1
Fundraising & Events, Including
Online Auctions
1-MD
Presenters
Linda Witt – Emeritus Director, AF Portland, FAF Board Member
Jack McCord – Executive Director, AF Chicago, FAF Board Member
Daryl Younker – Board Member, AF St Louis
Tracy Kosiarek & Eric Vespierre –Board Members, AF Cincinnati
2-MD
2
The School is the AF’s core business.
Events = separate program that: 1) adds energy, variety to the AF “experience”
2) drives in prospective students and members
3) promotes culture angles plus food/wine
4) engages a broader audience, new partners
5) opens up additional sources of income
3-LW
Why Events?
25-35 events per year, small to large.
Some by the AF alone; many with partners.
Events gross income=$160K/year; events net of $80K after $80K expenses.
Resource/staffing allocation depends on talent mix on the AF staff, board and community.
4-LW
Sample Profile: AF PDX
3
Best Practices: Keys to Success
Events programs are typically a purposeful mix of Friendraisers & Fundraisers.
5-LW
FRIENDRAISERS FUNDRAISERS
Source: Matrix Map, Nonprofit Quarterly
Best Practices: Keys to Success
Always set budgets/goals, track revenue/expenses, recap/document results (Event Report=Road Map).
Avoid “money pit”: Emphasize efficiency, streamlining costs, using tools to simplify operations, payments, logistics, etc.
Sync well with email marketing, social media, and partners to promote event awareness & sales.
6-LW
4
Best Practice: Develop Partners!
Cross-promote for mutual win-win.
Your AF gets: Perks, Resources, PR, Prestige, Privileges, Discounts, In-Kind Support, and/or Income.
7-LW
Examples of PartnersPerforming Arts Groups, Museums, Symphony, Opera,
Fencing/Escrime, Restaurants, Wineries, Travel/Tour Companies, Movie Theaters, Chefs, Caterers, Cooking Schools, Film Festivals, Film
Promoters/Marketers, Retailers, French Immersion Schools, French-American Chamber of Commerce, University Language Departments, Alcohol Distributors/Importers, World Affairs Council, Sister Cities Groups, Consular Agencies, Law Firms, Wine Scholar Guild, Sports
Teams, Realtors/Real Estate Firms, Authors, Bookstores and Companies of all kinds that have ties/products connected to France.
Monetizing Friendraisers
Film event: Ask for free tix and sell them
Solicit $10-$25 donations as part of the event ticket purchase form.
Wine/dinner events: Get host venue to donate certificates/product for raffle or auction.
Author events: Throw in a book raffle or get books donated for later auction.
8-LW
5
Top Fundraisers: AuctionsGala / Event / On-site
Live
w/mobile or
or Silent traditional bidding
9-LW
Online – Stand-alone,
Preview (Silent/Live), or
Bid Carryover to Event
Auctions: Revenue
“Gala” Auctions can net $40K-$500K+.
Largest payback in $ = Live Auction, Special Appeal and Sponsorships.
Silent auction should net 60%-85% of item values.
Online auction (w/o gala) typically net 55%-65% of retail values.
10-LW
6
Best Practices: “Gala” Auctions
Silent auction with anonymous bidding, pre-filled increments, ample bidding compression
Heavy on proven top sellers; solicit from friends/partners (no commission or cold-calls)
Professional auctioneer, “unique” items in live, “surprise” doubles, alcohol service, seated dinner
Revenue streams: Golden Ticket/Raffle, Sponsors
11-LW
Best Practices: Special Appeal
Emotional theme, easy for donors to support
Solicit plants for kick-off
Get pre-approved matches
Capture of bidding data -important
12-LW
7
Technology in Service of Auctions
Huge growth of web-based auction software support tools in recent years
Automation of check-in process, payment collection and payment processing
All providers claim to be “the leading solution” . . .
Many different products used by AFs
13-LW
Latest Developments: Auction Services for Digital Bidding
List items online in advance
Ease of bidding (if system works….)
Constant bidding during event, can extend auction time
Easy to process and reconcile
14-JM
8
Auction Services for Digital Bidding
Competing bidders, greater return - really?
‘Gare aux commissions’
GiveSmart
15-JM
Easily scalable from small to large
Can open bidding to broader public
Is less resource-intensive than a gala auction
Promotes donors better with live links
Options include in-house development, E-Bay or a service such as BiddingForGood. Typical s/w costs: $400-500/year plus commission.
16-LW
Online Auctions - Overview
9
Procured 24 items, mostly unique ones
Engaged the interest of 28 bidders/members
Total cost = 0; using board volunteer expertise and existing software (email, Excel)
Net revenue to the organization = $5,500
17-DY
Case Study: Online Auction
Specify a use for the money
Set an amount as your goal
Set the dates and time of cut-off
Set up an e-mail address for the auction
Get e-mail addresses for all members
Solicit items (unusual ones work best)
Keep good records
Communicate with bidders, members, and friends.
18-DY
Getting Started – In-House Solution
10
Bagpipe serenade
Dinner with the Alliance Directrice
Baseball or other sporting event tickets
Country supper delivered to your home or lunch delivered to your workplace
Private condo at beach for a week
Certificates valid for painting a room in someone’s house or doing yard work
Consultations from attorneys, investment brokers, CPAs, etc.
19-DY
Examples of Unusual Auction Items
20-DY
Data Tracking – Manual Example
Recording bidder names, dates, times, and amounts, per item
Determining winning bids
11
Acknowledge all bids by return e-mail. Reiterate item chosen and amount. Notify if a higher bid already exists and ask if bidder wants to increase the bid.
Notify bidders when a higher bid comes in and ask if bidder wants to increase the bid.
Send e-mails to all showing what current bid is for each item. This should be done every other day.
Make final call for bids the day before auction ends. Show current bid for each item and ask bidders to increase their bids. Reminder of end of auction date and time.
Send thank-you e-mails to all for their participation. List winning bid for each item. Tell where and when to pick up item. Arrange for payment.
21-DY
Communication & Follow-Up
Goals:Increase membership
Increase exposure; create buzz
Promote the AF via a New and Exciting Initiative
Focus on one major event throughout the year
Build AF Cincinnati’s reputation
Implications:
Financial impact
Time impact for management of the project
22-EV/TK
Escapade à Paris
12
Phase One:
Get Support from the Board - $3500
Approve marketing budget
Phase Two:
Marketing material: title, logo, flyer, poster, “Paris Box”
Website update; announcements on Social Network; Constant Contact communication
Plan ahead: Mention the Grand Prize in the Membership renewal letter, and make reference to the Escapade in all communication.
23-EV/TK
Marketing & Communication
Review legal and taxes aspects
Define who can participate:
Student members (yes); Regular members (yes);
Immediate family of Board Members (no)
Define precisely the offer:
Paris, France (!)
Direct flights
3 nights at a 3* hotel
One romantic dinner cruise
24-EV/TK
Management
13
Partnership with local travel agent:
AF does not manage nor organize the Paris trip
Pay a fix amount to the agency
One hour consultancy with travel agent
Specify travel date expiration to manage finances and close out within the following fiscal year.
25-EV/TK
Delegate
Winner can use choose to extend the duration of the stay, upgrade hotel, spend more time in France, etc. Additional expenses managed directly with Travel Agent.
Prepare tickets prior to each event
Keep all tickets in the “Paris” box
Finally: use tickets during the actual drawing of the winner’s name.
26-EV/TK
Logistics
14
“Escapade” events: Each time an AF member registers, (s)he gets one ticket.
Boost event attendance
Extra incentives: Two tickets on election night; Trivia winners get extra tickets, etc.
27-EV/TK
Raffle Tickets
May 2016 Election Night
28-EV/TK
The Drawing
Follow-up:
Meeting with the winner
Press release
“Post Card” from Paris wearing AF Cincinnati T-shirts – we hope!
15
29-EV/TK
Escapade à Paris Winner!
JM-30
AF de Chicago Video Clip
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Time for Your Questions & Answers