Fundraising Events: In Person or Online?
We don’t talk about in-person events, no, no, no! A few weeks ago, I made the brave decision to attend a community presentation with more than four hundred guests I had never met before. Even though I am fully vaccinated, I was exposing myself to a large crowd while the coronavirus was still circulating around the world. However, we humans are social beings and participating in virtual events all the time will not satisfy our social needs. As the COVID-19 pandemic continues into its third year, many of us fundraising professionals have questions about how or when we can host in-person events.
According to the health experts, it is likely that COVID is becoming an endemic disease like malaria or chicken pox. At least 66% of the United States population is fully vaccinated. Several states have maintained or lifted strict mask mandates, but Michigan has dropped its mask requirements as COVID cases continue to decline. It might be a couple more months or years before we can safely conclude that COVID is no longer a threat. However, living with the coronavirus has already become the norm. That includes several YouTube influencers using the soundtrack from Disney’s hit movie Encanto to create catchy songs about COVID. Also, living with the coronavirus for the past two years has taught us new ways technology can support fundraising and the difference between coordinating three types of event: in-person, virtual, and hybrid. Most importantly, we should think about what will make for a unique and meaningful experience for donors.
In-Person Events
It is much more meaningful and personal to host in-person events, especially for first-time donors and new supporters. Your guests will have fun mingling, enjoy great food and entertainment, and connect with others to have a deeper understanding of what motivates donations to your organization. On the other hand, coordinating an in-person event can be costly due to space and equipment rentals, food and beverage, and speaker fees, but they are worth the investment for cultivating personal relationships. You can make in-person events safe and fun by incorporating contact-free activities such as utilizing QR codes to access the program book, having servers deliver plated dinners (usually covered until served at the table), and encouraging guests to use their smartphones to place mobile bids and donations.
Virtual Events
Setting up a virtual event will accommodate supporters who live far away and/or those who wish to prioritize their health first. However, some participants might be easily distracted at home or cannot patiently sit and stare at their monitor for too long. Additionally, you’ll need to make sure that technology goes smoothly and to create a simple and engaging presentation. To make the most of your virtual fundraiser, provide on-demand content, create breakout rooms for small group interactions, and share access to a list of auction items in advance.
Hybrid Events
Combining both in-person and virtual engagements will allow you to expand your reach and bring more donors, and to build an ultimate marketing experience. Also, adding virtual elements with the in-person fundraiser can help increase giving. While your guests will appreciate two options to participate in your fundraiser, it requires substantial planning and efforts to coordinate two different event logistics at the same time. If you have the time and resources, you will be able to capitalize on the best of both in-person and virtual components when coordinating a hybrid event.
The Bottom Line
Given the social psychology of human connections, cultivating and stewarding donor relationships is best done in person. There are emotional exchanges and lasting psychological connectedness that happen when people interact with one another in person. The use of a virtual platform should be considered as an accommodation for those who cannot physically participate. This year we can anticipate seeing more in-person events being planned, but hybrid events are a powerful alternative. With the hybrid strategy, you’re connecting with two groups: those who actively seek in-person experiences and those who’d prefer to participate remotely. Also, hybrid events allow for sponsors and marketers to feel confident that promoting their brand will be delivered no matter what happens.
Whether your organization should host in-person, virtual, or hybrid events this year, Spark Group Consulting can work with you to assess your donor expectations, fundraising goals, capacity and resources. Let us help you strategically plan your fundraising events, schedule a 30-minute chat today!
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