Remember early 2020, when we were meticulously planning our in-person events (only we didn’t call them “in-person” events at that time), only to have every plan entirely derailed by the pandemic? Terms like “new normal” and “in-person” became infamous. Event planners were forced to think outside the box and creatively figure out ways to bring the event to people at home.
But as they say, “necessity is the mother of invention,” and providing virtual opportunities for events became very successful, allowing nonprofits to reach a broader geographic range while maintaining high levels of engagement.
Now, we use the advantages of virtual events intentionally. Maximize your next virtual event with these five best practices.
5 Best Practices for Virtual Fundraising Events
- Choose an event type.
- Pick the right software.
- Promote your event.
- Rehearse before your event.
- Always remember to follow up.
1. Choose an event type.
When considering features and activities for your virtual event, you must first decide what type of event you’ll host. You want to optimize the opportunities you offer to engage your virtual audience. For example, you could host an event with a silent auction, giving people exciting items to bid on from the comfort of their homes. Other engaging virtual events include virtual races, courses or masterclasses, and concerts to entertain your attendees.
Of course, it’s essential to consider your audience and take your fundraising goals and strategy into account when choosing the best kind of virtual event for your nonprofit. Who is your target guest, and what are their interests? Are they a Gen X group, or more of a Millennial crowd? Do they enjoy the outdoors? Are they into music? Are they educators or business owners? Consider questions like these when planning the structure of your virtual event.
You don’t want to have a virtual race if your support base doesn’t have many people interested in running or biking. If a virtual course doesn’t appeal to your audience, you won’t raise the kind of money you need to meet your goals and make an impact.
Knowing your audience, the different groups, and their interests can help you personalize every guest’s experience and give you a strategic advantage when planning your virtual event.
2. Pick the right software.
To host and successfully execute an online event, you need software on your side. You want software that you and your guests feel comfortable with, so it should be user-friendly. The right software will also help you engage your audience. The last thing you want during your virtual event is for your attendees to simply leave your event activities on in the background while focusing on something else. You want them to feel like they're part of your event, even if they aren't in a physical room with you or your speakers and entertainment.
To choose the right software, consider the features you need for your event and the format or theme you've chosen. Do you need live streaming? Do you need auction software and point-of-sale capabilities? What about ticket sales?
After you've answered these types of questions and decided what you need from your event software, make a list of potential providers. Narrow down your initial list based on the features you need and what your budget will allow. Then, schedule demos with your top-choice software companies and choose the one that will work best for your organization.
For example, if you plan to host a silent auction as part of your event, look at software providers offering features such as bidder number assignments, multiple ways to pay, compliance with all data security requirements, and full customization abilities.
3. Promote your event.
For your event to succeed, you must tell prospective attendees about the opportunity. As we discussed, you need to know who you're targeting before you can start reaching out. Create a marketing plan based on the supporters you're trying to reach and use a variety of channels to get your message across.
A multi-channel approach is essential to reach prospective attendees in several places, so consider using a combination of social media, email marketing, physical flyers, paid advertisments, and prominent placement on your organization's website.
Crafting a strategic and intentional marketing plan is one of the most important things you'll do for your event and for your larger cause. Never assume that people automatically know all about your efforts just because they are faithful supporters. With all the information around us in this day and age, even the most important communications can get lost in the shuffle. You need to be multi-faceted and repetitive in your marketing approach. Don't get tired or think that people are bored with your message. Chances are that they have not seen your email, flyer, or social posts as often as you feel.
When marketing your virtual event, brand each message to your nonprofit, so you present a consistent promotional strategy across several platforms. You will also want to link directly to a registration form or ticket sales link to get an idea of how many people will attend the event.
4. Rehearse before your event.
Things can go wrong in an instant during your event. Be ready for anything by rehearsing before your event begins. Make sure you test every aspect of your event as much as possible in advance. You'll want to ensure all the information comes through on your registration page and that all donations and payments are correctly completed. Consider supporting your virtual event with online donation pages. If you have an auction, make sure people can bid successfully. You'll also want to test any and all live streaming features at least several hours (if not days) before your event is scheduled to begin.
Rehearsing and testing features is a perfect job for volunteers! Ask your faithful volunteers to test out these various event elements to ensure the event succeeds.
Another way to prevent hiccups is to establish any rules for the event and communicate those rules to your guests ahead of time. For example, a silent auction might have specific rules about bidding, such as bidding start and finish times, set bidding increments, payment processes, and collection of items after the event ends.
5. Always remember to follow up.
After your event is over, your nonprofit needs to follow up with your dedicated attendees at the event as well as with any volunteers, sponsors, and staff who made it possible. Communicate your appreciation creatively with ideas like thank you notes or a recorded video from the people you serve, sent in an email. Consider giving your donors and attendees a discount for your next virtual event. And as always, branded gifts like t-shirts, mugs, and stickers are sure to make a splash!
When thanking your supporters, always emphasize the impact of their contributions. Show them how their donation went to work in a tangible and relatable way, such as the minutes of research funded or the number of kids who can go to summer camp with the total revenue raised at your event. Doing this will build the foundation of an impactful stewardship strategy, helping improve retention rates and attendance at future events!
Planning a virtual event for your next fundraising effort can extend your reach, save time and resources, and provide an opportunity to engage your supporters in a whole new way. With these best practices, your event will be a smashing success!
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Guest post by Jeff Porter, Handbid
Jeff Porter, Founder & CEO of Handbid, has spent 18 years in the nonprofit industry. In 2004 he founded the Prader-Willi Syndrome Association of Colorado where he still resides as board chair. Jeff learned early on that nonprofits desperately needed better and more affordable fundraising solutions. Leveraging his software background, he built most of the tools his charities used, and in 2011 he launched Handbid at his own fundraising event. The goal was to improve the guest experience, reduce administration and increase revenue. Handbid accomplished all of those goals, effectively doubling revenue in its debut. Nine years later, Handbid's suite of tools has delighted over a half-million guests, generated millions of bids, and helped thousands of charities raise well over $100 million.
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