Q: How do we capture the names at our annual holiday banquet fundraising dinner and can we use it as a Point of Entry Event? We expect to have over 200 people, and we do a great emotional program about our work, but we’ve never been very successful at getting people to give us their cards for more info.
Neil in Massachusetts
A: In order to consider an event a real Point of Entry, people must be invited personally by someone they know, they must attend knowing they are coming just to learn about your work, you must have time to do the full Point of Entry program, and you must have permission to follow up with all of the guests afterwards.
Your holiday banquet is a great example of what we call a Point of Entry Conversion Event, which is often a great feeder strategy for your Points of Entry if you can successfully follow up with attendees and invite them to come.
At a moment in the program when you have people’s attention, have your emcee say that you wouldn’t be doing your job if you didn’t take a moment to share what the support raised at this event will make possible for the mission. Have them introduce your Visionary Leader, who should give a brief Visionary Leader Talk. Following the Visionary Leader, you should have a testimonial from someone who was supported by your organization.
Once those two program pieces have happened, the emcee should come back out and say that people have now gotten a glimpse of what your work is about and that some of them might find themselves wanting to get more involved. Then direct them to cards in the center of their table or under their plates, which they can fill out to indicate that they would like to talk with someone from the organization. You will then follow up and invite the people who gave you a card to a Point of Entry.
To shortcut the process, you can recruit your table hosts to become Ambassadors who agree to host and fill one private Point of Entry Event after the holiday banquet for those guests who want to attend.
Have the dates for their private Points of Entry pre-scheduled for January and work with each person to invite the folks they bring to the banquet back to a Point of Entry in the new year. Tell the hosts that it will be a great way for their guests to learn more about the organization and feel proud of what their support has allowed them to do.