Summary:
With a new team, messy historical data, and a long-running gala that needed a refresh, Habitat for Humanity of Springfield, Missouri, reimagined its event as a tailgate-style experience. The result: $185,000 raised against a $135,000 goal, stronger sponsor partnerships, and a clean data foundation for future growth.
Context: This case study was first shared during Habitat NEXT, Giveffect’s virtual summit for Habitat for Humanity affiliates that features peer learning and practical strategies on fundraising, volunteer engagement, and nonprofit technology. Interested in accessing the recordings? Book a strategy call to unlock special access.
The Starting Point: New Team, Messy Data, Urgent Clarity
Within a few months, Habitat Springfield hired a new development director, development and events manager, marketing director, grants officer, and neighborhood revitalization coordinator. One of the first realities the team faced was data quality. Development and Events Manager Laura Winstead said, “Honestly, it was a mess… a ton of duplicates… donations hadn’t been recorded in the CRM… a hodgepodge of spreadsheets.” She chose to invest her first months in cleanup and standardization: “I was deliberate about taking my first couple months to clean and organize the data… label things correctly… have accurate historical data.”
Alongside cleanup, the team dug into Giveffect to streamline campaigns, email, sponsorships, and the auction. Hands-on support mattered: “With Giveffect, you have a person… you are not opening a help ticket… you work through best practices together.” That support reduced the time spent troubleshooting and increased the time spent executing.
The Vision: A Tailgate-Themed Experience That Fits Supporters’ Lives
Staff, board, and sponsors aligned around a new concept: a Team Habitat Tailgate Gala. The idea modernized the long-running Tool Belts and Bow Ties event with a laid-back, Thursday-night vibe. “Team Habitat tailgate gala… still a gala, but a lot more laid back.” Experience decisions followed naturally: jerseys instead of formal wear, a buffet instead of plated meals, and interactive games to keep energy high. As Winstead explained, “No one wants to go home after work on a Thursday and get dressed up and go back out.”
The program embraced the theme. A local high school football coach delivered a keynote about teamwork, and on stage, the team hosted a playful postgame press conference with volunteers and board members to tell impact stories.
Orchestration: Sponsorships, Auction, and a Car Raffle
Revenue came from a diversified mix supported by Giveffect: sponsorships, a silent auction, ticket sales, pledges, and a car raffle with the presenting sponsor. The silent auction generated approximately $11,000, with intake and tracking organized through spreadsheets and Giveffect. The team also used Giveffect-generated QR codes on custom bid sheets and text-to-give on select items.
The car raffle began months before the gala and became a centerpiece of community engagement. Tickets were sold online and in the ReStore at $25 each or 5 for $100. To ease event-night logistics, the drawing was held via Facebook Live at the dealership on the Saturday after the gala. Sales ended slightly below the 2,000-ticket threshold, and the winner chose the cash option, which “did benefit both of us.” The dealership gained months of visibility, and the relationship strengthened for future collaboration.
Community Activation: Creative Partnerships and Omnichannel Touchpoints
The team kept the raffle and gala top of mind across the city. They filmed carpool karaoke in the raffle vehicle with their emcee and sponsor partners, then navigated social copyright issues by turning it into an engagement game with ReStore gift card giveaways. They drove the car in the Christmas parade with a QR code and parked it at the local Alamo Drafthouse between activations so the QR and flyers could continue working. Local radio and a lifestyle TV segment carried the story further. The result was both awareness and list growth, bringing new supporters into the database.
Day-of Operations: Training, Automation, and Smoother Checkout
Logistics were the biggest worry. To lower risk, the team hired Ace the Event to train volunteers, troubleshoot check-in and the auction, and support closeout. With Giveffect, they used pre-authorization and auto checkout so winning bids were charged immediately, and staff were not “chasing down payment at the end of the night.”
Follow-Up and Data Confidence
Because guests, bidders, sponsors, and pledgers were tagged in Giveffect, segmented thank-yous and outcome emails were straightforward. After the event, the team could finally trust the numbers. “It is a really good feeling to 100 percent trust the data we have now… we can break it down very specifically,” Winstead said. Those insights also power smarter cultivation. The team can identify raffle-only participants and introduce them to mission stories to encourage broader giving.
Results: Goal Exceeded, Momentum Created
The affiliate exceeded its $135,000 goal, reaching $185,000. The refreshed format resonated with supporters and set a foundation for repeatable growth. “We made a risky choice and it paid off… switching to the more laid-back feel,” Winstead reflected. The presenting sponsor committed to returning, and the team is already meeting with renewing sponsors, sharing a vision board for next year’s theme to keep partners engaged early.
Practical Advice For Peers
For affiliates looking to refresh a traditional gala, Winstead encourages early alignment and shared ownership. “Get your team together, brainstorm, talk to your board… have a little data to back it up.” If you plan to run the auction without an external vendor, assign a committee lead and schedule training sessions in advance so check-in and close feel smooth. Above all, design the experience around supporters’ real lives, then let systems handle the repetitive work.
What’s Next
Having done everything once, the team now sees a clearer path to deepen relationships across programs, such as Women Build, and to recognize supporters who show up in multiple ways. With cleaner data and a validated format in Giveffect, Habitat Springfield can scale a proven playbook: align around a vivid theme, simplify the guest experience, automate transactions, and expand sponsor partnerships that feel like true collaboration, not just funding. As Winstead put it, “We do not just want your money… we want you to be involved.”
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FAQs
Q: How did Habitat Springfield increase gala revenue?
A: By shifting to a tailgate theme, cleaning data for targeted outreach, and diversifying revenue across sponsorships, a car raffle, a silent auction, tickets, and pledges.
Q: What systems made the event smoother?
A: Giveffect for campaigns, auctions, email, pledges, and reporting, plus Ace the Event for on-site check-in and auction close. Pre-authorization and auto checkout with Giveffect reduced lines and collections.
Q: What is the biggest takeaway for other affiliates?
A: Align around a vivid theme, clean data before marketing, automate payments, and engage sponsors as creative partners.