your event shape things like your event venue, playlist, or food served. How do all these elements of your event serve the purpose behind your event?
3. Consider a joint community event with a cherished partner organization. Yes, that could mean fundraising together! But if your goal this spring is to grow your donor base, this can be a great way to share email lists and introduce your organization to donors with similar and aligned interests.
4. Cultivation. Make sure that your spring event is accessible for people who may have just given during the end of the year. Use this as an opportunity to communicate the “why” behind your mission, and get clear about the impact that your organization has on community. That way, people will be prepped and ready for your next ask!

If you’re planning a spring or summer event, I hope these tips are a helpful starting point to get you thinking about how to carry out an event authentic to your organization’s mission. And, if you need a little extra help, I’m always here to help—we can brainstorm an awesome, values-aligned event together!

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Clara Lind is GiveMN's director of coaching. Want to receive individualized fundraising coaching for your organization or to further your professional development? Learn about our RaiseMN offerings and schedule your coaching session! Learn more.