For Nonprofits: Planning a Successful Virtual Fundraising Event
Fundraising during a pandemic presents an entirely new set of challenges, but humanitarian organizations are more important than ever, and with the technology that is available, it is entirely possible to host a successful philanthropic event from home. So how should they start?
- Decide on the type of event
There are several options for virtual fundraising events, allowing donors to participate and contribute to the organization without gathering in a physical space. Some ideas include, but are not limited to, a concert, presentation or speech; walkathon or other peer-to-peer fundraising event completed individually; game night, film screening or book club; or a virtual gala. Reach out to experts in relevant fields as collaborators or guests for the event, and ask them to promote it through their own channels.
2. Choose a platform and set a fundraising goal
Decide on the platform you’ll use to host the event, and pay attention to participant or time limits and other constraints. Also make sure you have a user-friendly fundraising page for online and mobile donations. iQuantile is helping nonprofits in this regard, considering the current pandemic. You won’t have to worry about catering or decoration of a venue, so you’ll be able to focus on making sure the necessary technology is ready to go and practicing to make sure it works well for your purposes. Set a goal for the campaign, and look into grants from foundations and corporations.
3. Pick the best time for the event
Figure out a time that will work for as many participants as possible, perhaps by surveying your donors about what they prefer. For organizations with global engagement, consider how accessible your event will be in different locations and time zones. You might hold several locally-specific events or multiple similar events in different languages. Also consider holding a 24-hour livestream (with a series of virtual concerts, for example) so that supporters can tune in at a time that works for them or come and go.
4. Promote the event
Cultivate your relationship with individual donors and reach out to your existing base of volunteers and supporters to drum up enthusiasm in the weeks leading up to the event. Make email subject lines short and direct, starting with the most important information. Keep track of fundraising analytics as you go with a SaaS platform like Quantibly. Use a thermometer or other graphic to measure your progress towards the fundraising goal and encourage further donations on your social media pages.
5. Keep the momentum going
When the event is over and you’re in between fundraising campaigns, keep your supporters engaged by continuing to thank them for their contributions, and share photos and quotes from participants from organizers on social media. Measure your social impact with presentable data so that you can show participants how their donations from the event were put to use. Ask donors for their feedback on how the event was run and what types of programming they would like to see from your organization in the future. Allow the campaign and its purpose to extend beyond one night, and get people excited for the next thing you’ll be planning.
For nonprofits with previously scheduled events that are unable to take place as planned due to the pandemic, many of those events can be reworked and transitioned to be held virtually. However, organizations should not be afraid to take this opportunity to organize different types of campaigns and events that they haven’t tried before. It is also a chance to cultivate new audiences and gain new supporters who maybe don’t live in the area but are able to participate online. While giving events look very different this year, organizations that embrace these new formats while staying true to their missions will be the most successful.
