The Covid-19 pandemic has impacted nonprofit organizations in so many ways. Perhaps one of the most visible, as far as fundraising, is the change in events and event strategy.
With large gatherings discouraged or prohibited, many organizations have turned to virtual events to replace their galas, walks, and other activities that brought people together and were often an important fundraising stream or donor cultivation opportunity.
So how do organizations move forward with a virtual event strategy?
The first question to ask is why are you holding the event? This is a question you should be asking regardless, but in this case, you should determine if you are replacing a live event, trying to engage stakeholders, imparting information or updates, or any combination of strategies. Don’t hold an event just for the sake of holding an event. Virtual gatherings without purpose only reflects poorly on the organization.
Once you know the answer to that, it will help you to choose the right type of event. For example, if you are looking to gather people at a specific time similar to a gala or other celebration, a live streaming event might be the way to go. You can also think about a peer-to-peer fundraiser that takes place over a longer period of time–this is a strategy that is more established but often overlooked. If you are hosting a networking event, utilize break rooms and small group conversations so that everyone who wants to can participate and have their voice heard.
Here are some things to think about for the event planning. Virtual events are less logistically challenging than in-person events (no rentals, caterers, lighting, etc) and the overhead costs should be lower. In some cases, there aren’t any limits to the number of guests. There are so many platforms you can use to make your event virtual: YouTube live (one-way communication with comments), Zoom (meetings, workshops, 1,000 person limit), Facebook Live (town halls, music events), Vimeo (like YouTube), Google Hangouts (like Zoom), Twitch (music or gaming focus).
When you think about your audience, focus on your most steadfast supporters. Reach out to those core supporters, since they will be the ones most likely to attend and support your event. Ask them to help you rally support.
Create a landing page that guests can navigate through when they receive their invitation. Include the program, speakers, awards, etc. Offer tips such as drink recipes that they can make for the event to share virtually. Make sure to include any relevant information on why you are fundraising to make your case for support. Ask your speakers or Emcee to create a short video to help you promote your event.
Try and keep the excitement going during the event, switch between speakers often, create a script that presenters will follow, keep the program short, make use of pre-recorded videos between presenters, periodically remind people to engage via chat and have a staff member monitor the chats to keep it interactive. Are you able to have a VIP or “influencer” attend the event? Utilize special guests or surprise guests to keep people logged on. Use music to keep the excitement going.
Set up an easy way for participants to donate. Remind people to contribute throughout the event as you would during an in-person event. Give them options. Chances are, if people show up, they will want to support your organization–make it seamless and meaningful.
Here’s a handy guide to check out. How to Live Stream Successfully: A Preparation Checklist for Marketers
https://blog.hubspot.com/marketing/how-to-live-stream-checklist
Interested in learning more about events or developing a comprehensive fundraising strategy? CLICK HERE.
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