Beyond the Gala: How Events Fit Into Your Bigger Fundraising Strategy

Most fundraisers have been there – you are turning the lights off after another successful gala or big event, basking in the post-event glow. You know you raised a lot of money for your organization. But, after all the hard work, a question creeps in: “Was it all worth it?”

The answer to the question depends on a lot of variables – your fundraising needs, your mission and goals, the event’s historical success. But the real question you need to ask yourself is how events fit into your overall fundraising strategy.

Events are just one of many tools in a fundraiser’s toolbox, not a complete fundraising strategy on their own. They can raise a lot of money while also inspiring your community to come together. But other tools need to fill in the fundraising gaps between events.

In this post, we will lay out the role of events in a larger fundraising strategy, how to design them for the greatest impact and how to measure success beyond the dollars raised.

Fundraiser’s toolbox

There are few more important jobs at a nonprofit than that of the chief fundraiser – no matter your title. Your hard work literally helps keep the nonprofit’s lights on.

Here are some of the tools available to you for your overall fundraising strategy:

Events: Almost every nonprofit runs at least one event a year. Maybe it is a big gala. Maybe it is a golf or volleyball tournament. Whatever the details of your event, it is a day your supporters mark in their calendars every year. Part fundraiser, part social event. Lots of fun, but also hard work for your staff.
Annual appeal: The annual appeal is the heart of the fundraising strategy. It allows you to present your case for support to your community each year.
Regular or weekly giving: Consistent donors are the lifeblood of an organization. Even small, regular donations make a ton of impact. For a church, this would be your weekly plate giving or offertory. For other nonprofits, this may be a monthly or quarterly giver. This consistent flow of support is most important.
Planned giving: Planned or legacy giving are large gifts left in a will or estate plan. A fundraising strategy without a thorough planned giving strategy is leaving money on the table.
Campaigns: This tool only comes out of the toolbox once or twice a decade. But it is an important one. Capital campaigns play a vital role in a comprehensive fundraising strategy and are often undertaken to advance strategic opportunities such as renovating or constructing facilities, strengthening an endowment, or addressing debt in support of long‑term mission effectiveness. When an organization identifies significant capital opportunities that position it for growth, sustainability, or expanded impact, it may be the right time to conduct a feasibility study and begin the campaign planning process.

Where do events fit in the donor journey?

Every donor has a journey with your organization. First, they may periodically support your organization. Then they may move to consistent giving – whether weekly, monthly, quarterly or annually. They could lapse and stop supporting for a while. Each journey is different. How do events fit into this journey?

Awareness and discovery: Events are a great way for new donors to meet your organization. Whether they find out about the event through marketing or being invited by a donor, it provides an opportunity to learn about the work you do and meet members of your community.
Consistent giving opportunity: A gala or big event presents a yearly opportunity for donors to connect with your organization. These events are great conversion opportunities – excited supporters celebrating your mission together.
Putting the fun in fundraising: Let’s be honest – most annual appeals don’t exactly scream fun. Asking for a larger gift every year to help fund your mission is vitally important but can feel more like a chore to the donor. A gala or golf tournament can help a supporter connect with your organization on a different, more fun level. Lean into the fun and make your event memorable; it will inspire stronger support.
In-person connection: Personal connections and appeals will almost always yield better results than a form letter, email or online donation page. Events offer your donors a chance to interact with your team in person, connecting on a deeper level.
Supplement other fundraising activities: Events should not be your only fundraising appeal. The reasons above mention the benefits of events, but an event is also a significant expense and can increase the cost of acquiring new donors or converting donors into more consistent giving. Don’t let events dominate your fundraising plan – stay consistent with major donor stewardship, consistent communication and appeals.

Measure success beyond funds raised at the event

The primary goal of an event is to raise funds — after all, events are too expensive to put on if they don’t contribute to the bottom line. But fundraising isn’t the only way an event can be successful. Done well, events can also build relationships, raise visibility and strengthen engagement in meaningful ways.

Financial: In addition to the total dollars raised, make sure to analyze this data more thoroughly. What was the cost per dollar raised? Is there a way to lower that number for next year? Did you seek enough sponsorships to help offset costs?
Donor pipeline: Look at the number of new donors or new donor leads, major gift prospects identified, meetings booked, etc. The follow-up work following an event is almost as important as the event itself.
Engagement: How engaged were your event attendees? Set a goal, outside of fundraising, based on what your organization needs most – more volunteer hours, engagement on social media or email/SMS sign-ups.
Learning: As your staff talks to donors throughout the event, they should be making mental notes about what motivates your supporters to donate, to attend the event and what interests them. Events are a learning opportunity and a way to deepen your knowledge of your donor database.

Capital campaigns and events

At Fellowship Development, our specialty is running feasibility studies and customized campaign planning for Christian churches, schools and other organizations. Much like events, capital campaigns play an important role in a fundraising strategy. We advise our partners to continue their events during a capital campaign. It is another fundraising touchpoint during a large-scale fundraising effort.

Here are some additional events you may run during a feasibility study or capital campaign:

Town halls: During the study, it is important to reach as many of your potential donors as possible. A town hall provides an opportunity to inform them about the goals of a potential campaign and allows them to share important feedback.
Major donor events: Once fundraising is underway, you should hold major donor events. For example, you could host a big gala. Or smaller, more intimate dinners with your organization’s leader and a few major donors. These events let your major donors know they are valued and appreciated. It also allows them to learn more about the campaign and to hear about the impact their gift will have.
Campaign kickoff: When the public phase of the campaign begins, make it spectacular! Have a fun event for all supporters, inviting them to participate in the campaign. You can share the good news about all the funds raised during the campaign's silent phase to boost momentum.
Celebrate: Once your campaign hits goal or reaches an important milestone like a groundbreaking for new construction, celebrate! Your community worked hard to support your campaign; let them enjoy the achievement.

Conclusion and call to action

The best events are deeply integrated into a larger fundraising plan and designed to advance your donor development.

If you haven’t audited your event, now would be the time. Consider the event’s intended role in your fundraising strategy, the success of your last event and how you can fine-tune your event to better support your mission going forward.

Special thanks Brendan Manson, President of Fellowship Development. Brendan leads a faith-filled team of colleagues at Fellowship Development who are dedicated to serving Christian churches, schools and organizations. He draws upon his education and 30 years of experience in finance and business administration, theology and pastoral ministry, to help create capital campaigns that foster faith while raising funds. Brendan also provides clients the valuable perspective and experience of having led successful campaigns as a pastor as well as a campaign manager.