A Christmas Carol
Holiday Fundraiser
And 
Consciousness Raising Event

Presenters:
Kippy Rudy
David Webster
VSA arts of Maine


Why A Christmas Carol?
? Popular holiday event
? Theater, performance venue ready to use
? Partner with cultural site (theater) 
? Compatible with our mission
? Politics of Tiny Tim


Three Board Objectives
? Raise unrestricted funds.
? Use an event to build, expand and deepen relationships with sponsors, stakeholders, etc.
? Raise our visibility and support mission

Raise Unrestricted Funds
? Sponsorships pay (at least) for the cost of the event, printing, etc.
? Program advertising covers cost of printing and adds profit
? Ticket sales are profit 

"Carol" Fits With Our Mission
? We like doing arts events best!
? This theater is a cultural access partner 
? Can be used as a background to address the issue of arts and disability
? The event brings together our stakeholders (sponsors, donors, volunteers, participants) - many of whom have never met 

Politics of "Tiny Tim"
? Perhaps the first and best known "poster child" in English literature
? Troubling image for some
? Opportunity to address the image, the stereotype and our mission


"People only seem 'strange' when they are strangers; when they work together, go to the same schools, attend the same churches, and serve in the same community organizations, we recognize all that we have in common.  Whether we can see or hear or walk or talk the same way becomes less important than the fact that we share the same interests, ideas and values." 				-Justin Dart

"We Discover We Are the Same When We Laugh Together, Shed a Tear Together, Are Uplifted or Moved in the Same Ways.  Bring up the Curtain, Let the Performance Begin."
				

Accessibility
? Accessible location
? ASL interpreted
? Assistive listening
? Large print programs
? Coordinated seating for specific needs

Organization - Who Is Doing What?
? Run by board, with defined support by staff?
? Run by staff with defined support of board?

? How do volunteers fit into this event? Who?
? Opportunity for new volunteers
? Opportunity for new involvement of previous volunteers

Organization - Key Responsibilities
? Overall coordinator
? Sponsorship package
? Sponsorship contacts
? Sponsorship follow-up
? Advertising plan
? Advertising contacts
? Advertising follow-up
? Marketing
? Invites, posters, cards, etc. (Design and print) 
? Ticket sales
? Event coordination
? Reception
? Speeches
? Displays
? After the event

Sponsorships
Determine how much from whom:
? Setting the lead sponsor level
? Setting the co-sponsor levels
? Organizing the benefits of levels

Securing Sponsors
? Getting a lead sponsor first
? Who to target
? Organizing benefits
? Creating your package
? Have the right look
? Have the right elements
? What we sent

Sponsor Package
Include: 
? Cover letter with summary and amount of request
? Organizational information
? Event information and need it serves
? Sponsorship recognition
? Lead sponsor 
? Sponsorship levels


Securing Sponsors
? Start early
? Develop strategy
? Be certain you know who is doing what
? Keep on task and check in frequently

Treat Sponsors Well
? What you want to hear back from sponsor:

  "I would like to take a few moments to express my appreciation to you for the first-rate handling of the bank's sponsorship of VSA arts of Maine's benefit performance of "A Christmas Carol". The event was a successful one - not surprisingly, given the thoroughness and attention to detail..."               
		- Julie McQuillan -Peoples Heritage Bank


Marketing and Sales
? Marketing is getting your audience alert and ready

? Sales is securing the purchase from the alert and ready


Marketing
? Create a professional look
? Create an image consistent with mission
? Target specific groups and outcomes
? Target your materials to each group





Marketing
Narrowcasting and broadcasting
? "Narrow" to friends, associates and those individuals you wish to reach (targeted)
? "Broad" to the general public (more general)

? Decide how much time and resources to be allocated to each and create an action plan 

Marketing
? Mailings 
? Radio
? TV
? Local cable 
? E-mails
? Encourage sponsors to email and e-newsletter to their employees 
? Web site 
? Promote at other events
? Word of mouth
? Friends
? Volunteers
? Board


Sales - Methods
? Displays at other events
? Mailings with return card
? Board selling tickets
? Tickets at retail stores
? E-mailing ticket offers
? "Signature" on emails
? Provide credit card option

Sales - Logistics
? Who will sell tickets? 
? Resolve this issue early 

? We sold tickets through our office, board and volunteers, retail outlet and electronically
? Define clearly if and how the theater will assist in your ticket sales  

Selling Tickets and Giving "Comps"
? Purpose is to raise funds (sell tickets)

? Our mission compels us to assure finances do not prevent involvement of our participants. (Give complimentary tickets)

Ticket Sales
? Sold tickets and at the same time offered opportunity for people to purchase tickets for those on limited or fixed income 
? Offered sponsors additional opportunity to purchase tickets AFTER they agreed to sponsorship

Managing Tickets
? Tickets sold up to "x" days before event were mailed to purchaser
? Tickets sold after this date held by us and distributed the evening of event 
? Be certain there are adequate people at box office evening of event to distribute and sell
? Have one person track tickets sold  

Complimentary Tickets

Creates added work if system is not in place
? Track complimentary tickets purchased
? Identify who will receive comps 
? Determine boundaries of your involvement in assisting them to attend 
(Hint: it is a lot of fun to give away free tickets!)

Program Serves Several Purposes
? Advertising makes money
? Information raises awareness
? Thank you to sponsors and friends
? You can ask for further support
? Explain the need in the program
? Make certain donation card and envelope fall out in their lap!

Getting Advertising
? Get the right people to do this
? Organize all your information early
? Size of ads, cost of ads, formats, etc.
? Some will have ready ads, others will not
? Get a good graphic artist to do the program, get printing donated. (Get everything donated!)


The Event!
? Logistics
? Staffing needs
? Displays
? Reception
? Speeches
? Intermission
? Clean up

Event
? Plan the event moment by moment:
? Who 
? What 
? When 
? Where
? How long
? Materials and resources 

Wrap up and Follow-up
? Thank you letters immediately!
? Sponsors (with tear sheet)
? Advertisers (with tear sheet)
? Attendees get follow up donation request 
? Staff, board and volunteers
? Theater 
? Media sponsors, etc.  

