The concept of exclusivity is often tied to commercial products. A company might have the exclusive right to sell a particular style or color of shoes. An airline might be the exclusive carrier of a sports team.
In the nonprofit space, we may see the term used in conjunction with sponsorship. One client with a large food and wine event offers opportunities for vendors to be the exclusive provider of certain products, like vodka or beer. I know of one corporation that served as the exclusive sponsor to a symphony’s fall season.
Why is exclusivity intriguing? What does it do?
Exclusivity sets your event apart.
If someone wants THAT THING (whatever “that thing” is), they can only get it from you, at your event.
Have you considered having an exclusive arrangement with your benefit auctioneer?
If you’ve got an auctioneer you and your crowd enjoys, you might view that relationship as a competitive advantage. It might be the one thing (or one of several things) that you cultivate to make your event the stand-out fundraiser in your community.
Many of the nonprofits I work with hold the types of events other nonprofits study for ideas. These other organizations want to see how my client is running their event, so they can make their own changes to try and mimic my client’s success.
The challenge to my client is that if others are constantly “copying” them, they must keep evolving to maintain the “edge” they are known to have.
(Incidentally, a nonprofit can create that edge in many ways: a unique venue, different event format, quality entertainment, better auctioneer, unusual activities, etc.)
Maintaining a lead is hard work.
One way to help my clients is if I work with them on an exclusive basis. In their community, I’ll only serve as the onsite auctioneer at their event, for the duration of our relationship.
To learn more about this concept of exclusivity, watch the video below.
NOTE: For some reason, the audio didn’t exactly sync up with the video in this clip.
What do you think about this?
Would this be something you would consider?
Post your comments below.