Reprinted By Permission - Copyright
Boulder Daily Camera
Making Money Matter
Enid Ablowitz
 

October, 2003

Grassroots Giving

By Enid Ablowitz

The invitations clog the mailbox. Virtually every week there is a luncheon, or benefit performance, or gala dinner.  They all share something in common:  they have been organized, generally with the significant help of volunteers, to raise money.

Dedicated people bake cakes, solicit items for silent auctions, select venues, plan themes with artful decorations, and agree to sell tickets to their friends and neighbors.  Often dozens of volunteers are involved in making these events successful and many more people attend. If all goes well, money will be raised for a non-profit organization providing critical dollars often used to pay for its operating expenses.

These events serve a very important role in our community—they congregate like-minded people who feel good about not only having a pleasant social experience, but “doing good” at the same time. 

Sometimes, however, the good feelings are buried under the weight of the planning, the preparation and the seemingly thankless tasks.  The volunteers may lose sight of the reason for the event in the myriad of details.  People may attend these events out of a sense of obligation, or think of the experience as simply a night out and a tax deduction.  Has event-based fundraising lost the connection to the good works that result? 

Mrs. Socialite is invited to attend a golf tournament and supper.  She loves to play golf and figures, why not?  Her friend tells her it is for a ‘good cause.’ All the better.  She plays, eats, and writes off the day as a donation.

What is wrong with the scenario described?  Mrs. Socialite may not even know what organization is benefiting from her “donation.”  She may not even realize that on her ticket there was probably an amount showing the value of her donation—the amount after the organization pays the actual costs of her day.  This experience was all about missed opportunity.  The organization missed the opportunity to educate the donor about its mission, and the donor missed the opportunity to experience the joy of giving.

 How can special events become an opportunity to give consciously and with meaning?

Organizations need to be sure that the volunteers who are involved with the planning and execution of the event are treated as donors.  They give of their time and their talent (and probably buy a lot of tickets themselves.)  They are committed to the organization and they bring others to the event so that they can share their passion with them.

Don’t let them down.  Be sure that you embed in the event the opportunity to let people know not only what organization they are supporting, but why it matters and what difference it will make.  If you can, have demonstrations of impact, either through the people who have been helped by your organization or through tangible evidence of outcomes.  Know who attends your events and thank them for participating.  Take them to a new level of consciousness about an issue.  Challenge them to think differently—to understand more.  Change perceptions and motivate people to get involved, give more, or better still, both.

Donors, consider taking responsibility for your own satisfaction in giving.  If  buying the ticket and attending the event feels like an obligation, or like paying a bill, ask yourself why? Imagine going to an event where you really were touched by the collective passion of the volunteers and the organizational leadership.  Imagine being able to see how giving to the beneficiary organization really changed lives.  You might be inspired to give more than the price of the ticket.  If you know how your money is used and it is in synch with your values, your giving can become more meaningful, empowering and deeply fulfilling. 

Sure, special events can be branded by their themes and the social context they provide.  They can raise money by providing entertainment and the people who attend can simply enjoy themselves. But fundraising events can do more.  They can also engage us in the opportunity to be part of a giving community.  Think about that the next time you get an invitation. See if the organization makes clear its mission.  If you care about what the non-profit actually does, don’t just buy the ticket.  Go to the event.  Learn how you can get involved. Then increase your gift.  It is good for the organization…and for you.

Enid Ablowitz is the Vice President for Advancement at the University of Colorado Foundation, Inc., and Director of Advancement for the Coleman Institute for Cognitive Disabilities.  She has been working as a donor advocate for nearly 15 years and has written a book for donors called Making Money Matter:  Eight Steps to Thoughtful Giving. For information on how to obtain a copy, contact her at enidablowitz@hotmail.com.

You may contact Enid Ablowitz by email at enidablowitz@hotmail.com