Things to Consider When Hosting a Cultivation Event
One highly strategic move for an organization to make during a fundraising campaign is to host an event. For some nonprofits, events like galas, luncheons, raffles, or run-a-thons can be challenging due to the cost or commitment. But there is one type of event that proves to be successful for nonprofits of every size — the cultivation event.
A cultivation event is a small, comfortable gathering typically hosted in the home of a key leader or volunteer from the organization. Organizers will invite a select number of interested parties who have a strong affinity for the nonprofit and the campaign, connections within the community, or/and (if possible) affluence.
The goal of a cultivation event is to educate the attendees about your organization and fundraising campaign. The focal point of the evening will be a number of speeches that speak to the details of the fundraising campaign and the impact it will make. Surrounding the speeches will be the opportunity to have personal conversations about the organization’s cause, to ask and answer questions, and to mingle with prospective donors.
Afterwards, the campaign leaders will reach out to each attendee individually to thank them and learn if they would consider donating to the campaign. This is a simple, affordable, effective event that will greatly contribute to your fundraising strategy.
That is why we’ve provided this outline that will help you navigate your next cultivation event:
Overview
Goal: Education of attendees
Factual information about the organization
Sharing one’s passion for the project
Building a personal relationship with a guest/prospect
Outcomes
A prospect becomes interested, even excited, about the work of the organization and wants to hear more
A prospect gets to know you personally
A prospect wants to become associated with a project of the organization and/or the organization as a whole
Social elements
Prospect feels that the organization really wants him/her to attend
Prospect feels welcomed, even special, at the event
Prospect is introduced to your organization’s VIPs, including Board members, staff, special guests or speakers of the organization
Prospect knows that you, or someone in the organization, is going to follow up with them
Structure
Duration: approximately 1.5 hours
Timeline:
Social, informal start over drinks and snacks - people show and mingle until a critical mass
Host: welcome, shares excitement, how important Student Program for Athletic & Academic Transitioning is to him/her/them (and for whomever else, e.g. students, parents, teachers, community, etc). Introduces Student Program for Athletic & Academic Transitioning
Speaker (15’-20’): welcome, introduction, shares excitement to host, what is happening at St. Therese, explains about ambitions, Q&A - call to action is to follow up individually with each person in attendance for a more detailed conversation
More socializing
Closure - thank you from host and encourage guests to consider hosting their own cultivation event
Pre-Event Planning Phase
Week 1:
Finalize date and location
Aggregate a list of invitees, gather contact information for each entity
Draft the invitation for the event (digital)
Create list of potential speakers (2-3)
Students, coaches/advisors, community leaders, ORG board members
Week 2:
Finalize the invitation forward the event
Finalize invitee list, guests
Include digital tracking mechanisms for efficient data capturing and management
Invite presenters/speakers
Organization to send out e-invite with RSVP for Cultivation Event, update Salesforce statuses as RSVPs are received
Begin planning event logistics
Food & drink, parking, event setup
Week 3:
Update Salesforce statuses as RSVPs are received
Confirm presenters/speakers
Week 4:
Update Salesforce statuses as RSVPs are received
Review/rehearse presentations for event
Finalize refreshments, physical layout of event
Week 5:
Week of event, ORG to send out a reminder, include logistics for parking, etc.
Organization and host coordinate logistics for the Cultivation Event: confirmed number of attendees, directions, technical setup (if applicable), table for name tags, as well as campaign information.
Keep a record in Salesforce of all in attendance at the cultivation event
Execution Phase
Agenda:
X:XX PM: attendees arrive, socialize amongst each other;
X:XX PM: hosts provide a 5-minute welcome introduction and their affinity for ORG; introduce Harold;
X:XX PM: Harold addresses attendees: why he started ORG (values), timeline of ORG’s progression to this point, ORG’s decision to shift to a nonprofit, a description of future programming, and the introduction of x to share their experience as parents and board members;
X:XX PM: [Board member] share their experiences and why they decided to join the leadership of ORG;
X:XX PM: A student or coach provides a summary of their first-hand experience within ORG.
X:XX PM: Harold closes with thanking hosts + the calls to action listed above + copies of the case statement are available for attendees to take with them.
X:XX - X:XX PM: Socialize, adjourn.
Materials:
Case statement, organization flyers, and other relevant info
Laptop in case a digital display or transaction engine is necessary (can be left open on a table)
Name tags (stickers) and sharpies to write names
Flyers with contact information and small informational summary take away
Business cards (from the hosting organization)
Post-Event Phase
Determine and conduct follow up with all attendees (and invitees who did not attend but showed affinity); donor-centric
Examples: invitation to another event, a personal note, materials on the campaign, a call, a meeting with a staff member, or an appointment for a solicitation meeting
Event Evaluation
Collection of event data
Insert/update relevant data in the Salesforce system
Creation of event report