Heading up its events team, which contributes a sizable portion of the charity's £3m budget aim, is the ebullient Louise Smith. She has a good giggle with Event's photographer in a boardroom surrounded by examples of the work she has been involved in, including a recent photo exhibition called 'Keepsakes'. Oddly, the lavatory next door has a Jacuzzi bath in it, perhaps somewhere to wind down after another hectic week in events. - What is different about working in charity events?
The challenge is to produce events that actually increase the revenue stream. We have a few signature ones that bring in the bulk of our revenue from events. In this business you always have to be conscious of the money you are spending, but at a charity that is magnified. With all events, though, you have to ensure that the people attending feel they've had value for money. We keep that ethos. Just because it's a charity doesn't mean the quality should drop.
- What are the biggest events you are organising right now?
Our biggest is the gala dinner and, with it being our tenth anniversary, this year's event will be bigger than ever. It will be held at the Royal Courts of Justice and feature opera, comedy, Gareth Gates and [former England rugby star] Martin Bayfield. This year, because it's the anniversary ball, we have made it more exclusive with a slightly higher ticket price.
- How do you source suppliers for your events?
We have a preferred supplier list, with firms such as caterer Rhubarb that we use on a regular basis. But, with us being in the voluntary sector, we have to look for the best prices available and we're not afraid to make the most out of the fact that we are a charity. Most venues and suppliers are very supportive and will give us a good rate, but we are always on the lookout for volunteers from the event industry who can help us with their expertise.
- How is the recession affecting your events?
It's been okay. We have seen a drop in the amount of money pledged at our live auctions, but in terms of take-up it's not been too bad. With our aim of raising money for the charity, every penny is scrutinised by the board and there is pressure to hit the targets that we put on ourselves.
What are your plans for next year?
When I joined 18 months ago we created a five-year events plan and we will stick to that. There's a pedal kart Grand Prix event at Goodwood that hopefully we will get off the ground in 2010. Also, I want to expand into gigs and get more of the 16 to 40-year-old audience members involved in fundraising.
What is the one tip that you would give to event organisers?
The main thing is to make sure you have a really tight working document, and get everything planned. Then, if something goes wrong or someone needs to take over, the event can still go ahead. Planning is all-important.
LOUISE SMITH IN BRIEF
2002: Account and project manager, The MotivAction Group
2008: Events manager, Willow Foundation
2009: Head of events, Willow Foundation