Q: We’re holding our annual luncheon and I’ve been asked what the fundraising statistic is on the typical number or percentage of guests who will actually donate the day of the luncheon. Our percentage is typically 55 to 58%.
Steffi in North Carolina
A: Assuming you have been following the Benevon Model and your annual luncheon meets the other requirements of a Benevon Ask Event, on average you should expect 40 to 50% of the guests at an Ask Event to give. Ten percent will join your Multiple-Year Giving Society and the other 30 to 40% will make a gift at a different level using the fill-in-the-blanks line on the pledge card. This is based on having at least 40% of the guests having attended a private Ambassador-hosted and filled Point of Entry Event and been cultivated with “second dates” prior to attending the Ask Event.
The percentage of Ask Event guests who make a pledge or financial contribution at the Ask Event should be the same as the percentage of these recently cultivated Point of Entry guests in attendance.
Think you already know what the Benevon Model is? Think again!
We have distilled five key metrics to ensure your success. Here’s the fifth one:
Minimum of 10% of Ask Event guests join the Multiple-Year Giving Society at one of the three giving levels
Answer these questions to see how your organization is doing at meeting this fifth key metric:
- Do you have three distinct five-year giving levels starting at $1,000 a year? Levels must be either $1,000, $5,000, and $10,000 or $1,000, $10,000, and $25,000 for five years. See Chapter 7 of The Benevon Model for Sustainable Funding: The Step-by-Step Guide to Getting it Right, Second Edition, to determine which of these two options to choose.
- Have you met Key Metric #3: have 100% of your Ask Event Table Captains been successful Ambassadors in the prior 12 months?
- Have you met Key Metric #4: will a minimum of 40% of your Ask Event guests have attended a private, Ambassador-hosted Point of Entry Event in the prior 12 months? Without a sufficient percentage of well-cultivated prior Point of Entry guests, you will not be able to meet Key Metric #5.
- How sizzling will your Ask Event program be? Will you paint a clear picture of the gap between where your organization is now and where you would like to be?
- Have you followed Benevon’s program format for your Ask Event, starting with a welcome from a board member, a short emotional element (song, poem, or prayer), a simple meal, a powerful Visionary Leader Talk, a moving seven-minute video, a live testimonial, and a succinct pitch following Benevon’s specific pitch script (see Chapter 15 of The Benevon Model for Sustainable Funding: The Step-by-Step Guide to Getting it Right, Second Edition)?
Many organizations exceed this Key Metric #5, but only if they have met Key Metrics #1-4!
Q: What should be our biggest consideration in deciding if we are ready to put on an Ask Event?
Andrea in Georgia
A: Your biggest concern needs to be the number of people that attended your private, Ambassador-hosted Point of Entry Events so far. The success of the Ask Event will depend on having a minimum of 40% of the guests attend a prior Point of Entry Event. We call this the 40% critical mass rule, and it is not hard to achieve.
Furthermore, you should aim to exceed 40%. Of course, the higher the percentage of guests at your Ask Event who have been cultivated through the first two steps of the model, the better. Many groups we work with already know that 50-80% of their Ask Event guests have been cultivated sufficiently so that they will arrive at the Ask Event predisposed to giving.
Think you already know what the Benevon Model is? Think again!
We have distilled five key metrics to ensure your success. Here’s the fourth one:
Minimum of 40% of Ask Event guests have attended a Point of Entry Event in the prior 12 months
Answer these questions to see how your organization is doing at meeting this fourth key metric:
- Before you set your goal for the number of guests at your Ask Event, do you know how many private, Ambassador-hosted Points of Entry you will need to have to ensure your success with this metric?
Assume that 50% of Point of Entry guests will be “blessed and released” in the follow-up call. If you have 200 Point of Entry guests attending Ambassador-hosted Points of Entry, you will likely end up with 100 whom you cultivate further. These are the 100 that are invited to the Ask Event by the same Ambassador that hosted their Point of Entry Event.
- Do you encourage successful Ambassadors to host more than one Point of Entry Event in a year in order to ensure their success in having at least 40% of their Ask Event guests be prior Point of Entry attendees?
If you have already had an Ask Event, have you calculated what percentage of your guests had attended a Point of Entry in the year prior to that Ask Event?
Do not count guests who attended Points of Entry more than one year prior to the Ask Event—these must be well-cultivated recent guests!
- Do you provide your Ambassadors who agree to become Table Captains with a list of their prior Point of Entry guests whom you have been cultivating?
- Do you give these Ambassadors a script or talking points to use when inviting their prior Point of Entry guests to join them at their table at your Ask Event? See Chapter 15 of The Benevon Model for Sustainable Funding: A Step-by-Step Guide to Getting it Right, Second Edition.
Once your team successfully meets this fourth key metric, you will never need to default to asking Table Captains to fill their tables with “new” people.
Many organizations aim to have 80% or more of their Ask Event guests be this year’s prior Point of Entry attendees and they raise far more money at their Ask Event. There is a direct correlation!
Q: What happens if a Table Captain asks 14 people (as you suggest) and more than 10 of them show up that morning for the Ask Event? How will they all be seated at a table that is set for 10?
Jensen in South Carolina
A: Most organizations find that if a Table Captain starts with 14 confirmed guests, by the time the event comes around, they will end up with 10 at their table. Some guests will back out in the weeks prior to the event and some will not be able to make it on the day of the event due to unexpected circumstances.
If someone does end up with more than 10 guests, here’s what to do. First of all, have an overflow table or two set in the back. This will allow you to seat guests who come to the event that were not registered, and could also be a place to put a guest if a table is too full. It also may be possible to seat an additional guest at the full table. It may be a bit tight with 11 people sitting around it, but the event will only last one hour!
Have plenty of volunteers available to troubleshoot, as challenges and the unexpected will happen. In this case, have one of your volunteers work with the Table Captain to move a few of their people to a nearby table with empty seats.
Ideally the Table Captains will have served as Ambassadors prior to hosting their table, meaning that they’ve brought many of their guests to their privately-hosted Point of Entry Event before inviting them to the Ask Event. In that case, the guests have already established some relationship with your organization and you could seat them with a board member or high-level staff member that welcomes them warmly and serves as their table host for the hour.
Q: If you only have two months until your Ask Event, and only half of the people on a Table Captain’s list of invitees have been through a Point of Entry, do they still invite them to the breakfast? Or do they invite them to a Point of Entry instead and then try to invite them to the breakfast in the follow-up call from the Point of Entry? Relatedly: If you have a new Table Captain that hasn’t had a single person on their list come to a Point of Entry, do they invite them to the breakfast or still try to do the Point of Entry first?
Kimberly in California
A: The only reason to have an Ask Event is to “harvest” all of the good cultivation work you have been doing with the prior year’s Point of Entry guests. The Ask Event is not a substitute for a Point of Entry. Inviting people to the Ask Event as their first exposure to your organization is akin to having first-time guests to your home enter through the back door.
Many nonprofits that attempt to “self-implement” our model, without having a system for developing Ambassadors who fill their Points of Entry, get boxed into a pre-established Ask Event date and then default, out of necessity, to filling that event with traditional Table Captains who dutifully call friends and colleagues to reciprocate prior favors by joining them at their table.
You need a minimum of 50% of your Ask Event guests to be people who have attended a Point of Entry in the prior twelve months. You also want 100% of your Table Captains to have served as Ambassadors in the prior year; this is a key factor in accomplishing the prior goal.
If someone hasn’t invited a single person to a Point of Entry, we would not suggest having them serve as a Table Captain. Engage them in serving as an Ambassador by working to get at least ten people to a Point of Entry and then continue to cultivate them towards being a Table Captain at next year’s Ask Event.
I hope this helps to clarify. Good luck with your event.
Think you already know what the Benevon Model is? Think again!
We have distilled five key metrics to ensure your success. Here’s the third one:
One hundred percent of Ask Event Table Captains have been successful Ambassadors in the prior 12 months.
Answer these seven questions to see how your organization is doing at meeting this third key metric:
- How many Ambassadors does your organization have? An Ambassador in the Benevon Model has attended a prior Point of Entry Event and has then hosted and filled a private Point of Entry with a minimum of ten guests in attendance.
- Are you having a minimum of two sizzling private Point of Entry Events per month, each hosted and filled (with ten or more guests) by an Ambassador?
- Are you recruiting a minimum of one new Ambassador out of every Point of Entry Event?
- Do you have a process for supporting these eager new Ambassadors in being successful at hosting and filling their Point of Entry Event or are you expecting them to follow through on their own?
- Have you calculated how many Ambassadors you will need in the next nine to twelve months to ensure you will have enough Table Captains for the size of Ask Event you want to have?
- Have you committed to an Ask Event venue that is too large for the number of successful Ambassadors you will likely have this year? Do you have the flexibility to reduce the size of your event to meet this metric, i.e., are you willing to scale your event to the number of true Ambassadors you will have by the time of the event?
- Or conversely, are you counting on board members, prior years’ Table Captains, and staff to help you out in the end by “filling tables” with their friends and colleagues who have never attended a Point of Entry?
Organizations that are rigorous about meeting this metric may have smaller Ask Events but they are able to meet Benevon’s formula for a successful Ask Event:
- Formula: take the number of people who attend your Ask Event and divide by two, then multiply by $1,000.
- For example, a 200-person Ask Event would yield $100,000 in cash and pledges.
Q: Our organization has been utilizing the same venue for our annual fundraiser for four years now, and my supervisor and I are looking at a different venue for next year.
We like the new venue because it has a bigger space (since the past years have been a bit tight); however, they can only provide ten round tables that seat ten to twelve people. The remaining tables can only seat up to nine. Do you have any suggestions for how we can work around this in regard to the Benevon Model?
We think perhaps trying to recruit more Table Captains for more tables, but they would only be able to invite up to eight people instead of ten to twelve.
Nicole in Oregon
A: The number one criteria for someone to serve as a Table Captain at the Ask Event is that they have been a prior Ambassador, hosting and filling a Point of Entry Event for ten or more people in the prior twelve months. Before you look at expanding your event and recruiting more Table Captains, we would recommend that you look at how many of last year’s Table Captains had been prior Ambassadors.
If it wasn’t 100%, rather than having more tables, we’d coach you to focus instead on having 100% of your Table Captains be prior Ambassadors. We find that Table Captains who have been prior Ambassadors bring people to the Ask Event who have already been cultivated by attending a Point of Entry and receiving at least one follow-up call. Guests who have attended a prior Point of Entry give on average two to four times more money when they come to the Ask Event. Perhaps you can make do with fewer tables and focus on quality over quantity when it comes to guests at the event.
Assuming that you will need more than ten tables, we’d suggest you use the nine-person tables and just squeeze in a tenth seat. It might be a little tight, but the event is only one hour, and we find people will understand. You could also look into renting additional ten-person tables if you are more comfortable with that set-up.
It’s the New Year—time for fresh thinking, turning over that new leaf, tackling a nagging goal, and resolving to lick that annoying habit or problem once and for all. This is the perfect time to make your Benevon New Year’s resolutions!
What could you resolve to do in 2018 that will help you grow what you have been working so hard to build—and this time do it even better than before?
Here are nine resolutions you could adopt this year. These are taken from the top “mea culpa” mistakes we hear from our workshop alumni, because they know these are essential factors for long-term success with our model.
- We will hold at least two “sizzling” private Point of Entry Events per month for all twelve months of the year. Each private Point of Entry will be hosted and filled with ten or more guests by a volunteer Ambassador.
- I will ensure that the Follow-Up Calls are made to every Point of Entry guest within two to three days of the event. These calls will be made by a staff member who met and talked with the guest at the Point of Entry. Furthermore, all notes from the Follow-Up Calls will be entered into our database tracking system that is easy to use by everyone on the team.
- From these Follow-Up Calls, at least one guest from every Point of Entry Event will agree to become an Ambassador in the next three months. That is how we will know that our Point of Entry Events are “sizzling.”
- Every Table Captain at our Free One-Hour Ask Event will have been an Ambassador in the prior year.
- At least 40% of the guests at our Ask Event each year will have attended a Point of Entry Event in the prior twelve months.
- At least 10% of our 2018 Ask Event attendees will join our Multiple-Year Giving Society and our lowest Unit of Service will be $1,000 per year for five years.
- 100% of our board members will be donors (of any amount) to our organization.
- We will have at least two in-person or phone cultivation contacts with each of our Multiple-Year Giving Society Donors this year. In each of these contacts, we will have a real two-way dialog with each donor where they will feel they have been listened to—not just talked to.
- We will have at least two Free Feel-Good Cultivation Events this year, and at least 50% of our Multiple-Year Giving Society Donors will attend one of these events.
I’d recommend you post these prominently in your office as a friendly reminder of what you’re out to accomplish this year.
Happy 2018 everyone!