Royal LePage® REALTOR®, Lindsey Edwards shares her passion and process for hosting unique and engaging fundraising events.
Every year, thousands of brokers, agents and staff from across the Royal LePage network rally behind the Royal LePage® Shelter FoundationTM to raise critical funds and awareness in support of women’s shelters and Intimate Partner Violence prevention.
Thanks to the unwavering support of Royal LePagers across the country, the Shelter Foundation raises millions of dollars each year to help thousands of families find the safety, hope and healing they deserve. While fundraising efforts take a multitude of forms, creative and engaging events hosted by Royal LePagers from coast to coast are an integral part of the Foundation’s success. Hosting a fundraising event not only generates vital funds for this life-saving and life-changing cause, it also helps raise awareness around Intimate Partner Violence in Canada, showing those affected that they are not alone and that help is available. Event fundraising can also help agents foster stronger connections with existing and prospective clients and position themselves as authentic local champions in the communities they serve.
We chatted with Royal LePage agent Lindsey Edwards with Royal LePage® ProAlliance Realty in Cobourg, Ontario to learn more about her innovative fundraising strategies. Lindsey shares her creative process, essential tips for hosting successful events, and valuable lessons learned along the way.
You continue to inspire us with the interesting and engaging fundraising events you host. How do you come up with creative ideas to support the Royal LePage Shelter Foundation?
Instead of constantly asking for donations, I aim to create events that allow people to give back while having a good time. In a small town, where every charity needs funds, I figure, “Why not make it fun?” People know their money is going to the Shelter Foundation, but they also get an amazing night out. Whether it’s the Flocked for Shelter Flamingo fundraiser, ‘Rosé all Day’ event, the Summer Social 4 Shelter beach bar, or Country Video Dance Parties, the goal is always to host events our community will love – each aimed at attracting a different demographic. One event might be family-friendly with an after-hours party for parents, while others are strictly 19+. People’s time is valuable and getting their attention isn’t always easy. We first think about who we’re trying to attract, and then we think about what sort of activity would make them want to buy a ticket, get a babysitter, call a friend, or leave their house and routine for a few hours. Then we brainstorm how we can leverage what’s available in our community to show them a great time.
It’s clear you’ve got the creative ideas down, but what about the execution? Do you have any tips for planning and pulling off successful fundraising events?
There’s always room for improvement! Even though I’ve been running some of these events for years, we still learn something new every time. A great way to ensure your event is successful is to invite others with unique strengths to collaborate and contribute; getting people involved in the planning helps them feel more connected to the cause. This also widens the community you have closer access to – you’ll always sell more tickets and sponsorships with five people promoting the event, rather than just one.
Also, never underestimate the value of your sponsors. They are the backbone of our events and have a huge impact on each one’s success, helping to cover expenses to ensure donations are going directly to the cause. Building strong partnerships with local businesses not only helps raise more, but also fosters a sense of community support, which is truly essential to the cause.
We also like to focus heavily on the cause and why we’re hosting the event to begin with. We get our local women’s shelter involved and on board and they have been happy to help us articulate the needs they are constantly faced with and the gratitude they have for our community’s support. We make it clear that 100% of the proceeds we raise go directly to the cause, so people feel good about tipping and giving even more at the events.
Another key takeaway for me has been the importance of finding someone who is super organized. I’m great at coming up with big ideas and I have no problem handling the implementation. But, when it comes to managing the back-end details and coordinating with vendors, I rely heavily on my sister, who’s also my business partner. Her organizational skills help bring everything together seamlessly.
What advice would you give to a fellow Royal LePager thinking about hosting a fundraising event in support of the Shelter Foundation?
Just go for it – don’t overthink it. In my opinion, it all comes down to the idea. That’s what will make or break your event. The key is figuring out what your community will embrace and what’s missing. For example, a country video dance party in an arena might not work in every area, but in my community, it’s a fun throwback to high school for a lot of attendees, so I lean into that.
After every event, people inevitably ask me to do them more often, and I have to remind them I’m in real estate, not event planning! I think one true measure of success is when people can’t wait for the next one.
What lessons have you learned the hard way in event fundraising that you’re willing to share to help others avoid the same pitfalls?
It’s important to find different ways to ask for donations at events. Keeping the approach subtle is a good strategy. Exploring creative ways at different price-points to encourage giving can help generate significantly more funds for the Foundation, and ultimately, the women and children facing domestic violence in your community.
Looking to host a fundraising event of your own? Discuss your idea and how the Royal LePage Shelter Foundation can support you, by contacting Carly Neill at carlyneill@royallepage.ca.
