Practically overnight, we were all forced to reinvent our fundraising and community engagement events. COVID-19 quickly changed the landscape for how we raise critical funds for our organizations, engage our board and committee members, and meet with donors and prospective donors, propelling us into some unknown virtual waters.
If you are not yet loving this new reality for your organization, here are some tips that might help:
First of all, take a deep breath. Rest assured, virtual events have some familiar elements of a traditional in-person event, coupled with some new components to keep you on your toes and expand your ever-growing bag-of-tricks.
Talk to other organizations. Be sure to consult with others who have successfully moved their conferences, galas, walks, or festivals to a digital format. As Project Partners entered this new landscape last year, we relied heavily on our previous event management and fundraising experience and learned best practices from community partners who had instantly made the transition, including Camp Fire First Texas, National Drowning Prevention Alliance, and Women’s Center of Tarrant County. (Thank you, friends!)
Gather your committee and decide on format. As you make plans to adjust, gather your event committee and talk about what will work best for your organization. Do not make this just a staff decision! You may consider an all-virtual event, or perhaps a hybrid event, with some in-person and virtual components. Be prepared to present the committee with options based on careful research and what you have learned. Provide a proforma of budget considerations for each option so that informed decisions can be made with the bottom line in mind. (That part does not change – even in a pandemic.)
Expand your circle of sponsors. Just like a traditional event, securing sponsors or underwriters or matching gifts are critical to achieving your fundraising goals. Some traditional donor dollars, however, might be more restricted and some budgets frozen. So, plan to expand your circle of asks and think creatively about who might be a good fit for this new online format. A client’s monthly virtual outreach coffee recently attracted two new funders who might not have otherwise been able to attend the event in person.
Get creative about donor recognition and gifts. Consider unique ways to engage donors. For example, a client thanked table sponsors by sending them a box of branded items and restaurant gift certificates to share with virtual table guests. This increased online participation and gave a festive quality to the event while maintaining distance. Despite not having onsite event signage, you can still think outside of the box about donor attribution. Incorporating this recognition into videos and livestream talking points are good options, in addition to scrolling names as new commitments are made during the event. Also, make sure to publish a stated fundraising goal, as supporters love helping you reach goals for your worthy cause.
Remember program flow and décor still stands. The virtual set still must be decorated (using your mission-minded branding), and the speakers must still be scripted, rehearsed, and in-place for the event. Consider incorporating pre-produced video content into your live event, which you can use later for other purposes. During a recent virtual event, our team added a teleprompter, giving our event chairs more confidence and ensuring event sponsors were properly acknowledged. Event guest shout-outs are super, too, just like emcees would do in person.
Consider new opportunities in the virtual world. For example, expand your reach and invite people to join the event from outside of your geographical area. Traditional barriers to entry do not exist, like location, ten-top tables, and weather. Guests can log-on and join from anywhere. So, look for opportunities to broaden your reach and share the great work of your organization with others - yet keep those closest to you in mind as well.
A recent client board meeting, managed as a hybrid event, engaged more than 95% of a 40-member board. Our strategic planning facilitation in 2020 went virtual, with more than 90% of task force members present each time. We think these type of attendance trends will continue. Too, plan to share recordings of your events – a great way to extend awareness and engagement during a time we’re all online more than ever.
Thank your donors and volunteers. And, of course, don’t forget to plan your intentional and thoughtful words of thanks. Be sure to consider how you can show your appreciation in ways that offer some sort of personal connectivity. Perhaps you might not have been able to speak to the donor first-hand at the virtual event, but a timely call of thanks goes a long way. (We are seeing a resurgence of the use of good old-fashioned phone calls, which we love.) Too, make sure to designate the person who will focus solely on the chat feature during your virtual event and provide follow up after. This can be a great relationship-building tool.
Don’t forget, a dose of humor and humility is important. As with all events, you will experience successes and things that resonate with your attendees. And, just as with an in-person event, you will discover opportunities for next time.
Build a team to ensure success. Similar to an in-person event, a knowledgeable partner is worth their weight in gold to ensure a seamless event experience. They can help guide you, take on many of the tasks, and share best practices for a successful virtual experience.
In our case, we can handle all or part of your virtual or hybrid event, including volunteer engagement, fundraising strategy, and the sourcing and managing of the technology required. Please don’t hesitate to reach out.
After all, it is time to start loving your virtual events!