Four Reflections on Gala Planning for 2022
This article is related to a recently completed custom research project ABA conducted on behalf of a member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.
ABA recently conducted a series of research interviews with leaders of development teams in seven arts organizations, including visual and performing arts institutions, to understand the current landscape of fundraising events.
In these calls, we identified some of the top questions on the minds of arts leaders planning galas, including several on the financial state of galas pre- and post-arrival of the pandemic. We used these questions to inform our recent Arts Executive Benchmark, which polled over 80 arts leaders on their gala costs and returns. You can access the results here.
Alongside these financial elements, development officers expressed different perspectives on several of the less tangible elements of gala planning — elements that contribute to the overall experience. Below, we share four areas where arts organizations have the opportunity to make thoughtful decisions when shaping their future fundraising events.
1. Identifying the biggest attraction for donors to give
How development teams frame the giving ask is a question around which we heard some interesting consistencies across the board.
While most galas raise funds for general operating expenses, a few organizations have begun to experiment with a more focused approach. Specifically, several donor officers shared that they saw great success when they highlighted the opportunity to give to education and community initiatives within the organization. This is particularly effective for institutions who have honorees that bring in a wider range of guests — these more community-centric giving opportunities have much broader appeal.
Even for organizations who keep fundraising unrestricted, sharing your education programs as an element of what general operating costs fund can be an effective driver to give.
2. Delivering high touch events with limited resources
Gala events often attract an institution’s top donors — the patrons who require the highest touch service. In our research, participants expressed the need to strike a balance between logistical ease for the development team and a personal experience for guests.
The first area where this tension tends to arise is in the invitation process. A digital invitation saves time and money, and is more easily integrated into online ticketing and reservation systems. Yet, the more elevated experience of receiving a physical invitation is still important to some donors. Here, knowing your patrons will be key. Several organizations reported that their largest donors actually prefer a digital experience. They have become acclimated to making sizable purchases online, they can access a digital invitation when traveling between residences — it is easier for them too. At organizations who know that a physical letter is still appreciated, development leaders have created specific groups (based on categories such as donation size and past attendance) who will receive mailed invitations, while the rest receive digital.
In either case, regular phone follow up with invited guests remains key — another time-consuming task for any small development office. Here, volunteers can be of great help. A volunteer committee is an important way to involve your most dedicated constituents; however, they should be included wisely. Relying on volunteers to manage high-stakes logistical decisions around a major event is risky, and often requires significant extra management. Instead, many organizations have focused their volunteers' time and efforts on guest relations — fundraising, follow up for attendance, and other soft-touch communication responsibilities.
Be sure to select strong ambassadors and recruiters when building your volunteer committees, and they can be a fantastic asset to your gala planning team.
3. Determining the role of honorees
In our conversations, we heard a few approaches to incorporating honorees into fundraising events. For some, honorees are an integral part of a gala — they can be the draw for large subsections of the attendee base, and are often key supporters of the institution, who deserve recognition. There were, however, several organizations who have moved away from honoring patrons at galas, instead framing the event as a celebration of the entire community of institutional supporters and highlighting major exhibits, performances, and other successes of the past year. This put the focus back on the institution, rather than one or two individuals who may or may not connect with the whole audience.
For those who are continuing to host honorees, there are some important nuances to consider. We spoke to a few development leaders who have experimented with new types of honorees — for instance, rather than awarding a major institutional supporter, honoring an important member of the wider community. While this can be a fantastic way to build new bridges with local organizations and residents, it is crucial that the honoree still has an authentic connection to your organization. If not, you risk two possible downsides:
Your existing patrons may feel less connected to an honoree who does not have a credible relationship with your institution, and
Your new guests may attend to support the honoree, but without seeing an authentic connection with your organization may not feel compelled to continue visiting beyond the gala.
Making a clear connection between your honoree’s values and your institution’s own will be key to forging new relationships in this way.
4. Making your gala stand out against other events
In each of our conversations, we asked development leaders the same question: how do you engineer moments of delight at your gala that make it uniquely yours?
For some, the focus is on their space. Particularly for large institutions who host their galas on-site, there is a great opportunity to showcase a grand entry hall, or a striking installation. Guests will be excited to experience a memorable use of the venue each year.
Others have the approach of making the gala the unmissable event of the year for their city’s artistic community. Levity should not be discounted — a gala is a party, after all. Many of our research participants emphasized the importance of making their event memorable through fun, whether that’s a notable performance or a menu curated by a celebrity chef. Above all, it should be an element that is deeply tied to you — a signature novelty that guests can count on your gala to provide each year.
At ABA, we would add one more suggestion: use your gala to connect with your patrons on an emotional level, through values. Finding authentic ways to showcase times when your institution has made a deep impact through its mission will remind guests of the community they are a part of through their involvement in and support of your organization.
Find more insights on how to enhance your approach to contributed income in our Donor & Government Engagement Center.