The COVID-19 Pandemic may have finally finished off event-style fundraising models. Certainly, with the Delta strain surging, we’re all hearing that dreaded death rattle as fundraisers attempt to go back to their familiar standby.
I’ve never been an “event person,” and I most definitely have a bias against events as the primary mode of fundraising. How many golf tournaments, bowl-a-thons, gala parties, or silent (loud?) auctions do we need before recognizing events don’t work.
Sure, people have a lot of fun at parties. Golfers love the chance to play a round on a prestigious course. The artist who “donated” the painting for your silent auction gets a nice charitable gift tax write off when the piece doesn’t sell at the gallery. And your nonprofit just spent a boatload of money and staff hours for a one-time budget boost – assuming your event broke even.
Then, a global pandemic hits and you’re looking at a $50K hole in your fundraising plan. It’s happened far too often in the last couple of years.
Nonprofit gurus have been saying this for years, including Joan Garry. Her post “Why Do So Many Nonprofits Live or Die by Special Events?” outlines exactly why special events are a very poor way to build a successful fundraising plan. They’re expensive, unpredictable and a huge drain on staff time, Garry says.
Finally, they don’t encourage donors to invest in your mission. And that is the crux of why I’ve never been a fan of events as an effective fundraising plan.
I cut my fundraising teeth on the Benevon fundraising model, which is based on building lasting relationships with people who share an affinity for your mission and vision. Sure, the model calls for regular tours and a large-scale annual fundraising breakfast, but these can and should be adapted for virtual tours and small group asks, even one-on-one relationships. It’s not about the menu, the decorations or the swag bags!
It’s all about your mission, the work your nonprofit is doing to achieve its vision and how ordinary people can be an important part of it!
COVID-19 has forced every single nonprofit to re-think event fundraising. Despite the loss of events, nonprofits with a robust variety of fundraising channels with strong, established donor relationships are doing just fine shifting their fundraising plans to these changing times.
Direct mail companies are finding donations growing in average gift size and in new donors. Online giving, including Facebook and Instagram, report growth as campaigns and events go virtual.
If one good thing can come from COVID-19, I hope it encourages nonprofits to scrap large scale events and adopt a more diverse fundraising plan – even when the pandemic is over.
Writer and Raconteur 