Special events can be a wonderful part of your nonprofit’s fundraising strategy. Large or small, they build community while raising money – connecting current supporters and new donors to you and to your mission.
But creating a successful fundraising event is easier said than done! It takes a lot of planning, and follow-up, to reach your goals.
In this guide, you’ll find tools to help you make the right decisions about your fundraiser, and keep you on track as you plan, hold, and wrap up a great event.
What kinds of events should you consider?
Understanding your goals is the most important first step in designing a fundraiser. As you think about what is the right kind of event (or events) for your nonprofit, revisit your annual fundraising plan and goals. Do you have big, ambitious financial goals? Do you want to grow your individual donor list? Do you want to build awareness around your mission while also bringing in some funds? This will help immensely as you decide what is right for you at this time.
Here are some types of fundraising events to consider:
House party hosted by a current donor
Gala and auction
Open house to meet the director
5K walk/run
Anniversary celebration
Donor or volunteer appreciation party
Progressive dinner party
Breakfast presentation at a local business
Golf tournament
Benefit concert
Where to start? Here's how to plan a great event
First, here are some of the questions to consider as you begin planning:
In-person, virtual, or hybrid?
Each approach has its benefits! In-person events are great for building community and personal relationships. Virtual events are more accessible and inclusive. Hybrid is great too, if done well - just make sure the video quality is high and there is someone tasked with responding to technical issues should they arise. In general, employing technology to record and enhance your event will enable you to reach more people.
How many people do you want in attendance?
Create a goal for how many people is right for this particular event. If it’s a house party, your goal may be 15-20. A large gala could be 100-200. A virtual auction – limitless! Knowing this goal will help you create an appropriate invitation list, an understanding of how much you can expect to raise, and how much support you will need to manage the event.
Will this be a sponsored event?
Pursuing sponsorships can greatly boost the revenue of any event. But it takes dedication and persistence to bring in significant funds. You’ll need to create materials that state the benefits of sponsorship, reach out to local businesses, and deliver on your promises. Ask board members and volunteers to be ambassadors and brainstorm businesses that you all have relationships with. Let potential sponsors know the visibility they will receive by becoming a sponsor.
What is your timeline?
Having a calendar is critical when planning an event! Include dates for action steps such as securing a location, sending invitations (and maybe a save the date), RSVP deadline, catering, program printing, and post-event outreach.
What is your budget?
Carefully develop an event budget, taking into consideration how much you plan to raise at the event. Develop a clear expense and income expectation for each line item related to the event. Expense line items might include printing, postage, decorations, catering, facility rental, permits, and entertainment. Income may include ticket sales, sponsorships, and auction and raffle proceeds.
Do you need an event committee?
For larger events such as galas and golf tournaments, it can be helpful to have an event committee. This team of people can help with everything – from obtaining sponsorships to identifying invitees to decorations. This is also a great way to steward and involve top donors.
How will you promote your event?
Effective events use as many communication channels as possible based on your nonprofit’s staff and budget as well as your donors’ preferred communication channels. Depending on the scope, use your website, newsletter, email signatures, local media outlets, and social media pages to market your event. Invite people early and often! Send your actual invitations or e-invites with sufficient time, and consider sending a save-the-date. Also, think about providing and promoting giving options for those who are unable to attend.
Now it’s time for the real deal! Here’s how to make the most out of your special event
You’ve done all the planning, and now you have the right people in the room. How do you best take advantage of this opportunity, build connections and raise money? It’s all about donor engagement! Here are some suggestions on how to make your event a success:
Review the attendance list ahead of time and create a spreadsheet of important people who will be there. Share this list with attending leadership and empower board and staff to look for and connect with these folks.
Presentations shouldn’t be too long. Keep your messaging donor-centric and focus on the current need and the impact donors can have, not a laundry list of your programs.
Tell stories! Bring emotion and feeling into the event. Don’t forget to let people know they can make a difference. Make it easy to give, either at the event or after.
Don’t forget those who are participating virtually. Give them a shout out and report on any online giving during the event if possible.
End on time. Don’t keep people longer than promised if you want them to go home happy!
Send people off with a way to give from home. Create a postcard with impact numbers on one side and ways to get involved on the other, including a QR code and donation link.
Follow-up – the key to success
Once your event is over, take a moment to celebrate success with your team! Then get back to work on strategic follow-up to leverage the buzz and momentum you created:
Reach out to staff and board to get details on conversations with attendees. Put relevant notes in your donor database. Make a plan for any needed follow-up.
Send a mass thank you message to all attendees. Let them know they have made a difference and that you are so grateful for their participation. Remind them they can still give.
Identify the important attendees you want to personally reach out to.
If it was a small friendraiser/fundraiser, decide on next steps for each attendee – for example, sending an ask letter detailing how their support can help.
Hold a wrap-up meeting with staff to identify what worked, and what didn’t, so you can improve on the event the following year.
Events can be wonderful! But they can also be a lot of work. Take the time to plan, and to reflect, on your work. And as always, don’t forget to ask for support.