We can all agree that events are important. They help raise awareness, create excitement, and might even introduce new supporters to your mission.

But have you stopped to look at the numbers?
Are you finding that your team – or maybe your entire office – is roped into a gigantic time suck?
Do you find yourself working late in panic after realizing you forgot to include a gluten-free meal option again this year?

We are not saying to immediately cancel all your events. When done efficiently, events serve a great purpose. But if you feel like they are monopolizing your time and energy, then maybe it is time to reexamine. Ask yourself:

Are your event attendees engaged with your mission?
Do they know how their silent auction bid is supporting your work?
Is this how your donors want to give?

Let’s look at the numbers.

ROI:

How much of your fundraised dollars from the event is going toward the cost of having it? According to the Association of Fundraising Professionals, event overhead costs can range from 50% to 80% compared to less than 20% for major gift fundraising.

AND these percentages might not even include the countless hours you, your team, and your volunteers have devoted to your event’s success.

Retention:

Next, look at your donor retention rate. Chances are that your retention rate for major donors is significantly higher than that of your event attendees.

We know what you are thinking. ‘Okay, sure, I will get rid of our event, but how am I supposed to replace that revenue?’

Major Gifts

The most important thing to start immediately is a major donor program. Do not let these words intimidate you – ANY organization can do this. What it really means is personalized engagement with your top supporters.

Sit down with your most loyal donors and ask them why they give and where they want to see the organization in 5 years. Treat them like true partners in your work. Get them deeply involved with your mission. Explain your reasons for wanting to move away from events and ask them to help.

We think you’ll find that your supporters prefer this meaningful engagement. They want to hear how their gift directly impacts the people you serve. According to a study done by Blackbaud 78% of donors would rather have personalized communication instead of attending a gala.

Unsure where to begin? Start with your Board!

Peer to Peer:

Next, look at your event volunteers, your monthly supporters, your donors who give annually (but might not be major donors), and find a way to engage them in philanthropy. Generation X, Millennials, and Generation Z want to be a part of your organization in a hands-on way. Why not have them help you raise money?

Ask them to bring a group of their friends to your office for a tour and coffee.
Ask them to host a book club or a wine and cheese night with their peers and invite you to speak. Maybe instead of bringing a bottle of wine, their friends could bring a gift card for your organization.
Ask them to invite you to their place of work and host a lunch and learn.

We know what you are thinking, isn’t this still like an event? Yes, but in a much more intimate setting with a smaller group of people. And meetings like this take much less time and money compared to an annual event. Not only will you have the opportunity to engage with potential new supporters, you are also building a strong relationship with your partners who help make these ‘events’ happen.

Keep the event but reimagine it:

If you aren’t ready to give up your event just yet, that is okay too, just do your best to make sure your mission is present. Everyone there should know who they came to support and why your work is important.

Have a mission auction to discover what your donors are passionate about. Maybe it is your housing program, food pantry, or pet partnership. You can use this information for future communication and stewardship.

Follow up, follow up, follow up. We get so caught up in wrapping up the operational components of our events that we delay reaching out to our event attendees until it is too late. You should follow up with them immediately while your mission is still top of mind. Reach out to thank them and invite them in for a tour and coffee as soon as you can.

Start building your major donor program. Maybe it isn’t quite time to nix your event, but you can still start the foundation for a major gifts program. Need help with this? I am here! This type of engagement will lead to impactful support for years to come. Schedule a consultation with me to get started.

Replacing Events with Meaningful Mission