Re-engaging Sustainers: Plan A Kick-off Event

They say the best way to a man’s heart is through his stomach.

We say the best way to a Sustainer’s heart is to appeal to her heart.

In our discussions with women around the country as to how to retain Sustainers – those women who have given their time and energy as Active members of a volunteer organization for some minimum number of years, one thing is abundantly clear. They’re passionate about the organization they served and for the friendships they forged during their active tenure.

So as organizations grapple with ways to re-engage their Sustainers we suggest one easy-to-implement event that has been a proven success.

What kind of event? A simple Kick-off Event specifically for Sustainers.

We’ll explain how it works. But first, a few Do’s and Don’ts to keep in mind:

Do select a Chair or Co-Chairs to coordinate the party. If it’s co-chairs then try to pair women with broad groups of friends to entice the greatest number of Sustainers.
Don’t ask the Sustainers for ANYTHING at the event. Nothing. No donation. No request to purchase tickets to the next fundraiser. No advisory role on any committee. Nuttin’. If it is unclear, we suggest humming Cindy Lauper’s tune ‘Girls (Sustainers?) Just Want To Have Fun’.
Don’t forget to thank the Sustainers for attending as well as for their continued commitment to the organization.

So here are the steps to putting on a great Kick-Off event:

To charge or not to charge.

Whether the cost of the event is covered by Sustainer dues charging a nominal fee will encourage guests to actually attend. If the event is underwritten, the fee can be a direct donation to the organization.

Tip: Most organizations find a lower drop-off rate if guests are required to pay in advance rather than At-The-Door.

How to invite everyone.

Mailed invitations are lovely but on-line invitations are more efficient. Paperless Post is the prettiest version that we’ve seen.

Include all the pertinent information: cost, date, time, location, beneficiary, how to RSVP, attire, etc.

Tip: Even though many organizations complain that older Sustainers do not use email regularly, it’s still important to capture their email addresses. The Kick-off Party invitation is a good vehicle to ask for those addresses.

Venue.

Select a location that is an appropriate size for the number of guests expected. Additionally keep in mind ease of parking as well as the cost of food & beverages. When appropriate a private home is always a great option.

Tip: A slightly crowded event feels more exciting than having a small group in a too-big venue.

Program.

A structured program may be too formal for the event but it is worth considering. Here are some options:

a) Give guests plenty of time to socialize.

b) Clubs: Some groups have put out sign-up sheets for special interest groups, including Wine Club, Golf, Book, Bridge, Travel, you name it! This is a great way to engage Sustainers with others who have similar interests.

c) Speaker:

A guest speaker who will talk on a relevant topic for no more than 15 minutes
An interview with a Sustainer who has gone on to other meaningful civic leadership roles
An update on the organization. Make it positive, not a plea of any kind.

d) Ice-breaker: If seated at tables during the program, it can be fun to have each table be a team. A list of questions – some of which would be just plain fun while others would be organization-specific. The table who answers all questions as a team first wins a prize. Make sure their answers are correct, though!

Tip: Try to include one small meaningful tidbit that Sustainers can relate to and gives them a good feeling about the organization and their future involvement.

Next steps.

a) Gather from all those who helped put on the event comments and input they have from guests.

b) Have a quick 3 question survey on cards that Sustainers can complete before leaving. Perhaps one winner from all those who have provided their feedback would win a prize.

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