7 Lessons From Hosting My First Virtual Fundraising Event
So you’ve been tasked with hosting a virtual fundraising event - or your board and leadership are pushing you to schedule something. Now what?
Well, my fundraising colleagues and I just hosted our first virtual fundraising event in June 2020. To say we learned a lot is an understatement. So, I’ve compiled my top 7 lessons learned to help you as you venture into this new world of online/virtual fundraising. Here it goes…
Lesson 1: The virtual fundraising world is really crowded right now. How will you stand out?
When COVID first hit, every fundraiser was scrambling to cancel in-person events and figure out how to fundraise outside of just sending out traditional appeals. Most non-profits rely on events to raise funds, awareness and engage donors.
The nonprofit I worked for was in the same boat. They had an in-person fashion show scheduled for the end of April at a local venue in town. March 23rd they found out the stay-home orders were executed by our governor. Ut-oh, now what? Well, they quickly switched gears to research how to host a virtual fundraiser.
What they found were an endless amount of webinars offering tips and ideas and an endless number of non-profits offering online fundraisers. The online fundraising landscape just got crowded - and fast. Their biggest lesson learned: make sure you host an event that will stand out from the crowd. What virtual experience can you offer donors that doesn’t feel like another webinar, online meeting or obligation? How can you meet the needs of people wanting to interact with others again while staying safe?
Lesson 2: Corporate sponsors aren’t pulling back on their philanthropic commitments
They had several sponsors already confirmed for their in-person event and they were a little worried they would cancel their sponsorship due to their own company’s financial hardships or because they wouldn’t receive the same level of benefits.
What actually happened: every single sponsor (and a few new ones too) kept their commitment, were more than happy to brainstorm new benefits, and were very understanding when things didn’t go exactly as planned the day of the event. I also talked with another decision-maker at a credit union (who happens to be very philanthropic in the local community) and she shared that they hand’t cancelled a single sponsorship commitment.
Don’t be afraid to continue to ask for sponsorship support, be flexible with new benefits and new sponsor relationships are still possible. I feel like kudos are in order for our corporate community for their dedication to the non-profit sector!
Lesson 3: Unfortunately, there isn’t a perfect online software solution for online fundraising events - yet
Technology is changing really quick all of the time - and I would guarantee that the techies of the world are coming up with great solutions as I type for online fundraising events. But when they hosted their event they had difficulties finding the perfect software: one that would allow a presenter to interact with select audience members, show a fundraising thermometer directly on the screen, show a text-to-give number on the screen the entire time, and be secure from hackers. They researched a ton of products and ended up using GoToWebinar, which worked well, but be prepared to compromise a bit or get creative in your tech solutions.
Lesson 4: Practice, practice, and then practice some more
Using a new tech platform, they were certainly nervous executing the administrative side of a webinar software for the first time. They scheduled two practices with our presenters/emcees. To be totally transparent: the practices didn’t go so smoothly! They struggled a bit with how to share screens, mute microphones of others, open up audience interaction options, and how to play the mission videos. Eventually they got it down, but it took practice.
Their biggest lesson learned: schedule at least 2-3 practices the week leading up to your event. Make sure your presenters/emcees all have the practices on their calendar and enlist the support of some techies in your company or directly with the software company to walk you through the areas where you’re struggling. Your audience will be patient if things don’t go as planned, but practice will mitigate your day-of panic and you’ll be able to enjoy the event alongside your supporters.
Lesson 5: Keep it simple
In an effort to make the event engaging and entertaining, they scheduled several activities for attendees to enjoy: a virtual photo booth, a virtual performance by a magician, several mission videos, giveaways and a keynote from an image consultant. Each element on its own was awesome! But in retrospect, they feel that they would’ve been better off keeping it simple.
Focus on one main activity/keynote/entertainment option, sharing your mission story and offering an easy way for attendees to donate (text-to-give worked perfectly for this). At the end of the day, people are just looking for a fun way to support your cause.
Lesson 6: Virtual events are way more cost effective than in-person events
Most non-profit professionals know that in-person events are one of the most expensive ways to fundraise. But we do them anyway since it’s a great way to introduce new people to our organization and interact with current supporters. Well, when it comes to cost-effective fundraising, virtual events win! Think about it: you’re not paying for a venue, food, drinks, valet, A/V, music, etc. While we certainly want to support our hospitality friends, saving on all of these high-cost expenses is huge for fundraising! Perhaps going forward there’s enough room for your organization to host an in-person signature event and an online/virtual fundraiser?
Lesson 7: You CAN do this!
The one thing that’s always constant is change. We’re all adjusting and learning how to fundraise in this new climate, but that’s nothing new for fundraisers! So, get creative with your team to find a unique virtual/online event idea and run with it! You’ll be sure to learn many lessons and engage some new supporters along the way. You got this!
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