Events for the Next Generation
by Reiko M. Kopelson
Junior is a term we often use in the not-for-profit world to describe the next generation of prospective donors. An event is an important way many organizations reach out to this group. There is, however, no single description of its members or what will attract their attention, so let’s begin with three questions: What is a junior? What is a junior event? Why have a junior event?
The definition of a junior depends on the constituency and existing leadership of your organization. In the broadest sense, it is a young person who is somewhere between school age to their mid-forties. An older institution with established leadership might consider the source of their junior population to be the children of their current leadership and major donors. Young professionals might consider juniors to be those that have just recently entered the workforce. For some nonprofits, the junior is an important source of volunteer service.
Whether you have successfully engaged the interest of people that fit somewhere in this broad definition or would like to make a connection, what matters is that your organization has decided on the description of junior that has meaning for you. Once you have identified who belongs in this group, you can decide what kind of event to have.
Just as a single junior population does not exist, there is more than one type of event that can meet your needs and the interests of a junior group. The occasion can be an evening of dessert and dancing that is part of an annual dinner. It might be a preview party, a club night, a casino night or silent auction. Your juniors might want the physical challenge of a race or an opportunity for young families to get together.
No matter what endeavor is chosen, part of the selection process is to pay attention to all the steps that are taken in planning any event. The activity not only needs to appeal to your targeted audience, it needs to fit your development profile. Scheduling, budget, staff and volunteer time, and administrative oversight are all necessary elements that one must keep in mind.
The junior event often yields only a modest financial result and yet takes just as much time and attention as far more lucrative fundraising initiatives. This brings us to our third question—Why have this kind of event? Put in other words—is it worth the effort of creating and executing?
As with all events, for the participants it is an opportunity to network socially and for business. However, for the nonprofit, it plays a much more necessary role. Success is more than the single act of bringing people together to enjoy the company of one another. The continuity and the vitality of any organization, new or old, is largely based on its ability to find a new generation of contributors and leadership. An event provides the chance to introduce your mission and programs to a new audience. The junior event offers you the means to encourage your young prospects to take an active role in your organization and to educate them about the art of fundraising. Most important, it is your opportunity to build relationships for the future.
Reiko M. Kopelson is Executive Vice President of Susan Ulin Associates Ltd. Now celebrating 20 years of service to the not-for-profit community, Susan Ulin Associates has successfully guided clients through all types of events ranging from small first-time efforts to large corporate dinners. Events organized by the firm consistently generate an aggregate of more than $30 million annually.
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