When I became executive director of the Lockwood-Mathews Mansion Museum in Norwalk in 2012, I proposed to the board of trustees that we launch a new annual event, a black-tie gala that would shine a spotlight on this National Historic Landmark, not just as a revered icon of the past, but as an essential part of our communities”™ present and future.
This program was also created out of necessity. Raising funds is paramount to the mansion”™s survival, especially in these uncertain economic times, and a successful gala can become an exciting, memorable way for potential and established donors to experience the institutional mission in a more personal and impactful way.
I thought that this magnificent 19th-century mansion I work for would lend itself as a unique and ideal setting for a lavish, elegant fundraiser, where American history, art and 19th-century craftsmanship would come together in a dreamlike progression. Those who had yet to notice the mansion would be compelled to do so, and hopefully support our mission.
I wanted supporters past, current and new to fall in love with this building and what it stands for and realize that its survival from the attempted demolition in the 1960s and more recently, the Great Recession, was not serendipity but a decades-long effort that so many had undertaken to salvage, restore and open, year after year, this magnificent work of art to all of our communities.
“Where are we with tickets?” Having worked for other nonprofits, I know this is something all gala organizers are obsessed with as the date of the event approaches.
In my book, there are five key elements that will generate the hoped-for sellout. They include:
- a small army of volunteers including a very supportive board;
- sponsors and donors willing to give generously to the event;
- a creative, newsworthy program with cohesive visuals, i.e. an impactful graphic design campaign and beautiful décor including tables, linens, glassware, centerpieces, flowers, etc. that will make the event stand out in this crowded nonprofit arena;
- a top-notch gala committee, willing to work very hard to see to it that the event succeeds; and
- volunteers willing to work long hours the night of the gala.
The planning begins with the selection of the date, making sure that it does not conflict with other major events taking place in your area; the selection of your gala committee and two co-chairpersons; and the graphic design firm that will design your save-the-date cards and invitations. I believe that the invitations have to be outstanding, otherwise they will get lost in the pile of countless “junk mail” and other invitations we all receive on a daily basis.
Each committee member will be assigned a special task that is in keeping with his or her expertise. If you have interior designers on your committee, for example, they will tackle the décor of the rooms, meet with the caterer and decide the color scheme and tabletop accessories; while a fear-you-not community activist will put together the silent auction and knock at every business door in a 30-mile radius to obtain silent auction donations.
How are you going to entertain your guests? The program is a key element and it is perhaps the most difficult one to tackle. As a nonprofit you have a limited budget yet you want your guests to feel that they are experiencing something out of the ordinary ”“ in a good way ”“ one that warrants spending $150-$250 or more per ticket. Our galas are always connected to the programmatic theme of the season, which, I must admit, makes it a nail-biting process.
Aside from the invitations to your members and institutional friends, you need to spread the word far beyond your boundaries, but how? The museum has truly benefited from the generosity and support of a few key publishers and editors willing to highlight the gala and help the mansion get the word out. Social media and a variety of other promotional materials including advertising should be part of your gala budget, whenever possible.
As the executive director, I oversee all aspects of the gala. The responsibility of a flop will fall squarely on my shoulders. No detail is too small to go unchecked. Every piece of your gala needs to neatly fit into your well-orchestrated event and every element has to speak highly of the mission and objectives of your institution.
Susan Gilgore, Ph.D., is executive director of Lockwood-Mathews Mansion Museum in Norwalk. She can be reached at Sgilgore@lockwoodmathewsmansion.com.
