Point of Entry Events

fundraising

Written by Corenne Gutierrez

September 10, 2016

Do you ever get discouraged when you think about fundraising?  Do you ever wonder if more community members would support your organization’s mission if only they knew more about it?

Maybe you should try a Point of Entry event.

A Point of Entry event is a one-hour session in which an organization representative offers information on the mission of the organization.  The organization’s current supporters invite friends or acquaintances to attend an event, with the goal of creating awareness about the organization.  Visitors are not asked to donate at the event.  Instead, guests are only asked to provide their contact information before they leave.  These events should be held once or twice a month, with about 10-15 people attending each event.

The next step in the process is the follow-up.  A member or volunteer of the organization calls all guests to request their feedback on the event.  They could ask questions like these:

  • What did you think?
  • Would you ever consider getting involved with our organization?
  • Is there anyone you know that should be invited to one of our Point of Entry events?

It’s important to listen for positive and negative feedback.  If people opt out of learning more or getting involved with the organization, they are simply thanked for their time and not contacted further.  Those who are interested in learning more will be cultivated individually.

The next stage involves asking for money.  This can be done through a free one-hour event called an “Ask Event.”  At this event, guests are asked to offer multi-year pledges.  Another option is to ask them individually if the potential donor would appreciate a more personal request.

Wise Women Gathering Place, Inc., a Hawkins Ash CPAs client, has held Point of Entry events throughout the last year.  Despite limited attendance, the response has been great.  “People really felt good about being in our space and being connected to us. They wanted to get involved with our staff and wanted to attend our trainings,” said Assistant Director Beverly Scow.  The results of the events included many people signing up for their courses, adding a few regular volunteers, and receiving several donations on the spot at the events.

Read more about the Point of Entry method.

*Based on a book written by Terry Axelrod:  The Benevon Model for Sustainable Funding: A Step-by-Step Guide to Getting it Right.

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Corenne Gutierrez
I joined Hawkins Ash CPAs in 2011. As the Firm's marketing manager, I develop and deploy strategic marketing and communications plans to fulfill the marketing goals of the Firm as a whole, each office and business line.

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