Sarah Halfpenny Events

Case Study: ALD Life

A Charity Ball in support of ALD

The Scenario

The client had already made great progress with the planning of their largest fundraising event to date. A Charity Ball to attract 150 guests for an evening of food, drink, entertainment and most importantly fundraising. They had selected the date, found the venue, started to approach suppliers and had developed a clear vision.

What they needed was a little guidance and on-site support to deliver the event. With our focus on the management of the night, their focus was on making connections and making money!

ALD Life Charity Ball - The Guests

Key objectives

We spent time with the client to help us understand the vision and purpose of the event. A final set of objectives were defined:

  • Raise £10,000 to support families affected by ALD
  • Communicate the charities key objectives and initiatives
  • Bring together key supporters to say thank you for their ongoing support
  • Invite influencers and businesses to seek support for future projects!
  • Celebrate the 21st birthday of Cameron, who lives with the effects of ALD
ALD Life Charity Ball - Guest Laughing

Services that we provided

As part of this project, we engaged in the following work streams

Supplier Management

On-Site Setup and Management


"Our event was a huge success, largely due to Sarah's friendly professionalism, great ideas and eye for detail"
Karen Harrison, ALD Life

The overall solution

This event set-up was like no other. We faced many obstacles including a persistent fire alarm that locked us out of the ball room for nearly an hour!! Plan B was constructed but we were saved by the bell, literally! The on-site crew, catering and bar crew were up against it with only 45 minutes to dress the room and be ready for the first guests.

We got into position at 19.00pm, smiled and acted as though nothing had happened! The champagne started to flow, the raffle tickets were being sold. Guests took their seats and were treated to a three course meal ending in the arrival of 450 mini desserts to share.

Speeches were made and the Auction commenced, an hour of bidding and outbidding in a very sportsman like manner. After the formalities of the fundraising the evening continued into the early hours with entertainment from the wonderful Ben Smith.

ALD Life Charity Ball - Table Setup

The finished article!

In my career there are only a handful of events that have truly taken guests on an emotional journey. Carefully stage managed, the event sensitively provided guests with moments of reflection and sadness as they heard and saw the realities of ALD. This was balanced by an overwhelming positivity in the room to have a great night, celebrate milestones and raise lots of money. Above all, the client was delighted with how it ran on the night meeting all set objectives.

  • 150 guests attended
  • £13,000 raised
  • 450 plates of food served
  • Dancing till 1am
  • New supporters recruited

ALD Life Charity Ball - Dancing

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