By Michelle Bottrall, MPA
Founder & Creative Director
B Our Guest Events
Congratulations! You’ve chosen a person that your nonprofit wants to honor, and you’ve gotten your board to agree to that person. Now comes the tough part. Getting the person to agree and outlining your expectations.
Creating a bond with your honoree is essential. Get them excited about their participation. This is all about relationship building. Ideally, the ask is made in person. It’s hard to build excitement over the phone or in an email and also too easy for them to say no.
When approaching someone I like to lay the requirements for the honor out on the table, literally. I hand them a piece of paper and have them read the requirements for the award. Then I ask, “Who do you know that fits this description?” Often by then the person is starting to get the idea that you want them to accept the award.
Explain why they are deserving of the honor and also explain that using their name and network will get people interested in your organization that may have never noticed it before. Using their name is a smart strategy to get people in the door. Because they can open doors that no one else can. This can be bigger than just them. This is about the organization.
WHAT TO DO WHEN THEY SAY YES
Once the person says yes, please, be completely upfront and tell them what is expected of them. This is all about relationship building and being clear about expectations and goals is part of that.
But before you get to their expectations, ask their opinion on certain elements of the tribute. Describe your vision of the event and how they can contribute. Who would they like on stage to speak about them? Are they okay with a video that shows why they are deserving? Can they get you some photos they would like to use?
Doing this groundwork builds their ownership in the event and this makes them far more likely to trust you with their resources for potential sponsorships and invitations.
Explain what you expect them to do before, during and after the event. If you are not upfront about your expectations, you can easily end up with hurt feelings on both sides.
I suggest you ask the following of the honoree:
· Give permission to use their name and image to promote the event.
· Ask them to support the event and the organization on their social media
· Ask them to encourage their friends, family, and business acquaintances to attend
· Ask them to prepare a thank you speech
· Ask them to nominate someone to sit on the committee as their representative
· Ask them to provide a biography and a photo
· Ask them to supply you with a list of friends, family, and work acquaintances that you can invite to the event and ask to sponsor the event.
WHAT CAN THEY EXPECT FROM YOU?
This works both ways. Your honoree should be able to expect some things from you also.
· #1 and most importantly that you treat them with respect and dignity and not embarrass them in any way.
· Keep them updated on the progress of the event, sponsorships, attendance, etc.
· Put their name, picture, and bio on the invitation and in the program, but you will let them edit the details.
· That you will publicize the event using their picture and name
· That you may be making a video for them or having someone make a speech for them. Ask who they would like to be involved in that process.
Sometimes it’s good to provide the honoree with a “toolbox” that will include invitations, thank you notes, press releases and other materials that they can use to help make the event successful.
Make sure that you keep in touch with your honoree after they have agreed. Engagement is key to unlocking their resources. Send them regular updates on sponsorships, attendance, and the planning process. Always be enthused when you speak with your honoree. This will build their confidence and encourage them to invite more people, knowing their guests will have a good time.
During the planning of your nonprofit event keep in touch with the honoree on a regular basis.
Send them updates on sponsorships, auction items, and the planning process in general. Always be enthused, whether speaking to them in person, on the phone, or via email. It is crucial that you build up their confidence that the event is going to be wonderful, and they can be assured that their invited guests will enjoy themselves.
Keeping them engaged and excited throughout the process goes far in setting a great tone for post-event engagement both with them and their guests.
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Michelle Bottrall has been working as a leader in the nonprofit field for more than 25 years. The founder of B Our Guest Events, a nonprofit event consulting firm, she enjoys using her creative expertise and breadth of experience to create philanthropic partnerships and events that are known for their impact. You can contact her at Michelle@BourGuestEvents.com
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