At least half of the conversations that I’ve had at the start of the planning process with our charity partners of late have started “We want to do something different”. Whether it’s the un-gala or the anti-gala, organisations are looking for ways of raising six-figure sums without the traditional gala format, partly due to the financial/human resource demands and addressing the challenge of event fatigue.
Firstly, I have to highlight that the gala format still works for many organisations, particularly for those with an established event (and an active, driven committee) - Within our 2024 calendar alone, we saw millions raised at largescale fundraising dinners through traditional models of ticket sales and auctions.
Secondly, there are many ways that you can ‘do something different’ within your existing gala format - move to two courses, bring in immersive or interactive elements, change it up to a standing format…
We’ve been running workshops to get our clients thinking about what could work for them and their audiences. And if you’re still looking for other formats that can appeal to high value audiences and generate significant funds, here are a few ideas from the Coveted team…
Exhibitions or art showcases - When I was at Ark, we partnered with a bank who had a corporate art collection and donated pieces from their archive (including pieces from Hockney, Doig, Moore) that we auctioned alongside student artwork. For sponsors, the appeal is that the exhibition can run for longer than just the one night/day, giving them further exposure
How do you make serious money? Auction the items, run an exclusive preview event, ensure the event/artwork is sponsored
Music concert - Think Teenage Cancer Trust and War Child’s successful music series at the Royal Albert Hall - the holy grail! Whether a largescale event in a renowned venue (most likely with some high costs attached of course) or an intimate, exclusive gig with a high ticket price
How do you make serious money? In addition to a large volume of general tickets, offer a premium package to include access to the musicians, run a music-themed silent auction alongside, keep costs lower by using a donated space and covering expenses only for performers
Premiere or screening event - Whether a preview screening of your own charity film or access to a Hollywood blockbuster, use your audience’s love of film to engage and raise money, with a special Q&A with the filmmakers or stars.
How do you make serious money? Potentially a harder one to make money from, however an exclusive set of premiere tickets could make thousands! Again, general sale tickets plus a VIP package or an exclusive after party where further fundraising (small auction, pledge) could take place
Sports tournaments - golf days, shoots, padel - Some of the more traditional sporting events (I’ve thrown padel in there as a more current example) remain popular and provide great opportunities to get to know your guests/prospects over a prolonged period of time during the day, followed by fundraising opportunities over lunch or dinner. Grassroot Soccer’s Changemaker Cup plays on the global interest in football whilst also connecting with their cause (although it needn’t be cause-related). You can invite other guests to join for this part of the event to get more people in the room and increase your potential.
How do you make serious money? Standard and premium team sales, sponsorship of individual elements of the day e.g. each shoot stand, beat the pro, running a live and silent auction at the lunch/dinner
International Party - The likes of the Elton John AIDS Foundation and GlobalGift have hosted super glamorous, high profile parties around the world - you might choose to do this around other global events (think Cannes Film Festival, the Formula One calendar) as we’ve done with the brilliant team at Bridges for Music, who piggyback on international music festivals and host smaller fundraising parties for music executives, around the music calendar. War Child have hosted smaller pledge events in Ibiza and Switzerland for their high value prospects.
How do you make serious money? Create premium packages which can include a survivors’ brunch or morning after party (which also provide an opportunity for further engagement/stewardship), high value luxury auctions and fundraising mechanisms, engage luxury brands who want to host their own talent and high value customers
Salon series - Whether it’s a supper club or salon series, running smaller, exclusive events as a membership opportunity can provide you with multiple touch points throughout the year. We’ve seen organisations running regional pledge dinners and engaging new audiences, often with the support of local champions who cover the costs and invite their high net worth networks.
How do you make serious money? Sell membership/develop a giving circle, sell tickets, clear pledge ask (made clear in advance of the event so that guests know what to expect), keep costs low by asking existing donors to underwrite
Ultimate challenge event - Organisations like Outward Bound Trust, Laureus and Impetus have had significant success with competitive events targeting HNWIs and corporates. Not necessarily a traditional mass participation activity, more a challenge that feels bespoke, targeted at a small but high value audience and with an elevated guest experience.
How do you make serious money? Sponsorship packages, premium packages with added benefits, high entry fee and sponsorship targets (providing personalised support to each participant)
Watch this space for our next piece on how to shift your seated dinner into a standing cocktail party with the same results…
—
Looking for event support? Get in touch to talk about how the Coveted team might get involved with your planning - whether event delivery or consultation
