Gala season is in full swing here on the East Coast and many nonprofits are preparing for their special evening. For many organizations, the proceeds from that one event can be a major revenue stream. When we are assisting organizations with the planning and execution of their events, it’s our job to get them to think beyond that one evening:
- How can this event help support fundraising throughout the year?
- If someone unfamiliar with your mission attended, would the event be impactful enough for them to want a relationship with your organization?
- Did you provide clear calls-to-action in your messaging?
- Do you have a plan to stay on attendees radar after the event?
Or, do you take the money and run?
Some organizations don’t have the resources, nor processes, to maintain that event momentum through continued communications. Planning a major fundraising event is taxing, and once the event is over, many need time to recover and get back to the day-to- day business of their mission. As a result, interactions with sponsors and donors are minimal until it’s time to start planning for the next event.
Maybe you can’t do a full-blown campaign to keep engagement going outside of your planning season. However, are there 1-2 things that you can do that will be meaningful to your stakeholders? If so, start there and build as you go. There are specific practices that can help you to not only build stronger relationships with your supporters, but oftentimes, increase their giving.
One secret component of your fundraising strategy is communications. What are you saying, when are you saying it and how are you saying it. We’ll be talking about this and more in our We The People PR Program. We’d love for you to join us, so we can provide you with strategic, practical support around your org’s specific messaging and communications planning.
In the interim, feel free to write me at firstname.lastname@example.org, to let me know how you stay on the radar of your stakeholders, following your key fundraising events.
CEO, The Wakeman Agency