What is the reasoning behind the event? Meet goals of the organization? Raise money for specific or general purpose? Community Education? To publicize a particular need? New donors? Cultivate volunteers? All of the above? Does the event enhance the organizations strategic plan? Will it take away from other fund-raising or other functions? What is the theme? Where is the event to be held?
What is the history of the event?
Events that have happened before usually garner more support. Who donated last time? Who assisted last time? Do things need to be done differently? Does anything need improvement? What worked well?
What are the specific goals of the event?
How many attendees or participants do you need to reach goals? How much money needs to be raised? How much coverage by media (# of impressions)? Quantify amounts.
How much time do you have before the event?
Create a timeline of what will be done when. You will need to refer to this often to stay on track.
Where to hold event?
Hold the event on-site or at a remote location? How much will it cost to hold event at a remote site? Can you get the venue cost donated or sponsored?
What kind of budget do you need to have event?
Be realistic. Try to get donations for the staging of event. Develop a list of donor levels, especially major gifts. Delineate sponsorship levels and have alternatives as well, for those who would rather do in-kind donations.
Who is responsible for what?
Which board members will assist with what? Ideally, all of the board should be involved. They can help with sponsorships because they are usually well-connected in the community and may also have expertise in helpful areas. How many people do you need for the event? Pull together a team. Who is the chair? Meet with the team and get their input. Plan who will do what and when. Be specific about it, including dates to accomplish items by. Have a backup plan as well if a member of the team has to bow out.
Plan your message development
Who would be touched, motivated or inspired by services the organization provides? Who is your target audience for the event? How can you reach them most effectively? What message do you need them to hear to motivate/move them? How will you tell the organization's story? What are the "benefits" to donors, such as impressions, honorable mentions?
Plan your publicity campaign
Where and when will the organization's message go out to the media? How can you garner the most publicity and the most interest? Write your press releases and send them out at regular intervals so the media stays informed. What is the human interest angle to your event? Are any celebrities going to be in attendance? Think about celebrities who may have had contact with organization previously or other prominent citizens who may have had contact with organization. They can assist in garnering more media interest.
Check, check and double check arrangements
Keep in close contact with assistants, board members, vendors, volunteers, and team members to keep everyone on track and working toward the event. Double check venue arrangements and arrangements with sponsors, especially the large ones.
The countdown counts!
The week of the event, check arrangements again. Make sure media is notified a couple of days in advance, again. If it is a slow news day, they will probably show up, especially if it is a human interest story. Keep reminding them of the event and the angle.
During
Be aware and available just in case. Often small "glitches" can be taken care of quickly and easily if noticed right away.
The Day After
First, give credit to those who assisted and then debrief. What went well? What could be improved? What was the best part of the event? What could use some polishing or elimination? Use this to plan the next event.