The power of a nonprofit event primarily depends on how you leverage it. It’s not just about getting people to your event. It’s also about how you communicate with people during and after the event that leads to more long-lasting relationships and gifts. Learn how to leverage your event in this 7-minute video.
Leveraging Nonprofit Events
Choose the right event for more opportunities to engage potential donors. You may have heard about an event that was successful for a different organization, but that doesn’t necessarily mean it’s what you should do. Know who your audience is, and use the right event for the right ask. Identify if it is a friendraising event or a fundraising event. Be careful not to make a heavy ask during a more casual friendraising event. On the flip side, if you’re holding a fundraising event, make sure you ask for money.
Educate event participants about your mission and the work your organization does. Even if the atmosphere of the event is casual and fun, helping people become aware of what you do is important.
Gather good information from those who participate. This data will help with donor management and prospecting down the line.
Find ways to get your board members and donors more involved. Make sure they are included, whether that involves planning the event, being part of a committee, selling tickets, or filling tables.
Follow up with your supporters after the event. Share the results of the event so people know what happened. Thank everyone who participated. Recognizing donors for their participation and gifts often leads to larger gifts for a nonprofit in the future. But be sure to also thank volunteers, staff, vendors, and attendees who were part of the event.
The Relationship Continuum
Your event should not be just an event. It is an opportunity to move people along a relationship continuum, and it should give them an opportunity to identify what their next step will be when it comes to their involvement with your organization. Remember, events create awareness. Awareness leads to interest in what you are doing, which leads to people getting involved. Then that involvement leads to investment in your organization.
