Fundraising Auctions Should Consider Their Audience Before Inviting Clients to the Party

Copyright (c) 2009 Red Apple Auctions LLC

A handful of the non-profit fundraising auctions I work have a dramatically diverse mix of guests. The crowd is comprised of three distinct groups:

- non-paying clients

- non-paying or reduced-ticket-price employees of the non-profit

- full-paying guests

Although I can appreciate why a handful of "free" guests might be allowed to attend (e.g. a reward to an employee, or asking someone to speak), in a few charity auctions I've worked, the majority of the attendees -- the majority! -- were non-paying or reduced-paying guests.

Let's examine three points as to why this might not be a good idea.

1. What is the purpose of your event?

When an event manager is given an assignment to plan any event, the first question they are taught to ask is, "Why are you having this event?" In other words: "What is the purpose of this auction fundraiser?"

During my studies in event management at George Washington University, this question was drilled into us students. It's a critical point because the answer to the question sets the tone for the event.

So what happens when you have non-paying clients, non-paying (or reduced-fee) employees, and paying guests?

It confuses the focus. The "why" becomes muddy because the gala is attempting to reach three different goals: client appreciation dinner, organizational picnic, and fundraiser.

Which is it? The event can't successfully be all things to all people, so pick one goal and build the event to meet that goal.

2. The "wrong" people are offered an incentive to attend.

If the goal is to raise money for your cause, a free ticket structure for some works against the ability to do so. Why? By not charging employees and clients to attend, the organization is offering those two groups of people an incentive to attend, yet these two groups will help the mission of fundraising the least.

If anything -- and I don't advise this -- a "free ticket" incentive would be given to those who can afford to donate to the mission. Clients and employees rarely have the deep pockets needed to help an organization raise significant money, so hypothetically, if anyone was offered free tickets, it would make sense to offer them to those who you believe have money to give. A free ticket encourages them to attend and support your cause.

3. Unscripted client interaction could prove risky

When you plan a dinner party, you likely put some thought into the people attending and their unique personalities. "I'll introduce my neighbors (Joe and Julie) to my friends (Rob and Carol)," you might think, "They'll get along great!"

If you want guests to have a positive experience, you wouldn't introduce Joe and Julie to your mean-spirited aunt and uncle ... or your depressed friend Delany. In fact, you likely wouldn't even invite your aunt, uncle, and friend to the party because the aren't a fit for the evening's plans.

The success of social events like dinner parties (and charity auction galas) depends on the personalities of the guests and how much they enjoy mingling.

At many fundraisers, guests see the event as a way to network with other people like themselves. A widely disparate audience makes networking more challenging and likely decreases donations.

Imagine this hypothetical situation: If you operate a soup kitchen, and John Smith wants to interact with your clients, John will likely volunteer in the soup kitchen when you offer opportunities to do so. He is willing to put himself in that environment, and he wants to serve your charity in that way.

But if you are throwing an elegant fundraiser with a $100 ticket price, John might not expect to bump into the same people he served in the soup kitchen. It might not bother John (because John volunteers in your soup kitchen each week), but it might be a shock to John's invited colleague, Tim.

Tim has heard a lot about your charity from John, but Tim is not the kind of guy who would ever volunteer to serve soup in your kitchen. John and Tim could both be great supporters of your charity's mission, but -- like all of us -- they are drawn to different activities.

Guests will certainly enjoy hearing a well-constructed testimonial from a client at an appropriate time in the evening. But if a guest talks with a client who is unable to give a thoughtful testimonial, or who hasn't yet reached their potential from using your non-profit's services, or who hasn't been coached on key points to say, the interaction could leave a less-than-positive impression of your potential donor.

Remember: Plan your event with your end goal in mind. If your clients can make you money at your fundraiser, bring them in! If not, reconsider.