A gala fundraiser was recently written up in the newspapers as having offended thousands worldwide. The theme and the event inclusions – decor, entertainment etc. – of this particular event were viewed as being disrespectful to a specific religion and culture, resulting in the international protest. Some guests were quoted as saying that the event had gone too far and that boundaries had been crossed. How can fundraising committees make sure that their event theme is within the bounds of propriety and does not offend anyone?

When selecting a theme, one of the first things to consider is whether or not the suggested theme has any negative connotations or hidden meanings. This applies not only to the event, but to advertising, promotion, and sponsors as well. One major organization was led astray by their advertising company when they adopted a theme slogan that had a very different meaning on the street. Their ad company knew about this but did not advise them. The play on words was intentional on their side, but damaging to the organization’s brand image. And if you are considering having your theme logo or slogan translated into another language, you need to look at how the theme will translate and if the same message will be conveyed. For example, one car company found out, after great expense, that the name of the new car they were launching meant “doesn’t go” in another language – not quite what they were hoping to communicate to potential buyers. The same thing could happen with regard to theme names.

If your theme is going to involve depicting a specific destination, culture, religion, politics, or group you need to do your homework and research proper protocol and customs, as they will affect your choices regarding what will be appropriate to include at your event. There are many resources available to you, including local tourist boards, books dealing with customs and protocol, associations, religious groups, local communities, and information that you can find on the Internet. And you may be very surprised by what you find. You need to make it your business to know what could be considered offensive before you finalize your theme. The last thing you want to do is unintentionally cause distress, commit a social and/or business faux pas and have your organization and event splashed around the world with negative press.

If your event theme will feature a specific country, for instance, and its local cuisine and entertainment, you need to know what is and is not acceptable in that culture and religion. You also need to be attentive to the same considerations regarding your intended guests, speakers, government officials etc., as well as your sponsors. For example, in some Asian cultures having your name (or company name) printed in red ink means death and if your lead sponsor’s head office is based in a country where that is the belief you would want to take care that red ink is not used on place settings, banners with their company name, etc. Creating a theme involves much more than just coming up with an event name. (You can find out more information on customs, protocol and what you need to be sensitive to in my third book Event Planning Ethics and Etiquette).

You also want to make sure that your theme is not insensitive to race. One high-profile fundraising event paired cowboys and Indians and that was in questionable taste to anti-racism groups. I have created/produced/orchestrated special events in more than 30 countries and I have done both Indian and cowboy themed corporate and social events, but would never consider pairing the two together as that could easily be considered offensive and in poor taste. In Arizona, I produced a Native American theme Turquoise and Silver event and designed the program inclusions solely around that. I highlighted the food, music, and decor of the region and had Native American craftsmen, storytellers, and amazing musicians (guests described the music they were being introduced to as ethereal) as the focus of the event. It was an enchanting evening for all involved, and everything was done to ensure that no customs or protocol was violated. For a cowboy theme there are many choices, ranging from a casual Old West party to an upscale Cattleman’s Baron Ball, both of which would be acceptable themes if designed with care.

If you are planning a theme for your fundraising endeavour you need to keep in mind what would attract sponsors – as well as guests to the event. For example, Denim and Diamonds could be a fun theme fundraising party for guests (giving them a chance to be creative in dress), but it is also a theme that lends itself to committee heads contacting top diamond and jewelry companies to see if they would like to be the primary event sponsor (if it is an upscale event attracting an affluent guest list). A diamond fashion show could be incorporated into the event, which would give them (the diamond or jewelry company) a chance to showcase their products to a targeted audience. This type of theme, one which is not based on depicting a country, culture, religion, politics or group, would still need to be examined carefully – depending on guest/sponsor/organization makeup – to ensure that no concerns could be raised (e.g. types of diamond showcased, where the diamonds come from, worker conditions etc.) Remember to choose your theme with care, be aware of all possible theme ramifications, and do everything possible to make your event memorable – in a good way – for all.

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Advice and recommendations are based on limited information provided and should be used as a guideline only. Neither the author nor CharityVillage.com make any warranty, express or implied, or assume any legal liability for accuracy, completeness, or usefulness of any information provided in whole or in part within this article.