Making the Most of Your Online Event Fundraising Efforts

Given the current state of the economy, there has been concern among nonprofits about the affect it will have on their fundraising and donations. It is during these times that charities should double their efforts to engage donors and get creative in the ways they seek new donors. Online event fundraising continues to be an effective method to accomplish both of these goals. Since 2000, event fundraising technologies have proven to be an area of growth for many organizations, and multiple surveys suggest that online tools provide more satisfying overall donor experiences.

And now, with the fall events season complete, this is the best time for organizations to review their spring event fundraising strategies. There are a number of tactics fundraisers can employ to help increase the success of online event fundraising efforts. Here are a few worth considering:

1. Launch the event online at least six months in advance.
On average, organizations set up online events about five and a half months before the events. While about 55 percent of donations collected online will come the last 20 days before the event, participants need a head start to ensure online adoption and effective use of the tools. Starting too late means participants will raise an average of 27 percent less online than if they were given six months or more to fundraise.

2. Extend the online duration of the event.
Let the event run online past the event date. Keeping the event pages up for approximately 40 days after the conclusion of the event has been a good rule for many organizations. Statistics show that only 5 percent of total donations come in after the event; however, since the event is over, there is little to no expense associated with these donations. Don’t forget to shut down registration, and be sure to update the site with appropriate awareness messaging around the event.