Sell out your Charity Event in 10 Steps

00:00:00:00 - 00:00:05:13
Matt Haycox
I'm going to give you ten steps on how to sell out your charity events every time.

00:00:05:13 - 00:00:06:24
Matt Haycox
Now, I always get asked,

00:00:06:24 - 00:00:08:17
Matt Haycox
How would you sell out your charity events?

00:00:08:17 - 00:00:10:01
Matt Haycox
How do you get people to come?

00:00:10:01 - 00:00:11:18
Matt Haycox
How did you get them to donate big money?

00:00:11:18 - 00:00:13:15
Matt Haycox
Now I've been raising money for charity

00:00:13:15 - 00:00:17:08
Matt Haycox
for six or seven years now. When we put on two or three big events a year

00:00:17:08 - 00:00:19:01
Matt Haycox
and every time I put those events on,

00:00:19:01 - 00:00:20:08
Matt Haycox
we always have great acts.

00:00:20:08 - 00:00:23:07
Matt Haycox
We always have a full house and we always raise loads of money.

00:00:23:07 - 00:00:25:20
Matt Haycox
So people come to me, they say, How do I do that too?

00:00:25:20 - 00:00:27:01
Matt Haycox
And I have a system

00:00:27:01 - 00:00:29:11
Matt Haycox
and I'm going to give it to you today. And it's not complicated,

00:00:29:11 - 00:00:30:11
Matt Haycox
but it is essential

00:00:30:11 - 00:00:32:19
Matt Haycox
that you have a completely different mindset

00:00:32:19 - 00:00:35:00
Matt Haycox
to what you probably would expect to do

00:00:35:00 - 00:00:36:20
Matt Haycox
when it comes to raising money for charity.

00:00:36:20 - 00:00:38:08
Matt Haycox
So follow me with this.

00:00:38:08 - 00:00:39:00
Matt Haycox
Number one,

00:00:39:00 - 00:00:39:23
Matt Haycox
the key thing

00:00:39:23 - 00:00:41:00
Matt Haycox
to appreciate is

00:00:41:00 - 00:00:42:15
Matt Haycox
this is a business and

00:00:42:15 - 00:00:44:18
Matt Haycox
need to think of this as a business

00:00:44:18 - 00:00:46:24
Matt Haycox
and not as a charity. I think when it comes to

00:00:46:24 - 00:00:48:20
Matt Haycox
charity events, when it comes to any kind of

00:00:48:20 - 00:00:50:04
Matt Haycox
raising money for charity,

00:00:50:04 - 00:00:53:07
Matt Haycox
people like to default to the fact that, it's charity.

00:00:53:07 - 00:00:56:12
Matt Haycox
People just do this to me. it's charity. People will just do that for me.

00:00:56:12 - 00:00:57:19
Matt Haycox
And look, there'll always be someone

00:00:57:19 - 00:00:58:17
Matt Haycox
will be soft

00:00:58:17 - 00:01:00:13
Matt Haycox
I'll be generous because it's charity.

00:01:00:13 - 00:01:01:07
Matt Haycox
But ultimately

00:01:01:07 - 00:01:02:14
Matt Haycox
a charity is a business

00:01:02:14 - 00:01:05:02
Matt Haycox
and they are in the business of raising money.

00:01:05:02 - 00:01:09:07
Matt Haycox
And they sometimes have to, though they often have to spend money to raise money.

00:01:09:07 - 00:01:10:13
Matt Haycox
They have to invest in something

00:01:10:13 - 00:01:11:11
Matt Haycox
to get an outcome.

00:01:11:11 - 00:01:13:07
Matt Haycox
And that is what you have to appreciate.

00:01:13:07 - 00:01:15:09
Matt Haycox
So as soon as you start thinking of it as a business

00:01:15:09 - 00:01:16:24
Matt Haycox
and applying the kind of

00:01:16:24 - 00:01:21:19
Matt Haycox
the usual tactics of business, of sales, of marketing, of branding, of providing,

00:01:21:19 - 00:01:24:17
Matt Haycox
customer value, of providing a return on investment,

00:01:24:17 - 00:01:26:18
Matt Haycox
then you'll start to think very differently

00:01:26:18 - 00:01:28:03
Matt Haycox
about how you raise your money

00:01:28:03 - 00:01:30:04
Matt Haycox
and how you get access to the money that you want.

00:01:30:04 - 00:01:30:23
Matt Haycox
Number two,

00:01:30:23 - 00:01:33:00
Matt Haycox
your network is everything.

00:01:33:00 - 00:01:36:20
Matt Haycox
Now, anyone who follows me knows I talk about networking, networking, networking,

00:01:36:20 - 00:01:40:20
Matt Haycox
the importance of building the power network to be able to get the things that you want.

00:01:40:20 - 00:01:41:13
Matt Haycox
And nowhere

00:01:41:13 - 00:01:45:03
Matt Haycox
is that more important than when it comes to raising money for charity.

00:01:45:03 - 00:01:48:16
Matt Haycox
If you don't know anyone, you've got no one to go to to raise money from.

00:01:48:16 - 00:01:54:12
Matt Haycox
when I look at my charity events, you know, if I want to put 200 people in a room, if I want to put 300 people in a room,

00:01:54:12 - 00:01:55:20
Matt Haycox
then I need to go to

00:01:55:20 - 00:01:57:04
Matt Haycox
20, 30, 50

00:01:57:04 - 00:01:58:00
Matt Haycox
key people

00:01:58:00 - 00:01:58:18
Matt Haycox
who I know of.

00:01:58:18 - 00:02:00:02
Matt Haycox
I've got the interest to come

00:02:00:02 - 00:02:03:22
Matt Haycox
who are going to support me because I've been scratching their back at some point in the past.

00:02:03:22 - 00:02:08:06
Matt Haycox
And who have they have the money to come in and the interest to come.

00:02:08:06 - 00:02:12:09
Matt Haycox
And I can only do that because I've been cultivating them in my network.

00:02:12:09 - 00:02:16:10
Matt Haycox
If I didn't know anybody, if I didn't know the right people, I wouldn't be able to get them in.

00:02:16:10 - 00:02:18:06
Matt Haycox
So if you're looking to start

00:02:18:06 - 00:02:21:10
Matt Haycox
do a big charity event tomorrow and you have a zero network,

00:02:21:10 - 00:02:22:11
Matt Haycox
then you're going to be struggling.

00:02:22:11 - 00:02:23:12
Matt Haycox
What you need to be doing

00:02:23:12 - 00:02:25:14
Matt Haycox
is ensuring that you're building your network

00:02:25:14 - 00:02:26:06
Matt Haycox
always.

00:02:26:06 - 00:02:30:00
Matt Haycox
And you know, you may not be ready to put a charity event on now

00:02:30:00 - 00:02:32:22
Matt Haycox
or it may be a small one now and a big when you look at you in the future.

00:02:32:22 - 00:02:35:16
Matt Haycox
But you need to be building your network around you all the time

00:02:35:16 - 00:02:38:01
Matt Haycox
because you're going to need it in the long term.

00:02:38:01 - 00:02:38:22
Matt Haycox
Number three,

00:02:38:22 - 00:02:40:10
Matt Haycox
it's important to understand

00:02:40:10 - 00:02:43:23
Matt Haycox
there's no magic tax advantages when it comes to charity.

00:02:43:23 - 00:02:47:20
Matt Haycox
Now, different countries, you know, depending on where you're watching this, will all have their own little

00:02:47:20 - 00:02:49:17
Matt Haycox
tweaks of of what kind of

00:02:49:17 - 00:02:53:00
Matt Haycox
deductions businesses get or individuals get when they

00:02:53:00 - 00:02:54:15
Matt Haycox
make a donation to charity.

00:02:54:15 - 00:02:56:06
Matt Haycox
But whatever those deductions are,

00:02:56:06 - 00:02:57:14
Matt Haycox
the reality still is

00:02:57:14 - 00:03:00:21
Matt Haycox
people are putting their hand in the pockets and parting with money.

00:03:00:21 - 00:03:03:16
Matt Haycox
Now, I always hear these ludicrous things like,

00:03:03:16 - 00:03:06:10
Matt Haycox
you know, it's really easy to get them to make a charitable donation

00:03:06:10 - 00:03:13:03
Matt Haycox
because, you know, that company makes so much profit. They've got two choices. They either give it to the taxman or they give it to charity,

00:03:13:03 - 00:03:15:15
Matt Haycox
and they'll just give it to charity instead of giving it to the taxman.

00:03:15:15 - 00:03:16:22
Matt Haycox
That's total ballocks, right?

00:03:16:22 - 00:03:19:19
Matt Haycox
Yes. They might have some tax advantages for giving it to charity,

00:03:19:19 - 00:03:20:18
Matt Haycox
but the reality is

00:03:20:18 - 00:03:24:12
Matt Haycox
if they're going to write a check, it's still their own hard earned money.

00:03:24:12 - 00:03:27:03
Matt Haycox
So if you want someone to part with that money,

00:03:27:03 - 00:03:28:19
Matt Haycox
you have to give them a reason why.

00:03:28:19 - 00:03:29:19
Matt Haycox
You have to give them

00:03:29:19 - 00:03:30:12
Matt Haycox
an hour away.

00:03:30:12 - 00:03:31:21
Matt Haycox
A return on the investment

00:03:31:21 - 00:03:33:03
Matt Haycox
now doesn't necessarily mean

00:03:33:03 - 00:03:33:17
Matt Haycox
you have to

00:03:33:17 - 00:03:34:04
Matt Haycox
give them

00:03:34:04 - 00:03:34:24
Matt Haycox
more money

00:03:34:24 - 00:03:36:02
Matt Haycox
than what they've put in,

00:03:36:02 - 00:03:37:10
Matt Haycox
you've got to give them value

00:03:37:10 - 00:03:38:18
Matt Haycox
for the money that they've put in.

00:03:38:18 - 00:03:41:02
Matt Haycox
But that value could be having fun because it's a,

00:03:41:02 - 00:03:43:02
Matt Haycox
a night of great entertainment you're putting on

00:03:43:02 - 00:03:46:00
Matt Haycox
or it could be some emotional ROI because,

00:03:46:00 - 00:03:48:00
Matt Haycox
you know, you are letting them know

00:03:48:00 - 00:03:50:22
Matt Haycox
how many people are helping and how much good them when he's doing

00:03:50:22 - 00:03:51:06
Matt Haycox
different.

00:03:51:06 - 00:03:53:06
Matt Haycox
People have got different triggers

00:03:53:06 - 00:03:55:06
Matt Haycox
and you need to find each person's trigger

00:03:55:06 - 00:03:59:03
Matt Haycox
so that you know what's going to interest them and what's going to look like an hour away for them.

00:03:59:03 - 00:04:00:09
Matt Haycox
But the key is

00:04:00:09 - 00:04:02:06
Matt Haycox
whoever you're trying to take money from

00:04:02:06 - 00:04:05:10
Matt Haycox
when raising money for charity or when putting a charitable event on,

00:04:05:10 - 00:04:07:02
Matt Haycox
you've got to be providing them all ROI.

00:04:07:02 - 00:04:09:04
Matt Haycox
No one's going to do anything just for fun.

00:04:09:04 - 00:04:11:15
Matt Haycox
Number four, when you put new charitable events on,

00:04:11:15 - 00:04:13:03
Matt Haycox
is absolutely essential

00:04:13:03 - 00:04:14:12
Matt Haycox
that you have a great product.

00:04:14:12 - 00:04:18:14
Matt Haycox
know that you provide value, that you provide, fund, that you provide good entertainment.

00:04:18:14 - 00:04:20:15
Matt Haycox
When I set my charity up many years ago,

00:04:20:15 - 00:04:23:05
Matt Haycox
this was actually one of our key key criteria.

00:04:23:05 - 00:04:24:06
Matt Haycox
We said that we're going to have

00:04:24:06 - 00:04:25:09
Matt Haycox
three events a year

00:04:25:09 - 00:04:27:18
Matt Haycox
and we're going to put on these great fun events

00:04:27:18 - 00:04:30:01
Matt Haycox
that people are going to naturally want to come to.

00:04:30:01 - 00:04:35:13
Matt Haycox
Now, I always knew that in the early days I'd be having to lean on my network to, you know, to bring people in.

00:04:35:13 - 00:04:39:17
Matt Haycox
But I always find the problem with charitable events and I get dragged too. Back in the UK

00:04:39:17 - 00:04:40:23
Matt Haycox
is they're always crap.

00:04:40:23 - 00:04:43:21
Matt Haycox
You know, it's a boring event in a boring venue

00:04:43:21 - 00:04:44:05
Matt Haycox
with

00:04:44:05 - 00:04:45:02
Matt Haycox
poor dinner,

00:04:45:02 - 00:04:50:02
Matt Haycox
usually a crappy auction and the only reason I've gone or the only reason most of the audience have gone

00:04:50:02 - 00:04:55:05
Matt Haycox
is because you know, the person who's putting the event on leaned on us and we've gone to do them a favor.

00:04:55:05 - 00:04:58:18
Matt Haycox
And that's fine. You know, you can even call them favors in the early days,

00:04:58:18 - 00:05:00:20
Matt Haycox
and you can call favors once, maybe twice.

00:05:00:20 - 00:05:04:17
Matt Haycox
But unless you ultimately give the people something that they want to go to,

00:05:04:17 - 00:05:07:06
Matt Haycox
you know, you can only call them those favors so many times.

00:05:07:06 - 00:05:08:13
Matt Haycox
So for me, it was essential

00:05:08:13 - 00:05:11:17
Matt Haycox
that, yes, I was going to I was going to lean on my network.

00:05:11:17 - 00:05:15:09
Matt Haycox
Yes, I was going to call on favors to get people to come in the first place.

00:05:15:09 - 00:05:17:08
Matt Haycox
But I was going to make sure I put a night on

00:05:17:08 - 00:05:19:01
Matt Haycox
that when those people walked in the room

00:05:19:01 - 00:05:20:21
Matt Haycox
when they walked home at the end of the night,

00:05:20:21 - 00:05:25:04
Matt Haycox
they were going, you know what? We had a great night tonight. I can't wait to go again next year.

00:05:25:04 - 00:05:27:15
Matt Haycox
Yes, I did Matt a favor by coming tonight,

00:05:27:15 - 00:05:30:03
Matt Haycox
but I actually really enjoyed it. I've got good value.

00:05:30:03 - 00:05:33:22
Matt Haycox
I've bought a great product, I've had great fun, and I've got some ROI.

00:05:33:22 - 00:05:36:10
Matt Haycox
So that is really, really, absolutely essential. So

00:05:36:10 - 00:05:40:07
Matt Haycox
when you're planning a night, make sure it's going to be a great night. Make sure it's going to be fun

00:05:40:07 - 00:05:43:04
Matt Haycox
because there's so much competition for fun nights out there.

00:05:43:04 - 00:05:43:21
Matt Haycox
And you know, again,

00:05:43:21 - 00:05:45:22
Matt Haycox
what did I say in rule number one?

00:05:45:22 - 00:05:47:22
Matt Haycox
Remember, this is a business, not a charity.

00:05:47:22 - 00:05:49:07
Matt Haycox
It's very easy to think, well,

00:05:49:07 - 00:05:50:10
Matt Haycox
know, people are just coming

00:05:50:10 - 00:05:53:14
Matt Haycox
because it's a charity. They want to do good. They want to do the right thing.

00:05:53:14 - 00:05:55:12
Matt Haycox
But ultimately, people have only got so many,

00:05:55:12 - 00:05:56:18
Matt Haycox
£70 to go around.

00:05:56:18 - 00:05:57:07
Matt Haycox
And whether they

00:05:57:07 - 00:05:59:04
Matt Haycox
they spend it on going to a charity dinner

00:05:59:04 - 00:06:03:24
Matt Haycox
or whether they want to spend it going to the pub or going to the nightclub or going to the theater or whatever it may be,

00:06:03:24 - 00:06:06:10
Matt Haycox
know, this is your competition. This is what you're up against.

00:06:06:10 - 00:06:07:14
Matt Haycox
So you've got to make sure

00:06:07:14 - 00:06:08:17
Matt Haycox
that what you're offering

00:06:08:17 - 00:06:11:17
Matt Haycox
is as good value and as good fun as possible.

00:06:11:17 - 00:06:12:15
Matt Haycox
Number five,

00:06:12:15 - 00:06:14:19
Matt Haycox
it's great to have celebrities at these events.

00:06:14:19 - 00:06:19:04
Matt Haycox
know, it looks good for the newspapers. It looks good for your marketing material when you want to

00:06:19:04 - 00:06:20:23
Matt Haycox
advertise it again for next year.

00:06:20:23 - 00:06:27:00
Matt Haycox
And it also makes the people who come to the event have a great time as well. Everybody likes to be surrounded by a celebrity,

00:06:27:00 - 00:06:27:22
Matt Haycox
you know, even if it's a

00:06:27:22 - 00:06:30:06
Matt Haycox
couple of Z listers from the latest reality show,

00:06:30:06 - 00:06:31:21
Matt Haycox
it just puts people in a good mood.

00:06:31:21 - 00:06:35:17
Matt Haycox
Now, I've often gone out to PR agencies in the past

00:06:35:17 - 00:06:36:04
Matt Haycox
and said,

00:06:36:04 - 00:06:38:13
Matt Haycox
you know, please, can you bring me X number of celebrities down?

00:06:38:13 - 00:06:41:17
Matt Haycox
And I always get told, yeah, we're going to bring these people, we're going to bring those people.

00:06:41:17 - 00:06:42:14
Matt Haycox
And the reality is

00:06:42:14 - 00:06:43:14
Matt Haycox
they never turn up.

00:06:43:14 - 00:06:45:01
Matt Haycox
Yes. You know, again, every

00:06:45:01 - 00:06:48:09
Matt Haycox
owner of a PR company's got, you know, one favored celebrity.

00:06:48:10 - 00:06:49:06
Matt Haycox
Probably they can

00:06:49:06 - 00:06:51:02
Matt Haycox
call a favor on and drag them down.

00:06:51:02 - 00:06:55:05
Matt Haycox
But if you think that these agencies are going to deliver you ten, 15, 20, 30 celebrities,

00:06:55:05 - 00:06:56:02
Matt Haycox
that's just not.

00:06:56:02 - 00:06:58:03
Matt Haycox
And if you really want to get the celebrities down there,

00:06:58:03 - 00:07:00:15
Matt Haycox
you've got to realize that you need to pay for them.

00:07:00:15 - 00:07:03:05
Matt Haycox
So, again, I always hear people say, well, why won't they come for free?

00:07:03:05 - 00:07:03:16
Matt Haycox
Or, you know,

00:07:03:16 - 00:07:04:14
Matt Haycox
don't want to pay them.

00:07:04:14 - 00:07:05:02
Matt Haycox
Remember,

00:07:05:02 - 00:07:06:01
Matt Haycox
this is a business.

00:07:06:01 - 00:07:07:03
Matt Haycox
Think of it as a business.

00:07:07:03 - 00:07:08:05
Matt Haycox
And as long as you

00:07:08:05 - 00:07:09:21
Matt Haycox
raise more money in the end

00:07:09:21 - 00:07:11:07
Matt Haycox
than you've put in at the beginning,

00:07:11:07 - 00:07:12:14
Matt Haycox
that, you've achieved your job,

00:07:12:14 - 00:07:14:19
Matt Haycox
But you're going to have to make some investments along the way.

00:07:14:19 - 00:07:20:12
Matt Haycox
And these celebrities, you know, they're busy people like anybody else, you know, they don't have to go to your event. They can be going somewhere else.

00:07:20:12 - 00:07:21:11
Matt Haycox
And they also know

00:07:21:11 - 00:07:23:20
Matt Haycox
that their time and their appearance

00:07:23:20 - 00:07:25:15
Matt Haycox
will help you achieve your goals.

00:07:25:15 - 00:07:27:23
Matt Haycox
So they actually do deserve deserve some money.

00:07:27:23 - 00:07:28:11
Matt Haycox
So

00:07:28:11 - 00:07:30:07
Matt Haycox
find a way to build into your budget,

00:07:30:07 - 00:07:31:23
Matt Haycox
a way to pay to pay these people.

00:07:31:23 - 00:07:32:21
Matt Haycox
Once you pay them,

00:07:32:21 - 00:07:34:16
Matt Haycox
you get to know for sure that they're coming.

00:07:34:16 - 00:07:35:20
Matt Haycox
Once you know that they're coming,

00:07:35:20 - 00:07:36:11
Matt Haycox
you can then

00:07:36:11 - 00:07:38:22
Matt Haycox
use that to maybe get your press attention or

00:07:38:22 - 00:07:43:13
Matt Haycox
or to have something extra to put in your press releases or maybe to sell more tables or to sell more tickets.

00:07:43:13 - 00:07:44:23
Matt Haycox
But what you can also do

00:07:44:23 - 00:07:45:21
Matt Haycox
is find a way

00:07:45:21 - 00:07:47:24
Matt Haycox
to offset the cost of these celebrities

00:07:47:24 - 00:07:50:08
Matt Haycox
so that, again, it becomes an investment

00:07:50:08 - 00:07:51:13
Matt Haycox
as opposed to a cost

00:07:51:13 - 00:07:52:21
Matt Haycox
things I've done in the past

00:07:52:21 - 00:07:54:01
Matt Haycox
is, for example,

00:07:54:01 - 00:07:55:17
Matt Haycox
gone to some of my bigger donors

00:07:55:17 - 00:07:56:08
Matt Haycox
and said, hey,

00:07:56:08 - 00:08:00:01
Matt Haycox
you know, rather than paying, for example, £2,000 for a table,

00:08:00:01 - 00:08:02:04
Matt Haycox
would you like to pay £3,000 for a table?

00:08:02:04 - 00:08:05:01
Matt Haycox
And I'll put your favorite celebrity on your table for you.

00:08:05:01 - 00:08:07:02
Matt Haycox
so many people say yes to that kind of thing.

00:08:07:02 - 00:08:07:14
Matt Haycox
And

00:08:07:14 - 00:08:09:02
Matt Haycox
that celebrity still in the room

00:08:09:02 - 00:08:12:14
Matt Haycox
and you've effectively then been able to offset the cost of it onto somebody else.

00:08:12:14 - 00:08:15:07
Matt Haycox
I've done things where I've booked a load of podcasts

00:08:15:07 - 00:08:16:19
Matt Haycox
on the day of the charity event,

00:08:16:19 - 00:08:19:10
Matt Haycox
so that's given me an excuse to be able to have some budget

00:08:19:10 - 00:08:21:11
Matt Haycox
to hire celebrities, to book them for something else.

00:08:21:11 - 00:08:23:21
Matt Haycox
But I've said, look, in return for booking for the podcast,

00:08:23:21 - 00:08:25:18
Matt Haycox
I expect you to stay along in the evening

00:08:25:18 - 00:08:27:05
Matt Haycox
and attend the charitable events.

00:08:27:05 - 00:08:28:14
Matt Haycox
this is all different ways to

00:08:28:14 - 00:08:30:17
Matt Haycox
sell it yourself, to justify it to yourself

00:08:30:17 - 00:08:32:22
Matt Haycox
or to get money in the pot.

00:08:32:22 - 00:08:36:00
Matt Haycox
But the key is, if you want celebs expect to pay for them.

00:08:36:00 - 00:08:37:19
Matt Haycox
Don't expect anyone to turn up for free.

00:08:37:19 - 00:08:38:15
Matt Haycox
number six,

00:08:38:15 - 00:08:40:04
Matt Haycox
think long term

00:08:40:04 - 00:08:44:03
Matt Haycox
I'm going to keep going back to what I said at the beginning, that this is a business. This is a business.

00:08:44:03 - 00:08:46:04
Matt Haycox
And you're hopefully not just going to be putting on

00:08:46:04 - 00:08:47:05
Matt Haycox
one charity event

00:08:47:05 - 00:08:48:22
Matt Haycox
tonight or whatever it is.

00:08:48:22 - 00:08:49:20
Matt Haycox
You're going to be doing this

00:08:49:20 - 00:08:51:01
Matt Haycox
multiple times a year

00:08:51:01 - 00:08:52:06
Matt Haycox
for many years to come.

00:08:52:06 - 00:08:53:19
Matt Haycox
So you need to think long term.

00:08:53:19 - 00:08:55:24
Matt Haycox
Too often people get caught up in the,

00:08:55:24 - 00:08:59:19
Matt Haycox
know, I want to take money off everybody tonight and think very short term

00:08:59:19 - 00:09:00:05
Matt Haycox
where

00:09:00:05 - 00:09:02:06
Matt Haycox
what you're very often better doing

00:09:02:06 - 00:09:04:18
Matt Haycox
is inviting some people along for free

00:09:04:18 - 00:09:05:12
Matt Haycox
and thinking

00:09:05:12 - 00:09:07:03
Matt Haycox
if I get them in the room tonight

00:09:07:03 - 00:09:08:08
Matt Haycox
and they enjoy themselves,

00:09:08:08 - 00:09:10:24
Matt Haycox
they could be a paying customer for me for next year.

00:09:10:24 - 00:09:12:21
Matt Haycox
So do that. Think long term, think

00:09:12:21 - 00:09:14:06
Matt Haycox
Who can I invite for free?

00:09:14:06 - 00:09:15:21
Matt Haycox
Who can I give a discount to?

00:09:15:21 - 00:09:17:23
Matt Haycox
know, who is going to benefit me in the long term

00:09:17:23 - 00:09:19:20
Matt Haycox
if I'm going to have a long term commitment

00:09:19:20 - 00:09:21:07
Matt Haycox
to this charitable fundraising?

00:09:21:07 - 00:09:22:01
Matt Haycox
Number seven,

00:09:22:01 - 00:09:24:01
Matt Haycox
don't get caught up in the ticket price.

00:09:24:01 - 00:09:26:02
Matt Haycox
Now, I don't know what kind of particular events

00:09:26:02 - 00:09:27:19
Matt Haycox
each of you watching this is putting on.

00:09:27:19 - 00:09:33:10
Matt Haycox
I used to do quite high end events. We have, you know, big celebrity singers, We'd have gala dinners, etc.

00:09:33:10 - 00:09:35:11
Matt Haycox
and the ticket prices were usually high.

00:09:35:11 - 00:09:36:09
Matt Haycox
But sometimes,

00:09:36:09 - 00:09:37:22
Matt Haycox
when you working out your budget,

00:09:37:22 - 00:09:38:21
Matt Haycox
you think, well,

00:09:38:21 - 00:09:40:18
Matt Haycox
it costs me this to put the event on

00:09:40:18 - 00:09:43:09
Matt Haycox
and I therefore need to sell it to sell the tables

00:09:43:09 - 00:09:45:13
Matt Haycox
for this price to be able to make money

00:09:45:13 - 00:09:46:22
Matt Haycox
on what it's cost to put it on.

00:09:46:22 - 00:09:48:20
Matt Haycox
Now there's more than one way to skin a cat.

00:09:48:20 - 00:09:52:06
Matt Haycox
What's most important is to get the people in the room in the first place,

00:09:52:06 - 00:09:55:08
Matt Haycox
So you've got that captive audience so that you can start to

00:09:55:08 - 00:09:56:17
Matt Haycox
start to show them you're

00:09:56:17 - 00:10:01:08
Matt Haycox
you're moving cases, you're emotionally charged cases that you want to raise money for,

00:10:01:08 - 00:10:03:07
Matt Haycox
then get money off of them in different ways.

00:10:03:07 - 00:10:06:02
Matt Haycox
So just remember, there's more than one way to skin the cat.

00:10:06:02 - 00:10:07:09
Matt Haycox
Don't worry. If

00:10:07:09 - 00:10:10:00
Matt Haycox
you might think, for example, you need £100 a ticket,

00:10:10:00 - 00:10:13:20
Matt Haycox
but people are only willing to pay 55, 60, £70 a ticket

00:10:13:20 - 00:10:15:08
Matt Haycox
get the people through the door.

00:10:15:08 - 00:10:16:15
Matt Haycox
When you've got them through the door,

00:10:16:15 - 00:10:17:20
Matt Haycox
there's so many other ways

00:10:17:20 - 00:10:19:03
Matt Haycox
to then take money off them.

00:10:19:03 - 00:10:23:01
Matt Haycox
The hardest sell is that first sell, getting them in there. But once in the room

00:10:23:01 - 00:10:24:00
Matt Haycox
and you can do

00:10:24:00 - 00:10:28:01
Matt Haycox
games, raffles, tombola auctions, all kinds of other different things,

00:10:28:01 - 00:10:30:04
Matt Haycox
that's when you can start to really make your money up.

00:10:30:04 - 00:10:32:22
Matt Haycox
And also during this time as well, the people put out a drink,

00:10:32:22 - 00:10:35:15
Matt Haycox
they've got their, the mates around them gene them along.

00:10:35:16 - 00:10:38:15
Matt Haycox
They're getting competitive with all the tables, with other individuals,

00:10:38:15 - 00:10:41:11
Matt Haycox
20 or £30 ahead that you may have lost

00:10:41:11 - 00:10:43:01
Matt Haycox
in inverted commas on the way in.

00:10:43:01 - 00:10:45:19
Matt Haycox
You can probably make that up ten X on the way out

00:10:45:19 - 00:10:47:13
Matt Haycox
just by having the right people around

00:10:47:13 - 00:10:48:07
Matt Haycox
number eight.

00:10:48:07 - 00:10:50:02
Matt Haycox
Advertising only works

00:10:50:02 - 00:10:51:14
Matt Haycox
if you've actually got something

00:10:51:14 - 00:10:53:02
Matt Haycox
that somebody wants to buy.

00:10:53:02 - 00:10:55:14
Matt Haycox
Now, I often see charitable events advertised

00:10:55:14 - 00:10:58:24
Matt Haycox
and I look at the thing that is just a total waste of advertising money

00:10:58:24 - 00:11:00:14
Matt Haycox
or advertising time

00:11:00:14 - 00:11:02:09
Matt Haycox
if people have got a deal in advertising.

00:11:02:09 - 00:11:05:08
Matt Haycox
Because when I look at the events, I just think it's just a really crap event

00:11:05:08 - 00:11:06:16
Matt Haycox
and no one's going to want to come.

00:11:06:16 - 00:11:07:01
Matt Haycox
So

00:11:07:01 - 00:11:09:08
Matt Haycox
I'm going to keep going back to what I've been saying along the way.

00:11:09:08 - 00:11:10:11
Matt Haycox
Think of it as a business.

00:11:10:11 - 00:11:15:00
Matt Haycox
Think of providing value to your customers. Of all the one on the money, the money that they put in.

00:11:15:00 - 00:11:17:02
Matt Haycox
So if you're going to go out there and advertise,

00:11:17:02 - 00:11:17:24
Matt Haycox
make sure

00:11:17:24 - 00:11:18:22
Matt Haycox
you've got something

00:11:18:22 - 00:11:20:05
Matt Haycox
worth advertising.

00:11:20:05 - 00:11:21:02
Matt Haycox
Number nine,

00:11:21:02 - 00:11:23:09
Matt Haycox
charge as much as you possibly can.

00:11:23:09 - 00:11:26:07
Matt Haycox
Now, I know this slightly contradicts what I was saying a few minutes ago

00:11:26:07 - 00:11:30:13
Matt Haycox
about don't get caught up on the ticket price because there's more than one way to skin a cat

00:11:30:13 - 00:11:30:21
Matt Haycox
now.

00:11:30:21 - 00:11:32:02
Matt Haycox
Yes, I'm absolutely. Yes.

00:11:32:02 - 00:11:36:23
Matt Haycox
But the more you can get away with charging, the better. And it also doesn't have to be on the ticket price

00:11:36:23 - 00:11:41:02
Matt Haycox
and it could be on the raffle or tombola on the auction, whatever it may be.

00:11:41:02 - 00:11:42:04
Matt Haycox
Like any business,

00:11:42:04 - 00:11:42:21
Matt Haycox
the more you can

00:11:42:21 - 00:11:46:13
Matt Haycox
charge, the bigger margins are going to be, the bigger your profit is going to be,

00:11:46:13 - 00:11:52:15
Matt Haycox
the more you're going to have to invest in other things or to alter or to give to the charities that you're looking to support.

00:11:52:15 - 00:11:54:21
Matt Haycox
So it's essential to be able to charge

00:11:54:21 - 00:11:56:02
Matt Haycox
as much as possible.

00:11:56:02 - 00:11:58:18
Matt Haycox
I think also people normally fail on the back foot

00:11:58:18 - 00:11:59:15
Matt Haycox
and they think, well,

00:11:59:15 - 00:12:00:16
Matt Haycox
this is only worth,

00:12:00:16 - 00:12:02:01
Matt Haycox
for example, a fiver.

00:12:02:01 - 00:12:04:06
Matt Haycox
So that's what I'm going to charge it out there. But

00:12:04:06 - 00:12:06:07
Matt Haycox
listen, when you've got these people in the room,

00:12:06:07 - 00:12:11:19
Matt Haycox
they don't look at the price, they're looking at the value, they're looking at the fact that they're having a good night.

00:12:11:19 - 00:12:15:02
Matt Haycox
So if you think something was worth a fiver, John, charge a tenner.

00:12:15:02 - 00:12:17:12
Matt Haycox
If you think it was worth a tenner. John, charge 20 quid.

00:12:17:12 - 00:12:19:02
Matt Haycox
Don't be shy to charge

00:12:19:02 - 00:12:19:23
Matt Haycox
number ten,

00:12:19:23 - 00:12:21:07
Matt Haycox
the 8020 rule.

00:12:21:07 - 00:12:24:12
Matt Haycox
Now, I'm sure you've all heard of the 8020 rule. You know, whether that's

00:12:24:12 - 00:12:25:11
Matt Haycox
80% of your

00:12:25:11 - 00:12:28:01
Matt Haycox
sales come, 20% of your customers or

00:12:28:01 - 00:12:29:01
Matt Haycox
80% of your

00:12:29:01 - 00:12:33:00
Matt Haycox
profits come from, you know, 20, 20% of your customers, whatever it may be.

00:12:33:00 - 00:12:37:09
Matt Haycox
But this is as relevant in charity events as it is in anything else.

00:12:37:09 - 00:12:41:20
Matt Haycox
And you'll normally find on any big night in any charitable event,

00:12:41:20 - 00:12:45:23
Matt Haycox
most of your money comes from two or three big donors.

00:12:45:23 - 00:12:46:08
Matt Haycox
Now

00:12:46:08 - 00:12:48:13
Matt Haycox
they may be the same ones time and time again.

00:12:48:13 - 00:12:50:06
Matt Haycox
may differ from night to night,

00:12:50:06 - 00:12:55:05
Matt Haycox
but they'll always be two or three key people who generate most of your money for you.

00:12:55:09 - 00:12:56:11
Matt Haycox
What you need to do

00:12:56:11 - 00:12:57:15
Matt Haycox
is, first of all,

00:12:57:15 - 00:12:59:23
Matt Haycox
try and identify those people in advance.

00:12:59:23 - 00:13:02:16
Matt Haycox
So you can make sure that you've definitely got them in on the night.

00:13:02:16 - 00:13:06:04
Matt Haycox
If you didn't know them in advance and you see them starting to perform on the night,

00:13:06:04 - 00:13:10:14
Matt Haycox
then you need to start to bond with them so you can nurture them as the night goes on.

00:13:10:14 - 00:13:12:05
Matt Haycox
And when you found them on that night,

00:13:12:05 - 00:13:14:09
Matt Haycox
make sure that you build relationships with them

00:13:14:09 - 00:13:17:11
Matt Haycox
to keep them going forward. For event after event after event.

00:13:17:11 - 00:13:20:13
Matt Haycox
All these charities, they have whole departments who were

00:13:20:13 - 00:13:21:05
Matt Haycox
just there

00:13:21:05 - 00:13:21:20
Matt Haycox
just to

00:13:21:20 - 00:13:26:07
Matt Haycox
look after, find and nurture relationships with super high net worth individuals.

00:13:26:07 - 00:13:32:20
Matt Haycox
You're going to get a lot more money from, you know, two or three key high net worth than you're going to get from two or 300.

00:13:32:20 - 00:13:34:01
Matt Haycox
little people along the way.

00:13:34:01 - 00:13:36:01
Matt Haycox
You need the two or three people because they

00:13:36:01 - 00:13:38:11
Matt Haycox
it's all money, it all adds up and they paid the event out.

00:13:38:11 - 00:13:40:21
Matt Haycox
your real money is going to come from two or three

00:13:40:21 - 00:13:41:15
Matt Haycox
key donors.

00:13:41:15 - 00:13:42:19
Matt Haycox
So just like in business,

00:13:42:19 - 00:13:45:08
Matt Haycox
think of them as your key customers or your key investors

00:13:45:08 - 00:13:45:24
Matt Haycox
who need

00:13:45:24 - 00:13:49:00
Matt Haycox
time, love and attention spent so that you can nurture them

00:13:49:00 - 00:13:49:19
Matt Haycox
and make sure

00:13:49:19 - 00:13:50:22
Matt Haycox
that they pay dividends.

00:13:50:22 - 00:13:52:15
Matt Haycox
Events after event after event.

00:13:52:15 - 00:13:53:13
Matt Haycox
So there you have it.

00:13:53:13 - 00:13:54:11
Matt Haycox
Ten steps

00:13:54:11 - 00:13:55:07
Matt Haycox
to sell out

00:13:55:07 - 00:13:56:02
Matt Haycox
and make money

00:13:56:02 - 00:13:58:04
Matt Haycox
from a charity event every single time.

00:13:58:04 - 00:14:00:16
Matt Haycox
I promise you these ten steps are the ten steps

00:14:00:16 - 00:14:01:03
Matt Haycox
that I've

00:14:01:03 - 00:14:03:05
Matt Haycox
employed time and time and time again

00:14:03:05 - 00:14:06:20
Matt Haycox
it comes to putting on my events. And if you do it, you'll have the same success

00:14:06:20 - 00:14:07:16
Matt Haycox
that I do too.

00:14:07:16 - 00:14:08:18
Matt Haycox
The big key is

00:14:08:18 - 00:14:10:01
Matt Haycox
don't think of it as a charity.

00:14:10:01 - 00:14:11:04
Matt Haycox
Think of it as a business.

00:14:11:04 - 00:14:13:11
Matt Haycox
It's just that the profits you make from your business,

00:14:13:11 - 00:14:16:13
Matt Haycox
you're going to be giving giving to charity you're going to be doing good with.

00:14:16:13 - 00:14:17:21
Matt Haycox
But you still need to apply

00:14:17:21 - 00:14:19:12
Matt Haycox
all those principles of sales,

00:14:19:12 - 00:14:20:24
Matt Haycox
marketing, distribution,

00:14:20:24 - 00:14:23:11
Matt Haycox
adding value and providing a great ROI

00:14:23:11 - 00:14:24:08
Matt Haycox
for your clients.