Between five and ten years ago, I started hearing chatter about involving young professionals (YP) at the fundraising gala.
“We need to get the younger generation involved,” was the general vibe.
In practice, this often evolved to selling a lower priced ticket to the gala. If a regular gala ticket was $150, the YP price might be $30. If the standard ticket was $500, the YP price might be $125.
This reduced price ticket allowed YPs to join full-priced guests and sponsored tables for dessert and dancing. The thinking was that just as the formal awards and fundraising program ended, the YPs would arrive with energy to add to the just-now-starting dance party.
For higher-end galas, I am seeing these YP parties disappearing.
In recent months, two clients put the kabash on the YP ticket. One gala is pushing $1 million in revenue. The other gala raises over $2 million.
Both event planners at each nonprofit have come to similar conclusions: The YP party isn’t worth it.
“We love our YPs and want to involve them,” one planner told me, “but there are better ways to do it. Different activities. Maybe a dance party. Maybe a wine tasting in a fun new venue. They shouldn’t be at our gala. It needs to be a different event.”
Logistics is one challenge.
If the venue doesn’t allow for a clear delineation of space, the YPs have nowhere to go upon arriving. They tend to “crash” the gala, creating unintended commotion in the ballroom.
Also, the guest experience falls apart.
As YPs arrive and check-in, other gala guests are trying to check-out and collect their auction items. The registration area gets clunky.
And there’s the subject of money earned versus time spent.
“It’s not like they are buying what we’re selling in the silent auction,” one client told me. “We kept the silent auction open late for them, but I checked the data. The amount they spend doesn’t justify the headache of the planning.”
Have you successfully integrated young professionals into your gala? If so, what’s working for you?
Or perhaps you’ve already tried it, and abandoned the concept for something else?
Post your thoughts below.
Oh man, I am feeling this! Too many clients want to include EVERYONE and I get it, but you can actually hurt your YP delegation if the event is not geared to them and they don’t feel welcomed upon arriving. A low ticket price does not equal inclusivity. There’s a concept put forth by Priya Parker in her book The Art of Gathering, called “Excluding Generously” or “The Kindness of Exclusion”. Controversial, but it can make for a better event.
I need to check that out — thanks for the resource. I’ve heard of the book before, but not read it.
We implemented a new Young Professional ticket at our last gala – we sold out of the 20 available tickets in just a few days.
Corporate sponsors liked being able to send their top-rate volunteers and sponsor employees to attend, which brought it additional revenue and is building a pipeline.
Instead of an after-party, they were integrated into the full gala experience – they just had the worst seats for the ‘show’ (seats that we couldn’t reasonably sell to full corporate sponsors without discounts or upsetting a sponsor).
This way, we were able to fully use the space and increase our revenue overall, while giving our rising leaders a chance to mix and mingle with our supporter crowd. It was a wonderful win, win!
Elizabeth, it sounds like you’ve figured out how to make it work. Limiting sales is a good idea.
I’m also glad to hear you didn’t end up with a rowdy table that had their own mini-party and detracted from the program. I’ve also seen that happen with lower-priced tickets.