Virtual Fundraising Events with a Real Impact

The key to successful fundraising is building strong relationships—with partners, donors, supporters, and influencers. And at the heart of these strong relationships is effective communication, which fosters understanding, connection, empathy, and action. This fall, the role that we play as communicators in supporting fundraising events looks and feels completely different. More than ever, effective fundraising requires a delicate balance of embracing new digital opportunities and upholding best practices—all while keeping your goal in the foreground.

Regardless of where and how your event is held, here are some recommendations grounded in communications strategies to keep your virtual fundraiser’s impact strong and reach wide:

Imagine new possibilities. Rather than attempt to exactly recreate an in-person event, embrace the creative opportunities afforded by a new platform or format. Consider how you can create a new kind of experience that aligns with your mission and available resources.
Create relevant content. Consider what “story” your donors need to hear from you right now and how best to tell it in this unique setting. Online or off, effective campaigns bring people closer to your mission and take your donors on a logical journey towards giving with a clear beginning, middle, and end.
Strike the right tone. Virtual events don’t have to ignore the realities of what’s happening in world. In fact, situating your organization’s work and impact in the context of current events can be quite powerful – but that also means being mindful that we’re all going through a lot right now. Approach and meet your virtual audiences where they are – as a group and individually – with humility, authenticity, and in alignment with your organization’s values.
Tailor your messaging. Customize how you talk about your organization so your story resonates with each of the groups you’re trying to engage. Also consider how you’re delivering those messages, taking note of which channels each group most often uses.
Include a clear call to action. Chances are your community of donors wants to know what they can do to help, so invite your virtual audiences to be part of your success. Be clear about how they can make an impact and make it easy for them to take immediate action. And remember to say “thank you”!

Each phase of your virtual event presents unique opportunities to execute fundraising best practices—from planning and facilitating the event to follow-up afterwards. We’ve assembled a checklist to help you make the most of your crucial time before, during, and after the event.

BEFORE THE EVENT

Build in ample time for preparation to create timelines, set realistic budgets, assign roles, prepare talking points, and rehearse! Virtual events require just as much scenario planning as in-person events—considering the wealth of digital tools at our fingertips.
Build buzz and excitement for the event using strategic social media campaigns, creative email series, and tailored personal outreach with clear instructions on how to participate so your event is as diverse and inclusive as possible.
Explore community and corporate partnerships like “add-on” packages or branded keepsakes that can be sent to attendees in advance to complement the experience.

AT THE EVENT

Create a polished “look” for the entire experience. Your virtual event branding should align with your organizational brand identity, event type, and desired experience. Additionally, take time to make and implement high quality, consistent graphics throughout the program.
Engage your audience using interactive tools and activities. More often than not, your supporters want to take part and connect with others at the event. Virtual platforms afford great opportunities to facilitate networking and participation like Zoom breakout rooms, chat features, branded Zoom backgrounds, and polls. Even simple gestures like inviting attendees to update their profile names with inclusive pronouns (they/him/her) can make your audiences feel seen and serve as a reflection of your organization’s values.

AFTER THE EVENT

Send follow-up emails to thank attendees, invite them to share photos and continue the conversation on social media, share additional resources, and send a link to the action step.
Repurpose content from the event to continue engagement with attendees and those who weren’t able to make it, such as highlight reels and photo galleries for social media, blog recaps, and discussion series. Be sure to verbally remind attendees that the event is being recorded!
Debrief with your team and apply your learnings to the next event. We are all operating in new virtual spaces, so tap into your team’s collective wisdom to shape the success of your next event.

While virtual events require even more intentionality and proactivity, they also offer new, creative, and cost-efficient options that aren’t necessarily available to in-person events. Put your org’s adaptability to the test, tap into your toolbox of reliable best practices, and venture into new virtual territories with tenacity and confidence.

For more fundraising best practices, check out our Digital Lesson on fundraising!