How to choose a theme and why you need one

Your organization is planning it first big fundraising event. You have a great cause and the perfect date chosen so why not hone in on a theme? Wait, aren’t themes parties for 4-year-olds? Is your Committee Chair saying “We don’t want something cheesy.” Is the Boss demanding the event be an elegant affair? Well, rest easy that establishing a theme for a party does not mean it will be kitschy, too elaborate or too much work.

Setting a theme for your charity or sponsor party can actually help brand your event and make the planning easier for everyone. First, you can use the theme to set the tone for what you want to accomplish. Next , by having a clear cut theme it may be easier for your staff or volunteers to help.

A theme creates possibilities and boundaries

Imagine an initial planning session where you just want to come up with something “nice.” Now say the word “Moroccan.” All of the sudden you can imagine a rented space with yards and yards of billowing scarves, exotic dishes and belly dancers! The food, music and decor practically chooses itself! The same can be said for any theme. It is much easier to direct a committee who is planning food or hiring the entertainment if you have given them a theme.

Setting a good theme is key to event success

Setting a theme can help in sending a message to your potential attendees. From an initial invitation to your click through icon on WePay, the event name, logo and theme can be conveyed to attendees.  Starting with a good idea is key and where all the fun begins. Ask these key questions:

• Who is your customer?
• What is your company or organizational brand?
• What theme fits the event?
• What theme fits your budget?
• What sounds fun, what are some hot themes, what sounds like an event you would like to attend?

Not all theme ideas are good ones

Once you have a look at your potential attendees think of themes that may be a good fit. Just because a theme has been used before it doesn’t mean it’s a bad idea. Just because its new and original also doesn’t mean it is great.  I once was invited to a “Come as your favorite household appliance” party. No kidding.  Although ‘original’ it was terrible! It was stressful trying to figure that one out. Besides, who wants to be seen dressed up as vacuum cleaner?  Is it better to show up as a stove?

Themes can be off-beat and still work if they are geared to the right crowd. I once went to a party in college with the theme “Come as your suppressed desire” – a bit vague and unique, but surprisingly it was a huge success. The people attending took the theme to heart and really put some thought into it and shared a lot about themselves. This might not have worked with a different crowd, though.

No theme is better than unclear theme

Some time ago in my event planning days I had a corporate client insist on a meeting theme called “Thread the Needle.”  I said “What does that mean?”  She scoffed “Oh, you know!”   Yes and no. It’s a euphemism for various things none of which she could explain exactly or fully to me, so I had to guess. I took the ball and ran with it – maybe a bit too figuratively and built the event, the set and an elaborate multi-media presentation around a sports analogy.  She hated it. Our crew scrapped weeks of work and the whole meeting (in my mind) was a disaster built around one huge needle on a stage with an eye you could drive a truck through. No one “got it.” Our client loved it, but I have no idea what her attendees thought of it, and we all just hid in the background hoping no one would see we produced such a mess.

Good taste and good parties don’t always go hand in hand but it’s your job to come up with the right mix that makes people want to attend and gently forces them to have fun while they are there. “Pirates” is fun – “Somali Pirates” is not. Mixing themes and crowds is not a bad idea.  I once produced a super successful “Biker” theme party as a black-tie charity fundraiser. The “Leather & Lace Ball” brought out people’s wild side and raised over $100,000 for a children’s cause. The usual symphony crowd roared into the Harley-Davidson set for a single night and they loved their alter egos. We handed out temporary tattoos and replaced the usual corporate band with classic rock, then we served Vodka lemon drop shots for a refresher course instead of sorbet.  We took a few chances but overall it was about executing a theme geared toward our event attendees, our audience, and it was a huge success.

Elaborate or simple, with or without sets or costumes, a theme party can capture your audience’s imagination. From the first ‘save the date’ notice to the final thank-you notes, a well thought-out and well executed theme can set your organization apart. There is a lot of competition out there for people’s time and dollars. Wouldn’t you rather be swept away to Marrakesh than to another office party? If you agree a luau beats out a hotel ballroom then make your next event a memorable event by going all out and on theme!