Hospitality House of Charlotte is based in Charlotte, North Carolina. Their mission serves patients and families in medical crisis by providing lodging. They are a tremendous resource in the community, not only, for the guests who stay with them, but for the major hospital systems surrounding the house. Hospitality House of Charlotte keeps patients and families close to their medical teams and each other yielding direct benefits physically, emotionally, and financially.
Every fall Hospitality House of Charlotte holds their major signature fundraiser - Annual Fall Luncheon. M2 Philanthropy assisted with various aspects of the luncheon. For full details go to the “Our Work” section of the website. There are so many nuances of hosting a successful event, but for this post our focus is program. There’s no doubt a luncheon or gala style fundraiser is an investment. It’s expensive and can feel like a risk, but it’s worth it. Not only, can you raise big money, but it’s your opportunity to tell your best story in front of your most high level supporters.
Below are a few of the program strategies we implemented for HHOC:
Good program writing raises money before you even open your doors
Write your program highlighting sponsors and individuals separate from your general sponsorship opportunities to raise more money. For HHOC, we leveraged an additional $30,000 by strategically placing corporate partners in the program. We highlighted their generosity bringing our mission moment full circle and inspiring others in the room to give that day.
Authenticity is key
Creating a program forming an authentic connection with your attendees and mission is crucial. Your message is your #1 tool to build this connection, but your format is also important. We create a varied program of speakers balancing behind the podium remarks with Q&A and videos to help foster this connection and enhance our messaging.
For your executive director or board member giving remarks behind the podium is appropriate, but for an individual or family who your mission has served it can come off as too formal or business like. It requires coaching and finding the right individual or family, but often a Q&A format is more dynamic. Adding short videos throughout can help bring things full circle and takes some of the pressure off your speakers. Finally, a varied format will increase your audience’s attentiveness, likely increasing their propensity to give.
The Ask & Your Message
We hold the direct ask until the end of program as a natural culmination which makes sense, but giving back should be the undertone of your entire program. The transformational power of giving - that’s it. Your goal for your fundraising event is not only for your attendees to find their purpose in your mission, but why their involvement will be an enhancement to their lives. If you can thread that message throughout your program your direct ask will be a success.
Does your organization host a luncheon or gala needing a reboot? Maybe, you’re interested in starting one? At M2 Philanthropy, one of our specialities is event fundraising. We led HHOC in raising the most funds in the history of Annual Fall Luncheon - that means more families served, more supporters, and more impact. That fills us up. How can we help you achieve your event goals? Let’s talk about it.