By Bruce Ross, Executive Director – (262) 224-4949 or [email]bruceross@wi.rr.com[/email]

This article originally appeared in a March 19, 2020 Special Edition Wisconsin Waterfowl Association Newsletter to our chapter leaders.

Before coming to WWA, I had believed the events your chapters host were almost exclusively to achieve fundraising goals.  Since attending virtually every event over the last year, I have changed my opinion: these events create a WWA “community” as much (or sometimes more) than they achieve WWA fundraising goals—and that’s probably a very good thing!  And this “creating a community” purpose may be more important than ever in the months ahead, especially as any public health advisories are lifted.

When we re-schedule the postponed WWA events, it will be into a compacted and event-dense period of time.  More than ever, chapters will have to coordinate closely with your RD on timing and issues… But recognize the RD’s will also be challenged to manage a lot more events in a shorter period of time.  Chapter self-sufficiency will be more valuable than ever!

But even then, such events will be impacted by community reaction to the Coronavirus.  We see two significant impacts – and there are likely others not yet foreseen:

1. People who planned to attend an event simply don’t show up. This can happen because the event has to be postponed (again?), or even if the event is held, those planning to attend originally change their minds;
2. Attendees concerned about their own financial circumstances will not be inclined to spend at the event as they may have previously. Last year’s $/attendee calculations may not apply.

This year, more than ever, each chapter needs to consciously consider how to achieve their fundraising goals while delivering a fun community event.  Here’re some highlights to consider:

KNOW YOUR NUMBERS:  If you’re already running a banquet now, you must be an expert, right? I had a boss who told me, “If you don’t know your numbers, Bruce, you don’t know your business.”  Use the Pre-Banquet Budgeting form to help you better know your chapter numbers, and how you can tweak the “dials” to achieve your chapter goals.  Not sure of your goals? Check here. Want help?  Contact your RD.

MINIMIZE SUNK COSTS.  Top expenses are generally dinners and guns.  Manage these expenses smartly – push back actual commitment of funds as late as possible, preferably until after the event is held.  Don’t over-commit to dinners that may go uneaten. This may be a time to be conservative, limit attendance, and ensure no wasted dinners – or work with the caterer to have a flexible meal based on actual attendance.   Try to ensure that if the event has to be cancelled, especially for public health reasons, that any deposits are refundable.

MARKET YOUR EVENT SMARTLY: Traditional marketing should be tweaked, too. We would like patrons to know that if an event cannot be held as originally scheduled, that the event will be re-scheduled and any advance payments used towards that event.  Ticket packages or other perks will reward the customers’ patience (more guidance will be forthcoming).

COLLECT DONATIONS WITH FORETHOUGHT:  Merchandise or cash donors should be comfortable with the idea that in the event of a postponement, their donations will be carried forward to the next event, and they will receive at least the same consideration as for the original event.

DON’T OVERSPEND ON GUNS.  Because of their relative expense, advertising gun raffles should be considered in today’s light.  Maybe limit what gun boards are advertised and manage cost by putting out only what the actual attendance can support.  Reserving more guns into “walk-around” raffles allows you to gauge spending capacity of the crowd while satisfying their desire for hardware opportunities.

LAST MINUTE CONTACT INFORMATION:  Try to collect emails during the marketing phase so you can keep planned attendees abreast of any changing circumstances and any specific precautions they should take.  You will build loyalty by letting them know what you know in a timely manner.

“NIGHT OF” CONSIDERATIONS:  Stay in touch with your venue operator so you are on the same sheet with regard to safety preps they are taking.  Signage describing best practices should welcome and alert guests to unique practices for this event.  If at all possible, spread out the gaming areas to minimize the density of the crowd that always surrounds them.  Also, brief your chapter and volunteer team to ensure they all practice consistent best health practices… some of which are:

• If at all symptomatic, stay home,
• No common writing tools,
• No handling of raffle merchandise.

You may have other ideas too – share them with us!