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Lunch With a Leader Online Event
- Over three years, Communities In Schools has raised $772,000 from the Lunch With A Leader online auction. The event gives high-profile supporters a fun way to get involved, attracts national media attention, and gives local programs a platform to build lasting relationships.
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Have Lunch With Arnold
- The idea behind Lunch With A Leader is simple: prominent and powerful people agree to buy lunch for winning bidders, the lunches are offered up for sale on eBay, and the proceeds enable Communities In Schools to help millions of kids succeed in school and prepare for life.
- In 2002, Communities In Schools began by asking board members to invite their friends and associates to be Leaders. Early responses were positive, and soon everyone was saying, ''I know someone who knows…" As the chain of Leaders grew, the names got bigger: John Irving, Andre Agassi, Salma Hayek, Arnold Schwarzeneggar. By the start of the auction, 53 lunches with well-known athletes, actresses, CEOs and journalists were available. The auction that followed was a hit, and even early skeptics were saying "now I see what this can do."
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National Leaders, Local Interest
- In 2003, local CIS chapters joined the event, bringing Leaders from their areas to expand the offering. In total, 190 lunches were available for the highest bidder. Auction revenue from the fall event doubled over 2002. In 2005, CIS was up to 212 available lunches, and they raised $297,000 from the auction and sponsorships.
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Revenue, Visibility and Relationships
- The money CIS raises from Lunch With A Leader is sizable. However, just as important is the attention the event brings to Communities In Schools. Lunch With A Leader has been featured by The Today Show, The New York Times, CNN Headline News, Salon.com, People.com, and hundreds of local newspapers, radio stations, television stations, websites and message boards. The 2002 auction even had its own fan site: helpclinthavelunchwitharnold.com.
- Best of all, the relationships that brokered between the Leaders and CIS have a lasting value. As one local CIS executive put it, "The money is great. But engaging the mayor, the city council and the school board president is worth a lot more in the long run."
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Key to Success
- Lessons earned from Lunch With A Leader that can apply to any online event:
- Integrate the ask
- Include solicitations as part of ongoing interactions with your board and supporters.
It spreads out the work and broadens your event’s appeal. - In addition to lunch, Leaders were also asked to help promote the event. This is a
sure way to success for celebrity items: serious fans are often the most active
bidders.
- Accomplish multiple goals
- Use an event to open doors with prospective new supporters – even if they don’t
participate, you have a relationship to build on. - One program used lunches to thank big year-round donors. Another recruited
winning bidders to donate and volunteer.
- Find partners to help
- The more Leaders and local programs involved, the better the auction does, and
the less work for everyone.