According to Keith McLane, Founder and Lead Auctioneer at KLM Auctions, there are “five basic programming elements, at a minimum, that every fundraising event needs to have.”
Number one, he says, is Event 101. This is the “Welcome, Thanks for coming, Thanks to the sponsors.” These are the foundational remarks that kick off the event and set the tone.
Number two is the Informational Appeal. “'Here's who we are. Here's what we do. Here's how we've effectively spent your money in the past. Here's what we want to do with your money going forward. And basically, here's how we're planning to spend your money very carefully on things you care deeply about'," says McLane.
After a quick dinner break, the event moves into number three, the Live Auction—a high-energy segment that gets guests engaged and competitively bidding - much of the actual funds of the evening are raised in this portion.
Number four is the Emotional Appeal, which McLane describes as “the most important three to five minutes of your night.” This can take the form of a speaker or a compelling video. “That's where we really try to move the emotional needle and build on the information people have to get people feeling something.”
Number five is when the auctioneer takes center stage, in which you have “The live auctioneer, in a skilled way, doing the fund-a-need - doing the 'ask', the 'appeal', the 'call to the heart', the 'pledge', the 'raise the paddle.'”
Depending on the event, it can also be beneficial to add supplementary slideshows, awards, keynote speakers, games or entertainment. But these five elements, McLane emphasizes, form the core of any successful fundraising program.
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