FRESHFARM Markets
The mission of FRESHFARM Markets, a nonprofit based in Washington D.C., is simple — to promote food with a face, a place and a taste in the Chesapeake Bay Region. This inspiring organization promotes 8 farmers’ markets, offers educational outreach at local DC schools and FRESHFARM markets, and subsidizes public assistance food programs. Each FRESHFARM Market also works in coordination with a gleaning partner, such as local homeless shelters to distribute leftover food, or organizations which provide sustainable life skills, and professional training utilizing culinary arts. As a community-based organization which aims to create a sustainable urban-rural partnership, they depend on a unique group of supporters; from market shoppers and local chefs to business partners and foodies to provide economic opportunities for farmers and further their successful markets and programs.
Highlights
- Downsized attendees from 400 to 350 and the number of auction items by 40%, yet made the same amount of revenue due to quality procurement and audience development.
- Guest experience was much improved during auction, especially check-out after implementing Greater Giving Event Software and Auctionpay terminals.
- Event Software has helped organize event details and allowed staff to refocus efforts on sponsorship recruitment.
Challenge
FRESHFARM Markets was founded in 1997, when they opened their first market in Dupont Circle, Washington, DC. In 2001, they decided it was time to host their first auction — which would become the annual Farmland Feast, which includes a five course dinner and both silent and live auctions. From 60 guests at a small restaurant to over 400 at the Ritz Carlton Hotel, there was significant event growth.
Amanda Phillips-Manheim, Development Coordinator at FRESHFARM Markets, explained that she and another part-time staff member were responsible for managing the entire event with a manual system that led to monumental amounts of paperwork, lost details and wasted time. “400 attendees created an overwhelming amount of paperwork, nothing was automated and there was no good way to track the event details,” said Phillips-Manheim. “My focus should be on event planning and sponsor recruitment and instead I was buried in auction procurement.”
Other challenges included handling important tasks on the fly rather than strategically, and a disorganized registration and check-out process. By the end of the event, the staff and volunteers were exhausted. With the auction providing about one quarter of FRESHFARM Market’s annual income, something had to change.
Their auctioneer, Sherry Truhlar of Red Apple Auctions, explained, “After our first auction working together, I saw the binder that Amanda had been using to track silent and live auction winners. Each bid sheet was meticulously kept in a plastic sheet, with key financial data processed by hand. It was impressive, but time consuming! Just from looking at that binder, I knew she could save time if the group used a better database. I suggested they take a look at Greater Giving software.”
Solution
Soon after, FRESHFARM Markets selected Greater Giving as their payment solution and event software provider. Phillips-Manheim laughed when describing a seminar hosted by Greater Giving, “It was like a support group where everyone in the room understood what we were going through.”
Because Greater Giving Event Software provides a single source to coordinate all event details, FRESHFARM began to see positive changes right away. Event Software helped them to streamline all the event management processes, including: data capture and flow, tracking procured items, and preparation for the actual event night activities. Adding Greater Giving has also added efficiencies, so the organization is better able to align the event with their mission and refocus efforts on sponsorship recruitment.
They also decided it was important to have an online fundraising strategy, and quickly incorporated Greater Giving Online Payments into the new plan, beginning with online event registration. FRESHFARM found that enabling donors to register for the event via their Website was well received by donors and much easier to manage than selling tickets in-house. Registration data flowed directly into the software — alleviating the hassle of keeping track of each ticket sale.
Online Payments also gave FRESHFARM supporters an opportunity to donate money the way they want — online, by mail, or in person. Utilizing Online Payments also opened up more options for sponsors, such as logo placement on the FRESHFARM Website.
Tips from FRESHFARM
- Procure unique items or experience packages related to your organization’s mission.
- Take advantage of Greater Giving training and client services to get the most out of your solution.
- Sell multiple sponsorships on-line and place your sponsors’ logos on your Online Payments registration pages or Website.
Results
In 2008, FRESHFARM Markets purposefully downsized the number of gala attendees from 400 to 350, because the event was growing too large and cumbersome for the space. They also reduced the number of silent and live auction items by 40%. Yet, due to quality item procurement, online fundraising, high-profile sponsors, and strategic audience development, they were able to exceed and then maintain the funding levels raised in years’ past.
Instead of offering more items, they now focus only on items closely tied in with their farm and food-related mission – making the event unique, with sought-after tickets and high bidding. Phillips-Manheim’s ability to focus on smart procurement and audience development she attributes to having Greater Giving products and services help the team stay on track, so she can focus on what’s really important. When she was having trouble with inputting and retrieving data and called Greater Giving for help, “Customer Service was really good at helping me figure it all out,” she said.
Moving forward, FRESHFARM Markets has a “fresh” new approach to fundraising year-round. Much like the markets they promote, they are now able to offer an easy, attractive and sustainable experience for their supporters.
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