Most of the fundraising events you are now working so hard to produce in order to attract new donors can be converted to Point of Entry^® Events with relatively little tweaking. Furthermore, if you want to gear the event for your existing donors, and you can get the event fully underwritten so it is free to attend, you will have a Free Feel-Good Cultivation Event^™. As long as you are going to do the work of bringing people together for events, why not have them leave educated and inspired about your fine programs? Otherwise, what have you built for the future?

Let's review the three essential components of a Point of Entry Event:

1. People get the facts about your organization at the basic level.
2. They are "hooked in" and feel connected emotionally to your work.
3. You are able to legitimately "capture" their names, phone numbers, and e-mail addresses.

Think of all the events and occasions where you could accomplish those three essential ingredients:

• A black-tie gala
• An awards event or volunteer recognition event
• An anniversary event
• An open-air picnic or concert
• A golf tournament
• A community meeting where you are invited to speak
• One of your standard volunteer orientation meetings
• A concert or arts performance
• A parent orientation night

Let's take something pretty standard, say an awards event or volunteer recognition event. It is a standard annual dinner affair. People have paid a respectable ticket price to attend. Look at the existing format of the event. What is the location, the program? How long are the guests with you? What are they already expecting?

Perhaps you are already doing a perfect Point of Entry Event without even recognizing it. If not, the addition of a relatively brief testimonial from an artist, an arts patron or a well-served family member or client (either in person, through audio recording, or delivered by a third person such as a staff member) can be very effective.

One of the keys to a successful Point of Entry Event is intertwining the Facts, the Emotional Hook^™ and the need so that, before they know it, the audience has had an experience of it all. If you are giving awards, make them brief but moving and chock-full of facts that tie each person's story back to the mission of the organization or to one particular aspect of a program.

A participant in one of the Benevon Workshops did this brilliantly at an awards dinner honoring homeless women who had turned their lives around. The tables had been sold to corporate sponsors, many of whom had given their tickets away to others to fill up the tables. She simply assumed the guests were there not only to attend a lovely dinner but also to learn more about the organization. She started the program with some inspirational words from the emcee, the chief executive officer of the major corporate sponsor of the event. This was followed immediately by a moving video about the organization's work. Then the emcee encouraged people to enjoy their dinner and to spend some time talking with the special guest at their table who was most familiar with the organization—either a board member, volunteer or staff person. He also encouraged them to take a moment to read the "testimonial inserts" in their printed programs.

After dinner came the awards presentations, which had been well-scripted and served as real-life testimonials to these women's extraordinary accomplishments in the face of great obstacles. As each woman was called up to receive her award, she was asked to sit in one of the chairs on the stage. At the end of the awards, all the recipients were asked to stand. Of course, after hearing each woman's story, there was a standing ovation and not a dry eye in the house.

Board members were assigned clusters of tables to visit after the dessert was served. The executive director had briefed the table hosts on the overall objective for the event. "This isn't just a pretty party. We want to be sure every single guest leaves here tonight knowing more about our organization, both the facts and the emotional impact of the work we do." Table Captains, staff and board members all knew in advance that the development staff would call them to debrief on Monday morning. They knew to be on the lookout for people who expressed a real interest in the cause. And before the evening ended, the emcee invited the guests to leave their business card or let their Table Captain know if they would like more information about the organization.

Within a week, every guest who expressed any sincere interest in the organization had received a Follow-Up Call from the director of development. This was in addition to the standard "thank you" call or note that their table host would naturally do.

Many people asked if they could take a tour of the shelter (which became their real Point of Entry Event). Others offered in-kind or cash gifts. Some wanted to host a Point of Entry event of their own. Because this organization was planning to do a Free One-Hour Ask Event^™, they were able to convert many awards dinner guests to Table Captains for the upcoming asking event. The organization raised more than $300,000 at their black tie gala as well as generating a passion and commitment that led to many new Table Captains for their bigger asking event. Good strategy!

Remember, whatever your event, this will most likely be the only opportunity you will ever have to tell your story to some of these people. Start by having your board chair say something like, "We know most of you came here tonight to have a lovely dinner and time to socialize, but we at the City Women's Shelter would not be doing our jobs if we did not take the opportunity while we have you all assembled to give you some first-hand examples of our work."

In no more than ten minutes, you can convert your basic gala into a Point of Entry Event and you will have gotten the job done. People will leave feeling they were a part of something bigger than themselves. If someone were to give them a pop quiz the next morning, they should be able to remember the name of your organization and at least one anecdote about your programs and services. If you do your job right, most likely they also will remember the testimonials and a few choice statistics.

Finally, don't forget the third essential ingredient: Capturing the Names of those who want more information. Most events enable you to gather that kind of information easily, but not always. The golf tournament and even the Rotary or Lions Clubs may not be forthcoming with names. And no captured names means no Point of Entry Event. That doesn't mean you should decline those speaking engagements. Just know that you won't be able to do the one-to-one Follow-Up necessary to build a lifelong donor.

On the other hand, when people who come up to you at the end of your Rotary presentation full of passion for your cause, be sure to ask for their card and give them yours. You can count them as having attended a Point of Entry Event, make the Follow-Up Call, and take them around the cycle if they are truly interested.