Perhaps nothing is more synonymous with nonprofit organizations than special events. They are often one part fund-raiser, one part ad campaign. In recent years, with corporate charitable belts tightening and fewer resources, many nonprofits have scaled back or eliminated big, time-intensive special events like galas.
Not so at the Boys & Girls Clubs of Hartford (BGCH).
In fact, over the past four years — including during the depths of the Great Recession — the organization’s spring gala has increased in attendance, number of sponsors and dollars raised. This year’s event, held at the Connecticut Convention Center, captured a record $450,000, up $100,000 from the previous year.
Those numbers didn’t happen by accident and reflect some key elements that other nonprofits in the region may do well to emulate.
Showcase the mission. For Sam Gray, president and CEO of the 151-year-old organization, much of the gala’s recent success is attributable to its renewed focus on club members. The organization used to use a celebrity speaker to draw attendees; however, in recent years, it has made the clubs’ kids — from event greeters to performances to the Youth of the Year — a focal point of the event. “Our gala has truly become a celebration of our kids,” Gray said.
Build the right team. As chairman of this year’s gala, Brad Hoffman, co-chairman of Hoffman Auto Group, give much credit for this year’s gala increase to a corporate giving committee that tripled in size from six to 18 members, including business owners and CEOs. “In recent years, our board has become much more active in fund raising,” Hoffman said. “Those new connections helped us secure 30 new sponsors.”
Start early. Michele Palma, vice president of development for the clubs, notes that most of the gala’s sponsorships are secured within three months of the event, but some of the larger sponsorships — including the $50,000 lead sponsorship — are typically committed nine months in advance. The organization also offers sponsors a variety of recognition opportunities, from program listing to banner signage to speaking opportunities. “We look for ways to provide value to our sponsors,” Palma said, noting this spring’s event included 115 sponsors.
Leverage in-kind support. To keep costs down — and improve the gala’s bottom line — Palma said the clubs often exchanges event recognition for in-kind services. For instance, Newington-based Data-Mail donated all gala-related collateral printing. In addition, the clubs used in-kind donations — which included Green Monster seats at Fenway Park and a Caribbean vacation home — as auction items, which collectively added $30,000 to the event proceeds, according to Palma.
Don’t forget to ask. Often, nonprofit event attendees — including the 600 guests at the Boys & Girls Clubs gala — attend on their company’s dime. The clubs have viewed that as an opportunity. So with the speeches finished and auction closed, they asked their captive audience to consider a contribution. This year, that solicitation effort raised an additional $50,000. And, yes, the clubs’ members handed out the pledge cards — keeping the focus, as always, on the kids.
