Soapbox Engage Blog

Virtual events are likely here to stay, especially for the foreseeable future. They're convenient, low-cost, and, most importantly, effective. Yet, virtual fundraising events offer new opportunities and challenges for development professionals, event planners, and attendees.

One of the big questions is how to boost your attendance at virtual events and hold people's attention in a digitally distracted world? Physical events offer the benefit of gathering people in a common space, usually away from computers and other distractions at home. Virtual events and webinars don't have that luxury.

Additionally, because many events are free (often offering on-demand recordings), it's easy for even your most enthusiastic supporters to dismiss opportunities to attend live virtual events.

There's no quick-fix or easy solution to the virtual attendance event puzzle. Still, you can do some practical things to create and promote an effective virtual event that your target audience wants to attend! We rounded up some of these tips and strategies to help you fill your next virtual event.

6 Ways To Boost Attendance At Virtual Fundraising Events

Some of these strategies and tips are actually best practices that you should incorporate when promoting all your nonprofit events. Others are specific to virtual fundraising event promotion. Either way, we're here to help you fill all your virtual and in-person seats!

1. Understand your audience and cater to their needs and interests

Whether you're planning a virtual fundraising event or an in-person gathering, it's critical to understand your ideal audience. At the beginning of the pandemic, when virtual events were a relatively new phenomenon, many organizations took the strategy of presenting content rather than engaging with their audience.

Perhaps stemming from the mindset that anything is better than nothing or the pressure to create something to engage audiences quickly, nonprofits skipped a critical step in event planning: understanding the audience's needs, expectations, and hopes for the event.

What information do people want to learn? What experts or special guests might your ideal audience want to hear from? Don't be afraid to poll your current donors to get their insights and opinions about what events or content they would be interested in attending.

Unlike in-person events, it's critical to be mindful of people's attention spans when planning virtual events. Keep things short when planning your next virtual fundraiser. Add breaks and opportunities to interact to help ward off "Zoom fatigue" and keep people engaged.

2. Make registration for virtual events easy and interactive

There are several attendance barriers you can reduce or eliminate in the event registration process. Start by making your virtual event free. Removing a ticket price and focusing on powerful content can really boost attendance.

Next, make sure you have an excellent event registration page. Even if you're offering free tickets, it's helpful to gather contact information from event attendees. The Soapbox Engage Events app lets you build excellent event registration pages that are easy to use and fully customizable! Gather only the information you need and simplify the sign-up process for your audience.

Plus, with the Events app, the registration information is saved straight to Salesforce or Microsoft Dynamics, reducing the strain on your team, too!

Don't forget to communicate with registrants after they sign up. Send event reminders and make it easy to add your event to digital calendars. Many nonprofits also send out pre-event content to help maintain excitement levels leading up to the virtual event.

3. Cater to the people who aren't quite adapted to the virtual era

Even after more than a year of virtual events and social distancing, many people still haven't quite embraced and adapted to this new virtual era.

No, we're not talking about figuring out the technology piece (though a few of your valued supporters might need a little extra help in that department). We're talking about people's appreciation for virtual content. Many people really miss the interaction and various aspects of in-person events.

Nonprofits have an excellent opportunity to think outside the box and show care for people who miss in-person gatherings. Add a small goodie bag or have a small treat delivered to attendees. It's a great way to make everyone feel like a valued participant--even if it is "just" a virtual event.

4. Offer on-demand content with added interaction opportunities

Offer on-demand recordings of your event after it's over. Be sure to add that detail to your registration process. People are more likely to sign-up when they know they'll be able to enjoy the content when their schedule allows.

Go one step farther and offer additional interaction options after the event. Whether it's a platform for people to submit questions to speakers after the event or a "pledge board" where people can share how they're putting the content into action in their own lives, these are valuable touchpoints with attendees and a way to personalize their experience.

5. Leverage your existing network to boost virtual event attendance

You probably already have a strong network of donors, supporters, volunteers, and allies. Some people in your network will likely be able to help boost attendance at your next virtual event. Don't be afraid to be creative here!

Start by advertising the upcoming virtual event to your existing email lists. Share your event page on social media, and enlist the help of your followers to spread the word to their networks.

Some nonprofits are getting very creative in how they enlist the help of their donors and supporters. Invite some of your key donors to be "virtual hosts" by setting up a Zoom room or call to let them socialize with people they invited before the event kicks off. Even asking some of your key board members or top donors to lead breakout discussions can incentivize them to invite friends and family.

6. Share the schedule of events and make it as interactive as possible

People tend to be reluctant to sign up for events unless they know what to expect. Eliminate this potential obstacle by sharing your schedule of events ahead of time. People appreciate having a schedule and knowing when to expect breaks. They'll also want to identify "can't miss" moments of the webinar ahead of time (for example, if you're bringing in a well-known speaker or entertainer).

As you're putting together the schedule, be sure to add interactive elements to the lineup. This is sure to boost your virtual attendance. When people expect to interact and participate in an event, they're more likely to stay engaged. If they feel they're just absorbing a lecture, they're far less likely to sign up for future events (and they might even duck out of your current event early).

Take advantage of audience interaction software to add live polls, Q&A sessions, and even quizzes and games throughout your virtual event. Not only do they boost attendance and engagement, but you might also even gather some valuable data!

The great news with virtual fundraising events is that it never hurts to try new things! This is still relatively new territory for many of us. So, don't be afraid to think outside the box and get creative!

Now that you're boosting attendance, here are three more resources to help you plan excellent virtual fundraising events.

• 8 Tips for Hosting a Virtual Fundraising Event: Whether you love them or hate them, virtual fundraising events are likely here to stay. The great news is that there are some easy and practical ways to make your virtual fundraising event effective and successful. Head over to this blog for some tips and tricks to help you plan your first virtual fundraising event (or boost your next one).
• How to Write Event Descriptions for Your Fundraisers and Nonprofit Events: A good event description is critical to attracting people to your fundraisers and other events. Writing an event description that sells is both a science and an art--but it doesn't need to invoke any dark arts! This blog will help you write an event description that has people lined up out the doors (or in the Zoom waiting rooms) for your next virtual or in-person event!
• 8 Website Updates to Boost Your Giving Tuesday Campaign: Giving Tuesday is often the kickoff for year-end giving campaigns and a great time to host a virtual fundraising event. Whether you're preparing for Giving Tuesday or getting ready for a stand-alone virtual fundraiser, this checklist will help ensure your website is prepared to handle the traffic!