Blog Post by: Kim Perry

Our most successful STUDIO 4Forty event partners share a common denominator: they set goals and work to achieve them. One of our brightest stars – the Midland Rape Crisis and Children’s Advocacy Center – has truly been one of our most coachable and collaborative teams now celebrating their 10^th Wine Women & Shoes Midland anniversary with over $2 million raised (net). 

I sat down with MRCCAC Board Member and Event Chair, Lauren Blackketter, to uncover what she has learned over the past decade and what wisdom she can impart for new teams wishing to mirror her organization’s success: 

S4F: How did WW&S fall onto your radar and what value did you see in bringing the event to the Midland community? 

LB: When I joined the MRCCAC board, we were looking for a signature fundraiser. Some board members had concerns that men didn’t want to talk about sexual assault. I remember thinking, “why are we asking men then?” and started looking for fundraising ideas that targeted women. I found Wine Women & Shoes through a Google search, reached out for additional info, and presented it to our board. Within a month we signed a contract and started planning! 

S4F: As one of our greatest WW&S success stories, what three best practices do you attribute to your phenomenal decade raising over $2 million {net} from the event? 

LB: 

1. Checklists! From the planning timeline in the How To Guide to the day-of to do lists, checklists are one of the most valuable tools for ensuring you don’t miss something. They also allow you to easily move through the process with a large team, as everyone can see next steps and jump in if you get pulled in another direction.

2.  Yearly reviews with the S4F Project Management team. Early on, my goal was to have no “dings” after an event, but I’ve learned that this constructive feedback are not dings, and they help your team grow and learn from the strengths and weaknesses of the event. I keep several years’ worth of reviews and routinely check them when planning a new year until they become second nature for us.

3. Staying true to the event. It would be easy as we’ve grown to shift away from the model in some ways, but this event works because it’s the perfect hybrid.  It’s a mix of fundraising event / shopping trip / and girls’ night out. The type and volume of music, the lighting (our longest discussion EVERY YEAR is what level to set the lights), the mix of vendors and wineries to suit all tastes, and the layout to promote flow while having enough seating and tables. Women return year after year because we fine tune each detail. 

S4F:  Your team could have built your own event from scratch but instead chose to license WW&S – what have you found to be the most rewarding aspects of our licensed event model? Has WW&S exceeded your goals? 

LB: Building charity events from scratch takes a TON of work. Even just implementing an already proven model like WW&S is a lot of work in a new market. To be able to take a model that’s proven to work in other markets and tailor it for ours allowed us to focus our time on cultivating donors instead of conceptualizing event elements. I love that ideas are shared across all WW&S markets, like King of Sole or Buy a Spot boards, that allow all STUDIO 4Forty partners to benefit from new ideas. It’s also incredibly helpful to have a team of fundraising professionals to go to when you hit sticky issues, and to have someone on hand the day of our event who had done this so many times already. It feels like one big community, and that community definitely always has your back. 

WW&S has by far exceeded our goals! One of my favorite WW&S stories is from our first year: It had been a little rough launching the event, and when I picked Heather Frank up from the airport, I told her it wasn’t going to work for us. She told me she was absolutely sure it would, and she thought we would net over $100,000 with our first event. I laughed and told her there was absolutely no way, and she made me promise if it did, that I would chair it one more year. We made just over that $100K mark that first year, and now after nine years, we’ve grown from 325 guests to over 550 each year and have netted over $2 million total for the MRCCAC! 

S4F: What three pieces of advice would you give to any new STUDIO 4Forty partner? 

LB: First, I would say listen to the project management team. These ladies know what they are doing, and they work so hard to understand each individual market, team, and nonprofit. Second, surround yourself with the best possible team. This is a huge event to put on, and you’ll need good people beside you. Lastly, don’t get discouraged. You will have potential donors who don’t choose your nonprofit to support, and despite your best efforts, things will go wrong at the event. You can’t take these setbacks personally – you just have to learn and grow from them! 

Check out MRCCAC’s 10th annual Wine Women & Shoes event in Midland! Thank you to Lauren for her kind words and sharing this wisdom with us! You’re a true example of success and have absolutely changed the trajectory of your organization in the Midland community and beyond.

Blog Post By: Sarah Obialero

Partners. We all have them, we all need them, and most of us spend a large portion of our lives looking for the right ones. Whether in our personal lives or in our professional careers, finding the right partners is an essential part of our survival – without them, we simply wouldn’t be here.

The definition of “partner” is “a pair of people engaged together in the same activity”, but is it not so much more than that? Starting in our youth, we find partners in our parents, sibling(s), friends, teammates, even pets. We quickly learn as we grow that these partnerships are sometimes THE BEST things in life and sometimes not. Either way, we learn from them and grow.

The best partners in life happen when both parties can mutually bring and provide each other what they need to survive AND thrive. When I think about the partners in my life, I think about my husband, my family, my closest friends, my co-workers and clients. Each and every one plays a crucial part in my life, just as I do in theirs – equally.  

Strong partnerships are relationships. They require mutual trust and respect, listening and communicating, building up and encouraging, supporting and doing. Without these components partnerships fall apart. And that’s okay. Sometimes two parties were just not meant to be. I’ve learned to always trust that there’s a silver lining.  

In my professional career with STUDIO 4Forty, and with fundraising as a whole, finding great partnerships is everything. Our entire business model is built on partnerships. From our nonprofit partners, vendors and wine partners, to our national and operational based partners, we simply wouldn’t exist without them, nor would we be helping them to thrive and succeed in their worlds. That is our entire mission.

“We’re On A Mission – For Yours.” 

Helping our partners grow and succeed in their communities and in their areas of expertise is our why. From fundraising consulting and signature events, to graphic design, onstage cash calls, and spreadsheets, we are constantly finding ways to be a better partner and to hold onto the partners that we thrive with in success.  

So what’s in a partner? For me it boils down to the ripple effect that one great partnership can have throughout a community, a business, a team, a family. It opens doors to more partnerships and support systems. A partner can build and accelerate growth. It is fed by love and good intentions and it flows through every part of life. It’s a relationship that helps both parties to thrive. 

I am proud to be a part of a company that values our partners above all else.

Blog Post By: Heather Frank, MA, CFRE

“Imagine”
A reflection on 2022 and hopes for 2023 with the lyrics of “Imagine” by John Lennon

“Imagine all the people…” 

We have high hopes for this new year. 2023 is the year of reconnection and reassertion. This is the year I believe we are called to identify who you are supposed to be, not just for yourself, but for others. This is the year to level yourself up in order to level up others. This is what it means to truly “imagine all the people,” take others into consideration, and make this a year to “come together” (did you catch that Beatles reference?). 

“You may say I’m a dreamer…”

STUDIO 4Forty, and myself personally, have truly been supported by so many executives and nonprofits across the country. It is through these relationships that I see we are truly changing lives, changing cities, and ultimately, making the world a better place for generations to come.

STUDIO 4Forty hit a milestone last year. We surpassed the $100 million mark raised alongside our nonprofit partners across North America. Can you imagine?! But we didn’t do it alone. It took daily conversations, continuous support, incredible leadership, hearts for service, and the imagination of many to reach this first mountaintop. We’re already imagining the next. 

In our pursuit to support our incredible nonprofit partners across the continent, we continue to imagine a world that refocuses its attention onto the individuals that define it and the life-changing work that our nonprofit partners are doing every day. We want to be a part of the solution where the dreams of many come together to make a better world, one where we can truly be “livin’ life in peace.” 

Imagine with me here. Can you imagine the day philanthropy becomes the topic of conversation rather than the second thought? Can you imagine the day that nonprofit executives rival Fortune 500 CEOs? Can you imagine that shift in economic and social power? Finally, those focused on truly doing GOOD would lead the charge to truly create a world with “no need for greed or hunger; a brotherhood of man.”

“Imagine no possessions…”

Aren’t we all, as philanthropists and industry leaders, trying to make the world a better place? That is ultimately our shared goal, the reason why we get into this work. My challenge to you is to be more for others than you are for yourself, to identify your New Year’s resolution as less about furthering the individual and more about furthering the whole. 

I think that as humans, in a world that continues to shake us, we identify with the fact that character is above all, and must remain stable when other foundations can crumble. We must seek out ways to align ourselves with others of equal or complimentary character in order to achieve the world we are working so hard to create. 

“Imagine all the people…” 

The year 2023 should truly be about the evaluation of those in your life and who you need to support. We are back in the world, needing to reconnect. Now is the time to reassess how we do that and what type of world we truly want to be a part of. So be the dreamer. Challenge the way things are. Focus on the people around you. Imagine.“You may say I’m a dreamer. But I’m not the only one. I hope someday you’ll join us. And the world will live as one.” Happy New Year.

Heather Frank,
President, STUDIO 4Forty

Blog Post By: Ashlee Meier, CFRE

You’ve heard the old adage “you get what you pay for,” but certainly that doesn’t apply to us as nonprofits, right? RIGHT? ….um, right? I know, I know, we’ve all been instilled with the development spidey sense to ask for everything for free. 

• Water bottles? Get that donated. ✅
• Event signature cocktail? Beverage partner. ✅
• Corkage fee? Venue concession. ✅
• PR & Marketing? In-kind. ✅
• Silent Auction? 100% donations. ✅

Yes, we want to cut costs. Yes, we want to keep event expenses to the correct margin. No, we don’t have the budget of high-end corporate events. No, we WILL NOT pay $25 per bottle corkage fee!

All of this is great, and really, a necessity to maximize your revenue margin for fundraising events. To negotiate and manage in-kind relationships, venue concessions and donations of products and services often means more fingers in the pot and an additional layer of logistics and communication ON TOP of all the other moving event pieces AND challenging fundraising goals. So indeed, pat yourselves on the back, Development Heroes, because you have refined a truly unique and incredible skill set that means your organization can do more good work!

The reality is, though, that our donors have changed. Event guests have different expectations. Now that we are back in full swing to large scale in person events, there is a new set of rules that must be considered. While I will always be a huge proponent of working to negotiate down as many expense lines as humanly possible, there are two areas that require attention and sometimes, a bit of an investment. 

To bring another old adage into the equation, you have to “put your money where your mouth is.” And, in this case, I do mean that quite literally. 

Event Food:

Hangry (hungry + angry) is REAL. And guests are far less likely to be generous if they are experiencing hanger pains, especially when there is alcohol involved. With many organizations electing to increase ticket prices to cover amped up expenses, guests will be taking a harder look at the (sometimes limited) tangibles included like food and beverage. If you want them to continue to show up AND contribute, we have to strike a delicate balance between cutting costs and cutting carbs. You don’t have to serve surf and turf, but it does need to be appropriate for the timing and length of the event. If your event is scheduled over a typical meal time, enough food should be offered (whether it’s a plated meal or heavy nibbles) to compensate. If booze is available, consider options that help soak that up and ensure guests are enjoying the event but staying safe while doing it. 

Providing the right amount of hearty food can sometimes mean a bit of an investment with culinary partners, catering or your venue. While there is usually still margin for negotiation on pricing, food is an area you don’t want to skimp on too much. Full, happy guests bid and give far more than hangry ones! 

Audio Visual:

Whatever your event goals might be, one thing is for sure: you have a captive audience and it is the ideal time to tell the story of your mission and work. If you splurge in one area for event day, let this be it! AV is often an afterthought and it 100% shouldn’t be. You can put tons of effort into soliciting amazing live auction items, nailing down the perfect emcee, crafting a just right run of show, and creating a tearjerker mission moment…. but, if ALL the guests can’t see and hear clearly, it could be for nothing. When the back or sides of the room do not have focused speakers and screens that invite them to be a part of the onstage or focused action, they won’t. This usually leads to chatting, phone scrolling, or walking out, all of which can be distracting for other guests, even those who can see and hear, and can ultimately have a negative impact on revenue numbers. 

The good news – this is an easy fix! Commit to working with an experienced AV team who can offer enough of the right equipment for your event and space, and who employs pros to help run event day lights and sounds. This will create afor a more polished program, take something off your shoulders, and set you up for success with revenue goals. Everyone should leave feeling good about the fabulous cause they just supported, so ensure that whoever’s lips are to a microphone telling that story can be clearly heard from all corners of the room.

According to Cambridge Dictionary, the meaning behind “put your money where your mouth is” can be defined as, “to show by your actions and not just your words that you support or believe in something.” In earnest, that is exactly what we are asking our guests, sponsors and supporters to do. Like the social media posts, yes! Share the mission moment video, absolutely! But also, TAKE ACTION to support our work we know you believe in. Buy the ticket. Invite friends to attend. Bid on that auction item. Raise the card to fund-the-need. Give your time, talents, and treasures. 

If we’re asking them to put their money where their mouth is and to create the ideal attendee experience and maximize revenue, we should do the same. Now, who’s hungry? 

Blog post by: Jennifer Downes

“Time is what we want most, but what we use worst.” — William Penn, Fruits of Solitude

Time is such a funny thing. When you’re a child, you can’t wait to be older to do all the ‘adult’ things that seem so unique and fun. Yet, when you become an adult, time moves faster than you can keep up with, to the point I feel bullied by it sometimes. 

I used to constantly look at the clock throughout the day and feel the weight of my task list bullying me into feeling that I’m not fast enough, productive enough, responding quickly enough, and so on. So much so, it ultimately made me feel like I’m not enough as an employee, a mother, and a wife. Until one day, I decided to change my mindset and remind myself that I AM ENOUGH! I know my work ethic is strong, and so is my love of being a mom and wife, so I took a stand and put a stop to allowing time and my mind to control me throughout my day. 

In order to take back control, I had to analyze everything I was balancing and determine which are my “glass balls” versus my “plastic balls.” Glass balls are my immediate needs that have to be accomplished today. Whether it’s speaking with a donor, writing an appeal letter, and/or completing a project I have on my list of immediate priorities. Sprinkled throughout my glass balls are the plastic ones. The plastic balls are ones that if I have to drop, it’s ok, because it won’t shatter into a million pieces. The lower priority plastic balls will bounce back up and I’ll pick it up at a later time. Even though it might feel like it at times, not everything is glass. Even when you are being pulled in a billion different directions, there are things that CAN wait. 

Fundraising isn’t for the faint of heart, as it requires consistent follow up, engagement, organization, leadership, and communication. Don’t let your task list overwhelm you anymore. Determine what are your glass balls vs your plastic balls to help organize your day/week/month. Is there truly a perfect solution? No. But hopefully this perspective will allow you to reset your mindset and priorities. 

“The easiest way to increase happiness is to control your use of time.” – Daniel Kahneman

In the world of nonprofits, there are seasons of heavier fundraising. As a company of nonprofit fundraising consultants, graphic designers, and sales professionals, we work with nonprofits all over North America to support their annual fundraising efforts, specifically in special events. With our two event brands, Wine Women & Shoes and Farm to Table(aux), we are able to create unique experiences that entice the senses and provide an opportunity for nonprofits to showcase their missions. These fundraising events typically fall between February-May and September-November, the spring and fall seasons of success. 

There’s a reason for the seasons. It’s all about timing. In the winter months, there are major holidays, parties, school breaks, and year-end fundraising campaigns that are prioritized. In the summer months, vacations and school breaks monopolize calendars. So, while spring and fall may be filled with nonprofit events in each community, this timing is strategic and wise. There is more predictability in schedules during these periods, as school is still in session, holidays are less frequent, and vacations are not as likely. Major holidays to avoid when scheduling an event  include Easter, Memorial Day, Labor Day, and Thanksgiving, amongst the spring and fall. So, while there may be a weekend here or there to avoid, the calendar is otherwise relatively more open to accommodate a well attended fundraising event.

Events that fall outside of these regular fundraising seasons typically have lower attendance rates, lower revenue, and lower community investment overall. There are always exceptions to the rule, of course, but overall, our recommendations to our nonprofit partners encourage each of them to consider the spring or fall season as the time they will most likely succeed in reaching their fundraising goals.

If you want to dive even deeper into fundraising event timing, you’ll also want to consider what day of the week works best. Most fundraising events fall between Thursday-Sunday. Actually, more and more often, we are seeing the highest attendee numbers and individual spending per guest on Thursday nights. Events from 6-10pm on a Thursday evening, for example, are often outperforming events on Friday or Saturday nights. Weekend evenings are jam-packed with concerts, sporting events, and family parties. A Thursday night is typically less busy, is easier for many households to find childcare, which allows adults to attend your fundraiser, and is often more cost-effective in facility rentals and catering. In this example, I’m referring more to an adults-only fundraiser, like a gala or alcohol-featured event. Always consider your audience to help determine the time of day and day of the week. Obviously, a family fun fair type of event would be better during the day on the weekend, rather than a late night soiree. 

As you consider your event timing, be sure to pick a season that makes sense in your community and in your fiscal calendar. Other potential challenges to consider include typical weather patterns, community travel patterns (do you have “snowbirds” traveling to or from your area annually?), school calendars, local traditions (does your community have a snow week or annual festivals that shut down the town?), and your nonprofit’s other events. Be gracious with your timing when considering other events in your own organization’s calendar. Scheduling events too closely together can impact your request for donations, sponsorships, and attendees, as well as overwhelm your development team. 

As one of our STUDIO 4Forty clients, we are happy to advise and discuss the timing of your fundraising event. If you are not a current client of ours, but would like to discuss fundraising strategies and timing, we’re happy to set up a call. You can outreach directly to our Director of Business Development to schedule a (well timed) time.

Happy fundraising!

Blog Post by: Kim Perry

It seems like everything’s getting higher these days: gas prices, weather temperatures, Kardashian wedding bills. 

But you know what’s also on the rise that has us crying tears of joy? 

Individual donor giving. In a BIG way.  

Last month, our STUDIO 4Forty nonprofit teams hosted seven of our signature events across three days that raised an astounding $1.7 million (net). What is particularly noteworthy about that sum is the fact that many of those events had reduced attendance, but as we witnessed through incredible event day giving, this clearly is the year of quality over quantity when it comes to donors. Less has proved to be so much more at smaller events with the right people in the room. Even with smaller crowds, we’ve seen revenues increase over prior years, and in some cases, we’ve seen major increases. 

From various raffles selling out, to the live auctions and paddle raises absolutely crushing previous years’ totals, these smaller crowds are mightier than ever with an eagerness to give. 

What may be perceived as a ticket revenue loss ultimately proves to be a meaningful gain when donors spend more on event day than in years past. 

So how do you get the “right” people in the room? Based on the trend of our spring events, we can’t stress enough the importance of taking the time to comb through your donor base and analyze your data. Who were your big event-day donors and bidders who attended pre-COVID events? Have any of those donors returned to your events last fall and this spring? If not, why? Has your development team done personal outreach to past and present top donors inviting them to upcoming events? Spending time to make a personal phone call or sending a text to those you have a close relationship with feels more inviting than just receiving an invite. A personal handwritten note or email paired with the invitation conveying something appreciative like, “we are so grateful for your support at our past events and hope to see you at our upcoming fundraiser – your presence is truly a gift!” A gesture that simple moves the needle emotionally when donors have as many choices as they do with in-person events back in full swing in their communities. 

Something else to keep in mind with regards to attracting the “right” guests is how many new people may have moved into your community over the past year and making a marketing and PR effort to get your event on their radars. With so many people moving state to state and suddenly finding themselves transplanted in a new community, we want to encourage you to do something creative to make your event seem compelling. A cute mailer that says “Are you new to our AMAZING city?! We can’t wait to welcome you at our party of the year! Make new friends and learn how our organization is making a BIG difference in your new backyard.” 

We can’t stress enough the importance of putting in the time to do this research, legwork, and outreach to get the right people in the room for your event. 

It’s so easy to get distracted by the event itself and become overwhelmed by production to pull it all off. So, take the time to pause and put a plan in place for the people you want to see who can truly make a financial difference for your organization. 

After all, what good is a fundraiser without the funds?  

Blog Post by: Allie Duggan

New year, new color! It’s that time again and Pantone has spoken. Typically Pantone will choose a color from their existing library, it’s extensive so it gives them a lot to choose from, but they did things a little different this year. For 2022 they have invented PANTONE 17-3938 Very Peri. As the name implies, it is a shade of periwinkle. This bold choice to create a whole new color is indicative of all things new that are emerging this year in all aspects of life, technology and trends. Veri Peri has big things in store. This shade represents inventiveness and creativity and it can be very powerful when it comes time to set intentions through the rest of this year.

If we look back at 2021’s Pantone colors of the year, they were Ultimate Gray 17-5104 and Illuminating 13-0647. These colors were a symbol of strength and hopefulness, which was fitting coming after the struggle of 2020. Some may say that 2021 gave us two colors, rather than one because we just needed a little extra after the heavy year of 2020. Veri Peri stands alone with a strong mixture of blue and red. The loyalty and reliability of blue combined with the vitality and spirit of red give birth to a color that evokes comfort and vigor all in one.

We are now a few months into 2022 it is fitting that Very Peri is a symbol of inventiveness and creativity. I don’t think anybody is a stranger to becoming inventive in doing things differently and coming up with creative ways of living a “normal” life through a pandemic and that is here to stay.  “As we emerge from an intense period of isolation, our notions and standards are changing, and our physical and digital lives have merged in new ways. Digital design helps us to stretch the limits of reality, opening the door to a dynamic virtual world where we can explore and create new color possibilities. With trends in gaming, the expanding popularity of the metaverse, and the rising artistic community in the digital space PANTONE 17-3938 Very Peri illustrates the fusion of modern life and how color trends in the digital world are being manifested in the physical world and vice versa.” Leatrice Eiseman, Executive Director of The Pantone Color Institute

The creation of a new color for 2022, versus choosing an existing color, reflects the expansive possibilities ahead of us. It wipes the slate clean and makes way for a fresh start, exactly what is needed right now. Periwinkle, and its properties as blue and violet mixed together, opens up a world guided by our intuitions instead of doing things the same old way they have always been done. It inspires you to look deep and align your goals with your emotions. Doing this acts as a catalyst to bring your dreams to life this year!

Blog Post by: Krista Elmore, MBA, CFRE

According to Kindful, the nonprofit glossary website, “a fundraising event is an event designed to raise awareness and support for an organization’s mission.” It is the belief of STUDIO 4Forty that nonprofit fundraising events are crucial to the success and lifeline of an organization. Fundraising events not only provide a means to revenue, they are also an opportunity to expand the nonprofit’s notoriety in the community they serve and beyond.

Nonprofit fundraising events are not only fund-raisers, they are also friend-raisers and fun-raisers. Events make a lasting impression not only on the attendees, but also on the volunteers, sponsors, and donors. It is the single best way to tap into the nonprofit’s thread of networks and raise awareness for the services and mission of the organization through pre-event solicitations and marketing, event day activations and communications, and post-event thank you notes and reporting.

At an event, a donor has the ability to actively engage with the charity. Volunteers have an opportunity to gain a deeper understanding of the organization’s mission and services, which often leads them to become the charity’s longest, and most dedicated, donors. With an opportunity to serve and engage, donors and volunteers are more likely to stay connected to the charity for years to come. This one-on-one interaction is critical in establishing loyalty.

If you, as an organization or board member, are worried about the impact an event can have on your staff, their capacity, or the reputation it might create for your organization, I want to encourage you to take a step back and look at the bigger picture. Events are an opportunity. They provide a platform for brand recognition, mission awareness, and an influx of new supporters and donors. As an example, our first year Wine Women & Shoes partner in Bakersfield, CA in 2021 saw over 50% of their attendees as new donors and sponsors. What an incredible return! Yes, events take a substantial amount of work, but the reward outweighs the burden. If you still aren’t convinced, we’d be happy to set up a time to chat about events and how they will fundamentally improve your organization while staying true to the unique mission and branding of your nonprofit.

Now is the time to re-engage your community with a fundraising event. We have seen tremendous returns for nonprofits that have stepped back into the in-person event arena. Supporters are enthusiastically ready to attend in-person events with their friends and fellow community members to make memories and, more importantly, a positive impact on worthy causes. Creating an exciting atmosphere that resonates will reap endless rewards.