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Special Events 101

The blueprint to designing an engaging, compelling and memorable event

Presented by Carlita PittsAssistant Director of Donor Relations & ReunionsThe Ohio State University, Moritz College of Law

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ABOUT ME!

Carlita Pitts, B.A.

I currently serve as the Assistant Director of

Donor Relations and Reunions at The Ohio

State University, Moritz College of Law.

In my position, I oversee donor relations,

stewardship and special events.

The Ohio State University is thelargest university in the United States. We have 425,000 living alumni around

theworld and boast a global presence

throughmore than 50 alumni societies and 200

clubsthroughout the world.

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Events are a critical element in building relationships with clients, alumni, donors and prospects. A great experience creates loyalty and could generate great publicity for your

organization.

There are many types of special events that can provide an engaging and memorable experience:

Reunions/Homecomings Community Service

Capital Campaigns Golf TournamentGroundbreaking ceremonies Wine TastingDedications Holiday EventsRecognition Events Educational

Programs

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SCENARIO

Your manager informs you that are in charge of planning a golf

tournament to raise money for an endowed scholarship.

The scholarship was created by a professional golf player in

memory of an alumnus of your institution who was very active in

golf. The event facility should be exclusive and upscale because

of the targeted audience. The goal of the event is to raise money,

engage current and prospective donors, and generate publicity for

the upcoming campaign.

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OH NO! WHERE DO I BEGIN?

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START WITH THE BASICSCreate a detailed event strategy

The initial step in your planning strategy is to identify how your event can impact the

organization’s bottom line and meet your goals.

1. What is the intended purpose of the event? Define your goal and make sure that it ismeasurable.

Raise money. Cultivate new donor prospects or volunteers. Increase public awareness & bring attention to your cause or mission.

Keep in mind that there is a major difference between events that raise money and those that

raise awareness. Fundraising events generally raise more money and gain less publicawareness and have the following characteristics:

High individual cost to participate. Smaller attendance. Administrative & advertising investment could be lower. More donor prospects. Those attending have a greater loyalty to the organization.

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START WITH THE BASICS

Public awareness events generally raise visibility but usually require a highinvestment of time for the return and normally have the following

characteristics:

Low individual cost to participate. Larger attendance/higher visibility. Higher administrative and advertisement investment. Fewer donor prospects. Less loyalty to the organization by attendees.

Based on this information, you need to decide where your event falls within thesecategories and plan accordingly.

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START WITH THE BASICS

2. What is the nature of the activity: Educational Social Recreational Service Fundraising

3. Who is the prospective audience? Alumni Donor prospects Friends of the organization/Current donors Businesses or the local community

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WHATS NEXT?

Select a date

Choosing a date can be very tricky. You will want to put a significant amount of

research into selecting a date. Here are some tips that will help with identifying a

date for your event.

• Check the local community calendar.• Check for events that may specifically affect your audience/competing events.• Don’t schedule events on holidays.• Be mindful of religious observances.• Double check to make sure that the date is available for staff, key volunteers,

and those affected by the event.

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Create a Budget

Identify the financial arrangements necessary:

Some of the most common mistakes made in event planning are undercharging and

overspending. Financial problems result because organizers tend to over/underestimate how many people will attend a function.

A safe formula for budgeting is to underestimate attendance by 15-20 percent, and

overestimate expenses by 10-15 percent. The following slide is a sample budget, and

The figures used are only examples. Your actual costs will vary depending on thespecific event.

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BUDGET - EXPENSES

ExpensesEstimated Actual

Total Expenses 700.00 300.00

Estimated Actual Estimated ActualSite Refreshments

Rental of Golf Course 500.00 FoodSite staff 0.00 DrinksEquipment 0.00 LinensTables and chairs Staff and gratuitiesTotals 500.00 0.00 Totals 0.00 0.00

Decorations Program

Flowers 200.00 300.00 PerformersCandles SpeakersLighting TravelBalloons HotelPaper supplies OtherTotals 200.00 300.00 Totals 0.00 0.00

Publicity Prizes

Graphics work Ribbons/Plaques/TrophiesPhotocopying/Printing GiftsPostage Totals 0.00 0.00Totals 0.00 0.00

Miscellaneous

TelephoneTransportationStationery suppliesFax servicesTotals 0.00 0.00

Event Budget for Barton Memorial Golf Tournament

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BUDGET – PROFIT/LOSS

Profit - Loss Summary

Estimated ActualTotal income 1936 1831Total expenses 700 300

Total profit (or loss) 1236 1531

Event Budget for Barton Memorial Cup

0

500

1000

1500

2000

2500

Estimated Actual

Total income

Total expenses

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RESOURCES

Assess your needs: Identify what arrangements and resources are necessary.

Volunteers Staff Media Vendor Relationships Corporate/Business Relationships

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VENUE SELECTIONDeciding the best event space venue for your event is critical to your program's

overall success. The following roadmap will help guide you through steps in choosing event space:

Scope out different locations. The venue must have an appropriate space for the type of event

an organization plans to hold. You must also conduct a site visit.

Does the event venue meet the special criteria of your program? Does the condition of the facility reflect the high standards of your organization? Can the venue accommodate your production, entertainment, A/V, sound, and

other technical needs? Do they have a variety of seating options (conference style, theatre style,

cocktail tables, rounds, etc.) Does the facility have enough restrooms for the number of attendees? Is there adequate parking? Is security provided if necessary? Is it handicap accessible? Is it easy to locate?

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VENUE SELECTION

Catering

Does the space have a caterer on site? Can you select your own? Do they have a list of approved caterers?

Buffet, served or pre-set meal. This will depend on the type of event and the timing.

Do any of the attendees have dietary restrictions? Will the attendees be pleased with what is being offered? Does the food selection fit with the overall theme of the event? Do they provide linen, centerpieces or can you bring your own if necessary? If alcohol is being served, be sure to ask whether or not they have a liquor licence.

Consider service and image.

A venue's reputation for service is critical. This is often the difference between holding a good event and producing a great event.

What is the tenure of the conference manager, catering manager and executive chef?

Will the management treat you like a VIP client or one of multiple programs? How much flexibility is the venue willing to extend to you? Be sure to have your legal team or an expert review the contract.

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PUBLICITY

Arrange for publicity of the event:

• Save the date cards• Invitations• Email blast• Website• Newsletters• Newspaper & Magazines• Publications• Social Media

– Facebook– Twitter– Blogs– Event Brite

• TV & Radio• Phone calls

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THE WEEK/DAY OF THE EVENT

• Nametags/Place cards– Bring blank nametags for those who didn’t rsvp or a nametag printer.

• Finalize registration list.• Confirm final program details/agenda with speakers/emcees.• Reminder phone calls/emails.• Ensure decorations/linen/equipment is available.• Report final count to caterer.• Check to make sure sound equipment is working correctly.• Prepare any necessary signage.• Coordinate volunteers for registration tables or other duties.• Inspect the facility.

– Check to make sure the restrooms, windows, silverware, dishes, and linen are clean

– Inspect site to make sure the room arrangement is conducive to your event• Discuss photos with the photographer to ensure that he captures the images

that you want.

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EVENT FOLLOW UP

• Debrief with staff, volunteers, and others involved for constructive feedback

• Send a post event follow-up survey to attendees and volunteers• Send a thank you note to those who attended• Make sure all outstanding invoices are paid• Send photos to those who attended.

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THANK YOU

Carlita M. PittsThe Ohio State University

Moritz College of LawPitts.54@osu.edu

www.linkedin.com/in/carlitapitts

www.facebook.com/carlitap

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