I Don't Do Event Fundraising
(But If I Did, Here's How I'd Crush It)
Why the fundraising expert who avoids events is sharing the secret sauce anyway
Ever watched someone plan a charity gala and thought, "That looks like a special kind of torture"? Same here, mate.
I'll let you in on a little secret: I don't do event fundraising. Not because I can't, mind you, but because I've found other paths that deliver bigger results with less chaos. I specialise in fundraising strategy, squeezing income from assets you didn't even know you had, building knockout campaigns, and creating individual giving programmes that actually work.
But here's the thing – if I did dive into event fundraising, I'd do it properly. No half measures. No crossing fingers and hoping people show up with open wallets.
So grab a cuppa, and let's chat about how I'd turn event attendees into loyal donors if I ever lost my mind and decided to venture down that path.
The 10-Step Road Map That Changes Everything
Look at most charity events, and you'll spot the same problem. They treat the event as the finish line when it's really just the starting pistol. The real race begins when your guests walk out the door.
I've studied what works, and the secret isn't in the fancy centrepieces or the chocolate pudding. It's in what happens before they arrive and long after they've gone home.
Step 1: Create Pre-Event Buzz That Actually Matters
Most organisations send boring "Don't forget to come!" emails. Yawn.
If I did events, I'd craft messages that make people properly excited. Not just "We're having an auction" but "You're about to be part of something incredible that will change lives."
I'd share a story so compelling they'd feel the impact before spending a penny. The email would land with the emotional weight of a brick wrapped in velvet – powerful but impossible to ignore.
Step 2: Design an Experience, Not Just "An Event"
Your typical charity dinner: rubber chicken, speeches that drag on, and the same old slideshow.
My approach? Create moments people will talk about for weeks. The best events tell a story from the moment guests arrive until they leave. Every detail would support our cause in a way that feels natural, not forced.
I'd make sure attendees experience the impact firsthand – perhaps through interactive elements, surprising moments of connection, or unexpected emotional touchpoints.
Step 3: Get Them to Take That First Step
The fatal flaw in most events is failing to give guests a clear next action.
I'd create a simple, meaningful action everyone could take during the event itself. Not just pledging money, but something that connects them personally to the cause. Perhaps writing a message to someone we help, signing up for a simple volunteer role, or making a small but meaningful choice that deepens their involvement.
This "foot-in-the-door" approach would be the foundation for everything that follows.
Step 4: Make Them Feel ‘Proper Special’
Nothing kills potential donor relationships faster than feeling like just another wallet in the room.
I'd ensure every single attendee felt genuinely appreciated. Not with generic "thanks for coming" lines, but with personalised acknowledgement of their presence. This might mean training staff to remember details about guests, creating unexpected moments of recognition, or finding ways to highlight each person's unique connection to the cause.
When people feel truly seen, their relationship with your organisation fundamentally changes.
Step 5: Strike While the Iron's Hot – The Day-After Email
Most charities wait too long to follow up. By then, the warm fuzzies have faded.
I'd send an impact email the very next day while the emotional connection is still strong. This wouldn't be a bland "thanks for attending" message but a powerful reminder of what we accomplished together and the difference their presence made.
I'd include a specific story or outcome from the event itself – something that happened less than 24 hours ago that's already changing lives.
Step 6: Show Them What They've Done – The Results Video
Two weeks after the event, when most organisations have moved on, I'd send a short, powerful video showing exactly what their support has achieved.
This isn't about fancy production values. It's about authentic impact. A simple smartphone video of someone benefiting from their generosity is worth more than all the professional editing in the world.
The key is making it real, raw, and directly connected to their participation.
Step 7: The Personal Touch That Changes Everything
In our digital world, handwritten notes have become almost magical.
I'd ensure every attendee receives a genuine, personal thank you note – not from the organisation, but from someone directly impacted by their support. These wouldn't be form letters with a signature at the bottom but real messages expressing genuine gratitude.
This is where connections deepen from transactional to transformational.
Step 8: Invite Them Deeper, Not Just for More Money
Instead of immediately asking for another donation, I'd invite attendees to an engagement activity that requires time, not money.
This might be a behind-the-scenes tour, a volunteer taster session, or a special insight event. The goal isn't to extract more funds but to deepen the relationship and their understanding of our work.
When people invest their time, their financial support follows naturally.
Step 9: The Impact Letter That Seals the Deal
Three months after the event, I'd send a comprehensive impact letter detailing exactly what their support has accomplished.
This wouldn't be vague statements about "helping the community" but specific outcomes with numbers, stories, and clear evidence. I'd connect the dots explicitly between their attendance at the event and these results.
The letter would be professional but conversational, like hearing from a trusted friend who's excitedly sharing good news.
Step 10: The Ask That Doesn't Feel Like One
Only after building this foundation would I make a financial ask – and it wouldn't feel like one.
Instead of "please donate," I'd frame it as an invitation to continue the journey they've already begun. The focus would be on their identity as someone who makes change happen, not on the transaction itself.
This approach transforms giving from a financial decision into an expression of who they already see themselves to be.
Why This Matters (Even If You're Not Into Events)
The principles behind this road map work for every type of fundraising:
Create emotional connection before asking for action
Make every interaction personal and meaningful
Follow up consistently and thoughtfully
Show impact quickly and specifically
Build identity before asking for investment
Whether you're running jumble sales or major donor programmes, these fundamentals change everything.
What About You?
I'm curious – what's your experience with event fundraising? Have you found it to be worth the immense effort, or are you looking for more efficient paths to sustainable income?
Drop a comment below or send me a message. I love hearing other perspectives, even (especially!) when they challenge my own.
Until next time,
Jamila
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