7 STEPS TO A SUCCESSFUL SALON

I love salons—house parties, parlor parties, small group gatherings, porch parties—whatever you want to call them.  They are perfect as:

·      An ask party to:

o   Get new gifts

o   Ask for renewal gifts

o   Upgrade donors

o   Ask lapsed donors to re-up

·      A way to introduce new people to your organization

·      Announce or educate about a new initiative

·      Introduce people to an ongoing initiative that is new to them

·      Thank people for what they’ve done

·      Start the cultivation process for major gifts

Here are 7 easy steps to salon success!

1.    Because these salons are so versatile, the first step is to decide on the purpose of the event

2.    Then choose your host.  This is crucial.  Remember, successful fundraising is the right person asking the right prospect to support the right project for the right amount at the right time in the right way. 

3.    Invite the right prospects for the type of event.  You wouldn’t want to invite a person who is capable of making a 7 figure gift to a party for those who will be asked to increase their two figure gift to three figures.  People tend to give what they are asked for.  And this would be the wrong message to give to a potential major donor. And speaking of major donors, remember, they do not stumble upon your organization and make a great gift.  They are those who have shown that they care about your mission, what you accomplish, and feel connected to your organization. 

4.    Your invitation needs to be clear about the purpose of the party.  Bait and switch—come enjoy our fabulous margaritas and guacamole with some friends, and then when they are there, you ask for money!—is not the way to gain donors.  That said, you do need to make a case for why they want to attend.  This is where the host is really important.  What do they know about the attendees?  What would make someone want to attend?  Can they use their clout to make it simply “The Greens are asking—of course we’ll go.”  Once the invitations go out, you may have be a nag.  To ensure that the right people show up, you may have to call, email, text…and then do that again.  But do make sure that when you are being a nag, you are really nice about it.

5.    Make sure that you plan a short but on target program.  If, for example, this is a party to encourage people to increase their annual gift, remind them why their support has been so critical to the work you are doing.  Show them how their future—but larger!—gifts will transform the organization. Regardless of who your audience is, remind them that they are not just giving TO your organization but are giving THROUGH your organization to make a difference about something they care passionately about.

6.    Follow up with EVERYONE who attended.  Have a cultivation strategy that is specific to each person. Consider what you think is possible for this person and then plan the moves you’ll need to help them get there.  And if this was an ask party and when asked, this person/couple gave—thank them and make sure you have a stewardship plan to assist you in helping them get to their next step.

7.    If you invited the right prospects to this salon, then they are worthy of your time, so make sure you follow up with those who didn’t attend. Don’t assume they didn’t come because they don’t care.  Perhaps they had a previous commitment; maybe they just don’t like parties. 

And don’t forget your hosts.  They are not only the right person to get people to the salon, they are undoubtedly the right people to help you further engage with their guests.