Like us, you may find it hard to believe that, aside from relief efforts for Haiti, one single fundraiser could inspire attendees to collectively donate a figure just north of eight million dollars for a charitable cause. But as Kathleen Rooney who co-chaired this year’s Tenth Anniversary of the Naples Winter Wine Festival in Florida with her husband can attest, those who attend this particular wine auction come together for one fundamental reason: to raise money for underprivileged and at-risk children through the Naples Children and Education Foundation. Thanks to Kathleen and all who support this cause, festival proceeds have raised an impressive $82.6 million since 2001.

Given the roster of benefactors, patrons, and vintner elite, one would think this is a fabulously glamorous black tie affair – which it is not. On the contrary, this is a tastefully done event where even the highest bidders are likely wearing jeans. Because at this exclusive benefit, it’s about the kids, not the couture.

We sat down with Kathleen to find out why this year’s anniversary celebration holds a special place in her heart.

What was it about the event and cause that made you willing to take on the role as event Co-Chair?

I think it would have to be the compelling beneficiaries. These are children that are in great need of help. Proceeds from the auction go directly to the kids and we have strong community that has long-supported this event and these special children.

What will be special about the event? If this is an annual event, what will be new elements added this year?

We really stayed with what we feel is a proven formula: an afternoon auction which begins at 11 a.m., patrons arrive to peruse the lot room and sample wines and food under a tent before they are seated for the auction at 1 p.m. For this particular year, Francis and I wanted to highlight the ten year anniversary so we focused on vintners and chefs who have participated at previous festivals. Stressing the anniversary was important to us so we wanted to honor everyone who has contributed to the history – especially past NCEF trustees for whom we had a special plaque made. We are so grateful to our auctioneers Ann Colgin (who has been with us for 10 years) and Humphrey Butler (9 years) whose talent and support make this event unforgettable every year.

What constitutes success for you with regard to this specific event?

The end product – whatever that final amount raised may be. We never talked about a goal but it was very important during the process to reach out to every single trustee and emphasize the importance of this year.

How do you balance the quantifiable goal of raising money with the goal of broadening goodwill?

I don’t think they’re mutually exclusive – I think you can have both and they’re both equal. You can have a down economy but if everyone feels the goodwill, you can satisfy both needs. We couldn’t do this without the community at large.

What plans did you make to address any problems that could arise?

The only unanticipated challenge was the weather and we put a plan in place to set up more tents if it rained.

Are there any pre-event parties for Benefactors?

No, because this is an annual event in a seasonal community, we do not do any pre-events.

What background do you have to take on the role as Co-Chair?

I started out in development 30 years ago working for a presidential candidate and did a lot of political fundraising. I always found myself on the development side for museums, etc. I have co-chaired the Tulsa Opera Ball and I chaired the Philbrook Wine Experience in Tulsa.

What was the most compelling auction lot?

There were 61 lots. For the first time, we did a Fund-A-Need which raised $647,000 for children’s behavioral health – that was the most compelling. We also did a lifestyle package which featured a private yacht cruise in the Mediterranean that 6 couples bid on – the host is underwriting all expenses except airfare.

What is your fundraising motto?

A tip I learned many years ago – “always leave them wanting more.” You want them to leave the tent wishing the event wasn’t over.

What qualities make an event Chair successful?

Don’t panic, build a good team, have a vision, and be willing to say no when you have to. Have a set of standards. It’s not always easy to say no but there are times when it’s a must.

What external resources do you use in your fundraising efforts i.e. websites, classes/seminars, etc.?

We created a kitchen cabinet with our former chairs. They were a wealth of knowledge that we could consult. We did a trip to Napa Valley for last year’s Auction Napa Valley which was very insightful and attending other prestigious wine auctions across the country is always good research.

What is the best charity event you’ve ever attended and why?

I love the Opera Ball in Tulsa but selecting a favorite is too difficult.

What is one fundraising tip you’ve learned that you’re willing to share?

Do whatever you can to leave them on the edge of their seats – you want them to return next year.

What are three words that best describe you?

Detail-oriented, relentless, and a blocker/tackler – I am not the quarterback!

Photo Courtesy of Dawn DiNardo Photography

Feature photo from privilegedclub.com