4 Strategies to Boost Your Museum’s Fundraising Efforts

If you’re a leader at a museum, you’ve likely spent a good deal of time thinking about how to create a sustainable funding model for your organization. When you consider your museum’s revenue streams, ticketing likely comes to mind first. However, museum revenue generation as a whole is much more complicated.

Research shows that all forms of earned income—admissions, merchandise sales, program participation costs, etc.—only comprise 40-70% of a museum’s funding. The remaining 30-60% comes from various contributions—grants, endowments, and individual donations—meaning it’s important not to neglect your fundraising efforts to maximize your revenue generation potential.

To boost the amount of individual donations your museum brings in, this guide will walk through four top fundraising strategies for organizations like yours, including how to:

  1. Segment Your Donors
  2. Host Fundraising Events
  3. Focus on Your Membership Program
  4. Invest in Specialized Fundraising Software

Implementing these strategies will help your museum keep ticket, merchandise, and educational program costs reasonable for visitors while still bringing in enough revenue to fund all of your initiatives. Let’s get started!

1. Segment Your Donors

The first step in asking your museum’s supporters for donations in a way they’ll be receptive to is to understand them as individuals. Segmentation—the process of grouping your donors based on shared characteristics—is one of the most effective ways to do just that.

Review your museum’s donor data management system to locate relevant information that you can use in the segmentation process, such as supporters’:

  • Demographics: age, location, education, family status, and wealth
  • Giving history: average donation amount, giving frequency and recency, and preferred donation method
  • Engagement history: event attendance, educational program participation, membership status, and communication preferences

Then, use this data to create your donor segments. For example, you might have one group of older, wealthy donors who give at the end of every year by mailing in a check and another group of Millennial supporters who donate more sporadically through your mobile giving page.

Based on what you know about these segments, send targeted communications to encourage them to give an amount that aligns with their past donations through their preferred channel.

2. Host Fundraising Events

Events are a popular fundraising method among many nonprofits, including museums. Not only do they typically have a high return on investment, but they also bring your community together around their shared passion for supporting your organization.

Some types of fundraising events that work particularly well for museums include:

  • Galas. Since galas are among the most formal event fundraisers, they’re especially useful for attracting mid-level to major donors. They typically include dinner, entertainment, speeches by organizational leaders or guests, and time for socializing.
  • Auctions. Auctions are highly flexible—you can choose either a live or silent auction and host it in person, virtually, or in a hybrid format. To maximize your fundraising event revenue, procure high-value auction items that appeal to your supporter base.
  • Sip-and-paint parties. These events are especially popular among art museums. Set up paints and canvases in a large space (outdoors if possible), and offer a selection of wines, nonalcoholic drinks, and light snacks for attendees to enjoy as they create their own art. To fundraise, charge an entrance fee and set up a donation jar.

For any of these events to succeed, careful planning is essential. In addition to solidifying logistics and ensuring you have all of the materials you need, take time to create a positive experience for participants that will encourage them to continue supporting your organization.

3. Focus on Your Membership Program

Although membership fees fall into the earned income category of museum funding, they’re one of the most reliable revenue streams within that 40-70% mentioned earlier. Plus, since your members are loyal supporters of your organization, they may be more willing to participate in fundraising events or make additional donations.

Convert more of your organization’s visitors into members by:

  • Offering a variety of membership benefits. According to Double the Donation, these may include anything from free or discounted admission to members-only events and early access to special exhibitions.
  • Creating membership tiers. With a tiered structure, members can choose a plan that aligns with their budget and commitment to your organization, and those at higher levels can receive more perks in exchange for their higher contributions.
  • Broadly advertising your membership program. Leverage your museum’s website, social media, email marketing, and direct mail to recruit new members from among your repeat visitors and program participants.

In addition to recruiting new members, make sure to have a plan for retaining existing members. Send out membership renewal reminders each year to boost re-enrollment in the program, and collect and apply member feedback to continuously improve your offerings for members.

4. Invest in Specialized Fundraising Software

Between creating targeted donation asks, hosting fundraising events, and managing memberships, museum fundraising involves a lot of moving parts. Fortunately, there are tools designed specifically for organizations like yours to help boost revenue and engage supporters through every step of the donor journey.

Doubleknot’s museum software guide recommends looking for a solution with the following features:

This checklist shows four features to look for in museum fundraising software.

  • Cloud-based tools for membership management, donation processing, event planning, and supporter communications.
  • A robust constituent relationship management system or integrations with third-party solutions that securely store information about your visitors, members, and donors.
  • A user-friendly interface to make it easy for anyone on your team to add or view information.
  • Complete analytics and reporting systems so you can see what is working in your fundraising strategy and where you can improve.

Additionally, make sure your software is customizable so it can more effectively help you meet your museum’s needs and achieve your goals.

As you put these fundraising strategies into practice, continue to collect and analyze data on giving, event attendance, memberships, and supporter engagement so you can hone your efforts over time. With the right tools and a bit of creativity, you’ll be able to optimize your fundraising, boost the contributions side of your budget, and develop a more sustainable revenue generation plan.

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Nonprofit Landing Pages: How to Turn Visitors into Donors

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Picture this: you’re a frequent nonprofit supporter who found a new organization that aligns with your values and you want to donate. You visit its website, only to be met by a barrage of poorly organized information and landing page links crammed onto one page. You get frustrated trying to find what you’re looking for, so you click off the website and find another nonprofit to support instead.

Fortunately, your nonprofit can easily avoid this outcome and secure support by prioritizing web design best practices when creating landing pages. Use these tips to optimize your landing pages for online fundraising and user experience:

As we explore these essentials, consider your nonprofit’s current web design approach and digital strategy, as well as your bandwidth for implementing these improvements. Let’s dive in! 

1. Tell a dynamic story

Telling your organization’s story compellingly and emotionally can seem difficult through a screen. However, by leveraging online tools, you can actually tell your story more vividly than you can from just a face-to-face interaction. 

Evaluate how you’re currently telling your story on your “About Us” page, then try these strategies to add dimension:

  • Incorporate photos and videos. A picture really is worth a thousand words if you use branded multimedia elements to tell your nonprofit’s story. For example, let’s say you represent a food kitchen. Instead of writing a long paragraph explaining your mission of providing meals to hungry families, include a video of one of your beneficiaries describing what life is like in a food desert. 
  • Use interactive graphics. Clarify and highlight key events in your history with interactive graphics, such as timelines and maps. Continuing with the food kitchen example, you could highlight the different communities you’ve been able to serve and how your influence has grown over time.
  • Embed a real-time impact tracker and calendar. Remember that your story is still unfolding, and you can convince potential donors to be a part of it by keeping them updated on your mission’s progress. For instance, you could showcase the number of meals your food kitchen is currently serving and have the tracker automatically update every day or week. Or, you could embed your event calendar into the page so audience members can see that you’re ramping up volunteer opportunities, for example, which is a sign of growth. 

Whichever strategies you choose to tell your story on your website, ensure that your nonprofit’s branding stays consistent so your audience can form a unique connection with you. This includes visual elements, like your logo, and abstract elements, like your tone of voice. Use this sample brand guide for a fictional nonprofit from Fifty & Fifty’s guide to nonprofit branding to inspire your own branding journey:

A sample brand guide that includes these sections: color palette, logos, mission statement, typography, and tone of voice

2. Use a CMS made for nonprofits

As a nonprofit professional, you’re likely more focused on your mission than on learning the ins and outs of web design. That’s why it’s so important to find a content management system (CMS) or web builder that’s custom-built for nonprofits like yours. 

There are several options available, but Nonprofits Source’s guide to web design suggests looking for a solution with these top features:

  • Intuitive interface. Your landing page builder should be accessible to everyone on your team, even those with limited technical expertise. Some user-friendly features to look for include drag-and-drop editors and customizable templates that simplify the page design and layout experience.
  • Integration with other digital tools. Whether it’s a payment processor, a digital marketing plugin, or an event registration system, your CMS should be able to integrate with your other software solutions to provide a streamlined experience for both admins and site visitors. 
  • Brand customization. As previously mentioned, your brand is everything when cultivating a community of supporters. Ensure that your CMS can implement your nonprofit’s logo, color scheme, and other visual assets so you can claim your landing pages as your own. 
  • Accessibility tools. Make your landing pages accessible to anyone who comes across your nonprofit’s website for maximum exposure. Your CMS should be able to add alt text to images, offer keyboard navigation, and support screen readers. This ensures that people of all backgrounds and abilities can navigate and make use of your website pages.
  • Search engine optimization (SEO) features. Publishing your landing pages is just the first step to securing supporters online. SEO can help you reach people who are more likely to convert (your target audience) by incorporating keywords that are relevant to your cause. Then, search engines will serve your landing pages to users looking for similar information. Web builders that come with SEO tools built-in are ideal for accessing your target audience.  


Choosing a CMS is an important decision, so ensure that you lay out your needs ahead of time, research your options carefully, and leverage free trials and consultations with providers so you find the best fit. 

3. Establish trust with the audience 

Just as with other forms of nonprofit marketing, it’s crucial to leverage your landing pages to build trust with potential supporters. To bolster your brand’s credibility with your landing pages, you might:

  • Include impact metrics. Ultimately, your donors need to know that your nonprofit will use their gifts to make a real difference. Convince them of your skills by highlighting impressive impact metrics. For example, you could embed calls-to-action that prompt site visitors to read your annual report with eye-catching statistics. Emphasizing your impact metrics across all landing pages establishes a trusting and transparent relationship with site visitors.
  • Use social proof. Your site’s visitors will be more likely to trust your organization if people they care about or even relate to endorse you. You can leverage this phenomenon (known as social proof) by integrating positive testimonials from donors, beneficiaries, and other stakeholders. You could also shout out inspiring supporters on social media and integrate the post into your landing pages with plugins.

As you design your landing pages, leverage any opportunity to establish your positive reputation. After all, landing pages are highly visible, making them a great addition to your nonprofit marketing plan. 

Your nonprofit’s landing pages (especially your donation page) are critical parts of your fundraising and donor cultivation strategies. By carefully designing and leveraging their unique qualities, you can transform casual site visitors into passionate supporters. 

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Following Up With Donors After a Product Fundraiser: 5 Tips

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Picture this: you’ve just hosted a successful cookie dough fundraiser. Throughout the campaign, you sold delicious treats and watched families come together to bake cookies in support of your cause.

When the campaign ends, you wonder how you can keep the momentum and magic of your product fundraiser alive once the campaign is over. With proper follow-up and donor stewardship, however, you can sustain the relationships you’ve created and encourage long-lasting support.

Whether you’ve hosted tons of fundraisers or just wrapped up your first-ever campaign, these five tips will help you conclude your product fundraiser on a high note and leverage the campaign end as an opportunity to grow your donor relationships.

This image shows five tips for following up with donors after a product fundraiser, as outlined in the text below.

1. Thank donors for their generosity.

The best place to start with fundraiser follow-up is by sending a simple thank-you. Show donors that you recognize their contributions and appreciate their participation in the campaign.

To ensure your thank-you note is complete, eCardWidget recommends including the following elements:

  • A personalized greeting
  • A statement of your appreciation
  • Your nonprofit’s plans for using the donation
  • A short testimonial or story
  • Additional engagement opportunities
  • A closing and final thank-you
  • Signature and contact information

Get creative with your thank-you notes by adding images or sending eCards. That way, your appreciation efforts will be more interactive and exciting for recipients. Just make sure to send your thank-you notes as soon as possible after the campaign ends—preferably within 48 hours—while your nonprofit is still fresh in donors’ minds.

2. Personalize your outreach.

Add a personal touch to your fundraiser follow-up by acknowledging donors’ individuality. Address donors by name and reach out using their preferred communication method.

You can also personalize your outreach to your organization’s mission and goals to make your communications stand out. For instance, let’s say your cheerleading team hosted a product fundraiser to raise money for new uniforms and competition fees.

Instead of sending a generic follow-up email, you can include pictures of team members dressed in their new uniforms at your latest competition to show donors what their funds went toward. Additionally, you might interview one of your team members about what donors’ support means to them and include that testimonial in your follow-up to show donors how much their contributions make a difference to individual team members.

3. Invite donors to get more involved.

Donors have more to offer beyond their monetary contributions. Welcome them to your nonprofit’s community by encouraging them to get involved in other ways.

For example, you may invite donors to your nonprofit’s annual gala. Give them the option of attending the event, helping to secure sponsors, or volunteering to set up beforehand and clean up afterward. That way, they can expand their involvement in your organization in the way that most appeals to them.

4. Update your donor database.

Throughout your fundraiser, you likely collected lots of important information about your donors, especially those who are brand new to your nonprofit. To stay in touch with these supporters, you’ll need to store their contact information in your constituent relationship management platform (CRM).

As you create new donor profiles, consider adding the following data points to steward these new donor relationships:

  • Names
  • Mailing addresses
  • Email addresses
  • Phone numbers
  • Preferred communication channels

For existing records, add information about donors’ product fundraiser involvement and anything else you learn about them. Perhaps one donor engaged with your social media post about the fundraiser and participated shortly after. This piece of information would be useful to note because you can target this supporter using social media during future campaigns for the best results.

5. Collect feedback.

Hearing your donors’ thoughts about your product fundraiser can improve your approach in the future. For example, you may ask for feedback on the products you sell. ABC Fundraising recommends hosting a popcorn fundraiser since it has high earning potential and caters to a wide audience. You may check to see if donors would be interested in this type of fundraiser or inquire about which popcorn flavors they like best.

In addition to asking about the products themselves, you can also collect feedback on the logistics of your fundraiser by asking questions such as:

  • How did you hear about our product fundraiser?
  • What did you enjoy about the fundraiser?
  • Is there anything we could improve for next time?
  • How does this fundraiser compare to others we’ve hosted in the past?
  • Would you be interested in participating in this type of fundraiser again?

These types of open-ended questions allow donors to elaborate on their answers and provide you with rich, detailed feedback. Make sure to set aside time for your team to comb through the responses and note any helpful insights.

While the main purpose of your product fundraiser is to raise funds for your cause, it’s also a great opportunity to build upon your connections with donors. When you continue communicating with donors after the final transaction has been made, you show that you care about your donors beyond their monetary contributions and want to create mutually beneficial relationships with them.

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Requesting In-Kind Donations: Answering 3 Key Questions

Nonprofits are constantly looking for ways to sustain themselves and power their mission year after year. While most nonprofits eagerly search for strategies to help them garner more donations, there’s another, often-overlooked method of support—in-kind donations.

In this guide, we’ll take a closer look at in-kind donations and how they can help your organization. This article will answer three key questions about in-kind gifts so you can feel properly informed about these donations and how they lead to even greater support for your nonprofit. Let’s get started!

1. What are in-kind donations?

An in-kind donation is any gift or contribution made to your nonprofit that is non-monetary. Common types of in-kind donations include:

  • Goods. When most nonprofit professionals think of in-kind donations, they think of goods. For example, giving canned food to a nonprofit food pantry is making an in-kind donation. However, your nonprofit can also accept goods that don’t directly help your beneficiaries. For example, you could accept office supplies, furniture, and other items that will empower your staff members to further your mission. Plus, this type of donation is good for the environment, as it encourages supporters to recycle their gently used goods.
  • Volunteer time. Although your nonprofit probably already recruits volunteers to help your cause, it’s important to recognize that volunteer time as a donation. In fact, the estimated value of an hour of volunteer work is about $32. Be sure not to overlook this type of in-kind gift.
  • Services and consulting. Services and consulting are other types of in-kind donations that a supporter could make to your nonprofit. For example, you might enlist a human resources consulting firm to do a free HR audit of your organization. Services such as these can improve your nonprofit’s operations and set you on an easier path to success.
  • Facilities and equipment. Your nonprofit will undoubtedly need to rent out facilities or equipment at some point. For example, your next event may require a space that fits over 1,000 attendees and video equipment for your live stream. If you were allowed to use an event space for free and if the video equipment was donated, these would be in-kind donations that would fit your needs.
  • Software and technology. Due to budget constraints, nonprofits are sometimes unable to invest in software and technology that will streamline their operations and make it easier for them to help their beneficiaries. That makes in-kind donations of these types particularly helpful for your organization.

Each of these different types of in-kind donations comes with its unique benefits for your nonprofit. Consider your organization’s needs and add the in-kind donations you’d like to receive to your nonprofit’s online donations page. Although you probably already have a dedicated volunteer appreciation process, be sure not to recognize other in-kind donations as well. That way, your supporters will feel that their contributions are equally important as a financial gift.

2. Who should I request in-kind donations from?

It can be intimidating to ask for a new type of donation from your supporters. However, there are many groups of individuals that you can successfully request in-kind donations from. A few popular groups to ask include:

  • Followers. These individuals have expressed interest in your nonprofit but haven’t engaged much further. While they have their reasons for not making a financial gift to your nonprofit, they may be open to making an in-kind donation like goods or equipment.
  • Volunteers. Your volunteers are already making an in-kind donation to your nonprofit—their time. Properly steward these individuals to ensure that they continue lending their assistance to your nonprofit. Plus, they may be inclined to donate services if asked. For example, a graphic designer may be willing to design your social media materials.
  • Donors. Donors are the backbone of your nonprofit, as their gifts are essential to your success. Since they’ve already demonstrated a vested interest in your organization, they may be open to making a different type of gift as well.
  • Major donors. When it comes to larger appeals, major donors are the ones to ask. These donors are financially capable of giving larger gifts and may be well-connected. They may allow you to use facilities that they own for free or introduce you to other individuals who may be able to help. Don’t be afraid to contact them for non-financial support.
  • Businesses. According to 360MatchPro, corporate philanthropy is becoming increasingly popular for businesses. Look for companies with existing philanthropic initiatives to make appeals to. These companies will be more willing to donate their services or unused equipment for your cause.

To support your appeals for in-kind donations, consider investing in nonprofit constituent relationship management software. With the right tool, you can track supporter information to identify individuals who would be most receptive to an appeal. For example, if a supporter has a history of volunteering with your organization, they’ll probably be interested in donating more of their time through volunteer opportunities.

3. What should I do with in-kind donations?

A perceived detriment of in-kind donations is that they are less flexible than monetary gifts. In actuality, they can be used to support your nonprofit’s needs in a variety of ways. You can use in-kind donations to:

  • Support your beneficiaries. For select nonprofits, in-kind donations can be used to directly support your beneficiaries. For example, an organization that supports people experiencing economic hardship could collect donated clothing to give to their beneficiaries to help them stay warm during the winter months.
  • Support your nonprofit. Aside from directly helping your beneficiaries, in-kind donations can fulfill your organization’s needs, streamline operations, and otherwise aid your programs and activities. In-kind gifts of services, consulting, software, and technology can all support your nonprofit.
  • Host events. In-kind donations are especially helpful for hosting a nonprofit event. For instance, if you’re planning to host a gala, you could reach out to restaurants and catering businesses to see if they’d be interested in donating their services for the event. You reach out to major donors to obtain a desirable venue. And, if you’re looking for decorations on a budget, supporters may be willing to donate some to help you out.

In addition to these options, you can also use in-kind donations to fundraise for your nonprofit. A common way to do this is to accept goods from supporters and use them to create raffle baskets that you auction off at your next event. You can also host a recycling fundraiser such as a secondhand clothes sale. Supporters will donate their clothing, you’ll sort through them, and then you’ll display the items and allow attendees to purchase them on the day of the sale.

If you’re an environmentally-focused nonprofit, you can also fundraise by asking supporters to collect recyclable items, such as glass bottles, tin cans, and paper. Bring these items to a recycling center, where you’ll get paid per pound of recyclable material you collect. Or, if that’s too much hassle, some organizations like Phill the Box (which will pay per pound for clothing you’ve collected) will give you collection boxes to set up and will pick up donations for you.

As you consider strategies for fundraising and garnering support from constituents, don’t overlook the power of in-kind donations. Be sure to outline your rules for accepting in-kind gifts on your nonprofit website’s donation page. And, properly steward in-kind donors by giving them the recognition they deserve.

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Connecting With Church Donors During Your Annual Appeal

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Your Catholic diocese’s annual appeal offers a great chance for you to connect with your parishioners during the Easter season as you invite them to contribute to the growth of the church and the service of their fellow man.

So, when it comes time to don your fundraising hat, it’s important to remember to not get too caught up in the dollars and cents. Instead, focus on building genuine relationships with your parishioners and teaching the principles of generosity and sacrifice. This will help secure their continued engagement and support in the long run.

In this quick guide, we’ll cover four tips for connecting with your donors during annual appeal season. As you explore these tips, consider what you know about your own parishioners and how you can tailor your appeal messaging and fundraising approach to their needs. Let’s begin.

1. Craft messages that resonate with your donors.

Thoroughly prepare for your annual appeal by examining the results of past annual appeals. What worked? What could you have done differently to get better results?

One common focus area for improving Diocesan annual appeals is the messaging around your campaign. It’s important to craft appeal messages that will resonate with your church donors.

Your messaging should be strongly connected to the core pillars of Lent—prayer, fasting, and almsgiving. According to Averill Solutions, it should be clear to your parishioners that “your annual appeal is associated with the overarching principle of sacrifice and spiritual refinement that can bring your parishioners closer to God.” Messaging that reinforces these ideas will help parishioners recognize donating as an act of giving something up to benefit the greater good.

Additionally, your appeals should be highly personal. This will help each parishioner feel seen and valued as an individual instead of making them feel like a walking ATM. Use the following best practices to personalize your appeals:

  • Lean on the records you have for each parishioner to access their contact information, church attendance details, and giving history.
  • Segment your parishioners into groups based on shared characteristics (such as age or preferred communication method) and tailor your appeals to those groups.
  • Share compelling stories to demonstrate the need for participation in the appeal.
  • Use parishioners’ names in your messages instead of generic greetings.

While most of these best practices apply to written messages, don’t overlook the importance of in-person interactions. Whether you’re chatting with a parishioner after Mass or making a visit to their home, you have the opportunity to communicate that your diocese cares about them as an individual and appreciates any way they can give to the annual appeal.

2. Offer multiple ways to give.

Just as each parishioner’s Lenten sacrifices are unique, so too are their approaches to giving to your annual appeal. Anticipate your parishioners’ giving needs by offering multiple ways to contribute. For instance, you could:

  • Provide a variety of donation tools. Make the giving process simple and accommodate a variety of giving methods by providing many different donation platforms, like text-to-give tools, a donation form on your website, gift envelopes, and mail-in forms.
  • Design opportunities for young parishioners to get involved. Empower entire families to give to your annual appeal by creating child-friendly opportunities. For example, Double the Donation recommends hosting a product fundraiser like a candy bar sale, which is a fun and easy way for your youngest parishioners to give back.
  • Communicate that non-monetary contributions are valuable, too. Some parishioners may not be in a position to give a monetary donation, or they may have items, talents, or services to contribute. For instance, someone might give office supplies that your diocese can use in its elementary schools. Another might donate their time and talents to create an auction catalog for your upcoming fundraising event.

Stay open-minded about the different ways in which your parishioners can give and what a successful annual appeal looks like. When your parishioners feel like their contributions are valued no matter what they look like, they’ll feel more included in the church community and be more inclined to continue to give down the road.

3. Prioritize transparency.

Share with your parishioners what their past annual appeal donations have been used for and how you plan to use the funds you raise this year. Being transparent about how your diocese intends to use their contributions will instill more trust in your diocese and the church in general, leading to greater engagement and more contributions.

When sharing how donations will be used, be specific. This will help you appeal to different individuals’ interests and charitable priorities. For example, say you share that you’re going to use some annual appeal funds to launch a new religious education and engagement program for the children in your community. Parents, teachers, and other individuals invested in children’s spiritual development may then be inclined to give (or give more!) to your annual appeal.

4. Continue to cultivate generosity after your appeal ends.

The annual appeal season shouldn’t be the only time of year when your parishioners learn about the principles of sacrifice, generosity, and consecration. In fact, if you’re not teaching these principles (and living them) year-round, your annual appeal can ring hollow.

Here are some best practices your church can use to continually cultivate generosity among your parishioners:

  • Teach generosity. Actively seek out opportunities to share messages, scriptures, and stories related to generosity. This will help establish it as an important part of being a believer.
  • Practice what you preach. Lead by example to serve and give to your parishioners, whether you’re providing spiritual counsel or volunteering with community organizations.
  • Set up regular opportunities to serve. Make it clear to your parishioners that monetary giving isn’t the only way to give back. Set up service projects and volunteer days that encourage them to put their faith into action.

Ensuring that your parishioners are spiritually fed in this area will not only inspire them to give to your annual appeal but will also help them become more refined, selfless, and Christlike individuals.

Your annual appeal is about more than just meeting a fundraising goal—it’s also about connecting with your parishioners. To take your appeal to the next level, consider hiring a Catholic fundraising consultant. These experts understand the nuances of faith-based fundraising and can help you meet your goals and influence parishioners for good.

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Reaching Your Donors Where They Are with Mobile Fundraising

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Every nonprofit dreams of having sustainable sources of funding that fully fuel every part of its operations. However, this isn’t the reality for many organizations. The National Council of Nonprofits indicates that a minority of nonprofit organizations are able to set aside the recommended six months of cash reserves (or “rainy day fund”). Many nonprofits have less than three months in these reserves.

To overcome these odds, your nonprofit needs to meet donors where they already are—meaning that you need to take your fundraising efforts to the communication channels they spend the most time on. Using more traditional approaches like direct mail is still effective and generates significant amounts of revenue for nonprofits each year. But, it could be time to modernize your efforts to push your campaigns to the next level by implementing mobile fundraising.

Let’s get started by covering the basics of this strategy.

What is mobile fundraising?

Mobile fundraising is a technique that allows donors to give to your nonprofit via a mobile device like a smartphone or tablet. Mobile giving can serve as a standalone campaign or as a piece of a larger fundraising initiative that involves other giving methods.

When you use this fundraising technique, you can reach more supporters with less time, effort, and money than more traditional outreach methods. Because you’ll be able to connect with a much larger audience, you can connect with untapped audiences of passionate supporters who could one day become important major donors. Additionally, because it makes giving so convenient, mobile fundraising is a great way to enhance donors’ experiences with your organization.

4 Mobile Fundraising Best Practices

1. Use effective technology.

Because this form of giving is entirely digital, you’ll need the right technology to keep everything running smoothly.

Depending on your nonprofit’s needs, goals, and the way you’ll use mobile giving, consider using one (or a combination) of the following solutions:

  • Mobile donation pages. These pages are simply mobile-responsive versions of your digital donation form. Because so much web traffic occurs via mobile devices, it’s best if your website (and all of its pages and forms) are mobile-friendly. Make sure your donation form software is able to resize the form for any device and that all buttons and form fields are large enough to be tapped on a touchscreen.
  • Text-to-give software. When your nonprofit registers with one of these platforms, you’ll receive a unique phone number to share with your donors. Instruct donors to text a code or dollar amount to the number, and they’ll typically be prompted to click a link to enter payment information and confirm the donation. Some platforms store this information so that in the future donors can donate just by sending a text or two.
  • Mobile giving apps. Some donors may want a method that is still convenient but feels more secure. In this case, you may want to opt for a mobile app instead. There are a variety of these apps tailored to different organizations and sectors, so make sure to do your research and choose one that fits your needs and budget. Ideally, the app should have features such as the option to make one-time and recurring gifts, a feature for covering transaction fees, and built-in text-to-give tools.

Investing in the right technology before launching your fundraising campaign will streamline your efforts, ensure that each payment made is secure, and even provide you with valuable data that can be used to guide future fundraisers.

2. Learn what your donors want.

Understanding your donors is the foundation of any successful fundraiser, and it’s a key stepping stone on your path toward sustainable fundraising.

Allegiance Group’s guide to driving donations highlights the importance of personalizing outreach to your donors, explaining that “by making donors feel like they are part of a larger cause and can directly contribute to achieving those goals, you’ll encourage them to increase the value and frequency of their gifts.”

Here’s how you can translate this advice into actionable next steps for your mobile giving campaign:

  • Conform to communication preferences. While it may seem obvious, it’s important to make sure that the donors you reach out to through a mobile fundraiser use and prefer digital or mobile communication channels. If they seldom engage via mobile devices or are uncomfortable with mobile giving, they may have a negative reaction to a seemingly random ask via text message (e.g., deleting and reporting the message as spam).
  • Tailor your ask amounts. If you are reaching out to donors with fundraising appeals through their mobile devices, make sure the appeal aligns with each supporter’s giving affinity and capacity. You can determine what those thresholds are by analyzing their past giving behaviors, conducting wealth screenings, and studying demographic data.
  • Segment donors. Among your donors who prefer mobile giving, some will have other unique preferences. For example, if you run a food pantry, some of these supporters may support your pantry because they have personally struggled with food insecurity, while others simply want to give back to their community. If your nonprofit is aware of these different motivations, it can create custom messages for each segment.

One of the simplest ways to add warmth and authenticity to these messages is with a personalized greeting. If possible, configure your mobile giving platform to begin each message with the donor’s first name.

3. Study and follow giving patterns.

Your nonprofit can also use data analytics to identify and align with organization- and sector-wide trends in giving.

For example, according to NPOInfo’s charitable giving statistics, 17% to 22% of nonprofit donations occur in December. So, it’s wise for nonprofits to ramp up fundraising efforts—including mobile donation asks—significantly during the end-of-year season of giving.

Some other broad giving trends to look out for include:

  • Increased giving as a response to disasters, political events and outcomes, or other urgent needs. For instance, many organizations experienced a boost in revenue during the height of the COVID-19 pandemic.
  • Event-driving giving that occurs around galas, 5Ks, auctions, or other similar fundraisers.
  • Internal milestones, such as your nonprofit’s ten-year anniversary, that warrant special gifts from donors.
  • Initiatives from influential external parties that could drive an increase in revenue. This might include partnering with an influencer for a cause marketing campaign or working with a corporation on their CSR campaign.

Your sector and organization will likely encounter other, more niche giving patterns as well. Just remember to keep a record of and address any significant increases (or decreases) in fundraising revenue from your mobile giving efforts.

4. Continue your donor stewardship efforts.

Just because mobile giving tends to be a more informal way to solicit donations doesn’t mean that you should abandon your stewardship efforts for mobile donors. These supporters require (and deserve) just as much recognition and gratitude for their contributions as a more traditional donor would receive.

As you would with your marketing or fundraising efforts, you should tailor your recognition method to each donor’s preferences and contributions. Continue to greet them by name, and mention the amount of their contribution along with details about its impact. Returning to the food pantry example, you might tell a supporter who gave $50 that their donation provided a family with a week’s worth of groceries.

Additionally, you’ll need to reach out via a digital channel to ensure donors actually see your message. Sending a text is great for a short, casual thank-you. For longer, more official messages to recognize donors who gave larger amounts, consider sending them an email or include a link to an eCard in the text.

Keep in mind that with a little creativity, you can leverage mobile giving in many different ways. For example, if you use this method during virtual or hybrid fundraisers to help attendees quickly make donations, you might gain the momentum you need to meet or even exceed your set fundraising goal. Over time, this simple, low-cost fundraising technique can expand your supporter base while making it easier than ever to contribute to a good cause.

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5 Benefits of Nonprofit Direct Mail Campaigns in 2023

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In our increasingly digital world, your donors are constantly bombarded with emails, notifications, and online ads. If your nonprofit needs a way to break through the noise and connect with supporters offline, look no further than tried and true direct mail campaigns.

Direct mail is the perfect solution for combatting supporters’ digital fatigue, and it remains an effective tool for fundraising, acquiring new supporters, and stewarding existing donors. To give you a better idea of why it’s so effective, we’ll discuss five impactful benefits that direct mail offers:

  1. Direct Mail is Highly Personal
  2. Supporters Get a Tangible Reminder of Your Organization
  3. Direct Mail Provides the Space to Tell Stories
  4. There’s Less Competition for Recipients’ Attention
  5. It Fits Seamlessly Into a Multichannel Strategy

Direct mail campaigns can be successful for nonprofits of all sizes and experience levels. As we explore these benefits, we’ll also give you tips on how to make your campaign resonate with your audience.

1. Direct Mail is Highly Personal

Emails tend to feel generic and bland because recipients get so many, but your supporters likely don’t receive as much physical mail. This makes direct mail feel special, and the fact that it arrives at recipients’ homes and they can hold it in their hands makes it feel even more personal. Just compare the effect of a physical, handwritten letter thanking someone for their support with a typical thank-you email that they may not even open.

Direct mail’s personalization helps you connect with existing supporters and acquire new donors by showing recipients that you care about them as individuals, not just sources of funding. Use additional personalization techniques to see better results, such as:

  • Using the donor’s name. Steer away from “Dear Donor” and address every recipient by their first name. Even though it’s simple, opening with the supporter’s name is important for starting the letter off on the right foot.
  • Referencing their past donations and involvement. If you’re writing to an existing or lapsed donor, mention how they’ve supported your organization in the past. Get specific by referencing data from your nonprofit’s CRM, such as the most recent campaign they donated to or the last event they attended.
  • Updating them on the personal impact of their donations. Go one step further by not only mentioning their last donation but also letting them know the impact it made. Give them a tangible result, such as “Your $200 donation allowed us to add 50 new diversity-focused children’s books to the public library.”

Remember that the information in your donor database must be regularly updated to ensure that the personal details you reference are correct and up-to-date. Follow best practices from resources like NPOInfo’s nonprofit data hygiene guide to maintain clean and accurate data that you can use in direct mail campaigns.

2. Supporters Get a Tangible Reminder of Your Organization

A major part of direct mail’s value for nonprofits is its tangibility. Your donors are likely to delete emails that are crowding their inboxes right away, but most people keep physical mail for a longer time.

Whether your fundraising appeal ends up sitting on their desk for a few days or they leave it by the door until they’re ready to donate, it serves as a physical reminder of your nonprofit in your recipient’s home. Direct mail can even hold sentimental value for supporters in a way that emails can’t replicate. Think of donors keeping an especially heartfelt thank-you note or putting a card with photos representing their impact on their fridge.

Tangibility is a benefit of all types of direct mail, but especially if you supplement your letters with occasional small gifts. Sending small items like branded water bottles or stickers is a nice way to recognize donors and keep your nonprofit top-of-mind.

3. Direct Mail Provides the Space to Tell Stories

Across every medium, using storytelling strategies humanizes your communications and helps you connect with readers on an emotional level. However, direct mail is uniquely suited to storytelling because it provides more space than social media or texts, it’s more likely to be fully read by recipients, and it’s easy to add compelling visuals.

Meyer Partners’ guide to direct mail fundraising recommends focusing on these three strategies to tell powerful stories with your direct mail:

  • Resonance: Stories have to resonate emotionally with your supporters to have an impact. The best way to achieve this is to use real, genuine stories of people involved with your nonprofit, such as beneficiaries, volunteers, or donors.
  • Relevance: Place the donor in the driver’s seat of the story to make sure they see where they fit in. Use donor-centric language like “you” and “we,” and emphasize how the reader can make a personal impact with their donation.
  • Respect: When using real stories, it’s important to maintain a high level of respect for everyone involved, meaning beneficiaries and donors. Only tell people’s stories with their express permission, don’t embellish the truth, and stay away from negative emotions like fear or guilt.

To see these strategies in action, take a look at this short example of a fundraising appeal for a capital campaign:

Devin says that the Augusta Boys and Girls Club raised her. She came to the Matthews Center every day after school, where she made friends, had fun safely, and felt supported throughout her childhood. But in the years since Devin graduated, the building has developed a number of problems and now needs a major renovation. You can support countless Augusta children by making a donation to help us rebuild the Matthews Center. Donate today and be the reason more kids have the same experience Devin had.

4. There’s Less Competition for Recipients’ Attention

The average office worker receives over 120 emails a day. That’s a lot of messages to wade through to find your organization’s fundraising appeal or campaign update. But while your supporters’ email inboxes are oversaturated with promotional messages, far fewer letters end up in their mailboxes.

This makes your nonprofit’s direct mail much more likely to stand out and mean more to recipients. Your message can easily get lost in a string of 100 email notifications that feel like a chore to read. But if a supporter only finds five items in their mailbox, two of which are bills, they’ll be excited to see what your organization has to say.

5. It Fits Seamlessly Into a Multichannel Strategy

Finally, direct mail helps you create a well-rounded nonprofit marketing strategy when you incorporate other channels. Use a variety of communication channels that are relevant to your audience to give your messages a broader reach. This might include your website, phone calls, email, social media, texts, and more.

A key part of developing a successful multichannel marketing strategy is connecting your channels to present a cohesive brand. To connect direct mail with your other marketing channels, you can:

  • Add QR codes. Many of your direct mail recipients may want to donate online. Instead of making them type out a link or Google your nonprofit’s website, add a QR code that leads to your donation page or event registration form when readers scan it with their phones.
  • Include your social media handles at the bottom of the letter. Remind supporters to follow your organization on social media by placing each of your handles below your message. Include your nonprofit’s Facebook, Instagram, Twitter, and any other profiles you have.

By giving your donors multiple ways to connect with your nonprofit, both online and offline, you’ll increase the chances that your organization stays on their minds.

As you develop your own direct mail campaigns and explore these benefits for yourself, make sure to measure your direct mail strategy’s success and change course as needed. Monitor response rates, donations from direct mail, and other key metrics to ensure that your messages are making an impact.

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Engaging Virtual Fundraising Events: 4 Programming Tips

Your nonprofit is always on the lookout for ways to step up your donor engagement and bring in more revenue. You’ve likely hosted a variety of in-person events before, but have you considered taking the entire fundraising process online?

Virtual fundraising is one of the most powerful strategies at nonprofits’ disposal. With virtual fundraising, your nonprofit isn’t bound by geographic barriers, giving you the ability to grow your reach and revenue. Plus, by understanding how to run a virtual event experience, you can easily conduct hybrid events, empowering you to engage two audiences at once.

To realize these benefits and many more, your nonprofit’s team will need to dedicate ample time to planning your virtual fundraising event. After all, it’s important to be intentional about how you will keep supporters engaged and laser-focused on your mission when they’re on a screen. However, with the right tools and strategies, you’ll be well-prepared to design an unforgettable virtual experience that will strengthen donor relationships and boost revenue.

Use these top programming tips to make your next virtual fundraising event the best one yet:

  1. Plan early and conduct several test runs
  2. Keep your program short and sweet
  3. Centralize the virtual event experience
  4. Schedule your activities strategically

An effective virtual event will keep current supporters invested in your cause and help new ones see the value in supporting your organization over time. Time to dive in!

1. Plan early and conduct several test runs.

To help supporters feel immersed in your event, you need to leverage a comprehensive online fundraising solution with livestreaming capabilities. Livestreaming allows your attendees to engage with your organization in real time and feel like they’re connected to your community, even if they’re miles apart.

To shape your livestream programming, it’s critical that you plan early and determine exactly what this will look like from a supporter’s perspective. Make sure it’s easy to sign up for and participate in the event.

For example, ask yourself the following questions:

  • Will your virtual event occur alongside an in-person event? If so, what will your remote supporters see at times when your virtual and in-person activities aren’t in sync?
  • Will you play any pre-recorded videos during your livestream? What will these videos show and how will they keep supporters’ attention?
  • Will you create breakout rooms or allow supporters to speak in a live chat to create a sense of community?
  • What other engagement tactics will you use throughout your livestream?

In addition to considering what you’ll show during your livestream, you also need to make sure you have all your technical bases covered so your program can go off without a hitch. After all, nothing turns off a supporter more than a virtual experience with lags or technical difficulties, which can quickly lead to supporters getting distracted or clicking off your livestream altogether.

Make sure to lead several test runs with your virtual event staff and volunteers. Essentially, this is like a dress rehearsal before the big show! Test your technology and request that your team members practice their various roles. For instance, invite your speakers and presenters to go over their speeches and ask your emcee to run through their script.

This way, you can proactively work out kinks and ensure everything is ready to go on event day. This will make executing and managing your event a much smoother and more positive experience.

2. Keep your program short and sweet.

Keep in mind that donor attention spans are getting shorter online, so it’s better to create a high-quality, short virtual event as opposed to a lengthy one.

While an in-person event might last hours, we recommend your virtual fundraising event last about 45 minutes to 1 hour in length. This means that every minute of your program needs to provide value to donors while simultaneously showing them why your organization is worthy of their support.

For example, let’s say your nonprofit is thinking of hosting a gala fundraiser. While you might invite multiple board members and beneficiaries to give lengthy speeches at an in-person gala, this approach in a virtual setting will quickly bore your audience and risk losing their attention altogether. Instead, you could reserve the first ten minutes of your livestream for opening speeches, then dedicate the rest of the event to online auction bidding and entertainment to keep motivations high and your supporters hooked.

Carefully map out your virtual event’s programming and the allocated time associated with each activity. Then, stick to this agenda as closely as possible to ensure you don’t go over time.

3. Centralize the virtual event experience.

Your nonprofit has plenty of technology options when it comes to hosting your virtual event. However, haphazardly piecing together more than one virtual fundraising tool makes it more difficult for your staff and your donors.

Opt for an all-in-one fundraising platform to streamline the event experience from beginning to end. The right fundraising solution will enable supporters to register, donate, place a bid, and find the link to the live streaming program all in the same central hub. Plus, your team will have everything you need under one roof to maximize your chances of success.

The OneCause guide to fundraising platforms recommends investing in software that allows for:

  • Flexible branding and creative campaigns
  • Versatile fundraising options, including peer-to-peer and text-to-give
  • Social integration to expand your reach
  • Gamification tools, like fundraising thermometers and scoreboards, to inspire friendly competition
  • Engagement with a multimedia experience
  • Ability to curate virtual, hybrid, and in-person donor experiences
  • Silent and live auction capabilities that update in real-time
  • Donation capability without leaving the livestream

Look for a solution that will empower your organization to easily design, plan, and lead any type of fundraiser so you can drive a higher ROI year over year.

4. Schedule your activities strategically.

Your virtual activities need to appeal to your donors’ interests and maintain their attention to increase your chances of fundraising success. This means strategically engaging supporters during your program is of the utmost importance. Think about how you’ll schedule each of the fundraising activities during your virtual event.

For example, when you’re hosting a virtual auction, be sure to:

  • Conduct your paddle raise or live appeals before the main auction. Everyone can participate in a live appeal (but everyone might not plan to bid in your auction), so tackle it first while the energy is at its peak.
  • Keep your bidding segments rolling smoothly. Live bidding segments can be extremely exciting, but don’t let them dominate a huge portion of your event. Have your emcee/auctioneer present the items one at a time, track bids, and discuss donors’ impact for a while, but close them out one at a time in the background. This will help prevent the segment from becoming too number-centric and overshadowing your mission moments.
  • Take advantage of the last-minute fundraising frenzy. Just as you would at an in-person event, send out a “last call for bids/donations” text message. Sit back and watch your fundraising numbers rise!
  • Give viewers something to stay tuned-in for. How will you conclude your event? If you want viewers to stay engaged for the entirety, give them a reason to stick around. Major announcements, raffle drawings, and performances can all be effective ways to wrap up.

It’s equally important to think through how you’ll keep your remote attendees engaged throughout the entire event experience. Luckily, there are plenty of platforms and tools you can leverage to engage supporters throughout  your virtual activities, including:

  • Live chat: Most livestream platforms allow you to encourage communication throughout the live stream. Take advantage of these capabilities and connect with your audience in real time with important updates and announcements. You can also empower your supporters to chat with each other and create a feeling of community.
  • Social media: Social media isn’t just a powerful pre-event marketing tool! In fact, you can use social media during your event to maximize supporter engagement and participation. For example, you might invite supporters to get together for watch parties and post pictures online with a creative hashtag, or tune into a special behind the scenes live stream on your social channels. NXUnite’s guide to Instagram for nonprofits recommends leveraging in-app features like video stories and polls to drive extra engagement.
  • Text messaging: Reach supporters directly via text messaging by sending push notifications throughout the program, sharing outbid notifications if you’re hosting an auction, and reiterating your fund-a-need or live appeal.

If you notice a decline in event engagement, try a variety of different gamification and engagement tactics to regain supporters’ attention. Don’t be afraid to experiment and see what resonates with your supporters.

Unleash your nonprofit’s potential by tapping into the wide world of virtual fundraising. A well-designed virtual fundraising event can help increase your visibility, strengthen connections with new and current supporters, and enable your organization to meet its goals. Best of all, nearly any event can be adapted into a virtual offering with the right plan, so leverage these top tips to create a winning online event that will leave a lasting impression on donors.

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4 Signs That You’ve Found a Major Donor for Your Nonprofit

You know your nonprofit is in need of major gifts, so you’ve put together a team to scour your donor database for the best possible prospects. You’ve found a few who you think might fit the bill, but how do you know if you’ve really found a viable prospect?

Major donors are a vital part of any successful long-term fundraising plan, so it’s worth taking the extra time to ensure you’re moving in the right direction. Looking out for these four signs in a prospect can help you stay on the right track:

  1. They’re clearly aligned with your nonprofit’s mission.
  2. They have multiple capacity markers.
  3. They’ve demonstrated a habit of charitable giving.
  4. They’re a highly engaged supporter.

As we explore each of these signs in more detail, keep in mind that every prospect you consider should have some kind of relationship with your organization already. Cultivating potential donors that you have an existing connection to is much easier and more effective than starting from scratch. With that in mind, let’s dive in!

1. They’re clearly aligned with your nonprofit’s mission.

The goal of major donor research is to find prospects who have the affinity, capacity, and propensity to give in large amounts to your nonprofit, as they’ll be the most likely to make a major gift.

The first indicator, affinity, refers to a prospect’s personal alignment with your mission and warmth towards your cause. For someone to consider donating thousands of dollars to your organization, they need to have a strong, secure belief in the work you do. But how do you tell if a donor is truly aligned with your mission?

To find out if your donor has the affinity to give a major gift, look into their:

  • Past involvement with your nonprofit: If a donor has attended multiple events, given in-kind donations, or provided other support to your organization in the past, it’s likely that they believe in your mission and will want to help again in the future.
  • Personal connections: Existing relationships with your nonprofit’s board members or other major donors can indicate that your prospect has similar views and may be on the same page about your mission. 
  • Other relevant affiliations: Is the donor active with any like-minded nonprofits in your community? Do they donate to political campaigns that align with your organization’s values? Look for affiliations that demonstrate the prospect’s interest in and dedication to similar causes. 

Along with these indicators, explore any notes your staff members have made about the donor in your donor database. For example, if a note says that they seemed especially interested in a certain aspect of your cause, they may have a high affinity to give to campaigns relating to that aspect.

2. They have multiple capacity markers.

Next, determine if your prospect has the financial capacity to give a major gift. Using wealth screening tools and philanthropic databases, you can find information about financial markers your donors have that indicate they may be in a good financial position to make a major gift.

DonorSearch’s wealth screening guide points out that major donor prospect screening has evolved to encompass more than just wealth data. Now, aspects such as a donor’s affinity and propensity to give to causes like yours are also considered. However, it’s still vital to ensure that your prospect has the financial means to make a major gift before moving any further in the research process.

The ideal prospect should have multiple markers that indicate a high capacity to give. These might include:

  • A high-income career
  • Owning real estate
  • Business ownership or affiliations
  • Stock holdings

Beyond prospect research databases, you can look for these markers in real estate property records, matching gift databases, SEC filings, and even social sites like LinkedIn. If your prospect has more than one capacity marker, they likely have funds available to give.

3. They’ve demonstrated a habit of charitable giving. 

After ensuring that your prospect has enough warmth towards your cause and the financial means to give a major gift, check if they have the propensity to do so—essentially, do they have a habit of giving to charitable causes like yours? 

To find propensity information on your donor, follow these steps:

  1. Find your prospect’s giving history in your own donor database first. Have they donated to your organization before? Which campaigns have they donated to? How much?
  2. Explore resources like other nonprofits’ donor lists. Check if your prospect’s name appears on the donor lists of any organizations with similar causes. 
  3. Look at other organizations’ boards. Serving on another nonprofit’s board demonstrates a significant commitment to supporting charitable causes.

For example, say the prospect that you’re zeroing in on is named Chrystal. You know that Chrystal has a high position at a prominent tech company, owns a vacation home, and supports a local politician whose values align with yours. When researching her propensity to give, you find out that she contributed to a capital campaign you hosted a few years ago. By looking at donor lists, you see that she regularly donates to environmental causes like yours, and you learn that she serves on the board of another nonprofit in your community.

Chrystal has the affinity, capacity, and propensity to give a major gift to your nonprofit, so you make an outreach plan and start cultivating your relationship!

4. They’re a highly engaged supporter.

Lastly, supporters that you already have positive, long-term relationships with can make some of the best major donor prospects. If your prospect checks all of the boxes we’ve discussed and they’re a highly engaged supporter, there’s a good chance you’ve found your next major donor. 

Specifically, pay attention to those who:

  • Attend your fundraising events frequently
  • Volunteer often
  • Serve on your board
  • Provide feedback on programs
  • Have expressed interest in particular upcoming campaigns or initiatives

Those who have already demonstrated interest in these types of involvement activities can also be easier to cultivate and steward after they make a gift. According to Donorly’s guide to finding major donors, it’s important to provide major donors with opportunities for meaningful engagement beyond donating to develop a lasting relationship. For instance, if your prospect already loves to volunteer, providing additional opportunities to sustain that relationship will be a breeze.

Once you’ve identified that your major donor prospect has markers in each of these categories, you can get to work on strengthening your relationship with them as part of the donor cultivation process. If you need help navigating this process or creating a thorough cultivation strategy, don’t be afraid to reach out to consultants who can help.

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Hosting a Virtual or Hybrid Fundraising Gala: 6 Smart Tips

The time has come for your nonprofit’s annual fundraising gala. However, you find yourself facing an entire laundry list of planning to get through to ensure that the gala is a success—from securing a venue to lining up the evening’s entertainment.

Fortunately, there’s a way to lessen the load on your nonprofit’s event committee and budget. Why not host your gala in a virtual or hybrid format? According to vFairs’ Future of Virtual Events survey, 77.2% of event professionals, including those at nonprofits and corporations, prefer virtual events because they have higher attendance rates than in-person events.

In this guide, we’ll walk through six essential planning tips for hosting a memorable virtual or hybrid fundraising gala:

  1. Understand what makes a virtual or hybrid gala unique.
  2. Make your gala programming engaging.
  3. Invest in necessary software.
  4. Reach out to corporate sponsors.
  5. Promote the gala.
  6. Nail your follow-up communications.

When you incorporate virtual elements into your fundraising gala, you’ll still be able to leverage all the opportunities of an in-person one, including silent auctions and interesting speakers, to engage your audience members wherever they are. Let’s get started!

1. Understand what makes a virtual or hybrid gala unique.

The first step to hosting an effective virtual or hybrid gala event is to recognize how this type of opportunity is unique from traditional in-person events.

Here are some of the common differences:

  • Use of live streaming tools. At your gala, you’ll likely have a speaker to inspire your event attendees to take action for your cause. You wouldn’t want your online audience to miss out on this awesome opportunity! Live streaming these elements of the event helps everyone participate.
  • Shorter event duration. While people may plan the majority of their days around your in-person event, the same can’t be said for virtual and hybrid opportunities. Plan for these events to be slightly shorter — between 60 and 90 minutes is ideal.
  • Lower event costs. There’s no need to book a venue or a caterer for your online gala. All you need is an online platform, which comes at a much lower rate. While you may still have some in-person costs for hybrid events, your expenses will be lower than a fully in-person event.

Regardless of if you’re hosting a hybrid or online gala, it will still take a few months of planning to create an event that wows your attendees. Be sure to give yourself ample preparation time, especially if you’re less familiar with virtual events.

As you begin marketing your event, emphasize the benefits of online events for your attendees. For example, you might discuss the convenience of bidding for silent auction items online or the comfort of being able to attend the event online from the couch.

2. Make your gala programming engaging.

When you prepare for a virtual or hybrid gala, you first and foremost want to make sure that your attendees are engaged throughout the entire event. Therefore, you need to plan proper programming that will keep them entertained.

Some ways to spice up your next gala programming include:

  • Launching a silent auction. Procure items that will inspire friendly competition and start a bidding war among your attendees. Handbid’s guide to silent auction items emphasizes that your items need to align with the interests of your audience to entice them to bid. They should also be items that would be challenging to get anywhere else.
  • Incorporating gamification. What’s more entertaining than competition among friends? Gamification allows nonprofits to encourage light rivalry among supporters. For example, you might include a leaderboard featuring those who have made the greatest impact by bidding at your auction. Attendees will chase this type of recognition! Or, you may include a fundraising thermometer, showing how close your nonprofit is to reaching a goal and encouraging attendees to do their part.
  • Live streaming entertainment. Entertainment options are plentiful whether you’re hosting an online or hybrid gala. You might incite some laughs with a comedy show for your audience, offering it live in person and streamed over the web. Or, you could provide musical entertainment for guests with a band!

Keep your audience in mind as you choose your gala’s entertainment and programming. Gauge your audience’s interests and plan programming that will fall into those interests. This will serve the dual purpose of driving engagement at your auction and building long-term relationships with your supporters for the future.

3. Invest in necessary software.

Once you’ve determined the type of programming you’ll have as a part of your gala, it’s time to make sure you have the tools necessary to make those plans a reality. Online and hybrid galas will require specialized software with the capabilities necessary for your event to succeed. For your gala, you’ll probably need access to tools such as:

  • Registration forms. When you promote your gala, provide links to your registration form to allow your attendees to sign up for your event.
  • Live streaming software. If you host a hybrid event, live streaming tools will make your in-person activities available for your at-home audience. If you host a fully virtual event, you’ll need these tools to provide an immersive experience for your online guests.
  • Mobile bidding tools. If you’re hosting an auction as a part of your gala, invest in auction software with mobile bidding tools. This will allow in-person guests to bid on your auction from their tables and your virtual audience to easily engage with the auction.
  • Donation pages. If an event attendee wants to donate to your cause, why deny them? In fact, you can encourage these additional donations with easy-to-access donation pages built through your organization’s software.

Make a list of all the additional features you’ll need for your organization’s unique event needs. Then, when you enter into conversations with providers, you won’t be distracted by fancy bells and whistles of solutions that may not serve your needs. Always consult your list and make sure you will have everything necessary before investing.

4. Reach out to corporate sponsors.

Corporate sponsors are a game-changing aspect of any fundraising event, including your virtual or hybrid gala. With corporate philanthropy becoming a priority for many companies, it’s an ideal time to tap into their generosity and cultivate impactful partnerships.

When seeking corporate sponsorships for your event, follow these best practices:

  • Identify businesses with similar values. When conducting research on potential corporate sponsors, narrow down your list by focusing on the ones with values aligned with your nonprofit. This makes them much more likely to be interested in supporting your fundraising efforts.
  • Leverage existing connections. Chances are, your board members already have some relationships with business leaders or other significant contacts in the community. If so, have them reach out directly to these individuals to consider sponsoring your fundraising gala.
  • Highlight the benefits of sponsorship. Often, companies choose to get involved with nonprofits to boost their reputation and engage their employees. Encourage potential sponsors to support your upcoming event by emphasizing how you’ll feature them in your programming and display their logos.
  • Set sponsorship levels. Corporate sponsorship levels make it easy for companies to contribute toward your fundraising gala at a level that they’re comfortable with. Depending on how much they invest in your event, you’ll offer varying incentives as well.

If handled properly, corporate sponsorships can become long-lasting, mutually beneficial relationships. Remember to publicly recognize your sponsors for all of their support and specify how they played a role in your gala’s success.

5. Promote the gala.

The next step for an effective gala? Telling people about it, of course! You’ve planned an entertaining evening, so you simply need the guests to attend. When you promote your hybrid or virtual opportunity, be sure to meet your supporters where they are: online.

Create a full-fledged promotion strategy for the gala with these tips:

  • Use a multi-channel marketing strategy. A multi-channel strategy will reach your supporters on several platforms, informing them about your gala and encouraging them to attend. Getting Attention’s marketing guide suggests leveraging platforms like email, direct mail, video marketing, social media, your website, and more for promotion.
  • Get supporters excited about programming. Market the specific, exciting elements that you’ve planned for your event such as the band you chose to perform or the keynote speaker who will deliver a speech. You might even ask performers if they could also promote the event on your behalf.
  • Ask team members to spread the word. Team members, volunteers, board members, and even other supporters can all do their part to promote your event. Ask them to share key pages on social media to get their friends and family excited about the event.

In all of your promotional materials, be sure you provide a link or QR code to make it easy for potential attendees to find your registration page. This makes it more convenient for them to RSVP and let you know they’re coming right away!

6. Nail your follow-up communications.

Whether your gala hosted hundreds of guests or was a small affair, no event is over until you’ve followed up with all of the supporters and guests who worked hard to make your gala a success.

To nail your follow-up communications, consider the following strategies:

  • Send personalized thank-you cards to guests. Nothing says thank you like a handwritten or personalized card. Thank all of your guests with a note of thanks that extends beyond an automated appreciation email.
  • Set up meetings and phone calls to directly thank major donors. Major donors gave a great deal to your cause, so show them the gratitude they deserve. Set up meetings with them and call them on the phone to thank them for their generous support.
  • Don’t forget to show gratitude to your volunteers. In the hustle and bustle of thanking donors, many nonprofits forget about another key group that made the event possible: their volunteers. Reach out to these supporters and thank them for their generous contribution of time.

In these messages, always address the supporter by name to personalize the interaction. Then, directly thank them for their specific gift. These supporters gave to make a difference, so this is a great opportunity to explain the impact they’ll have. Finally, provide the next steps to continue engaging with your cause, whether that be following your organization on social media, checking out your volunteer opportunities, or registering for your next event.

Providing virtual events for guests is a tried and tested strategy now. Take what you’ve learned over the past few years and strategically build the best possible event that maximizes our return on investment. By using the tips and strategies in this guide, you’ll be well-suited to create one of these incredible events.

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