by Bryan Gonzalez

In last month’s article, we explored a changing paradigm: attendance at traditional fundraising events is on the decline.  But for many PHOs (pregnancy help organizations), large event-based fundraising events like banquets, golf outings, and walks remain a critical part of the development cycle.  So what happens if you're not ready to toss the gala entirely – but you’re noticing fewer RSVPs and less energy in the room?

Similar to Haley’s article last month, where if you’re going to do an event, she offered some tips for success; this month, we’re looking at the “how” of event-based fundraising:  if you’re going to do an event, how can you get people to actually show up?

Here are three practical strategies you can use to increase engagement and attendance.

1. Planting Seeds

In response to the question “how do you get guests to attend your event?”, I typically say:  “I started last year!”  What I mean by that is, as soon as your event is over, are you planting seeds for next year’s event?  

Are you promptly, correctly, and donor-centrically acknowledging the donors who just gave?  Are you reaching out and connecting in meaningful ways with those donors, and with new, first-time donors?  

By creating engagement with as many of your donors as possible, by respecting your donors’ time (in addition to their treasure and talent), and by starting and ending the event on time, you’re earning their trust to come back.  Are you keeping the number of speakers to a minimum?  Is your donor experience positive?  (Hint: if you’re having a hard time getting people to your event, then maybe your donor experience isn’t positive and you should consider changing something up)

As St. Paul writes:  Do not be deceived; God is not mocked, for whatever a man sows, that he will also reap (Gal 6:7; emphasis added).  Are we sowing this year to reap next year?

2. Make It Personal: Invitations That Work

Gone are the days when a single, mailed invitation and a few emails would fill a room.  If you want people to attend, someone needs to personally invite them.

“But, that’s a lot of work!  And, I’m just one ED, and I wear many hats!”  Yes, it’s a lot of work, and I know that you wear many hats.  (That’s one reason that Haley has advocated for not putting all of your fundraising eggs in the events-based fundraising basket!)  

It’s also a reason to hire a dedicated fundraising professional, even if that person is only part-time.  It also means enlisting your board members, key volunteers, and development team in an outreach plan. Assign 10-15 contacts to each trusted advocate and have them call, text, or meet with invitees.  This doesn’t have to be a hard sell – it’s an opportunity to say, “You’re important to this ministry, and we’d love for you to be there.”  Remember our article on being pursued?  People are far more likely to attend when they feel personally invited and expected.

Bonus tip: send a reminder text the week of the event.  A personal touch can be the difference between “maybe” and “yes”; or, if they’ve already signed up, then it can be the difference between them actually showing up and “oops, I forgot”.

3. Lead with Purpose, Not Just Food

Increasingly, donors are choosing between multiple causes and commitments.  They need to know why your event matters.

So don’t just promote a meal, a raffle, or a golf cart.  Lead with purpose.  What's the mission or purpose behind this gathering?  Who will their attendance help?  How will this evening change lives?

Consider highlighting:

• A compelling client/patient story shared live or by video;
  
  
• An update on impact – what’s changed in your community;
  
  
• A bold new vision for the year ahead.
  

Yes, people want to have a good time.  But more than that, they want to make a difference.  Make sure your invitation and promotional materials communicate that clearly.

Another aspect of this is not recording your event.  Don’t make it hybrid or virtual.  Make it so that guests will feel it that they’re not there this year.  In the short term, it’ll be a bummer for them to miss it; in the long run, they’ll clear their calendar for this unique and “must-see” event.  

A quick word about the food:  guests will rarely remember the food…unless it’s bad.  So, 

if you want to serve rubber chicken like everyone else, go for it – it just better be tasty rubber chicken because if it’s not, then they’ll remember the food for the wrong reasons.

One Final Thought

Events can still work – but only if they’re intentional and professional.  The key isn’t doing more.  It’s doing fewer events, better. Personal invitations, mission-focused messaging, and bringing new people to the table are proven ways to turn your event from an empty room into a night of impact.

Let’s keep learning from one another.  If you’ve tried something that boosted attendance at your event, I’d love to hear about it.  Email me at This email address is being protected from spambots. You need JavaScript enabled to view it., and let’s keep the conversation going.

ICYMI:  October 2024  Relational Donor Events

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