Nonprofits Collaborate for Back-to-Back Event Success

On a stunning August weekend, two local nonprofit organizations held back-to-back events at the same location, each to raise awareness and funds for their organizations. With the growing number of public events, this was not so unusual. What was different about the weekend’s events is how the two nonprofits collaborated to turn what could have been a negative into a huge positive for both of their organizations, their donors, and the community.

When the Mystic Area Shelter & Hospitality (MASH) and the New England Science & Sailing (NESS) event coordinators realized last spring that they were having two major ‘foodie’ fundraising events, MASH’s 7th annual ‘Iron Chef’ Competition & Auction for Action on Friday Aug. 16th and NESS’s first annual Oysterfest on Saturday Aug. 17th, at the same location of Ender’s Island, trying to attract similar audiences, it was quickly decided to work together rather than try to compete. Through cost-saving sharing of expenses and resources, including cross promotion of events, MASH and NESS worked together to expand the potential reach of each event and host organization while maximizing every dollar spent.  It is with great pride that MASH and NESS announce two successful events evidenced by high attendance at each and net proceeds bolstered by the shared savings; an exciting model of local nonprofit collaboration.

The decision to collaborate was an easy decision and natural outcome considering that three of the people heading up the events- Lisa Tepper Bates (Former Executive Director of MASH), Spike Lobdell (President of NESS), and Wendy Bury (Event Chair of MASH event and Chairman of the Town of Stonington Nonprofit Roundtable)-were each part of the team responsible for the recently released nonprofit impact study for Stonington which stressed the importance of collaboration between nonprofits. It was an opportunity to practice what the study preached and test some creative ideas.

While the two events were unique and very different from each other- MASH event was an adult only, evening event while NESS was an afternoon, family-friendly, event- they were both ‘foodie’ events and the organizations capitalized on both the similarities and the differences. In the end, the two organizations saved on overall expenses, dramatically increased event and organization awareness, shared resources, and provided priceless volunteer support to each other.  Splitting the rental costs of a tent, chairs, tables, and other event expenses 50/50 reduced overall event costs for both organizations; 15% for MASH and 30% for NESS which is significant for nonprofit fundraisers. And, with a single set up and breakdown, the venue was able to have two major events in less than 12 hours of each other with less wear and tear and turnaround time.  Even decorative items such as centerpiece flowers were carried over from one event to the next.

Executive Vice President for Operations of St. Edmund’s Retreat, Jeffrey Anderson, shares in the enthusiasm for the collaboration. He says, “We are happy to contribute to our community by offering our island to other non-profit organizations to help them in their missions.  We know that it is by giving that we receive.   It is not often that we open the island to other organizations for such use but we feel it is important to be good community partners.   We believe that the God given beauty, and peaceful nature of St. Edmund's Retreat and Enders Island should be shared with as many people as possible.”

The symbiotic relationship between organizations allowed MASH to build on past successes of its major annual fundraising event while NESS gained critical support on a brand-new signature event.

For marketing, each organization had an event insert in the other’s invitation thus increasing the mailing lists by more than fifty percent. For major sponsors, this was a huge benefit in that it allowed for increased recognition along with the added incentive of supporting two charities and two events for the cost of one.  The collaboration continued in press releases, eblasts, and social media promotion from event partners of both events including Foxwoods, Mohegan Sun, the Ocean House, Oyster Club, along with many restaurants participating in Oysterfest that are located and have a following well outside the local area. “There was a multiplier effect in terms of exposure. What would have been a couple thousand eyes on the events turned into the likelihood of tens of thousands of eyes on the promos,” says Bury. The collaboration allowed for a much bigger and broader reach through social media which adds branding value to the organizations.  And, a benefit to the community was that people who bought tickets to both events saved 10% off each ticket price.

The collaborative was featured at both events. And, through the process of this partnership, a new outreach program called ‘Oceans for Everyone’ was created and partially funded. Once fully funded, the program will provide twice monthly visits throughout the school year by NESS Marine Biology staff to a local shelter for children who would not otherwise be able to attend NESS programs.

Spike Lobdell, President of NESS, “While our collaboration with MASH produced many tangible benefits for both organizations, the outcome that I am most excited about is that we are now working together to provide enrichment programs to children in homeless shelters in New London County.  One of NESS’s guiding core values is inclusiveness.  Providing enrichment opportunities for children facing homelessness truly demonstrates that ‘Oceans are for Everyone.’

New Executive Director of MASH, Denise Collins, says that “this unique collaboration has raised awareness of MASH with a wider audience than would have been possible through independent event marketing. This is a critical first step in communicating the MASH mission to end family homelessness. There is also the obvious benefit of cost savings. MASH will use these savings to directly support families facing homelessness and to rehouse families in shelter.”     

And, for Wendy Bury, Event Chair of the MASH event and Chairman of the Town of Stonington Nonprofit Roundtable, “this collaboration provided a huge opportunity to demonstrate that changing our mindset from one of competition to one of collaboration has far more reward than risk. This was very exciting to work on because the collaboration, while challenging, had many benefits and tangible positive outcomes for the two nonprofits, the for-profit businesses that partnered and sponsored the events, the venue, and the community. When we work together, we don’t split the pie, we grow the pie. It was a win-win-win for the host organizations, partners, and the community. ”