Taking the Mission to End Family Homelessness to the Virtual Realm: A Case Study in Fundraising
The pandemic created a plot twist for just about everyone, but the truly remarkable stories are how the obstacles were overcome. For Hamilton Families, the challenge was how to pull off their fundraising events while elevating the donor experience for a virtual realm.
Hamilton Families is on a mission to end family homelessness in the San Francisco Bay Area. This is a cause that could not be put on pause despite the difficulties created by the pandemic because the pandemic was actually creating even more issues. Weathering the storm would require a complete upheaval of in-person processes, but the primary concern was how to preserve the company culture, mission, and atmosphere in an online setting.
Embrace New Opportunities
Prior to 2020, Hamilton Families’ Annual Gala and fundraising events had always taken place in-person. The virtual realm was an entirely new, unexplored territory. The stakes were high as they were forced to navigate the uncertainty of how to meet the expectations of their donors and the organization while staying within the budget. Kennedy Events’ Partner Paige Buck, who sits on the Board of Directors for Hamilton Families, knew this shift was far outside the current scope of their teams’ expertise. Fortunately, their nimble team was quick to respond to the shifts in the global environment. With Kennedy Events as their guide, they were up to the challenge of learning and navigating this new territory.
As Charles Darwin once said, “It is not the strongest or the most intelligent who will survive, but those who can best manage change.” Leveraging this moment as a longer-term plan to inject vitality back into the organization, the team at Hamilton Families has spent the last two years becoming production savvy, honing their hardware know-how, learning to write scripts, and crafting moments that move people. Even as the dust settles and restrictions lift, this new expertise has allowed them to expand their reach to people outside the region, produce more events with different flavors, and create less costly events that ensure the money they are granted is put directly towards their charitable efforts.
Align Your Experience with Your Organization’s Ethos
The shift into the virtual realm enabled Hamilton Families to embed more of their brand ethos into their experience, amplifying their genuine and authentic spirit. By transitioning their annual gala into a block party theme that came closer to their values, they were able to craft a more impactful experience.
Mission moments, storytelling, why care FAQs, individual client stories, and images of lived experiences were interspersed with party elements like pre-recorded band performances to enliven the experience and connect back to the heart of the organization.
Maintain a Semblance of Structure
Every ticket buyer and tier of donation received individual kits sent to their homes to model a gourmet-like picnic setting. From locally sourced cheese boards and charcuterie displays to wooden cutting boards with high-end charcuterie utensils, from posters that matched the Hamilton Families’ mural in the Tenderloin district to wine and cocktails, each tier of donation unlocked new levels of luxury to craft a truly unique experience. The gifting and gathering experience allowed Hamilton Families to honor everyone for their generosity and provided added opportunities for offering gratitude to those who made larger contributions.
Top ticket buyers and close friends of the organization were also invited to a live-broadcast cocktail party prior to the event where they were greeted by a representative from the cast of Broadway’s “Hamilton” who served as their VIP bartender. Mixing cocktails comically and inviting guests to mix along with him, he had engagement levels soaring while slick production elements interspersed with his performance elevated the online experience. Guests felt grounded in the experience and the structure of the event provided a level of familiarity while being treated to a spectacular private concert.
Find Unique Ways to Elevate the Experience
The virtual format provides a gateway to uplevel more traditional formats and delivers more intimate and frequent gatherings. Hamilton Families used it as an opportunity to diversify their fundraising event festivities, introducing virtual house parties like a movie night to incorporate friends and family of wealthy donors into the experience and expand on fundraising efforts.
Nothing quite bridges the gap between the virtual and physical experience like using tangible items to connect back to a shared attendee experience. Movie-themed kits with theatre-level goodies like popcorn, slushy drink mixes, and candy were shipped to each participant to enjoy during the show. The film of choice? A Hamilton Families-produced film that depicts the story of a family who received a home and touched on the meaningfulness of each donation by sharing the story of a family whose lives were forever changed by the mission of the organization.
Interested In Transitioning Your Live Event Into the Virtual Realm?
There are endless opportunities to translate the values and sentiment of a brand online. Just because virtual events don’t involve in-person gatherings doesn’t mean that personality and connection can’t ring through. Kennedy Events has the experience and expertise to guide you through the challenges of converting your live event into the virtual realm without losing its impact. Schedule some time with us today and learn how we can help conserve and amplify your brand through any channel.
MARIANNE JACKSON
Marianne Jackson is a senior producer and the creative director at Kennedy Events. She specializes in making our client’s biggest design and decor dreams tangible while also ensuring that the event day menu is worthy of a Zagat mention. (Seriously, her taste and culinary connections are that good). Her fervor for adventure, cuisine, and aesthetics is visibly apparent in every event—whether in-person or virtual—she produces.
About Kennedy Events
Kennedy Events began with one goal in mind—to produce high-level corporate events with just as much strategy as style. Maggie founded the company in 2000, found her match in Paige, and in 2011 the two became official partners. Since then, these two resourceful and brilliant creatives have pooled their strengths to build one one of the most the most sought after corporate event companies in San Francisco, New York, and Los Angeles.
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