Vivanista decided to take its members on a voyeuristic Behind The Scenes tour of just what goes in to producing a major Gala. What follows over the next 7 weeks will be a build up to one of the country’s great fundraisers – the San Francisco Opera Ball. The event, labeled “The City’s Most Magical Evening,” is on the calendar for Friday, September 10, 2010 and will feature Verdi’s production of the opera, Aida.

But, as we all know, it’s not just about Opera, no matter how fabulous the production is. It’s about the Opera Ball. And not surprisingly, dedicated volunteers and committee members have already logged countless hours in order to perfect every detail before the big night arrives. Whether you’re interested in haute couture, hot hors d’oeuvres or high stakes fundraising you’ll be introduced to the various contributors developing their piece of the puzzle that fits into the overall mosaic of a great event.

Co-Chairs, Charlot Malin & Mary Poland

First, we’ll introduce you to the co-chairs and event masterminds Mary Poland and Charlot Malin. Second, courtesy of Saks Fifth Avenue, peek into what goes in to the perfect LOOK for these two dynamo gals. For those interested in the production of Aida itself, you’ll enjoy the history of the opera, as well as hear directly from fashion designer, Zandra Rhodes, who designed the costumes for the San Francisco production. Next, we’ll introduce you to in-demand New York-based event design firm, Van Wyck and Van Wyck, who mark this event as their first entre into San Francisco society. And don’t miss some of the humorous anecdotes doled out by Catering Director, Patrick McAteer, of McCalls Catering. The following week, discover why a major corporate sponsor underwrites an event of this caliber. And finally, every extra minute spent perfecting details will pay off when the glamour, excitement, and magic of opening night arrives. Afterward, Vivanista will feature photos and inside details about the last-minute preparation on the day of the event and, of course, photo coverage of the gala!

So grab your backstage pass and travel through the whirlwind of planning a major fundraiser gala with the San Francisco Opera!

But as a prelude we check in with Mary Poland as to what it means to co-chair a major event.

Read In Her Own Words >>

PHOTO RECAP: Opera Ball committee meeting

Opera Guild Managing Director, Susan Malott, (L) with the Opera Ball committee

PHOTO RECAP:  Opera Ball VIP Launch Party, held at the home of Mary and Bill Poland

The foyer of the home of Bill & Mary Poland before the arrival of guests

Opera Ball Co-Chair, Charlot Malin

Aida costume designer, Zandra Rhodes

Opera Guild President, Dianne Rubin, with Opera CEO, David Gockley

Opera Board member, Carol Doll

Photos coutesy of Kate Owen Photography

How do they do it!?

That’s exactly what we wanted to know. So we looked into five 2010 events that did just that, raised $1 million, and in some cases, much more:

• $88M: Robin Hood benefit, New York City;
• $28M: Power of Love Gala for Keep Memory Alive (KMA), Las Vegas;
• $1.6M: Illumination Gala for Barnes-Jewish Hospital Foundation, St. Louis;
• $1.2M: Joffrey Ballet Spring Gala, Chicago;
• $1.2M: Dick Vitale Gala for the V Foundation for Cancer Research, Sarasota, Florida.

Dedicated Support from a Well-Run Beneficiary

“Fundraising can’t go off on this level without dedicated staff,” says Anne Kaplan, honorary co-chair of the Joffrey gala. One of the first aspects of creating a great event is having a great staff at the benefiting organization that will work with your committee and chairs.

Jim Samalis, managing director, marketing, communications, and events for Robin Hood, notes the importance, when it comes to fundraising, of the organization being able to document where funds go. At Robin Hood, for instance, a unique and stringent set of metrics are used to track how funds are used by grantees; if grantees don’t meet the organization’s requirements, they don’t get their funding. “We do the research so the donor’s don’t have to,” Samalis says. “We want to give donors every reason to say, ‘Yes.’”

Strong Committee and Donor Base

It’s unanimous: A strong, dedicated, and passionate board, committee,and chairperson(s) are essential. “You need people on the committee to produce,” says Anne Robins, director or special events for KMA. “A lot of people want to be on committees, but they don’t always want to contribute much. This is a collaborative effort.”

“You need a strong board and key chairs to move the event forward,” concurs Amy Sinclair, manager of events at Robin Hood.

To start, personal contacts are invaluable, and the willingness to make the calls—“even those really difficult ones,” says Kaplan—makes the difference in dollars. (Especially in this economy, as the Obama campaign showed, it’s the accumulation of lots of smaller donations that often works best.) Samalis notes that not only did his board fill tables and get financial contributions, they helped bring in donors that provided key services at no cost, such as Eric Schmidt, CEO of Google, which provided graphic and technical services gratis. “We received millions of dollars in services pro bono,” Samalis says.

Kaplan also notes that the passion of your committee is directly linked to their ability to inspire checks to get written. And it’s not just right around event time that your committee and chairpeople should be making efforts. “Most importantly, it takes dedicated stewardship of donors throughout the entire year,” states Weddle, “Our cause is such a noble one, but people are busy, so continuing to talk about its importance with our community of supporters throughout the year is crucial.”

Create a Memorable Event

Absolutely, an exceptional affair will result in more funds raised. Kaplan mentions the effective afterglow from the ballet’s gala; the organization received numerous post-event donations because people had had such a wonderful time the evening of.

What makes these events stand out?

Excellent décor, food, and environs are the base. “Add splashes of unexpected fun throughout the event,” Weddle says. “This will make guests remember it and want to keep it on their calendars next year. This year, in sync with our basketball theme, we had the TNT Dunk Squad and Traveling Marching band open the show, and basketball ‘characters’ that showed guests to their seats.”

Along with throwing a stunning event for over three thousand people, the Robin Hood benefit always has surprise entertainment; this year it was Sting. And Power of Love features outstanding wine (guests are welcomed with flutes of Dom Pérignon), world-renown chefs (attendance is limited so that the quality of each dish can remain superb; “We have a waiting list of people who want to attend,” says Anne), and top entertainment—for 2010, Barry Manilow performed.

The primary draw of the Dick Vitale Gala is guest appearances by sports celebrities; it’s their donation (each of them pay for their own expenses for the appearance; the high-profile attraction allows for the high-priced tickets, $1,000 per person, which account for a large portion of the monies raised). The Illumination Gala also utilizes celebrity appeal. “One of the keys to the success is choosing the right celebrity or spokesperson for the event,” says Illumination’s Sherman. “I think this distinguishes our event from others in town. Al Roker, Christina Applegate, Kareem Abdul-Jabbar all add sex appeal, and having them available for meet-and-greets and photos prior to the event at a patron, high-end donor cocktail is fun, and gets everyone jazzed for the evening ahead.”

Sherman also suggests that “an after-party needs to be a highlight of the evening.” Among other features of the Illumination Gala’s post-event festivities, including a DJ, candy, and desserts, “flip flops were passed around to the ladies so they can take their Louboutins and Manolos off. These are the touches that people talk about for days and weeks after.” Keeping things fun and fresh is also paramount to continually bringing in new people every year, notes Robins.

Ways to Raise Funds

There are several different tactics these events employed to create generous giving. The Joffrey benefited from old-fashioned hard work; board members sent out hundreds of letters and made loads and loads of phone call. The personal touch from your chair people and committee members cannot be encouraged enough.

Robins singles out a particularly successful offering featured at the Power of Love: getting specific. Tables at the event feature donation cards, each for a KMA specific program: Give X number of dollars to fund this particular service. “People love to know where exactly their funds are going,” Robins says. During the live auction, the fund-a-need presents similar opportunities. For instance, asking those wanting to donate $1,000 to a certain program to stand. “Almost the whole room stands up,” says Robins. It’s also a way to get people to stand and give more than once.

“We tailor our tactics to the times,” notes Samalis. In the past, the Robin Hood fundraiser featured pricey auction items that only 3 or so percent of the attendees could participate in bidding for. This year, the event also provided devices at the tables that allowed attendees to donate any amount anonymously; to make it fun, the room was divided up into three sections and there was a competition between them to see which could raise the most money. Real-time totals appeared on big screens, and each section featured a celebrity “cheerleader” to encourage his or her group. Seventy percent of attendees donated with the device and the gala raised over $26 million from this effort alone. Every donation helps create a larger total.

At the Vitale gala, commemorative basketballs serve as table centerpieces and double as auction pieces; attendees at each table compete between themselves for the now coveted prize. It’s become such an anticipated tradition over the past five years the gala has taken place, that the bidding gets fierce, says V Foundation Vice President of Special Projects Joyce Aschenbrenner; bids have gone as high as $5,000 to even $10,000. The event also always features impromptu auction prizes (yes, totally unplanned, but they always happen), often game tickets: coaches regularly offer up great seats, and Vitale will, say, throw in a private jet ride to and from and himself as chaperon; this year, a walk-on role in Vitale’s annual Hooters commercial was on the block.

Exceptional service and a personal touch make a difference over at the Power of Love Gala. “We personally handle all of the details for the winners of the auction items,” says Robins. “We provide a unique level of hospitality.”

Build Your Message before and during the Event

Messaging, messaging, messaging!

“It’s all about the messaging,” Robin Hood’s Sinclair succinctly states. People need to have an understanding of what your benefactor does and feel that their money will be well spent, and they need to be excited about your event, so clear messaging about both is key.

One way to draw attention to your event: Create buzz. “Advance buzz is key,” says Sherman. “I would do more social networking in the future, maybe even getting a chairperson to have a blog, which she or he updates as the party moves forward. Use the social media more.” Also build up with “a kickoff party in someone’s chic home,” continues Sherman, “a cover story in a society magazine—advance press that makes it a ‘must attend’ is de rigueur.” The Joffrey gala committee convened months ahead of its event to work on its messaging verbiage.

At the Robin Hood event, building the charity’s message was a primary mission of the evening. “We hit with messaging at cocktails,” notes Samalis, “featuring many grantees in videos, pictures, and stories, showing what the funding has been doing. And we reiterate that throughout the night.” A good key speaker can also help this along; Samalis credits Robin Hood’s speaker, NBC’s Brian Williams, with inspiring donations.

“A combination of messaging and an enjoyable evening,” concludes Samalis, “puts people in the right frame of mind to give.”

Robin Hood

Power of Love Gala

Illumination Gala

Joffrey Ballet Gala

Dick Vitale Gala

CHAIR VS. CO-CHAIR

I have had extraordinarily good luck in working with superstar co-chairs that bring more to the table than I do. It’s more popular now than it was 20 years ago, and I think it’s a good model.

I focus on relationships and expanding my boundaries through meeting new, talented people, which I believe is the bottom line of voluntarism; hence, I gravitate toward working with a co-chair. Like a mother bear or a sister I have loyalty to her. We become tied at the hip. We support each other and cover each other and are there for each other. Talking to me is the same as talking to my co-chair, and vice versa.

PLAYING TO ONE’S STRENGTHS

Corporate development work is my specialty and professional background, so I love business meetings with people in the corporate community. I love cold calls.

I love finding out what is happening out there in the business world more than anything else. I think that’s something that sets me apart. Often, my co-chair is relieved that I am willing to do that. Someone like Charlot [Malin] (Mary’s San Francisco Opera Ball Co-Chair) brings incredible talent in making an event memorable and sophisticated. She also brings a wealth of friends and relationships!

CREATING A MEMORABLE EVENT

I think, why would I want to go to another rubber chicken event? I have to use myself as a test case. If I can’t get excited, how can I get anyone else excited? Why am I personally going to want to come? It’s about making it unusual, different, and bringing something new. It’s like a circus, saying, “Come to my tent and not someone else’s because I’ve got better things going on in these tents!”

GAINING FUNDRAISING EXPERIENCE

I started with the Junior League: the cradle of fundraising civilization. I just can’t say enough good things about the Junior League; it’s a wonderful organization. I’ve spoken to hundreds of League members and how they’ve gotten involved. Across the board, I believe the League has the right mission, goals, objectives, heart, and spirit behind it all.

MUST-DO

Thank volunteers. There isn’t one individual that makes an event a success. Whether it’s committee members, volunteers, or staff people, you can never thank or appreciate them enough.

FUNDRAISING DIRECTION

Technology really is the future—it’s what’s going to bring the next generation of people who want to be in philanthropy to the table.

So how do we incorporate technology? It’s a challenge, but it’s an exciting challenge. People will be doing it better in the future than we’ve ever imagined today. Making it interactive and virtual are the keys.

What I would ideally like to do, if I had the bandwidth, would be something interactive like the [SF] Museum of Modern Art has done. You can bring the brains to an interactive, virtual reality situation and it becomes a fundraiser. It’s a fun-fundraiser but you can keep It open, engaging, and fluid.

#1 ON THE WISH LIST

I would love a one-stop powerful database that was actually accurate with all of the correct information on people. It would be a magic button with people’s current email and current cell phone number!

BRIDGING SOCIAL GALAS WITH THE ULTIMATE BENEFICIARY

This year, for our photo shoot with the Nob Hill Gazette (San Francisco-based social publication covering the most prestigious charity events), we’re doing something different.

I cannot say what it will be until released at the beginning of September! But analogous to what we’re going to do is an advertisement I saw once for a watch with Andre Agassi. He was shown being very engaged with a boy student sitting at a desk. I thought, yes, he’s pitching an expensive watch, but he also cares about education.

We’re not the ball gown type of women; more like boots and blue jeans. We weren’t going to do what was expected. We’re not going to set ourselves up like rubber chicken girls in ball gowns.

GREATEST MISCONCEPTION

I think there are misconceptions about everyone and that’s just human nature. But I don’t like to dwell on it that much.

FUNDRAISING MOTTO

Never give up.

For more information regarding the San Francisco Opera Ball, click here.

1. Kids

Think of the people who made a difference in the person you are today by positively influencing your life when you were a child. Whether parents, teachers, family members, or friends, it truly does take a village to raise a child. Now consider the fact that many children do not have those positive role models in their lives. Instead, you have the chance to step into their lives and fill that role through organizations like the Boys and Girls Club and Big Brothers Big Sisters. These organizations use mentorship programs to give children hope for a bright future while giving mentors a chance to share their perspective with a child.

• Find a Boys and Girls Club in your area
• Be A Big Sister

2.  Construction

Shelter is a fundamental need, regardless of race, religion, gender, or any other division: this is the motto of Habitat for Humanity, a non-profit organization dedicated to eliminating poverty housing and homelessness through building homes for those in need. And even if you have no prior construction experience, fear not: Habitat has a program focused on women called Women Build. Women have partnered with families in their communities to build homes in more than 30 countries. Through these programs, women have not only become builders, but also advocates for decent and affordable housing across the globe.

• Women Build
• Other Habitat for Humanity Programs

3.  Animals

Remember your first childhood pet? Or even the pets you have now that are practically part of your family? Unfortunately, some animals do not receive the love that they deserve, so organizations like the American Society for the Prevention of Cruelty to Animals have stepped up to find new homes for these furry friends. Volunteer your time in a local animal shelter where you can care for animals that have been neglected and unloved. Or, for a truly dedicated animal lover, provide foster care for a pet that needs a temporary home or even adopt a pet as the newest member of your family!

• Find a local shelter through the ASPCA

4.  Nature

Everyone has that special place where they feel completely at peace. But sadly, many of these incredible gifts of nature are rapidly disappearing because of mankind’s impact. With the Nature Conservancy, though, you can get your hands dirty (literally) by restoring natural ecosystems. Simply choose your home state to take the first step in reversing the damage we have caused to our beautiful planet. Or, bring nature to your city life with a community garden. Community gardens provide healthy food as well as blossoming friendships. Create your own organic produce while you enjoy a new hobby at the same time.

• The Nature Conservancy
• American Community Gardening Association

5.  Homeless

Each of us is incredibly lucky to live a comfortable life in America. However, within walking distance of many of our homes live homeless people who have no shelter in sweltering summers or frigid winters. The homeless of our communities have many needs, including food, shelter, and friendship. Serve lunch in a local rescue mission, conduct a blanket drive and personally distribute what you collect, or work with an organization like Picture the Homeless, which organizes homeless people in order to advocate for issues like civil rights and housing reform.

• Ways you can personally help the homeless community
• Project Homeless Connect
• An example of a rescue mission in the San Francisco area

6.  Senior Citizens

What better way to learn from the wisdom of an older generation than to spend time with them personally? The Little Brothers program seeks to relieve isolation and loneliness felt by the elderly community. Through spending a few hours with an elder, you show them they are appreciated and loved. And who knows, you might learn something from them as well.

• Little Brothers National Website

7.  Travel

Many people list travel as one of their favorite hobbies and lifelong goals. However, did you know that you can travel and save the world at the same time? With organizations like VolunteerAbroad.com, you can choose from hundreds of combinations of regions, countries, types of volunteer work, and project durations ranging from one week to over two years. So next time you plan your dream vacation, consider adding a little community service to the agenda.

• Volunteer Abroad

8.  Religious

Often, a deep faith motivates volunteer work among religious people. However, teaching Sunday school is no longer the only way to give back. Instead, look into community service projects supported by organizations that share your beliefs. Whether working directly with your place of worship or an organization that shares your values, you can make a positive difference for people of all faiths.

• American Jewish World Service
• Catholic Network of Volunteer Service
• Christian Volunteering
• Hindu American Foundation
• Sisters in Islam

9.  Arts

If you have ever looked at a piece of art and felt inspired, you know the power that words cannot express. ArtCorps is an organization that uses participatory art to strengthen communication between communities and local development organizations. The program lasts for one year and provides an incomparable experience in working with communities through art. If you can’t donate an entire year, though, you can still make a difference in your home community. Consider using talents in art or music to teach children in your area, especially as schools are forced to cut arts programs. In this way, you may teach them basic skills as well as greater life lessons at the same time.

• ArtCorps

10.  Women

Since the passing of the women’s suffrage amendment in 1920, women have made significant progress in closing the gender gap. However, in many parts of the world, and even here in the United States, many women do not have the same equality that we enjoy. Therefore, support and advocate for your sisters around the world through organizations like Soroptimist and Women for Women International.

• Participate in one of Soroptimist’s 1,400 clubs to help on a local level
• Help women around the world with Women for Women

What areas would you add to our list?

How do you currently give back in your own life?

Oceana, our Cause of the Month for July, is the largest international organization focused solely on ocean conservation. And since their founding in 2001, they have already built a dedicated following of supporters including Ted Danson, Kate Walsh, Pierce Brosnan, Nicholas Cage, James Cameron, Diane Lane, Sting, and Barbara Streisand, among others. For a chance to rub elbows with stars and support the ocean’s health at the same time, you can attend their “Splash” Party, Partners Award Gala, SeaChange Summer Party, or a variety of other events that keep combine style, charity, and a love for the ocean.

However, while there are a few glamorous nights a year for Oceana, their days are filled with real issues facing our oceans. Oceana is policy-centered, meaning they channel their resources into a limited number of strategic campaigns in order to achieve measurable results. Consequently, Oceana has already made dozens of policy victories for ocean life in its short history. This year alone, the United States has declared the loggerhead sea turtle an endangered species and Chile has passed legislation to prevent the escape of farmed salmon and further regulate the use of antibiotics in salmon aquaculture, both as a result of Oceana’s tireless work in these areas. Their main efforts include stopping ocean pollution, promoting responsible fishing, protecting marine wildlife, improving the climate and energy, and preserving special places.

The most pressing issue in ocean preservation today is clearly the oil spill in the Gulf of Mexico, and Oceana has faced the disaster head-on. One of their primary initiatives is a petition to tell President Obama and Congress to ban offshore drilling and end all planned drilling and exploration. In less than a minute, you can help Oceana reach their goal of 500,000 signatures by simply entering your name, email address, and zip code.

However, Oceana is not only collecting signatures; they have also spread their resources across the Gulf region and Washington, D.C. in order to maximize their impact in the recovery process. Leaders of the organization have testified before Congress multiple times and Oceana has become a leading authority for news outlets on the effects of the oil spill. The non-profit has also organized local rallies and hearings in New Orleans and other places dealing firsthand with the aftermath of the spill.

So, next time you’re relaxing on your favorite beach, or even just wishing you were there, remember Oceana and their continued work to preserve the ocean and the millions of species who call it home.

What aspects of ocean preservation do you think are most important?

What is your dream beach and what do you love about it?

Because nonprofits devote a higher percentage of their resources to providing services and performing charitable, philanthropic acts, The Casey Foundation argues that less of their attention and revenue is focused on company infrastructure, managerial support and organization. This bittersweet facet of philanthropic organizations can perceptibly leave these sorts of companies more vulnerable during times of change and restructuring.

However, the sole reason why nonprofits may see a significant change in the future of their organizations has less to do with structure and more to do with the age of the directors and founders. What does this even mean? Well, the baby boomer generation (those born between 1945 and 1965) is quickly approaching and or has already reached retirement age. According to the Annie E. Casey Foundation report, seventy-seven million baby boomers make up over 50 percent of the workforce, while only 38 million generation x’ers (those born between 1966-1975) are waiting to take their place.

The Foundation’s report states that nonprofits will be uniquely affected by boomer retirement because a great majority of these types of philanthropic companies are founded, run, and directed by the baby boomer generation. Because baby boomers occupy such top, pivotal roles within nonprofits, these organizations are sure to see dramatic changes once this group decides to retire. Because there are fewer generation x’ers to take the baby boomers’ places, there is going to be a clear gap in leadership that will need to be filled.

If nonprofits do not prepare to accommodate for these gaps, they could see negative outcomes. Poorly managed executive transitions incur high costs and they often lead to periods of under performance. The Annie E. Casey Foundation report anticipates that there will be more nonprofit executive leadership transitions between 2005 and 2010 than occurred in the ten years before the survey was conducted (1994-2005).

The report revealed that 23% of executives planned to leave between 2004 and 2006 and 65% percent planned to leave by 2009. They also reported that 57% of nonprofits experienced an executive transition between 1994 and 2004. The Foundation’s estimated transition rate of 10% a year is likely to increase until 2010. By 2020, all baby boomers will have reached age 62, which is when, The Foundation asserts, most if not all nonprofit executives will decide to retire. Yes, this anticipated mass wave of retirement will leave countless job openings at the helm of nonprofits for those who are ready to lead, but these organizations need to be ready to accommodate employees wanting to take on those roles.

So, how do nonprofits prepare for these waves of change and executive transition? The Annie E. Casey Foundation proposes that they reach out to the younger generation and young professionals. The nonprofit leaders and founders of today need to create leadership positions for the younger people of generation x and generation y and prepare those seeking out philanthropic leadership roles to operate the controls of nonprofits. After all, directors, executives, and founders especially cannot expect the transition to be seamless if the entire leadership sector and the employees they are surrounded by are expected to retire. Nonprofit leaders can also expect difficulties if they have not reached out to the younger generations to stress how the organization should be run and what its core values and missions are.

In addition, the recruitment, training, and retention of young workers has to become a priority of nonprofits if they hope to have longevity and continue to do good work in the future. The baby boomer nonprofit leaders cannot afford to wait for the younger generations to catch up on their own, nor can they expect young professionals to effortlessly follow in the footsteps of the leaders before them if this young work sector has never been given leadership roles within the nonprofit before. Having the experience of leading under their belt is the key to success.

As the baby boomers start to consider retirement, directors must motivate tomorrow’s leaders to stay engaged. These top executives must be willing to offer leadership positions to a younger generation and they also must be ready to pass on what they have learned through their own managerial experiences. If a nonprofit founder or leader hopes to maintain her organization’s legacy and integrity for years to come, she must be ready to pass on the torch and the keep the fire of charity and philanthropy burning bright with the younger generations.

1. Oprah Winfrey

Is there any surprise here? Oprah has held titles few others could live up to: the richest African American of the 20th century, the greatest black philanthropist in American history, the richest black person in the world, the most influential woman in the world, and the most philanthropic celebrity. Whether encouraging others to help the underprivileged with Oprah’s Angel Network, teaching classes via satellite at the Oprah Winfrey Leadership Academy for Girls in South Africa, raising money for worthy causes through appeals to her dedicated audience, or personally donating millions to various charities, there is no doubt that Oprah is deserving of each of her honorary titles.

2. Angelina Jolie

Not many celebrities physically see the benefits of their charity work, but Angelina Jolie is the exception. As a Goodwill Ambassador for the United Nations High Commissioner for Refugees, she has personally met with refugees in more than 20 countries. She has also been active on the political scene, both speaking on behalf of humanitarian causes and personally meeting with legislators. And as the mother of children adopted from Cambodia, Ethiopia, and Vietnam, Angelina truly lives out her title: Citizen of the World.

3. Brad Pitt

It is no coincidence that Brad Pitt falls right next to his partner Angelina Jolie on lists of celebrity philanthropists. After all, the pair did found the Jolie-Pitt Foundation together, an organization dedicated to eliminating extreme rural poverty, protecting natural resources, and conserving wildlife. Another of Brad’s passions is architecture, which he puts to use rebuilding homes destroyed by Hurricane Katrina with the Make it Right Foundation.  Overall, Pitt’s commitments to green living, eradicating poverty, and human rights are evident in his philanthropic lifestyle.

4. Madonna

When Madonna began Raising Malawi in 2006 with Michael Berg, she did not merely seek to create an organization to help others donate; instead, she pledged to match all donations received. The foundation aims to provide vulnerable children in Malawi, Africa, with nutritious food, proper clothing, secure shelter, formal education, targeted medical care, and psychological support. Beyond her monetary and moral support of the cause, she has also adopted two children from Malawi, including her controversial legal battle to adopt Mercy in 2009.

5. Bono

Not just anyone gets knighted and nominated for three Nobel Peace Prizes. However, Bono is certainly not just anyone when it comes to celebrity philanthropists. Since he first visited Ethiopia with World Vision in 1986 and developed an educational program using music and acting, he has become a leader in fighting poverty. He has helped found the ONE Campaign, Debt AIDS Trade Africa (DATA), (RED), and EDUN, all of which support Africa in fighting poverty and AIDS.

6. Justin Timberlake

Although other names may come to mind first when thinking of celebrity philanthropists, Justin Timberlake actually has the largest impact when it comes to raising money. In 2009 alone, he can be thanked for raising over $9 million for Shriners Hospital for Children. This support comes in part from his annual golf tournament supporting the cause. He also founded the Justin Timberlake Foundation, which funds and supports music education in public schools. That’s music to any philanthropist’s ears!

7. George Clooney

You may recall the enormous success of the Hope for Haiti benefit concert and telethon. The man behind the magic? George Clooney. Clooney pulled off the event in an incredibly short period of time with the help of generous friends. Another cause that is close to is heart is Not on Our Watch, an organization founded by Clooney and Ocean’s 11 co-stars Don Cheadle, Matt Damon, and Brad Pitt to end genocide in Sudan. Also serving on the Board of Trustees for the United Way, it’s clear that Clooney is as diverse in his philanthropic efforts as in his acting.

8. Matt Damon

Along with founding the aforementioned Not on our Watch, Matt Damon started H20 Africa, now known as Water.org. He is also passionate about ending the conflict in Darfur, and has supported many campaigns to resolve the crisis. As an ambassador for ONEXONE, which improves the lives of children at home, and a board member for Tonic Mailstopper, which works to prevent the destruction of trees for junk mail, Damon has made his mark on many causes in the philanthropic world.

9. Rihanna

Twenty-two year-old Rihanna proves that there’s no minimum age for philanthropic work. At the age of 18, she began the Believe Foundation, which aims to inspire and protect children around the world. Through raising awareness and recruiting bone marrow and other donors, the foundation is dedicated to relieving the medical needs of children. However, it also hopes to provide the educational, financial, and social support children need in order to believe. Hopefully we will see Rihanna topping lists of philanthropic celebrities for many years to come.

10. Reese Witherspoon

America’s sweetheart Reese Witherspoon is living proof that true beauty shines from the inside. Since 2007, she has partnered with the Avon Foundation to end violence against women. And in March 2010, she joined Avon, the State Department, and Vital Voices to launch the Global Partnership to End Violence Against Women, formed to assist women who have been or will be affected by violence. It focuses on domestic violence, sexual assault, and human trafficking: the three most pervasive forms of violence against women.  In the future, look for global advocacy campaigns in India and Argentina and see the benefits of Reese’s passion.

Who do you think should be added to our list of celebrity philanthropists?

If you were a celebrity, what cause would you support?

Despite the American Red Cross’ incredible success in raising over $18 million within the first three days of its text message fundraising campaign for Haiti, non-profits should think twice before lunging into this type of fundraising. This is partially due to the high costs of running this type of campaign, which, though it offers a simple way to give, is a complex process for the non-profit. This is mostly due to the fact that in order to run a text-message-to-donate campaign, in addition to the cell phone carrier, a third party needs to be involved. Mobile Accord/mGive Foundation was this third party in the ARC Haiti campaign, but with an estimated 5-10% of raised money going to the wireless partners, teaming up with companies like can be very costly and might not be worth it for smaller organizations.

What these text message vendors do primarily is vet the non-profit, confirming that they are meeting the charitable solicitation registration requirements. They set up short codes (the number a donator would text to give— such as ARC’s 90999) and assist in marketing. They often have a minimum revenue requirement too. Non-profits should also know that the maximum donation through text messaging is capped at $10, which is lower than an average online donation. If non-profits are determined to get their organization out there via cell phones, they should consider using text messages to release news, such as about volunteer opportunities or internal developments, which will at least draw attention to the organization. In a case study conducted by Mobile Commons, Watershed Company and The Humane Society of the United States, the results revealed that while sending out a text message requesting for call-in and reply-back donations pretty much failed, they did receive a 77% increase in online donations, proving that while text message fundraising might not be the best method to actually make a profit, it can result in other forms of donations as reminders to advocates.

In a live discussion hosted by “The Chronicle of Philanthropy,” Zoetica’s chief marketing officer Geoff Livingston suggested that non-profits should have at least a solid 100,000 member “fan base” that they will initially send the text message to, otherwise non-profits are at a higher risk of not raising enough money. With the carriers also making a profit (though these fees were waived for the Haiti event), distribution of money should be thoroughly thought out before the campaign process is executed. This is definitely something smaller non-profits need to take into account. In fact, Livingston basically dissuades small non-profits from using this campaign method all together, stating that it is primarily beneficial for large non-profits, such as the American Red Cross or John Edward’s 2007 political campaign.

This brings up the next difficulty with text message fundraising, which is that the third party carriers who provide the SMS (Short Message Service, A.K.A text message) marketing often require an appeal and proof of legitimacy from the non-profit, which may involve getting a distinguished organization to back the campaign, which in ARC’s case, was the US State Department. These companies want to ensure that the money donated will go to the actual charity. In addition to often requiring a 4th party to legitimize the organization, non-profits should also keep in mind that text message donations will not usually come flooding in unless there is an event of some sort to draw their attention to the cause. This “event” can be some type request made by a celebrity, a concert, or, unfortunately, a natural disaster. In a survey conducted by Convio and Sea Change Strategies, 36% of the participants said that they would be willing to donate via text message if an emergency took place, while only 28% percent would be willing for charity fundraising. It is unlikely for donators to choose text messaging as their primary means of donating regularly.

Another main drawback with receiving donations through text message is that the non-profit does not actually get any information about the donor. Collecting contact information and building up their database about advocates has always been an important element in campaigning for nonprofits, and when someone texts in a donation, the money is added to their phone bill, which the phone company then relays to the non-profit some 30-90 days after the donation pledge is made, giving the non-profit no way to contact the donor. Without this information, thanking the donors, requesting future donations, as well as sending out updates on the non-profit’s progress, is near impossible.

While text message campaigning has helped many larger nonprofits receive donations, it might be safer for smaller ones to stay a step behind, technology-wise. Establishing an attractive and easy-to-use website should be a top priority if technologically branching out is something the non-profit would like to pursue. While text message fundraising is something that might collect more donations from a younger crowd, the internet is accessible and easier to use for a wider range of potential.

Would you give to your favorite charity via text message?

What would you consider to be the easiest and most efficient way to donate?

Two of the Co-Chairs: Melissa Lamkin & Debra Hall

There are two ways to plan for an efficiently successful new fundraising event. One, of course, is to have Vivanista plan it for you, but as a second alternative, you can also follow these basic guidelines, as exemplified by Melissa Lamkin, one of four co-chairs for a first-time fundraiser this past May. A fashion show, Girls Night Out: Glamour and Giving, raised funds for Ronald McDonald House in Charlotte, N.C. The non-profit provides housing for families with seriously ill or injured children, accommodating them while their child is receiving medical treatment at a local hospital.

No matter what the actual fundraising affair consists of, you should make sure that the event itself fits well into the fabric of the community. If there are other charitable fashion shows taking place locally, for example, go for something different. The chairs of Girls Night Out knew that there were various women-oriented events going on in other major North Carolina cities like Raleigh, Durham and Chapel Hill, and therefore decided to design an event that targeted a similar audience.

It is also very important to have as many inside connections as possible, such as with the venue that is hosting the event, or better yet, with the non-profit. Ari Harris, one of the co-chairs of Girls Night Out, worked for the Ronald McDonald House, and therefore was able to help spearhead the event, curving it to really mirror the goals and fulfill the needs of the non-profit, which should always be the number one priority. Connections with the venue, which Girls Night Out also had, is additionally very beneficial and can lead to discounts.

While accumulating donations is the main purpose of throwing a fundraising event, the money should not be the main focus of a first time event. Building up a well organized, fun event should be the main priority. Money will follow if the event is successfully entertaining for the donors. “One of the highlights that evening was when a mother staying at Ronald McDonald House thanked us for including her in the Fashion Show. She explained how her world centers around her child and it was nice, even for a few short hours, to lift that burden and make it about her”, Lamkin said.

Co-Chairs of Girls Night Out!

While Girls Night Out had over sixty-five volunteers, it’s expected that for a first time fundraiser, the chairs would be doing a majority of the work and therefore should not depend too heavily on volunteers. However, to avoid an overload of work for the chairs, it is important not to bite off more than you can chew. Start small; you can always layer on more facets at the 2nd, 3rd, 4th and 5th annual version of your event. It is always better to build up over time rather than starting with a huge goal and having to cut back or having something fall through.
And give yourself time! Six months should be the minimum for the amount of time it will take to plan a notable, enjoyable event. Lamkin told us, “We had enough time to execute our event in an organized fashion and we sold-out at around 300 attendees.”

As for Girls Night Out, Lamkin is looking forward to planning the next one, especially after such a successful first event. With ideas like having mothers from the Ronald McDonald House model on the runway, Lamkin and her co-chairs have designed, organized and hosted a unique yet relevant fundraiser for their community.

5 Easy Steps to Starting Your Own Fundraiser:

1. Do Your Research: Check the calendar for events that are going on in your community. Also, make sure this event does not compete with any other fundraisers the Nonprofit may already implement.

2. Set Goals: Be conservative and realistic as to what you want to accomplish. Remember to KISS (Keep It Simple Stupid)!

3. Rally the Troops: Get the Chair(s), subcommittee Chairs and volunteers in place and make sure they know what they’re supposed to accomplish.

4. Execute the Plan: Expect the unexpected at first time events! Unforeseen things will happen, but try to stay on track, keeping in mind your ultimate goals.

5. Follow-up: If you hope to do another one, make sure you thank everyone along the way and let them know how their participation helped your nonprofit.

Photos courtesy of Cunningham Photo Artists

With Reese Witherspoon raising awareness for breast cancer as Avon’s first Global Ambassador, Angelina Jolie and hubby Brad Pitt starting the Jolie-Pitt Foundation to eliminate rural poverty globally, Oprah consistently giving away millions to multiple causes, and Madonna building a girls’ school in Malawi, there is no doubt that celebrities are doing their part to give back—just like you!

Use this fun flow chart to determine which celeb philanthropist you can best relate to: