Measuring Success of Special Events in Nonprofits

Today I attended a webinar titled "In Defense of Events: Measuring Success Beyond the Bottom Line," which was sponsored by GiftWorks Fundraising Software. I've taught classes on fundraising and have had a tough time defending special events, so I was looking for a fresh perspective on this method of fundraising and friendraising. Mission accomplished.

Here are just a few ways to measure success beyond the net funds generated by the event as a whole (based on my personal experience, the classes I've taught, and the recent GiftWorks webinar):

• Number of paid tickets
• Total number of guests
• Number of sponsored tables
• Number of guests in certain categories, such as sponsors or "young community leaders"
• Number of new participants (sponsors and individuals)
• Contribution margin per guest (revenue less expenses, then divide that result by number of guests); this is the amount that is tax deductible for the guest, so larger is better
• Number of media placements before and after the event
• Number of impressions from media placements (circulation numbers of each media source)
• Number of ads placed in program, and number of dollars earned from those ads
• Number of sponsors, and total sponsor dollars
• Number of vendors
• Number of contacts added to the database
• Percentage of growth in any of the above categories year over year, or a three-year or five-year growth rate
• Number of people interested in volunteering added to the database

More lessons learned about special events to follow!

How to Talk to a 14-Year-Old Girl

I spent last Friday night with my mentee, Consuelo, learning what adolescent girls are facing these days, and how to talk about it. Rosalind Wiseman spoke at Girls, Inc. on the topics of communication, bullying, and why your mom "freaks out." The event was sponsored by Dove, who has a world-wide campaign for real beauty they've been working on for some time. While I expected a lot more interaction and a lot less of the speaker talking, I got some valuable tips. And it opened some doors I didn't know how to open with a 14-year-old girl. So it was time well spent.

Here are some tips for moms and mentors that I found particularly helpful:

-Affirm her feelings.

-Don't ask a million questions.

-Ask if she's venting or wants advice.

-If she's venting, keep your trap shut.

-Don't use her slang. It's not cool.

-Ask her what she means if you don't understand.

-Share your experience without lecturing.

-Just stand there. Really. Pay attention. Listen.

-Let her make "mistakes," meaning she's not going to do it your way.

-Accept silence. People who are comfortable with each other don't need to talk constantly.

-Don't ever make fun of her (not that I would do this, but it's a good reminder).

-Apologize when you screw up. Model that good behavior.

Exercise as Meditation

It's been a while since I last posted: I've been working quite a bit and spending time on volunteer endeavors. I've also been creating space and new energy for spring, the new year, and the new decade. A piece of creating that energy is getting outside again to work in the garden and walk.

Walking in the neighborhood is convenient and quiet, which I appreciate. But I also walk on trails and in open space parks to change the scenery and listen to new bird song. No matter the location, I notice the little things, like how the bare spring branches look against the blue, blue sky. Or how tiny the purple flowers are on the ground cover that has just greened up. Or how the grumpy old man who walks with his grumpy dog twice a day, every single day seems a little less stooped when the weather turns warmer.

The robin's song is calming, while the grackle's and the red-winged blackbird's calls give me a little jolt of energy. When there is water, I tune in to the sound of it and slow down to admire a particularly fast or slow place in the stream and think about the fish that are (I hope) swimming there. Sunlight-dappled trails, stunning views of the mountains, and watching the growth of the leaves on the trees engender an intensely meditative state even while I am breathing hard and working with my hand weights.

Interestingly, what I do not like about these walks is interacting with other folks on the trail. Colorado walkers and bikers usually say hello as they pass, and I don't want to say hi back. Being an extrovert, this seems like a contradiction in my personality, but it does drive me a little mad. I am "in the zone" when I'm walking, and having to make eye contact with and greet dozens or hundreds of people takes me right out of it. I feel like I'm dating or networking at sonic speed, which is exhausting.

Exercise, for me, is meditation. I've tried to problem solve on these walks alone, and my mind is just blank. I wonder how many other people feel the same way. Perhaps we could all just say no to speed dating on the trail and instead focus on our breathing and just which shade of blue the sky is today. Would that make the time spent outside more satisfying, and more fun?