At the beginning of 2020, no one could have predicted the impact Covid-19 would have on our health, economy, restaurants, businesses, or nonprofit organizations. The world went into quarantine, we all worked from home, and events were cancelled. We were hopeful that this would be over in a few short months. But as time went on, we all started to realize that this wasn’t the case. We all began to try and adapt to this new normal and nonprofits are no exception to this. Many nonprofits have been forced to change the way they run programming, events, and the way they interact with the public.
Many nonprofits rely on events to promote their mission as well as fundraise for programs, initiatives, and other needs. With needs for programs greater than ever, nonprofits are being challenged to find new ways to raise money or host events. My fellowship is with Variety- the Children’s Charity of Iowa; whose mission is dedicated to improving the lives of children who are at-risk, underprivileged, critically ill or living with special needs. They have had several successful events during the pandemic because of their willingness to pivot and create partnerships with their community. So how did Variety pivot to make Polo on the Green, STAG, and Savor DSM successful during a global pandemic?
Created a specific campaign.
Polo on the Green has been a long time event for Variety- the Children’s Charity of Iowa. Before Covid-19 hit, Polo on the Green was already being planned and many sponsors and patrons had bought their tables for the event. When Variety realized they had to cancel the event, their event committee contacted these sponsors and table sponsors, who decided to still donate, despite the event being cancelled. Variety then used their network to start a campaign around Polo on the Green called #20for2020. Their goal was to raise funds for 20 specialized bikes for children during 2020. They surpassed this goal quickly and raised $224,000 dollars -- a record setting amount - and enough for something more like 50 to 100 bikes.
Delivered a different experience.
STAG is another annual event that Variety has hosted for several years. It’s an evening of networking, cocktails, dinner, and a live and silent auction. This year, Variety shifted the STAG auction online, marketing mostly through Facebook, previous STAG attendees, and their network of board members and local supporters. With no large event being able to be held in person, they decided to create the experience you would get at the table, but delivered at home. They supported an Iowa business, and ordered 30 Grizzly coolers. Each cooler was filled with steaks, beer, and cigars-- and then delivered to the donor. Variety staff delivered each cooler, and STAG still raised over 70% of what it had in the previous year.
Partnered with local businesses.
Normally, Savor DSM is a one-night event hosted by Young Variety, a young professionals board. Usually attendees would enjoy a night of sampling delicious food and drink provided by local restaurants and purveyors in the Des Moines area. This year, Young Variety created the Savor DSM card, sold for $20 dollars and unlocked discounts and specials at over twenty local restaurants. This not only helped promote and encourage business to local restaurants, but raised money for Variety’s programs that seek to help children across Iowa. Young Variety board members took the lead to sell the cards, as well as market the event on television and social media.
During my fellowship I’ve gotten to see firsthand how important pivoting has been to this organization. Events are an important component of Variety- not only for the money raised, but also the awareness that is brought to their mission because of them. Watching Variety make changes to events to fit the times and current needs of not only themselves, but the community has been inspiring. Personally, it makes me feel hopeful for the future, no matter what it looks like.
By using their resources, making small adjustments, and not hesitating to change their approach-- Variety has hosted successful events during one of the most challenging years in decades. Their passion and dedication to improving the lives of children who are at-risk, underprivileged, critically ill or living with special needs is inspiring and gives back a little hope to the current world we are living in. By supporting each other, things will continue to improve as time goes on. The world will continue to learn how to adapt to our new normal, and some beautiful things may come out of it. It’s never too late to learn how to pivot, and turn something around into a positive.