Funding Your Fundraising Event

There is an old adage that says you have to spend money to make money. The line—generally attributed to the Roman playwright Titus Maccius Plautus and his play Asinaria ("The Comedy of Asses")—seems to have a capitalist bent, which wouldn't on the surface seem to apply much to the nonprofit field. (Interestingly, the play also gave us the line "practice what you preach," which seems a little more in line with the philanthropic sector.) But the line does apply particularly well to one aspect of the nonprofit experience: fundraising. We've previously discussed how paying for better fundraising staff could help strengthen your fundraising. And we've also looked at ways a fundraising push can go sideways.

But today, we want to look specifically at fundraising events. While there have been many great events thrown on a shoestring budget, having the necessary resources can help alleviate the stress of event planning and make it easier for you to host an event that attracts people and donations. But the costs and supplies for an event don't necessarily have to come straight from your organization's operating budget. We're going to look at several specific aspects of events and examine ways you can use outside sources to help you put together a memorable and affordable experience.

The Space

A lot of the impressive event spaces in your area likely come with an equally impressive price tag. Understandably, you probably don't want to break out the wallet for such a location. Your first step should be to reach out to various event spaces in your community and see if any of them will be willing to donate time in the space. This is a form of in-kind donation. Popular spaces book up fast, so you may need to start looking early and be willing to host your event on a less desirable day, like a Thursday instead of a Saturday.

If that strategy doesn't work out, you can get creative. Is there a business in town with a conference space that you could spruce up for your event? Might they be willing to donate that space?

I have the joy of living near the ocean. The local yacht club has a space that can be reserved by members of the club. When the organization I volunteer with throws our annual event, we use our connections with friends who are members of the club to use that space. Similarly, my HOA community has a building that can be reserved by community members. Reach out to your network to see if anyone has access to these types of unique spaces that you could use.

And don't forget about your local or state park systems, which may also have spaces available.

The Food and Drinks

I mentioned my local volunteer group's annual event. When the time for the event draws near, we reach out to many of the local restaurants to see if any of them are willing to donate food or beverages. In addition, our local grocery store will often provide some sort of donation. We've even had breweries from nearby and further afield donate beverages for events. Start close to home and work your way outward.

When you reach out to these restaurants, stores, and businesses, make sure that you are clear on how the gift will be beneficial to them. While some businesses will already have signage or advertising rules in place, for others you may need to specify how you will share their name. Will there be a sign at the food table? Will their logo appear in your marketing of the event?

Of course, if those options fail, you could resort to the classic potluck method of bringing in food.

The Swag

Having prizes or other gear at your event can help drive up enthusiasm and excitement. My organization gives every attendee a raffle ticket as they arrive. But you could also sell raffle tickets to try to bring in extra dollars. (Just make sure you are following any local/state laws about raffles if you are selling tickets!)

Try to be creative when reaching out to organizations for donations that you can then give away. Don't limit yourself to just hats, sweatshirts, and similar items. Also consider reaching out to local entities for donations of experiences, like a visit to the local tourist trap, or a wine tasting. Maybe local artists or artisans are willing to donate one of their works.

If you end up short on donations, you could also try the classic 50/50 raffle, where half of the sales go to your organization and half go to the raffle winner.

The Advertising

If your event is limited to members of your organization, going through your in-house communication channels is probably fine. But if you are looking to bring in folks from the broader community, you should look into other methods of spreading the word. Reach out to your local newspaper. They may be willing to publish a press release, or even offer up some ad space. Also reach out to your local radio station to see how they might be able to broadcast your event.

Also think about digital marketing opportunities. We've looked several times at how to use Google Ad Grants to help expand your organization's reach.

Remember those sponsors who are offering food and other contributions for your event? Asking them to help you spread the word can be a win/win: You get some more word of mouth, and they get to let people know how they are helping out in the community.

GrantStation's database offers specific search terms to help you find in-kind support and event/sponsorship support. But keep in mind that other businesses and organizations in your area may also offer a donation even if they don't have a structured giving program.

These types of support will help you put together an amazing event without drawing down your organization's monetary resources. Sometimes you have to spend money to make money, but other times a little help goes a long way to helping you make money.