The Challenge

Before the pandemic, Breakthrough Atlanta’s annual Fund-A-Scholar event raised approximately $200,000, attracted 200–250 guests and cost about $40,000 to produce. When the event returned in 2021, continued COVID caution and the previous year’s shift to peer-to-peer fundraising created both uncertainty and opportunity.

The event needed to raise more money while serving a broader purpose: deepen the involvement of existing donors, sponsors and volunteers; introduce new audiences to Breakthrough Atlanta; and create an experience that inspired continued engagement after the event.

The Approach

I led a multiyear strategy to strengthen Fund-A-Scholar as both a fundraising event and an entry point into the organization’s mission.

The work began with changing expectations for volunteer leadership. Honorary roles were replaced with smaller, working committees led by co-chairs and subcommittee chairs with specific goals. Committee and board members participated in regular meetings, prospecting sessions and monthly fundraising efforts. They were also connected more closely to the mission through program tours and opportunities to hear directly from students and families.

I equipped volunteers with prospect lists, sponsorship materials, outreach templates, communications tools and individual support. Event chairs demonstrated their own commitment by purchasing tables, while the board took a more active role in sponsorship development, guest recruitment and donor engagement.

The event itself was elevated through:

• A central annual theme carried consistently through sponsorship materials, the website, invitations, event videos, speakers, program materials and follow-up communications

• A seated dinner, professional florals and a more purposeful mission-centered program

• Expanded corporate sponsorship and outreach beyond The Lovett School community

• Segmented communications, varied stories and multiple calls to action that kept the campaign from feeling repetitive

• A new silent auction featuring more than 30 items and opportunities for people outside the event to participate

I led most aspects of the strategy, fundraising, communications, volunteer engagement and execution, sometimes working with an event planner and sometimes managing production internally. This work was completed with a small team and through staff transitions while the organization’s broader development program continued operating.

The Results

From 2021 through 2024, Fund-A-Scholar grew from an approximately $200,000 event into one that generated approximately $460,000—a 130% increase.

Additional results included:

• Attendance grew from approximately 250 to more than 450, an increase of at least 80%

• Corporate sponsorship more than tripled, growing from approximately 10 sponsors to more than 30

• Corporate sponsor retention reached approximately 85%

• Donor retention reached approximately 65%

• As many as 30% of attendees were new to the organization

• The new silent auction generated approximately $50,000 and introduced businesses that later became financial sponsors

• Event-related emails achieved open rates above 70%

• Event costs remained nearly consistent as a percentage of revenue as the event grew

Revenue progressed from approximately $200,000 to $390,000 and ultimately $460,000. Just as importantly, Fund-A-Scholar became a sought-after community event that people wanted to attend, sponsor and help lead.

My Role

Event strategy | Fundraising strategy | Corporate sponsorship | Co-chair and committee leadership | Board engagement | Integrated communications | Mission storytelling | Program development | Auction strategy | Donor stewardship | Vendor and event management