As the holiday season rolls around, nonprofits are gearing up for their annual galas, golf tournaments, and benefit dinners. I recently had the opportunity to attend a couple of very special events—one hosted by a client and another by a prospective client. Both events were impressive: well-organized, on-time (a rare feat!), and each appeared to raise a record amount of money. Congratulations to both teams! However, as I observed the attendees and felt the energy in the room, one thought kept surfacing: What follow-up plans are in place for these remarkable individuals who could support the organization in an even greater capacity?
Like any good fundraiser, I went home inspired to put pen to paper, resulting in this article. I hope you find it both thought-provoking and practical for making the most of your events—
beyond the night itself
With the holiday season upon us, nonprofits everywhere are preparing for the annual gala circuit, golf tournaments, and benefit dinners. But let’s take a step back—are these events genuinely driving long-term support, or are they more of a “feel-good” approach to fundraising that brings in less revenue and lasting impact than expected? While these gatherings bring people together, without a strategic follow-up plan, they often end as fleeting memories rather than lasting support.
After years in the field, I’ve come to see special events as one of the biggest “cop-outs” in nonprofit fundraising. In truth, they rarely bring in the funds organizations expect and often fail to move attendees beyond the initial ticket sale. But, with the right approach, they can be the start of a meaningful relationship.
Many nonprofits see special events as essential, but the question is, essential for what? Rarely do they justify the months of preparation and substantial costs. Yes, they provide an enjoyable gathering, but without a clear strategy to connect attendees with the organization’s mission, they’re often one-off contributions that don’t translate into ongoing donor support. Instead of viewing events as fundraisers, we should consider them as a starting point to build relationships that could eventually lead to bigger donations. Here’s how we can make them work for us rather than drain our resources.
The Reality Check: Why Events Often Fail to Deliver
Here’s the hard truth—most special events are not the revenue generators they’re hyped up to be. When you factor in the man-hours, volunteer coordination, and sometimes exorbitant expenses, it’s rare for events to yield a meaningful return on investment. So, why do nonprofits keep organizing them? Often, it’s because events are an easy sell to board members, a social staple in the community, or simply a well-worn tradition. But that’s not a strategic reason to host an event.
A golf tournament might be enjoyable, but as a means of securing long-term financial support, it falls short. The energy invested in event planning could be better spent on direct appeals, building donor relationships, or even exploring new fundraising channels. Despite these shortcomings, events can still play a vital role—if used wisely. The real opportunity lies in turning these gatherings into meaningful starting points for new donor relationships.
Avoiding the “One-and-Done” Pitfall
One of the biggest mistakes nonprofits make with events is letting the relationship end with the event itself. Too many organizations assume that attendees who buy tickets are “supporters.” But unless there’s follow-up, a ticket purchase is just a transaction—it doesn’t build a lasting connection. I call this the “one-and-done” syndrome. Without a concrete plan for engaging attendees beyond the event, nonprofits miss the chance to nurture these potential donors and invite them into a deeper commitment to the organization’s mission.
Remember the donor pyramid: to develop major donors, you need to move people up the ladder. Think of it as the charity equivalent of a first date—you don’t pop the question right away; you cultivate the relationship! Moving donors from event attendees to sustained supporters requires a series of thoughtful interactions. Every event should leave attendees with a reason to stay connected, gradually guiding them up the pyramid through planned engagement and follow-up steps.
Think of it this way: calling your donors 11 months later is like reaching out to thank someone for a birthday gift from last year—it’s just awkward. A prompt follow-up is key to maintaining the warm connection built during the event.
Reframing Events as Open Doors, Not Dead Ends
While events might seem like a short-term solution to funding needs, they can serve a larger purpose if used strategically. Think of events as “friend-raisers” rather than “fundraisers.” The immediate financial return may be modest, but events can introduce new people to your organization and open the door to ongoing engagement. The key is to treat events as the first step in a process designed to convert attendees into regular supporters.
To achieve this, it’s crucial to integrate events into your overall donor strategy. For example, make sure you capture attendees’ contact details—every guest should be seen as a warm lead. Then, focus on building a relationship with each guest after the event. Use these steps to maximize the value of every attendee:
Common Event Blunders (A Humorous Guide)
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Mistake #1:
Sending a thank-you note…three months later! Timing is everything.
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Mistake #2:
Only contacting guests when there’s another $500 ticket to sell. What I call the ticket mentality in special events. Think long-term!
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Mistake #3:
No record of guest names. Trust us, ‘Hey you!’ doesn’t inspire future
donations.
Turning Events Into Donor Pipelines: A Practical Follow-Up Plan
After your successful event, the real work begins. Here’s how to maximize attendee engagement:
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Within the First 24 Hours:
Send a personalized thank-you email summarizing the evening’s impact.
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Within the First Week:
Call new attendees to express gratitude, gather feedback, and invite them to connect further through a tour or newsletter.
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A Month Later:
Include attendees in your newsletter, featuring mission updates and stories.
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Three to Six Months Later:
Host an intimate gathering for VIP attendees to deepen relationships.
These touchpoints may seem small, but each one builds a layer of trust and familiarity, moving attendees from casual supporters to committed donors.
Making the Case with Humor and Honesty
I get it—none of this is easy or quick. But ignoring the need for follow-up is like putting on a great show and then letting the curtain fall with no plan for an encore. All this may seem a bit cynical, especially coming from someone with a lifetime in fundraising, but my experience has taught me that honesty is crucial. Special events often fall short when not integrated into a broader, strategic approach to donor cultivation. And if we’re going to make the most of these events, we need to admit where they fail and plan to improve. Imagine, if you will, if Ebenezer Scrooge himself were tasked with planning a nonprofit gala. Sure, he’d balk at the expenses, grumble about the staff time, and likely insist on eliminating the hors d’oeuvres and the open bar—“Do we really need centerpieces when the tables themselves look just fine?” Scrooge would likely cut costs to the bone, but he might still be convinced of the long-term value if a strategic follow-up plan could transform attendees into dedicated donors.
Concluding Thoughts: Reclaiming the Value in Special Events
In this season of events and holiday gatherings, remember that it’s not just about the night of the event, the funds raised, or the spotlight on your cause. The real value lies in the relationships you build and the connections you strengthen. With careful planning and a robust follow-up strategy, special events can become a gateway to deeper donor engagement rather than a single “feel-good” evening.
So, dear board members, CEO’s and development directors—don’t let your gala become just another glittery, well-photographed memory. Make it a strategic step in your donor journey! With each event, lay the foundation for future giving by planning and executing follow-up that builds long-term engagement. And remember, the event itself is just the starting point—the real magic happens in the months that follow.
Ron J. Huddleston, CFRE, FAHP
President
