Seven Saturdays per year over 100,000 people travel to Tuscaloosa, Alabama, to practice what can be called a religion in the South. We attended a game and dissected the factors of a rather exceptional event experience. The atmosphere in Bryant-Denny stadium during a rival game is absolutely unmatched and even the most unlikely spectator will be on his/her feet cheering before the night is over. As professionals who raise money and host events to further causes, what can we learn from the best in the business?

1) Discipline + Passion.

Too often, as nonprofit directors, we focus on the hundreds of details (discipline) required to host a “perfect” event and forget to include passion on the checklist.

Discipline: When executed well, the details of an event disappear. We notice if parking is a nightmare or the line at the bar is too long. When those details go well, the event infrastructure disappears and allows the guest to enjoy the experience and participate. Without discipline, your guests begin to ‘see’ the event –which gets in the way of passion.

Obviously, there are hundreds of people who work in/around the Alabama stadium checking tickets, serving food and guiding guests in a highly organized and disciplined way. However, somewhere in that process they have included passion. Each person greets you with a cheery “Roll Tide” or “Enjoy the Game.” They are wearing the colors, and like you, are focused on the win.

Train your front line. Train event volunteers so that they understand how their energy impacts the passion of the event — they are your front line.

Protect the “student” section. Actually, first you need to invite the student section, or a high-passion component, to your event. We all know that the student section is the rowdiest section of the stadium. There are always complaints about it, but would they ever consider taking it away so the VIPs could enjoy the game in peace? Not a chance. Don’t short-change passion for the assurance that everyone has a perfect experience. Watch out for decisions where discipline begins to impact passion. Passion is contagious — Crimson-clad CEOs, Senators and Governors feel free to cheer loudly thanks to the student section setting the standard.

Wear the colors. Think of a clever way for you, staff, and volunteers to visually exhibit your support. Wearing Crimson on game day means that you belong to a team. Connect your guests to your team and thus your collective need to win.

2) Define the Win.

Guests are hungry for a win, and it is powerful to be in the same space with many people who all want the same thing. It’s the difference between leaping off the couch after a touchdown and hugging the stranger in the row behind you. Humans easily connect over the WIN.

Give your guests a WIN.   In advance, communicate your goals, what you need to achieve and how you plan to do so. Early in the event, celebrate successes — a sold-out event, bringing a new event to life (if it is a new event), early funding and what you’ve already achieved.

Cheer.   Ok, so perhaps you do not want your guests to paint their faces and scream at an event, but can you figure out an equivalent “cheer”? Examples: Raise your glass to a new grand total. Unveil a project that is now funded because of the donors in the room. Use music strategically. A screen, like Swell's, that keeps up with social media and fundraising total in real time can be a big WIN. Each time you see the fundraising total roll up - start a cheer!

3. Train your fans.

Few groups are as hungry for a win as Alabama fans. But why? They’ve been trained and have become part of the winning story. 

Create event cues.  Alabama fans know to yell “Roll Tide” each time the team gets a first down and that they will sing “We Will Rock You” when 10 minutes are left on the clock during the 4th quarter . What are your event cues? Is it when the chair stands up at the end to do the ask? Reimagine your event cues so that they drive passion and action. The music playing when you enter the ‘field’, the favor on the table, perhaps it is the way that dessert is served or a unified response from guests. Reward Consistency. As humans, we thrive on consistency especially when it produces good results. If we cheered once, we have an internal drive to cheer again.

4. Include your fans (donors) in the winning story.

First you have to tell a winning story. At an Alabama game the screens show winning plays from previous years, Nick Saban holding a crystal football, and a picture of the fans cheering. Tell your winning story and include your guests in the visuals (i.e. celebrate your nonprofit’s accomplishments and then show a picture from last year’s event). Thank your guests when interviewed. Nick Saban begins every press conference thanking the fans and suggesting that they are important to the win.

5. Give your team credit for the win.

When Nick Saban enters the field at game time, he is turned backwards toward the team. He is clapping for them and saying something presumably inspiring. He is not waving at fans or making himself the celebrity. It’s all about the team, and he is one piece of it.

Delegate responsibility and reward execution. Clap for/Inspire your team because they ARE the winning story. Make it their story, not yours.

Photo Credit, starting from the top: This America Foundation, USA Today, Bleacher Report

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