Getting good, consistent and reliable public relations as a nonprofit agency has always seemed like something akin to winning the lottery: theoretically possible, but practically (and probably) not in the cards. Does it really have to be such a crapshoot?

Success in benefit event management begins with a clear definition of its purpose.  What specific goals is the event designed to accomplish?  The answers will define what criteria will be used to measure the success of its outcomes.  Will it improve the organization’s visibility, public image and reputation through increased media coverage?  Will it increase volunteer participation and develop trained leaders for the future?  Will it increase corporate and business participation, recruit new donors, and increase revenue in the form of net proceeds?  Will it identify and cultivate major gift prospects?  If not all of the above, consider another event that will produce these results.