Event fundraising is a crucial component of any nonprofit's strategy. Whether you're raising funds for a specific cause or aiming to increase organizational visibility, well-planned events can help you build relationships, expand your network, and grow your email and SMS lists to further build your community. Here are some tips and tricks to make your event fundraising efforts more successful.
Have a Clear Cause
A clear, compelling cause will resonate more with potential donors and attendees. Make sure you put building an email list at the top of your to-do list. Email marketing is a proven, and effective way to reach your audience, unlike social media posts that can quickly lose their relevance. Find ways to collect emails at every opportunity during the event planning and execution phases. This may include creating a landing page with email sign-ups, organizing pre-event webinars or informational sessions where attendees can sign up with their email addresses to learn more about the cause and event updates, and implementing email capture mechanisms at all touchpoints of your event's online presence, such as on your website, registration forms, and donation pages.
Pro tip: Be sure to have a day-to-day marketing plan!
Networking is Key
Most people attend events because they heard about them through word of mouth referrals. Engage your volunteers, staff, and board members to tap into their personal networks. Make invitations and distribute them widely. Additionally, work with your local newspaper to promote your event, because print media is still a powerful way to reach your target audience within the community!
Working with Public Figures
Consider inviting a prominent public figure, such as an influencer or thought leader, to speak at your event and help build interest by promoting the event. Their involvement can give your event a “stamp of approval” while helping to get the word out, attracting a larger audience. Partnerships with influencers and community leaders are crucial, so it's important to strategize with your board to utilize your networks to the fullest. To enhance their experience at the event, be sure to give them a special table, extra recognition, and go the extra mile to show your gratitude.
Securing Event Sponsorships
Begin by seeking and securing support for your event at least a year in advance. Event sponsors play an important role in underwriting associated costs, such as advertising, and help you move the needle closer to your fundraising goal. Need advice on securing corporate sponsors? You will really love our previous article ‘No Kissing on the First Date.’ This article covers topics such as nurturing relationships and learning the appropriate time to ask. Recognizing your donors’ contributions is essential to fulfilling their marketing and advertising goals, so be sure to have brand recognition as a major sponsorship perk.
An Unforgettable Event
Plan a memorable surprise for your attendees to leave a lasting impression. Whether it's a unique entertainment act, an unexpected guest appearance, or a special takeaway gift, these surprises can elevate the experience and ensure that your event is talked about long after it ends. Remember, the key to a successful fundraising event is not just the funds raised, but also the connections made and the relationships strengthened.
Aligning with Values
Ensure that your event aligns with your organization's values. For example, if you champion environmental stewardship, avoid using excessive plastic at your event. If your organization is offering takeaway gifts, consider the cost and longevity of the items. The last thing you want to do is leave a bad taste in a donor’s mouth by giving something of poor quality and without meaning.
Prioritize Engagement
First, schedule your event to avoid scheduling conflicts with other organized community happenings. You don’t want your event to compete with other significant events. Prior to the event, convey to your staff that every guest is a superstar. Ensure all attendees feel valued and important because you never know what capacity a guest might have to contribute to your organization. It is also important to leave a lasting impression. When the event is over, follow up with attendees with a recap email and social media posts to maintain engagement. Additionally, a photographer and social media manager should work together to share photos online and tag attendees and public figures on social media where appropriate.
In conclusion, event fundraising is a blend of strategic planning, effective communication, and personalized engagement. By prioritizing engagement, recognition, and a well-thought-out plan, your event can significantly contribute to your nonprofit's mission and goals. By following these tips, you can ensure your events not only raise funds but also build lasting relationships and increase your organization’s visibility. For more insights, read our previous article ‘The Perfect Corporate Sponsorship Packet.’
Contact Mighty Penguin for expert advice on planning and managing successful fundraising events. We’re here to help you make a lasting impact!
