When a headline-grabbing tragedy like the Maui wildfires takes place, it's safe to assume it'll be top of mind for many of your consumers and event attendees. And for events that are already scheduled to take place, it can be a tricky balancing act to avoid appearing tone-deaf: Event organizers might truly want to give back and help, but itโs easy for well-intentioned fundraising efforts to devolve into mere afterthoughts, especially if visibility or clear communication is lacking.
The desire to help Hawaii may be the cause du jour, but this issue comes up frequently when tragedies strike all over the world. โThere are a lot of recent surveys proving cause marketing really matters to todayโs event audiences,โ points out Kelly Markus, founder and chief visionary officer of experiential marketing agency Hunters Point. โWhen thereโs a catastrophic event that has immediately happened and is on everyoneโs mind, we have to think, โHow are we, as event producers, being responsive to it?โโ
Markus is no stranger to planning cause-driven events. In addition to her past role as vice president of experiential for Refinery29, where she led the brandโs wildly popular 29Rooms concept, she has been the brains behind events like the Mighty Dream Forumโan annual gathering of global business leaders advancing diversity, equity, and inclusion within their organizations, previously presented by Pharrell Williamsโalong with Joy to the Polls, an entertainment pop-up to get out the vote in five different states across 15 cities.
In a recent conversation with BizBash, Markus shared some of her tips for integrating causes and fundraisers into events in meaningful, authentic, and effective ways.
1. Always be transparent about where the money is going.
To Markus, transparency is key: Make it super clear to attendees how their donations will help. Take the time to fully vet the nonprofits and 501(c)(3) organizations youโre planning to partner with, leaning on services like GuideStar to get clear information about how money is used and the difference it makes.
โWe have myriad conversations with the different nonprofits, asking if [these donations] are going to work for them, how theyโre going to help, what areas the donations are going to,โ explains Markus. โMost attendees want to know that their money is going to the people it will be most effective for, rather than an executive directorโs annual bonus.โ (Another tip? Markus notes that you can often restrict funds during donations, making it clear that they can only be used for one specific thing.)
If youโre raising money through ticket prices, meanwhile, itโs helpful to fully understand your event expenses so you can tell attendees exactly what percentage of their money is going toward the charity, rather than to the event itself. โWhen people can really see how their money can help, it creates a deeper sense of empathy and compassion, and can also create a bigger relationship with those organizations,โ Markus says.
2. Keep it local when possible.
In 2018, Markus was pulling together the Los Angeles edition of 29Rooms when wildfires broke out across Southern California. While 29Rooms already raises money for a variety of national partners, Markus knew they needed to add a more immediate fundraising componentโand that they had to think local.
The team quickly identified two local nonprofitsโone that directly helped firefighters and other first responders, and another that helped people affected or displaced by the fires. โWe found the 501(c)(3)s, talked to them, and quickly aligned with what they were doing,โ she remembers. โThen we started messaging the information about how to contribute out on our social media, on our website, in our press materials, and at an on-site station at 29Rooms.โ
Markus acknowledges last-minute appeals like this can be tricky. โBut we knew if we were going to come into an area, and this is what that area was going through, we had to be responsive. And for this, the key was keeping it local.โ By aligning specifically with organizations in the Southern California area, the fundraiser could feel more authentic than raising money for, say, the Red Cross, she notes. As a bonus, thinking local means the cause is relevant to attendees, even if itโs not tied to the eventโs overall theme.
โThere are wonderful, small charities that work on a local level. With a little bit of extra research, you can find them, and it can be so much more meaningful,โ Markus says, adding that the local elements mean sometimes you can even bring in some of the beneficiaries to speak at your event. โSuddenly, attendees go, 'This isnโt some big, amorphous organization. These are our neighbors.'โ
3. Remember that fundraisers donโt always have to happen right away.
Back in 2012, Markus organized a fundraiser after the devastating earthquakes in the Emilia-Romagna region of Italy, inspired by some close friends who were born in Italy. She worked with them to create a ticketed event with a silent auction to raise funds for the region. The catch? The event took six to eight weeks to pull together. โWe made a choice to say, โOK, for the people who are living in these areas, they donโt care that the money comes to them six to eight weeks later. If anything, theyโre glad they havenโt been forgotten,โ she explains.
Markusโ advice? Sometimes itโs the right idea to take a pause. โIt can be OK to take a beat and say, weโre going to put this together, and letโs give ourselves this much lead time so we can maximize as many resources as possible.โ
For this fundraiser, for example, the extra time allowed the team to secure an appearance by the late chef Anthony Bourdain, along with donated catering by chef Michael White. It ended up raising $50,000 for the cause. Markus sees a lot of echoes in the current tragedy in Lahaina. โItโs going to take years to rebuild. Itโs more of a marathon relationship and not a sprintโand that community will not forget you, regardless of when the donations come.โ