A fundraising event isn't a moment in time.
It's the start of a journey of discovery and impact, one that could lead someone to make a commitment of support to your mission.
Organizations often think of events as one-day affairs, but I would argue that they're missing the most important steps after the event, which makes them even more worthwhile.
So I always ask, when talking to clients, "What's your follow-up? What's the journey after the event for the donor?"
Answering those questions takes knowing the goals for the event, then making a plan of action for what happens afterward, and prioritizing it at the same level as the event itself.
But a lot of organizations, when the event itself is over, move on to planning next year's.
That's why I recommend shifting your mindset about events to see them as vehicles for introducing you to new people, and introducing new people to your mission.
Because events take a lot of work and their ROI isn't always clear.
I think that's one of the reasons gala events are becoming less common these days. They take a lot of work and resources to put together, and a lot of money gets spent on them.
So, how are you following up with every single attendee after your event?
Because if someone says yes to an event, they are saying they are interested in your organization.
That's one of the most important things to keep in mind.
Another important thing to keep in mind is that not every event should be revenue-generating. You can't ask people for money every time you bring them together.
You need to cultivate and steward and take care of those people as well.
At Kittiwake, we're often recommending smaller, salon-style events because they allow the organization to form a closer relationship with each guest.
Smaller events open the door for more communication, more follow-up, and, frankly, more surprises about who will give, and to what extent.
Because the most important lesson about fundraising events is that they're not just a moment in time.
They're part of a larger strategy, and a longer conversation and relationship with each guest.
And they're opportunities to bring more people together, so they can become more involved in your mission.
If you'd like to talk more about your fundraising events, your follow-ups, and how to measure your ROI, please get in touch.
Sarah
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