The “FREE TICKET” Charity Myth – “BUSTED”

A common myth with charities across North America is in regard to either "Comping" people or giving guests "FREE TICKETS." 

Many believe that "Comping" people a ticket, they will attend your event and spend the money they would have paid for the ticket and more.  It’s also believed that by “Comping” them tickets, they will have the understanding that they need to spend or donate money because they know they were provided the ticket for free.

Many times, charities will give influential or affluent people “FREE TICKETS” thinking they will make large donations.

The next part of the charity myth is that it’s a great practice when a company, group or individual purchases tickets to give away to others, most likely to those who can not afford to attend or purchase the event ticket.

Another part of the myth is called an “In Kind” donation.  Now my definition may be different than yours but what I believe it is, is when someone donates an item in exchange for event tickets of the same value.

MYTH “BUSTED”:  Why is this a bad practice?

First, when you give away “Free Tickets”, you must understand that you are still paying for the cost of their meal and drinks.  In reality, the ticket is not free, you are paying their way ultimately.

Second, when you give someone a “Free Ticket”, there is no clear expectation to spend or donate money.  In fact, over 12 years of professional fundraising, I have never seen this to be true. 

Part (2) of the above is even worse, when people are provided “Free Tickets”, they made no investment and may decide not to attend.  They may want to stay at home, do yardwork or whatever – they spent nothing, so not attending is a clear option.  Think about this point – is it sufficient to have someone buy a table and the seats are empty at your event?  No, it’s not at all.

Third, if someone needs a “Free Ticket” to attend, most likely they can not afford to come.  Do you want someone to attend your “Fundraising” event who can not even afford your event ticket?  No, because they also will not be able to afford to donate or bid on anything at your event.  A mid to high priced ticket is what I refer to as a “Financial” hurdle – if they can afford to buy the ticket, they can afford to donate.  It’s a fundraiser, right?

Fourth, it sounds like a really nice thing to do when an individual or company purchases a ticket to give away to people.  At it’s face, that sounds like such a nice thing to do.  But, if those same people could not afford to come – Refer back to #1, #2 and #3.  You need people to jump over your financial hurdle. 

Fifth, if someone ever says “I’ll donate this item to you that retails for $150.00 if you give me the same amount back in tickets (you are selling tickets for $75.00 a piece.”  The one aspect of fundraising is that donated items historically across North America bring 1/8 to 1/4 of retail in any Live or Silent Auction.  You take the offer and place the item on your Silent or Live Auction and it only sells for $30.00 or less, possibly no one bids.  Let’s say your paying $50.00 a person to the Caterer, you just lost either $120.00 retail in your ticket prices or $70.00 in the true cost.  Do not ever do this.

In closing, remember, you are hosting a fundraiser.  By giving away tickets, you are literally taking money out of your own pocket to pay for that “FREE TICKET” which truly does not exist.  Someone has to pay for it.  Where are you going to take the money from to pay for the “FREE TICKET”?  Are you going to take it away from the mission of the charity?  There is no such thing as a “FREE TICKET” and it is a horrible practice to give anyone free tickets.

Secondarily, even though it sounds nice when someone buys a table or tickets to give them away to the less fortunate, but then the same rules apply.  They may not even come, leaving you with empty seats.  Then, they could not afford to come and won’t be able to donate to your charity.  They will come eat, drink and have fun and that’s it.  Before you give away tickets or “Comp” anyone, think about what we just discussed first prior to agreeing to it.  If you decide to do it, remember I warned you!!!

These strategies and many others are a part of fully understanding successful charity fundraising.  BW Unlimited Charity Fundraising is the #1 source of incredibly successful fundraising in a “One Stop Shop” setting.  There are a myriad of mistakes and pitfalls inexperienced fundraisers make, BW Unlimited Charity Fundraising will steer your charity around them to a successful result.  Contact us today at www.BWUnlimited.com.

The "WOW" Factor - How to “BRAND” your fundraising event

First do you understand what a “Brand” is?  Let’s take for instance Coca Cola, Nike, John Deere or McDonalds – each of these companies developed a logo or a “Brand” which allows just the logo without words, to clearly and quickly identify the company.  They pay marketing companies millions to not only develop their brand but to also invent their “Brand Strategy.” 

Why should a charity who is fundraising use branding or develop a brand strategy?  Because it will differentiate you and your fundraiser from all others in your area. 

Here are a few tips which will help you truly brand your event and set you head and shoulders above the crowd:

#1 – Developing a Brand:  Many people believe this is called a “Theme.”  That’s true but in order for you and your charity to develop a brand, there is more to it.  You first have to have a very “Eye Catching” event flyer that grabs people attention.  There is a proven scientific concept that says that someone needs to see something (7) times before they act upon it.  However, if your flyer is “Eye Catching” by being highly designed, you have a much higher chance of catching someone’s attention than the normal homemade flyers.  Plus a very “Eye Catching” Event flyer will impress possible guests and sponsors, showing them your event is of a much higher scale and not like the “Norm.”

#2 – Brand Consistency:  Once you have developed your charity event brand, everything surrounding it should remain consistent.  That goes from your Facebook Event Header, to your tickets and to your sponsorship flyer.  Everything should mirror the other to keep the brand consistent. 

#3 – Keeping the “Fun” in “Fundraising”:  Remember no one likes “Boring.”  By developing a high profile brand through your flyers, as discussed above, your guests will get excited because your brands high appeal factor.  They will immediately get excited, creating a “Buzz” surrounding your event.  Then they will weigh it against the others in your area.  Creating a “Buzz” will create “Fun” – people outside of your circle will also see your well branded marketing materials and also take notice.  Businesses will then be drawn in based on the appeal of your branding and also be drawn in because of the “High Appeal” and not like the normal every day, homemade fundraising flyers we all see everywhere.  You will be a “Cut above the Rest” and they will want in via a financial sponsorship.

As an example, our client The Unbridled Heroes Project – they work with adopt wild Mustangs from outwest who are being sold for meat and pair them with Veterans who are battling with PTSD.  Understanding that they work with horses but are holding a Gala, we utilized “Denim.”  From that, we developed the “2019 All American Heroes Diamonds & Denim Gala.”  The branding delivers the charity but also creates a fashion statement along with the high appeal via the diamonds and the consistent branding/marketing to draw attention to the event but also to create a “Buzz.”  As you can see, everything is consistent from the main event flyer, to the sponsor flyer, event ticket and Facebook Event Page Header:

2019 All American Heroes Bash benefiting The Unbridled Heroes Project

Remember, creating a brand is much more than just a theme.  It’s creating marketing materials that set your event a part of all others in such a highly competitive charity fundraising marketplace when everyone is fighting to get people’s attention.  Be different, be unique, be a “Cut above the Rest.”

BW Unlimited Charity Fundraising has its own Graphic Design Department which specializes in brand consistency for our clients.  We begin with the charity, then develop a title or name of the event then create a graphic design to all aspects of our clients marketing materials – creating a branding strategy for our charity clients across the United States.  If you would like to learn more about how BW Unlimited Charity Fundraising can help you create the “WOW” affect, contact us at www.BWUnlimited.com or email George at George@bwunlimited.com – we would love to help you.

Fundraising 101: How speeches at Charity Fundraising Events hurt your final results

One of President Franklin D. Roosevelt’s most famous quotes was “Be Sincere; Be Brief; Be Seated” in regard to speeches.  This rings incredibly true but most charities believe the opposite.  In fact, they routinely will give out awards, have an invited speaker or go on and on and on about themselves or what they do often assuming the role of a stand-up comedian.  NONE of this works in your favor, it actually detracts from your event.  Here is why.

A highly successful charity fundraising event is built on momentum.  In fact, often my clients will tell me their event is very short and I will always comment that it will not provide us enough time to build excitement.  Having an excited, happy crowd equals money raised. 

In fact, when we (BW Unlimited Charity Fundraising) plan our events, we plan them to build up the excitement to a “Fever Pitch.”  Our events are often referred to as controlled “Three Ring Circuses.”  You want people having fun and moving around your event.  You do not want to see them seated and bored to tears.  Boredom leads to “Im ready to leave” without donating a dime.

We plan our events down to every 15 minutes – something is always happening or about to happen and we build the excitement moving directly toward the Live Auction and “Fund a Need.”  We want people up and walking through the various fundraising platforms. 

Fundraising Platform – Raffles, Silent Auction and Live Auction – anywhere a charity is raising money inside an event.  This term was coined by George Wooden, President of BW Unlimited, llc.

Now this is where the charity will always step in and say “We have a speaker” or “We want to give out Awards to our employees.”  Then that’s when I sit back in my seat and ask “Why?”  I ALWAYS tell them if they are going to have a speech or presentation, to please keep it extremely short.  However, many people like to stand in front of a crowd and hear themselves talk.  A ten minute speech runs on and on for 45 minutes.  I always tell our charity client to keep it ten minutes and to please inform the speaker of the same.  REMEMBER folks, we are on a “Timeline.”  Then the speech begins and goes on and on and on.  Now everything we have planned after, falling within the timeline, is now pushed back even further.  Then, you will have someone from the crowd who wants to say a few words.  It happens all the time.

 

So here is what happens to your crowd – You started your event with a cocktail hour with music being played.  Then as people start to drink and talk to their friends, they begin to have fun.  That fun then starts to spill over to your raffle and silent auction.  The excitement is building.  When the raffles are over, prizes are given out to the crowd causing more excitement.  Picture the “Price is right” with a lady’s name being called and her running down the aisle waving her hands above her head. 

Then an announcement is made that the Silent Auction is closing in 10 minutes.  People, who have been waiting all night to bid, suddenly run over and place their bids….the room is a “Buzz.”  As the Silent Auction closes and people are excited and happy, that’s when we ask everyone to take their seats to listen to “Johnny Speechinator” get up and talk.  Johnny goes on and on, makes a joke about the charity telling him to keep it short but he has so much to say.  It goes on and on, your guests start falling asleep, the excitement level plunges.  You start seeing people get up and go to the bar or to the bathroom.  Now, the excitement which you have built all night completely dies. 

 

Then the Live Auction kicks off which ladies and gentlemen is built on momentum.  Like a train, your event started chugging down the track faster and faster…but because of your speech, it stopped dead and totally ran out of steam.

Now, your expecting your Auctioneer to be a Magician and possibly pull a rabbit out of his hat, it’s not happening.  A great Live Auction is also built on momentum and also takes advantage of the momentum of the evening.  The Auctioneer now has to get people excited again, when they are already bored.  Then, after the Live Auction, you do a “Fund A Need” – if you are not familiar with a “Fund A Need”, its often also referred to as a paddle raise.  It’s when people are asked to openly donate money by raising their paddle or bidder card.

But again, the speech killed the “Buzz” in the room, the Live Auction tanked and now everyone wants to leave and the donations are very low.

Remember folks, a successful event is built on the energy of the crowd, your guests.  How happy and excited they are, how engaged they get into your event.  When they are having fun with their friends and others in the room. 

Please, thank your guests and supporters for coming.  Let them watch a video about your charity and its mission but please DO NOT give long winded speeches by a talking head – it will absolutely hurt your fundraising goals much more than you know.

This is yet one small part of a successful event.  If you would like to learn more about how a highly successful event is planned, managed and hosted, please contact us today at www.BWUnlimited.com, we would love to help you.

BW Unlimited Charity Fundraising is a North American Charity Fundraising leader in a convenient “One Stop Shop” setting.  BWUCF is know all over North America for planning many incredible highly profitable fundraising events as well as staffing them with “Team BW” so that charities can enjoy their event instead of working it, we are also known for providing high profile auction items to charities all over the country.  To learn more, go to www.BWUnlimited.com. 

  

Event Marketing – the “BWU” way – Event Brand Identity 101

Let’s be perfectly honest, how many event flyers have you seen?   Probably tons and probably twice as many that you’ve ignored because it did not catch you eye.  Lets talk about Event Tickets – White Card Stock with simple black letters – right?

Say it with me – Booooooooooring.  Yawn.

The one thing that we at BW Unlimited Charity Fundraising feel is most important – is consistent branding and very noticeable.  People like exciting!!! 

It all starts with the name of the event. We think of creative, different names for each event which builds brand identity.  Do you understand what brand identity means?  If not, it means instantaneous recognition of the event just from the name of it.  It builds identity.  After we find the name, we move on to the flyer to match the name.

Our graphic design department starts at the flyer.  As you know, I preach FACEBOOK, FACEBOOK, FACEBOOK right?  Our flyers are meant to catch eyes on Facebook.  High profile and totally cool. 

As an example, you may be familiar with our Blues Brothers Events both in Maryland and Ohio.  Each year, with each event, we change the look.  Recently, BW even trademarked the term “Blues Brothers Bash” meaning we own that name now.  But we create these flyers to catch eyes. 

Do you know who the host of the Blues Brothers Event is or can you possibly even think of who it could be?  Think about it – Blues Brothers….Police, in fact the Prince George’s County Police Foundation.  We hosted the first one and it was outrageous, now for the 2017 version, everyone already is familiar – it sells itself.

Next up…the Maryland State Police Alumni Association came to us and asked for our help.  After weeks of pondering, we ended up with a very cool name “The Road Dawg Rumble.”  A “Road Dawg” is a nickname for a Trooper who works the highway patrolling.  So, we came up with a Bull Dog wearing a Maryland State Police Stetson.  Tire Tracks etc – definitely very State Trooper.

Then to keep the identity going, everything matches the flyer.  The tickets, the facebook headers….everything.  I especially feel its very important to have tickets that match everything else.  It creates more excitement.

Our Graphic Designer Bob Lynch always knocks it out of the park – each event continues to build Brand Identity which draws more and more attention.

If we can help you with your next charity fundraising event, contact us at www.BWUnlimited.com or at info@bwunlimited.com.