Are We Ready to Return to In-person Galas?

I know what you might be thinking. 2022 fundraising events— in-person or virtual?

Here's what you're considering:

2019

✅”Our Annual Gala was a huge success. We raised $45,000. Our 2020 date is October 1st.”

2020

⛔ “Our 2020 Annual Gala is canceled and will now be a virtual concert. Our 2021 date is October 1st. (We have no idea what format).”

2021

🟡 “Our 2021 hybrid event went okay. We hit our goal and engaged new donors. But hybrid tech is a pain!"

⏩ “Do we scrap everything and go back to 'normal' for our 2022 event?" 

The truth is that fundraising events have the lowest return on investment of any fundraising activity or strategy. 

They should be a part of any diversified fundraising portfolio, but their role is often more to engage new donors than to bring in significant funds.

So, here are three questions to ask yourself to make the best decision for your organization. 

Who are your donors?

Paying close attention to your donor's preferences will give you insight into the direction that you might choose. For instance, if your donors are younger, you may want to lean into a fun, cheap virtual event. Or, if your donors are used to dressing up and being seen at your golf club event, you should consider absorbing the costs and focusing on providing a high-end in-person experience.

The point is to make informed decisions and use donor data to help guide you.

What is your budget?

If you're hoping to bring in five-figure gifts, but your budget is meager, then a creative virtual option is your best choice. With galas, you need to spend money to make money if you're in-person— either that or you need to mobilize a significant amount of volunteers.

Do you have established relationships with major donors?

One of the tried and true ways to make the most out of in-person events is to partner with your committed major donors. For example, think of high-dollar dinners where donors buy tables and introduce you to individuals in their networks who can make additional large gifts. If you don’t have these committed relationships, there may be better choices than galas.

In 2019 you thought in-person events were superior to virtual options. Though now, you've had years to learn how to run exciting, cost-effective virtual galas. Whether you run a virtual or in-person event is up to you. What matters most is that you think critically about your organization's best.

⭐ Join our weekly newsletter, where I share tons of exclusive tips, tools, grant opportunities, and resources with our subscribers. Subscribe on the Spark Group home page.