Traditionally, a fundraising gala is an evening event featuring formal dress, a multicourse seated dinner, and entertainment. It’s a formula that’s seen little change over the decades.
But event-planning professionals agree that this tried-and-true model can present a challenge when it comes to creating an event that will stand out among other, similar events.
“There are charities that have been holding their signature galas 25, 35 years, or even longer, and it’s a struggle to keep fresh,” says Kristi Meagher, who has been an event-planning specialist for 15 years with the Chicago firm Jasculca Terman.
There are, however, new trends and ideas that can help a fledgling gala grab some attention or make an established event run even more smoothly.
High tech
One of the hottest trends in galas is the use of technology to streamline event tasks, says Ms. Meagher.
Tablet computers loaded with event-management software do everything from speeding up the guest check-in process to instantly generating reports at the end of the night using real-time data.
“If there’s an auction component folded in, people can even bid via their smartphones instead of constantly checking the paper sheet,” she says.
The same software can seamlessly integrate other event duties, like sending post-gala “thank you” emails, says Ms. Meagher. Event-management technology means a more enjoyable, and interactive, experience for gala guests—and less work for the hosts.
Ms. Meagher says that her own firm most often uses apps and software for registration, notifications, and guest check-in during an event. She and her colleagues like Eventbrite, a free app offered for Apple platform users, and Check-in Easy software, which has a nominal purchase price but functions across multiple devices or even as a Web-based utility.
Informally yours
“Non-gala galas” are popping up, replacing formal attire with jeans and sneakers, say those in the event-planning industry.
“In a crowded marketplace, especially in large cities, you have some folks going to a gala just about every week, especially if they are a CEO with a lot of sponsorships or work in the hospital field,” explains Ms. Meagher.
A more relaxed atmosphere can attract gala-weary guests wishing to leave the tuxedo at home, she says.
Selfie spots and hashtags
Social media is helping to engage event guests—and turn them into ambassadors, says Petra Compel, an events director at the Baltimore office of Feats, a special-events company.
“You have this potential army of people to spread your message, but you need to channel it,” she says. “Think how this can be harnessed within the context of your event.”
Ms. Compel recommends creating “opportunities during the occasion for people to be taking selfies and plastering them all over Facebook and Twitter, so that thousands of people who weren’t even there end up very aware of your event.”
An effective “selfie spot” should be entertaining and get guests interacting. Think playful props, like a photo-booth setup, funny hats, or faux mustaches on sticks. What is most important, says Ms. Compel, is that this setup also contain “some messaging in the background to visually brand and identify your event.”
Another low-cost but effective social-media gambit is to create a hashtag for the event and promote it ahead of time. This keeps people who post during the event from using “many, many different made-up hashtags,” which greatly dilutes the impact.
“If you give people the hashtag you want them to use, they are delighted to run with it,” she says.
Spellbinding narratives
Storytelling is both a growing trend and a common challenge for charities holding galas, says Andrew Zill, an event planner in the Los Angeles office of Feats.
“Sometimes, getting a charity’s story out of them is the hardest part,” he says.
In a mission-focused organization, it can be easy for staff to forget that others aren’t familiar with key projects and the impact of the charity’s efforts, says Mr. Zill. And it’s easy for people who focus on good work as their everyday job to get lost in unfamiliar gala details like tablecloths and centerpieces.
He recommends that organizations work hard to create a presentation that tells their story in a positive and powerful way. One common format is a short documentary video followed by live speakers sharing their experiences. But the presentation is less important than the story itself, he says. “Having someone whose life was changed as a result of what your organization does—that is what wakes people up.”
Most importantly, Mr. Zill adds, the presentation should end with a call to action. “Too many programs end with ‘thank you for coming, enjoy the dancing’ and squander a prime opportunity to raise significant levels of both money and awareness—the entire reason for throwing a gala in the first place.”