What If One Good Event Was Enough?

It’s the start of April, and along with the promised spring showers comes a flood of nonprofit event announcements—what we call “event season” around here.

Most fundraisers know that events are one of the lowest ROI fundraising activities. On average, it costs about 50 cents to raise $1—and that’s just direct costs. We often forget to factor in staff time and the opportunity costs. That’s not to say events don’t have value—but relying on them as a core strategy can be risky. Even worse? Spotting a revenue gap and saying, “Let’s throw an event to make up the difference.”

That said, events can absolutely play a meaningful role in a healthy fundraising program—when done with intentionality and in support of other activities. In fact, they can enhance revenue across channels when thoughtfully integrated.

During the pandemic, most nonprofits had to cancel events. Interestingly, many never brought them back—and not because they didn’t need the money. They realized how much more effective their fundraising teams were when they had time to focus on relationships and donor cultivation. (Not to mention how much happier and less exhausted the staff were.)

 

Here are a few ideas for adding intentionality to your events:

1. Consider focusing energy on one signature event each year.

A well-planned signature event becomes something your community anticipates. You can pour your energy, budget, and creativity into it, rather than spreading yourself thin across multiple events.

I once worked for an organization that hosted two large events each year. Both were profitable, but our tiny two-person team always felt like we were jumping from one event to the next, leaving little room for major donor work or strategy. Eventually, we made the case to drop one event and focus on the one that had momentum—and more mission connection.

The result? More time for relationship-building, more strategic follow-up, and… the signature event actually grew in revenue and impact. Donors weren't fatigued, and neither were we.

2. Have a plan to connect with guests—both at the event and after.

Event logistics can take over: venues, menus, guest lists, sponsorships, auctions, and more. But in the shuffle, it’s easy to forget the most important element—the people who show up.

Events are often the first step in a donor’s journey. Think of them as a great introduction to your mission and culture. Who do you want in the room? How can you make the experience meaningful? What’s your follow-up strategy?

Use events as a springboard for deepening relationships, not just for raising money that night.

3. Throw a great party.

Let’s be real—many guests attend several nonprofit events a year. While galas and golf tournaments are familiar formats, they can start to blend together.

A memorable event gives people a reason to choose yours. Whether it’s a unique theme, an unexpected venue, or an interactive element, people want to have fun while doing good. When the experience is joyful, your mission will be associated with that joy.

4. Weave your mission throughout the event.

Don’t assume guests know what you do—or why their presence matters. The event should make your mission impossible to miss.

From signage and table cards to video stories and short, powerful speeches—help guests walk away knowing exactly what their support makes possible. This is especially important if you’ve attracted new supporters.

 

These are just a few ways to host more intentional, mission-forward events that align with your overall fundraising strategy. I’ll be diving deeper into each of these ideas in the coming weeks—so follow along on Facebook, Instagram or LinkedIn for more insights.

Previous
Previous

Making Time for Meaningful Connections (Even When You're Swamped)

Next
Next

Stop Competing, Start Connecting: The Abundance Mindset in Fundraising