Perhaps your gala was a gigantic success. Or maybe you’re seriously reconsidering whether you should attempt one again. Whatever the case, a thorough review and critique can help you decide how to approach your next big fundraising event.
After your event staff, committee members, and volunteers have recovered — at least a week, but no more than a month, after the event — gather them to celebrate the event’s conclusion. When you invite them to meet, let them know you’ll be seeking their input about the event’s success.
As a token of appreciation for their hard work and dedication, you may want to have this gathering over lunch at a nice — but quiet — restaurant or catered at someone’s home. The charity should pick up the tab or find a way to get this underwritten. A small gift for each attendee is also a nice touch.
You should also create an event evaluation form to provide a list of questions you plan to ask during this meeting. Customize the checklist provided here to include special aspects of your event or specific staffing issues. Leave enough space between items for each person to write notes and personal observations. Then send all attendees a copy of the form before your evaluation meeting so they are prepared to talk through any issues.
For the day of the meeting, make enough copies of the form for everyone attending, plus a few extra copies for taking notes and eventually compiling all of the suggestions and ideas that are discussed.
There should be a group leader or facilitator for the discussion process. This person might be a well-liked volunteer, the charity’s special event coordinator, or the executive director.
The meeting should begin with thank-yous and recognition for each person’s hard work. Then move on to the review. Insist on going through every item and section on the evaluation form. You should clearly explain that this is a process for reviewing what happened, making improvements, and avoiding problems at future events. Bring attention to what went awry, and ask for input on how this could be prevented or bettered the next time. Take extra care that the discussion does not turn into a name-calling session.
Afterward, type a summary of the comments from the session and distribute it with a thank-you note to everyone who participated. Make an additional copy for your office event file or event notebook. This document should become an important resource when you begin planning your next event.
Download the sample evaluation sheet at the link below.
Harry Freedman is president of Strategic Initiatives, a Philadelphia company that helps nonprofits that plan special-event fundraisers. He is the author of Black Tie Optional: A Complete Special-Events Resource for Nonprofit Organizations.