Fundraising events can be game-changers for nonprofits, bringing in crucial funds, rallying supporters, and shining a spotlight on your cause. But let’s be honest: they are a lot of work and not all of them bring in the necessary funds needed. While some soar, others stumble, and the difference often comes down to strategy.
At Wright Collective, we have seen an uptick in events post-COVID and wanted to address the elephants in the room. From high-energy galas to community-driven gatherings, we know what works—and what doesn’t. Here’s what you need to know before sending out those invites.
1. Setting Clear Objectives for Your Event
The first question to ask: What does success look like for this event? Is it about revenue generation, donor engagement, or public awareness? Understanding whether your event is for cultivation, stewardship, or direct fundraising is essential.
Take a library client of ours, for example. They hosted a visionary event that, while not a massive financial success, achieved other key goals:
Media exposure: Three news outlets covered the event, giving the library a PR boost.
Stewardship tool: The press coverage provided valuable content that could be shared with prospective donors.
Cultivation of new funders: It helped put the library on the radar of a regional bank, which later received a grant request for $100,000.
In contrast, the library’s upcoming themed fundraiser has clear revenue goals. Unlike their previous event, this one is specifically structured to generate direct financial returns.
Key takeaway: Not all events should be judged solely on their immediate revenue. Understanding whether an event is meant for fundraising, cultivation, or media visibility helps set realistic expectations and ensures a return on investment in different ways. Yet having clear expectations upfront will allow your team to focus and remove unnecessary frustrations.
2. What Works: Best Practices for Effective Fundraising Events
Consistency Creates Momentum
Fundraising events are rarely successful the first time. They need time to build recognition and momentum. Most events need at least three years before they reach their full potential.
For example, we advise our clients to commit to hosting their signature fundraising event annually for at least three to five years. If an event changes drastically every year, it’s harder for it to gain recognition. But if it becomes a tradition, attendance and fundraising success naturally grow over time.
The Power of Exclusivity
Nothing drives demand like the fear of missing out (FOMO). Limited seating, VIP access, or a one-of-a-kind experience can make your event the hottest ticket in town.
A Detroit-based maternal health organization marketed their fundraiser as the event of the season—and it worked. Instead of expanding capacity, they kept it exclusive. This created a sense of urgency and ensured ticket sales for the following year skyrocketed.
Similarly, a food pantry client hosts a biennial gala instead of an annual one. By holding the event every two years, demand remains high, and they secure a sought-after historic venue instead of a generic banquet hall.
Smaller, more exclusive events hosted in supporters' homes can draw potential donors in small groups. These intimate gatherings foster meaningful conversations and strengthen donor relationships.
Know Your Audience and Cater to Them
Your donors aren’t all the same, so why plan a one-size-fits-all event?
High-net-worth attendees may expect elegant, curated experiences like an art auction or wine pairing dinner.
Grassroots community supporters may prefer relaxed, interactive fundraisers like a 5K walk or festival-style event.
A Detroit-based nonprofit knew its supporters would be drawn to an ultra-glamorous evening, so they leaned into luxury branding, focusing on fashion, music, and fine dining.
Meanwhile, a Chicago-based maternal health center balances high-end events with accessible, community-driven fundraisers. They host a gala for major donors while also organizing free or low-cost events to engage future supporters.
Strategic Sponsorships That Matter
Sponsors aren’t just check-writers—they should align with your audience and mission. A well-matched sponsorship can elevate your event’s credibility and long-term impact. Rather than chasing generic corporate support, target businesses and brands that genuinely connect with your cause.
A Midwest-based nonprofit secured a $10,000 sponsorship for their annual gala, which attracted high-net-worth attendees capable of making significant donations. Without this support, most contributions would have been much smaller ($25-$500).
Engagement-Driven Experiences Keep Donors Involved
People remember events that pull them in. Interactive and thematic elements can make events more enjoyable and increase participation.
A literacy-focused nonprofit hosts an annual event that includes a book-themed silent auction, a bestselling author as a speaker, and the recognition of a successful literacy student.
Meanwhile, a Humane Society benefit includes a fashion show and a wine tasting, making it an exciting and engaging experience. Everyone wears their fanciest shoes.
These interactive elements boost participation and ensure attendees walk away with lasting memories.
3. What Doesn’t Work: Common Pitfalls to Avoid
One-and-Done Events
Events that happen only once often fail to generate a lasting impact. Without consistency, donors don’t have time to develop a connection with the event. We see a lot of our clients focused on creating these one-and-done events because a big donor really wanted it. Evaluate each opportunity with a strategic set of lenses to ensure you are using your organization's energy in the best possible way.
Ignoring Audience Feedback
If an event stays exactly the same every year, attendance can decline.
A recent client’s gala saw dwindling numbers because they never changed the food, programming, or experience. They also failed to survey attendees for feedback.
Mismatched Fundraising Expectations
High-cost events need to be balanced with realistic fundraising expectations. A fancy gala requires major sponsors and high-dollar donors to be financially viable. Meanwhile, community events, like food truck gatherings or park meetups, will likely bring in smaller contributions but could lead to long-term donor relationships.
Overlooking Long-Term Strategy
Fundraising should not stop at the event itself. Events should be part of a larger donor engagement plan that includes:
Pre-event marketing and sponsorship cultivation
On-site donor engagement strategies
Post-event follow-ups, thank-yous, and relationship building
Designing an Event for One Donor or Board Member
Supporters and board members often bring valuable ideas to the table—some of which can be game-changers. However, it's essential to step back and evaluate each idea within the context of your organization’s year-long strategy. If an event aligns with your priorities and helps advance your mission, that's fantastic! If not, express gratitude for their input and let them know you’ll revisit the idea next year to see if it’s a better fit. Thoughtful consideration ensures your efforts stay focused and impactful.
Ignoring the Many Hours of Staff Time
Sourcing auction items, arranging flowers, and printing materials require significant time and effort. While your team may handle these tasks “for free,” consider the true cost—could that time be better spent engaging major donors or developing larger campaigns? While these tasks may seem simple or even enjoyable, reassigning staff time comes at a cost to the organization. Instead, consider delegating these responsibilities to volunteers eager to contribute, allowing your development team to focus on high-impact activities.
4. Finding the Right Balance Between Engagement and Revenue
Some events are designed for major fundraising, while others are about cultivation and community engagement.
For example, a Chicago-based maternal health center hosts a gala that relies on sponsorships to generate significant revenue. Without major sponsorship support, the event would struggle financially.
On the other hand, their community-based event isn’t about raising large sums—it’s about building relationships and engaging future donors.
Many organizations balance high-net-worth donor events with accessible community gatherings to ensure long-term sustainability.
The best fundraising events are intentional, strategic, and built for long-term impact. Whether your goal is direct fundraising, donor cultivation, or media visibility, the key is planning events that align with your audience and organizational goals.
At Wright Collective, we specialize in helping nonprofits design fundraising events that maximize their impact. Need help with your next event? Let’s create something meaningful together.
🔗 Contact us: https://www.wrightcollective.co/30-minute-call