You shall (still) go to the ball
DESIGNER dresses, famous faces and glitzy glamour; these were the ingredients of charity balls in Celtic Tiger Ireland. But what has become of such fundraisers following the downturn? Do they still take place? If so, how have they changed? And if not, what has taken their place? Three charity fundraisers answer our questions.
Norma Smurfit has been the doyenne of charity fundraising in Ireland for decades. “After bringing up the children, I was lucky to have spare time and to know lots of people,” says the London-born former hairdresser who was married to Irish multi-millionaire Michael Smurfit until 1988. “I could do something to help people in need.”
She started small, hosting coffee mornings for friends. But she got bigger and was soon organising fashion shows, film premieres and balls. Today, she runs the Irish Famine Commemoration Fund. “The money we raise goes into this fund and charities apply to it for help,” explains Smurfit. “We work a lot with youth and disadvantaged groups.”
One of her best-known events was the Marbella Charity Ball, last held in 2005. “A lot of my friends would have been there anyway and this was a chance for them to show off their suntan and a nice dress at a gala dinner.”
She would start planning at least six months in advance and begin selling tickets immediately. “I’d ring up a core group of friends, who were probably dreading hearing my voice on the phone by this stage,” laughs Smurfit.
Offering something new is the secret to Smurfit’s success. “It’s about staying ahead of the posse. Tie it in with a new hotel, a new restaurant or a film premiere, and you’ve already got people excited.”
This approach meant her guests enjoyed the balls and the following year, their friends would want to go too. “It’s all about friends and friends of friends,” says Smurfit.
However, few people have cash to splash these days and Smurfit has adapted accordingly. “People are still holding balls but they are nothing like they were in the good — or should that be bad? — old days,” she says. “We’ve had to cut our cloth and offer something different.”
She has organised Spring Clean Sales in Dublin, Cork and Limerick for the past three years. People donated what they could and purchased what they could afford. “They were very generous. And even though most only spent €5 at a time, it all added up.”
True to form, Smurfit is planning something new this year. “It’ll be the biggest fundraiser in Ireland if it goes ahead. I can’t say what it is just yet.”
Although her methods have changed, Smurfit thinks charity fundraising is more important than ever. “Irish people still support charities but it would be great if there were an upturn and we could go back to the days of being able to give more.”
Moyra Woodworth of the Cork Association for Autism is currently preparing for the charity’s Valentine’s Ball. “It’s our second year and last year was a tremendous success,” says Woodworth. “Two hundred and seventy people attended. We raised €20,000 and fun, glamour and value was had by all.”
Like Smurfit, the Cork fundraiser admits it’s difficult to put on such an event. The organising began last June by booking the Radisson Blu Hotel in Little Island. This kick-started the process of selling tickets.
“Our priority is getting bums on seats, so we rang parents with children in residential settings, parents who got respite care and parents with children in a day service,” says Woodworth.
This endless round of phone calls was made easier thanks to the success of last year’s ball. “People had heard about it from friends and they wanted to go this year.”
Woodworth and her team also targeted businesses that work with the charity. “We asked them to buy tickets or sponsor food, drinks or prizes on the night.
“There’s so much to do and it can be so difficult that there are times you’re sure it’s going to be a disaster. But suddenly someone’s generosity will astonish you and you feel positive and full of joy again.”
The hard work was worth it for Woodworth. The Cork Association for Autism has had a 15% cut in funding since 2008 and is expecting more cuts this year. “We need the money. We’re aiming to have 400 people at this year’s ball and to raise more money than ever.”
But it’s not just the money that makes the ball important to Woodworth. “It’s a lovely way for parents to have a night out. Parents of children with autism need a break. It’s also a great way to support those families. And just because it’s Valentine’s Day doesn’t mean it’s only for couples. Come with your friends and you might just meet your Valentine.”
Marie Lenihan of Kerry Parents and Friends had a totally different experience of organising a ball. Late in 2012, the HSE warned that the group’s funding would be cut by up to 5%. “We told everyone this would inevitably lead to a cut in services and there was a lot of consternation,” says Lenihan. “Some parents were extremely worried.”
The Kelly family of Ballybunion were so worried they decided to do something about it. They organised a raffle and began approaching businesses to donate prizes. The reaction was good but things took a turn when they got in touch with the Carr family who run the Golf Hotel in Ballybunion. The Carrs suggested holding a ball.
“From then on, it was all systems go,” says Lenihan. “We decided to hold the ball on New Year’s Eve which gave us six weeks to get organised.”
The hotel contacted its suppliers who agreed to sponsor food and wine. Meanwhile, the others started selling tickets. “People supported us in all sorts of ways, by buying raffle tickets, ball tickets or just donating to the charity,” says Lenihan.
On New Year’s Eve, 120 people enjoyed a night to remember. “There are so many charities here in Kerry and people’s pockets are constantly being tapped. But people gave in all sorts of ways, including a piano player who played during the drinks reception and a photographer who took pictures during the ball.”
The event raised €7,400 and now that their funding hasn’t been cut by as much as anticipated, Kerry Parents and Friends have enough money to continue for another year.
*The Cork Association for Autism Valentine’s Day Ball, Radisson Blue Hotel, Little Island, on Saturday. Tickets €75. (021-4271808)
*More information about Kerry Parents and Friends at www.kpfa.ie
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