THE PANEL
Alison Berkani event production director, Exposure
Liz Hobbs MBE CEO, Liz Hobbs Group
Clare Panju events manager, Skyline
Dil Sidhu director, KarmaLive Events
What is the most effective way of measuring the success of a charity event?
Alison Berkani This is dependent on what the charity wishes to achieve, such as raising funds or its profile. Across the board, we would measure the cost-effectiveness of production, money raised on the evening, PR generated and all commercial negotiations, from the production to the venue and the artistes.
Clare Panju The main objective is to create an event that isn't solely about raising funds, but to nurture and entertain your existing supporters to retain their support.
Dil Sidhu By gauging how successfully the client's objectives have been met. This could be any combination of fundraising, promoting awareness, providing a networking opportunity for stakeholders, along with recognising and rewarding staff and/or sponsors.
What are the biggest challenges for organisers of charity events?
AB The biggest challenge is being creative and using high-level production with attention to detail, while working within tight budget restraints. Negotiations are key, as is passion and dedication from the team involved. Good supplier relationships are highly valuable.
DS Budget planning is of particular significance in charity events because every penny spent is potentially a penny taken away from the charity's cause. It is important to get the balance right so that the client and the attendees can clearly see the quality and value of the event while avoiding the perception of waste or excess.
What top tips would you offer charities that are looking to host an event?
CP Make sure the event is relevant so the right supporter groups are targeted, and that the event represents the charity in an appropriate way.
Liz Hobbs Know your objectives. It's important to put a business strategy in place to ensure you identify what it is you aim to achieve from hosting the charity event. Is it for fundraising purposes or to raise the profile of the charity? Individuality is also important. You must ensure that the event caters to a large target audience. The event must inspire people to want to support and ultimately donate to the cause.
AB To negotiate with event companies who have existing relationships with suppliers so cost negotiations can take place. These should take into consideration their annual spend to ensure maximising budget; this may prove more cost-effective than bringing in freelancers. We have a special charity rate-card at Exposure to ensure we can work on these type of events and give something back. Less is also more; it's all about raising money, so be selective and spend money sensibly on items that will draw spenders, such as talent.
In the current economic climate how do you see the future of such events? Will they become increasingly important or face cancellation as a result of the tightening of budgets?
LH The knock-on effect of the economic downturn to charities could potentially be devastating, as people are more selective with how and to whom they give their money. Inspired event creation is key to the future success of charity events. We may see a reduction in the number of such events in the future, and it is therefore important to make sure that if there is only one event people attend this year, it is yours.
DS The weakest members of society are hardest hit in difficult times, so charities have an even bigger role to play. Sponsorship becomes more difficult to find, therefore budget issues are further magnified, but everyone is in the same boat so better deals should be available to those that are savvy enough.
What is the most impressive charity event you have seen that was not your own?
LH One of the most impressive charity events I have attended was a charity ball held at a London Hospital in aid of Children with Leukaemia. The ball took place inside a clear-top marquee within the hospital grounds.
AB It is not often seen but The Ark Charity Dinner is a great event, which raises up to £30m in one night. They do spend a considerable amount on the production and have had artistes such as Madonna performing, but they have good technological production, plus an excellent guest-list and event layout.
DS Asha for Education, a purely volunteer-based charity with zero overheads, sold 500 tickets for a black-tie ball at around £50 per head in a four-star, deluxe central London hotel. With very little sponsorship and no high-profile guests, the charity still managed to raise around £35 per person and everyone raved about what a great time they had.
CP I recently attended the Cystic Fibrosis Breathing Life Awards. This was a great evening as the event was entirely tailored to the nominees (people who suffer from cystic fibrosis) and gave supporters a thorough insight into the life of a sufferer, and where funds were needed. A good range of recognisable celebrities attended and presented the awards, which contributed to the ceremony being aired on TV.
EXPERTS' CHOICE
Our charity events club reveal their favourite venues and suppliers for producing the perfect event.
VENUES
Alison Berkani
Burlington House
The Brewery
Cafe De Paris
195 Piccadilly
Sketch
Liz Hobbs
Battersea Evolution;
The Dorchester
Le Manga Resort, Spain;
Natural History Museum
Clare Panju
The Dorchester
The HAC
Old Billingsgate
New Connaught Rooms
Royal Lancaster Hotel
Dil Sidhu
Grosvenor House
Millennium Gloucester Hotel
Kew Gardens
London Metropole
Wembley Park Plaza
SUPPLIERS
Alison Berkani
Coloursound;
Creator;
Design Arrival;
QED;
Sony BMG
Liz Hobbs
The Flower People;
Cake Expectations;
Lord Archer (auctioneer);
DPL Lighting;
Serious Stages
Clare Panju
All Bagged Up;
Blackout;
Relish the Experience;
Soundstage One;
Urban Caprice
Dil Sidhu
Ragamama;
Ragasaan
Caterers;
Cobra Beer;
Illusions Roadshow;
Keith Waithe World Music