Soapbox Engage Blog

A nonprofit can rely on three primary revenue streams when it comes to fundraising with events: sponsorships, ticket sales, and "add-on" revenue (like auctions, raffles, on-site donations, etc.). Many nonprofits rely on ticket sales to ensure they'll reach their minimum fundraising goal for a fundraising event.

Since the COVID-19 pandemic, many nonprofits shifted to more virtual or hybrid fundraising events. This raised the question, "How do you successfully sell tickets for fundraising events that might include virtual or hybrid options?"

While there are still many opportunities to experiment and learn, we gathered nine strategic steps to help you boost ticket sales for your next fundraising event–whether it's in-person, hybrid, or entirely virtual!

Table of Contents

1. Start advertising and selling tickets early
2. Use an online events page to sell tickets
3. Use multiple channels to advertise your nonprofit fundraising event
4. Follow up on invitations
5. Communicate how the event will benefit attendees
6. FOMO is real–use it to sell more nonprofit event tickets!
7. Offer contests for ticket holders
8. Sell discounted tickets to future events during other events!
9. Partner with other nonprofits to cross-promote events

1. Start advertising and selling tickets early

You don't need to wait until you've mailed the first invitations to start selling tickets. Launch your online event page as early as possible and encourage your planning committee to begin selling tickets to their network early.

Having the event page up and running when you send Save the Date or invitation cards gives you the option to sell tickets at "early bird" prices. The more tickets you sell in advance to your loyal supporters, the more you'll be able to shift focus toward bringing in new as the event draws near.

2. Use an online events page to sell tickets

Gone are the days of selling paper tickets and using mail-in RSVP cards. Practically everyone is accustomed to purchasing tickets online now–and most people expect that convenience. Care for your attendees by making it easy to buy tickets online with the Soapbox Engage Events app!

The Events app streamlines (or eliminates) administrative tasks. You'll be able to offer early bird prices, ticket tiers, discount codes, and other options with ease! Plus, the app automatically matches registrations with existing contacts in your CRM system or creates a new one, streamlining follow-up communication after the event!

You can host an unlimited number of events and drive traffic to individual events or to your entire calendar of upcoming events. Your staff and your attendees will love the experience of using the Events app.

Whatever online event platform you use, ensure it's a mobile-friendly platform. Most people search the web on their phones or mobile devices. Ensure people can navigate your event page and purchase tickets on any device.

Keep your registration form as simple as possible. Only ask for the necessary information. The more fields people need to fill out, the less likely they are to complete it.

3. Use multiple channels to advertise your nonprofit fundraising event

Did you know that most sales experts say it takes a minimum of seven "touches" before you can make a sale? (Some say that number is as high as 20!) That means your supporters need to see information and an invitation to your next fundraising event at least seven times before they'll commit to taking action.

One of the easiest ways to boost ticket sales is to increase the overall visibility of your event. Using many different communication strategies and channels ensures all your supporters hear from you several times.

Some of the most common communication channels include:

Social media pages Email invitations Personal phone calls Direct mail invitations Local or regional print advertising (like a newspaper ad) Featuring the event on your website

The key is to identify the top forms of communication your supporters use to interact with you. That way, they'll receive several invitations.

Planning Pro Tip: Having a marketing plan ensures that you identify each communication channel you plan to use and how often you'll use each one. It helps you and your team stay organized and consistent with your advertising in the weeks and days leading up to an event.

4. Follow up on invitations

Most nonprofits send invitations for their fundraising events, but very few follow up with a phone call or personal interaction. Enlist the help of your staff, board of directors, or a few trained volunteers to call invitees in the two or three weeks after you mail invitations out. This personal touch can significantly increase your response rate.

The call doesn't need to include a hard "sell." Even if they don't attend the event, they will feel seen and appreciated. It can be as simple as a friendly confirmation that they received the invitation and asking if they have any questions. It's an excellent opportunity to express gratitude for their ongoing support.

5. Communicate how the event will benefit attendees

Though attendees are eager to support a great cause, most people also want to get something from the event. If you want more people to attend, communicate the benefits of attending.

Share details about what people can expect. Tell them who will be speaking or what kind of entertainment you'll offer. Connect the event to your specific cause so attendees can be sure their fun event is actually benefiting your mission.

6. FOMO is real–use it to sell more nonprofit event tickets!

Many of us don't want to admit it, but FOMO (Fear Of Missing Out) is a very real and influential force. You can use that to boost your ticket sales! Use photos, testimonials, quotes, video clips, and other content from previous events to show your audience what they'll miss if they don't grab a ticket and join the fun!

Adding registration deadlines and countdowns can add to the sense of urgency. Some nonprofits also only offer a limited number of tickets at different pricing tiers to create a sense of scarcity and urgency when selling tickets.

Consider offering ticket tiers that offer different perks or benefits for virtual events like a semi-private Q&A with a well-known speaker, access to exclusive content or information, and other perks. Not only does this help drive ticket sales, but it can also help you "upsell" if people have the option to spend a little more money for a desirable perk.

7. Offer contests for ticket holders

Raffles, drawings, and other contests for those who buy tickets in advance (or before specific dates) can help boost early sales. For example, everyone who purchases a ticket before the first deadline will be entered into a raffle for VIP seats or a private meet-and-greet with a keynote speaker.

This strategy can work for in-person, hybrid, and online events. The key is to raffle off highly desirable items that won't undermine your overall profits.

Some nonprofits also raffle off prizes for people who help sell a certain number of tickets or bring a certain number of guests. This incentivizes your supporters to invite friends and family to join them, thus expanding your potential donor list!

8. Sell discounted tickets to future events during other events!

While you have the attention of your core supporters, offer a discount on tickets for a future fundraising event! You can create an exclusive pre-sale ticket price and encourage people to purchase before leaving the event.

One key to success here is to offer tickets to a similar event that the audience will likely be interested in. For example, your 5K charity run participants will probably be more interested in a discounted ticket to your yoga charity event than your black-tie gala.

9. Partner with other nonprofits to cross-promote events

Partner with other nonprofit groups or organizations in your area to cross-promote events. Some nonprofits offer discounted tickets for each other's events. This might seem a little unusual, but the right partnerships can help two nonprofits thrive.

Another option is to partner with another organization to do some joint promotional activities or offer ticket bundles.

This strategy is particularly effective when you partner with a symbiotic organization. For example, if your nonprofit focuses on tutoring and educational support for elementary school kids, a symbiotic partnership might be with the local arts and music charity that serves the same group of children. Both organizations offer valuable resources to help kids learn and thrive.

These strategies and tactics will help sell tickets for in-person, hybrid, or online fundraising events. The key is to experiment and find the methods that connect with your unique audience!

Now that you're on your way to your next successful fundraising event, here are three more resources to help you plan.

• 6 Key Lessons About Nonprofit Event Management: Whether you're planning a small gathering for your top donors or a massive event with hundreds of attendees, fundraising events require careful planning, promotion, budgeting, and many other things. Event management tools and strategies can help you raise the most money possible at your upcoming nonprofit events. This blog offers some lessons, tips, and tools from fundraising experts to help streamline your event management strategy.
• Make a Fundraising Calendar in 5 Simple Steps: Creating a fundraising calendar can be an excellent recipe for year-round fundraising success. The great news is that you can develop and implement a fundraising calendar any day of the year. We've consulted with some fundraising and nonprofit experts to gather the best tips, tricks, and strategies to help you build an excellent fundraising calendar.
• 8 Tips for Hosting a Virtual Fundraising Event: Virtual fundraising is likely here to stay, even after the pandemic is over. Even large companies like Salesforce are pivoting to virtual events. And the good news is that there are some easy and practical ways to make your virtual fundraising event a success! Check out these tips and tricks from top businesses and nonprofits to help you confidently take your next fundraising event online.