Why This Major Benefit Set an Outrageous Fund-Raising Goal

The boxing benefit Fight Night was already one of the biggest fund-raisers in Washington, bringing in $2.2 million for Fight for Children last year. Now, with new event chair Under Armour, organizers are aiming even higher. The athletic apparel brand has brought new thinking to the event, now in its 24th year and scheduled for November 14 at the Washington Hilton. One of C.E.O. Kevin Plank's first suggestions? Raising an extra $1 million. The new fund-raising goal is $3.3 million.

"Kevin and I are both entrepreneurs," says Raul Fernandez, board chairman of Fight For Children, which organizes the event. "Doing things in a measured way didn't get us to where we are. We thought, hey, let's make it a very audacious goal and then not worry about what we set but just get it done. We are very well on our way not just to make it, but we would love to beat it."

The higher target comes with an expanded mission: For the first time, Fight Night proceeds will be extended to aid programs for children in Baltimore, where Under Armour is based, as well as Washington.

Announcing the fund-raising goal publicly also puts the pressure on to deliver, Fernandez says. To get there, organizers have reconsidered nearly every aspect of the event. About the only thing that isn't changing is the boxing, which this year will feature former world heavyweight champion James "Buster" Douglas, Michael Spinks, and others.

"They've got a good model with the boxing element," says Stacey Ullrich, Under Armour's director of corporate giving and community affairs. "Our ideas and opportunities have been expanding on that and adding more fun into the evening. How do you take the boxing and recreate the conversation around it? And how do you generate additional revenue?"

Bringing in top-tier entertainment was a priority, and this year's headliner will be singer John Legend. And for the first time, Fight Night will have a host: insult comic Lisa Lampanelli, who should be popular with the traditionally all-male guest list. Other program changes include having a video DJ playing and Cirque du Soleil-style acrobats performing as guests walk into the room, staging boxing matches during dinner in addition to afterward, and adding a "roving reporter" to talk to guests during downtime between matches.

"Under Armour, when they took this on, really wanted to take it to the next level," says Fight For Children director of external relations Jeff Travers. "As a brand, they think big, and they wanted to apply the same kind of innovative thinking that defines their brand to Fight Night. They're pushing us here to think a little bit differently but making sure collectively that we're respecting the spirit and soul of Fight Night."

One major change is rethinking the V.I.P. experience. In the past, V.I.P.s had a separate room. This year they will have a lounge-like space in the main room with high-end liquor and a cigar-rolling station. The change keeps them engaged in the evening's activities such as the auctions—an important shift since the V.I.P.s are the guests with more resources to help drive up bids.

Accordingly, Fight Night set higher goals for its auctions, hoping to raise $150,000 in the silent auction (up from $135,000 last year) and $300,000 in the live auction (last year netted $240,000). It is seeking higher-quality items and plans to have more spotters and better lighting in the dark and smoky ballroom.

One result of moving the V.I.P. lounge into the main room is that it will displace tables, downsizing the event from 1,700 to 1,500 guests. To make up for lost table revenue, Fight Night raised costs per table from $10,000 to $30,000—the first increase in six years—and amped up its sponsorship packages.

"We would rather have a smaller event and amaze people than jam people in and have them wanting," Travers says.

For the first time, corporate sponsors will underwrite the cost of the tables the benefit had previously given to active-duty soldiers and wounded warriors, school leaders, and other guests. The move will bring in an extra $70,000 to $80,000.

Not everything is changing, though. Some familiar aspects of the event will remain, such as performances from Washington Redskins cheerleaders and a joint after-party with the largely female Knock Out Abuse gala.

"We're working with world-class brand and marketing, event, and PR professionals—people whose daily lives are about innovation," Fernandez says. "That's led to some very different things we're going to do. "Like any big night, you've got to keep raising the bar and keep getting creative."