Fundraisers tend to fall into two camps: those who love planning events and those who groan, “Events are a terrible way to raise money.” Yet despite mixed opinions, events remain a staple on most nonprofit calendars. For fundraisers bogged down in logistics or scrambling to solve last-minute issues, it’s easy to question whether the results justify the effort. But when events are approached strategically, their greatest value often lies in nonprofit donor engagement—not just in the dollars raised.
The True Value of Nonprofit Events
Events must be reframed not as one-time fundraising efforts but as ongoing engagement tools. They are among the most effective vehicles nonprofits have for building relationships, attracting corporate support, and creating a sense of time-bound attention to their mission.
Choosing the Right Types of Events for Donor Engagement
First, an acknowledgment: every nonprofit should consider its event calendar carefully. There are many types of events that can help cultivate existing supporters and attract new ones. Large-scale events like fun runs and formal galas require months of planning and considerable staff time and expense. For organizations with limited resources, smaller gatherings can still create opportunities for cultivation and stewardship. These events may not raise immediate funds, but hosting a gathering at a board member’s home or previewing new programming at the nonprofit’s headquarters can create impact with relatively low cost and shorter lead times.
For long-term cultivation, a nonprofit’s calendar should probably include a mix of event types. When developing the event calendar, leadership should weigh available resources and set realistic goals, particularly when taking on large-scale fundraising events.
Pre-Event Strategy: Cultivating Donors Before the Big Day
The value of an event doesn’t begin with its listed start time—it begins the moment the event is announced. This phase offers valuable touchpoints:
- Invite prospective or under-engaged supporters to help source auction items, set up, or serve on the planning committee. This simple ask is a valuable way to involve them more deeply and tangibly.
- Use event marketing to create a natural communication rhythm that reinforces the nonprofit’s need and mission. Whether announcing a special guest or highlighting auction items, every outreach serves as a time-sensitive touchpoint.
- Personally reach out as RSVPs come in. A past board member who hasn’t responded is a perfect reason to call—which may uncover updates or prompt the donor to host others. Even a “no” RSVP can lead to a gift from someone unable to attend.
- Make thoughtful gestures before the event, such as including a handwritten note in a registration packet or placing a favorite beverage at a guest’s table.
- Identify opportunities to connect with major donors and corporate sponsors, especially if this may be the only chance for in-person connection during the year.
Creating In-Person Donor Connections in a Digital World
In today’s digital-heavy landscape, face-to-face engagement is more valuable than ever. Events offer a rare space for real connection and authentic storytelling.
Fundraising events often draw a mix of longtime supporters and new guests—friends or colleagues invited by someone else, or representatives from sponsoring organizations. These attendees may not be ready to make a major gift, but buying a ticket or bidding on an auction item is a low-barrier form of support. For many, the event becomes their first introduction to the organization—and a gateway to deeper involvement.
Board members should understand this dynamic. Asking them to schedule nine lunches with prospective donors may be a tough sell. But asking them to invite nine friends to a fun evening out? That’s far more likely – and imagine if one of those friends is a big bidder!
Events also allow frontline fundraisers to engage with multiple key stakeholders at once—an incredibly efficient opportunity. To maximize it, leadership and senior development staff should identify high-priority guests and delegate logistical tasks to junior staff or volunteers. This frees senior staff to focus on cultivation during the event.
Building on the donor cultivation strategies identified earlier, staff should circulate with intention. Check in with key supporters, ensure they’re enjoying themselves, and look for moments to elevate their experience. While this doesn’t replace the importance of a one-on-one meeting, it does allow staff to set the stage with a simple “I’m so glad you’re here—can I call you next week to follow up?”
Throughout the event, fundraisers should keep a list of those follow-ups for the next week as well as problems to solve, thank-you notes to send, meetings to schedule, and relationships to deepen.
Fostering Strategic Connections Between Donors
Events also create space for connecting supporters with one another. Relationships between donors can be just as powerful as those between donors and staff. Before the event, fundraisers should identify which introductions they want to make. If seating is assigned, thoughtful placement can make these introductions happen smoothly.
Whether the event is casual or formal, there should always be a moment that centers the organization’s story. This could be a short speech, a video, or a live testimonial from a beneficiary of the nonprofit’s work. Done well, this moment fosters emotional connection between the attendees experiencing it together, whether it is at the finish line or at the table. Ultimately, attendees should leave thinking, “What an incredible event—and what an inspiring cause.”
Post-Event Engagement: The Third Act of Donor Cultivation
Once the decorations come down and the receipts are tallied, the real work continues. This is not the time for senior staff to dive into cleanup and invoice reconciliation. Instead, they should shift focus to post-event engagement—the critical third act of cultivation.
To keep the energy going and capitalize on momentum, consider these key follow-up actions:
- Send a timely thank-you email, share a social media recap, or mail an event summary—and highlight the next event date if this is an annual tradition. These communications should celebrate success, recognize volunteers, and reaffirm the organization’s mission.
- Revisit your follow-up list from the event and make sure donors feel heard and appreciated. Even a simple “What did you enjoy most?” or “Anything we could improve next year?” can deepen the relationship and show genuine care.
- Personally follow up with new attendees or standout participants, such as a first-time guest who placed a top auction bid.
- Make a thank-you call or invite continued involvement—a planning role, a one-on-one meeting, or a future visit.
- Reach out to those who couldn’t attend with a quick “we missed you” call and share a highlight from the event.
- Gather feedback through surveys or informal conversations to inform and improve future events.
The Big Picture: How Events Strengthen Nonprofit Donor Engagement
When viewed solely through a financial lens, events may seem inefficient. But when framed as strategic cultivation tools, their true power becomes clear.
Events spark conversations. They bring people together. They create emotional moments that reinforce the organization’s mission. They introduce new supporters and deepen existing relationships.
Fundraisers willing to shift their perspective—from short-term fundraising to long-term nonprofit donor engagement—will see that the true return on events goes far beyond dollars and cents. Events aren’t just fundraisers but community-builders.
When integrated into a broader development strategy, they can become one of the most effective tools for sustaining meaningful donor relationships.
Ready to elevate your nonprofit’s events strategy? Our team can help you design experiences that engage donors and strengthen long-term support. Through expert consulting and outsourcing services, we’re here to help your nonprofit make the most of every event. Contact us for a free consultation.
