The Art of Cultivation – Critical to Event Success

So, we are all in the heart of it, aren’t we?  Nonprofit gala season is upon us and you are likely bogged down in details at the moment – the nitty gritty things like name badges, auction bid sheets, and honoree gifts.

Are we having fun yet?

All joking aside, it is easy to get distracted and overwhelmed by all the little things we need to remember for our benefit events. This post is meant to serve as a reminder in this gala season – cultivation of donors and volunteers is one of the tippy top things to focus on the days leading up to the gala, the gala night, and in the follow up post-gala.  Don’t distract yourself with the details. Keep focused on the aspect of event planning that is critical to your job – donor relationships.

Here is an outline to help you focus on cultivation while you plan your gala:

1. Pre-Gala cultivation: Work with executive staff and Board members to analyze the guest list closely. Identify the people on the list you would like to give some special attention. Divide cultivation of these special donors and guests amongst executive staff and board members, making sure everyone has someone to connect to, welcome, and converse with. Efforts such as these go a long way – I’ve had donors tell me they just want to feel noticed and recognized when they attend an event of a cause they care about and give to generously. Also, if it is a seated event, get strategic about tables. Sit special donors next to people they want to sit next to as well as executive staff and board members, so everyone can get to know each other better.
2. Gala cultivation: The night of the event, make sure all the pre-gala cultivation work comes to fruition. Enable executive staff and board members to connect to their assigned donors and relax and schmooze during dinner. Don’t bog down key players with time-consuming tasks – check in and out, auction details, or any other menial tasks. Save those jobs for junior staff members and junior volunteers (they are fun and less stressful anyway!). Make sure board members and executive staff are focused on building relationships and opportunities.
3. Post-Gala cultivation: Plan to have a conference call or in-person meeting with executive staff and board members soon after the gala. It is essential that everyone knowledge-share and debrief. During the meeting, participants should share feedback from guests: who was impressed with the program and event?  who shared that they want to get more involved? who seemed like they might be a good fit for the Benefit Committee next year? who should be on the list of prospects to cultivate and further involve over the next year? Then, as the Development Director, or Executive Director, make the list and work to cultivate it throughout the next year until the next gala. It’s that simple. These are the people you want to talk to and work with in 2013.  Make the plan and make the time.

Keep an eye on cultivation during your gala and you will make your event worth all the time, money, and man-power. This kind of planning and strategy should always be a part of your bottom line and the focus of your event planning work. Over the next weeks, bring it to the front and center.

Good luck this gala season. We at TakeTwo are thinking of you and wishing you the best!