Community Fundraising Events: How Unique Ideas Can Grow Your Donor Base

When most people think about nonprofit fundraising events, they tend to think about galas, auctions, fun runs, and golf tournaments. These are all tried-and-true events that can be extremely successful for nonprofits. 

But if you’re a small or growing organization — or if you struggle to stand out in a sea of worthy causes — it may be time to think outside the box and create unique, community-oriented fundraising events that are new to your area and distinctive to your mission.

I’ve just come off the heels of a great example. In 2017, I was on the board of a homeless shelter. We wanted an event that would draw attention to our mission and the problem of local homelessness. I had the idea for a lip sync battle fundraiser, with people voting with their dollars to choose the winning team.

In the first year, we raised $10,000. We were thrilled — not just by the funds raised, but by how many people attended. They may have come to support their friends, but we seized the opportunity to educate a captive audience about our mission. After the event, we sent regular updates on the impact of their support.

Each year, we invited teams from different circles of the community to participate, and added a video competition, making room for more teams (and, consequently, more donors). We recently celebrated our 10th year with 22 teams competing from local businesses, schools, sororities, law enforcement agencies, and groups of friends and family. More than 450 people attended in person, and nearly 600 watched the livestream. When all was said and done, we raised $150,000 for this organization. 

The organization’s exponential growth has corresponded with the event’s growth and popularity. The shelter went from a $300,000 annual budget for one shelter to a $1.6 million budget for two shelter homes, and 24 transitional apartments. Because the organization receives minimal government funding, individual donors, local foundations, businesses, faith communities, and this community fundraising event drive most of its revenue.

So how can you turn an outside the box, community-oriented event into greater support for your mission?

1. Choose Something That’s Unique to Your Community

Do your research and think creatively. Find something that no one else in your immediate area is doing. Peer-to-peer competition events work well. Think lip sync battles, dancing competitions, talent shows, cooking or baking competitions, and similar formats. A truly unique event will stick in people’s minds, and they will associate your organization with it —even if they don’t attend or donate. That visibility builds brand awareness over time.

2. Focus on Community-Building

Reconsider how you measure your return on investment — at least for the first couple of years. Focus less on revenue and more on how many prospective supporters you bring in and how you plan to steward them.

Successful fundraising is about forming a lasting connection between potential donors and your mission. Raising money is an important component of your event, but overall revenue will grow if you focus on building and nurturing new connections. Include new participants from different parts of your community each year. New participants bring new donors and attendees — and expand your pipeline for cultivation

When you look out into the room, you want to see a cross section of your community. If you can see it, they can see it, too. First-time attendees can infer a lot about your organization when they see broad community support around your mission.

3. Fill It With Joy, Laughter, and Warm Fuzzies

Make the event as uplifting as possible. Everyone should leave with a big smile on their faces and feeling like they are part of something special.

4. Incorporate Lots of Mission Moments

Yes, your event is unique, novel, and fun, but it’s important to remind the audience of the real reason they are there. Include speakers, short videos, or other mission moments throughout to reinforce why the work matters and how support makes a difference.

5. The Event Is the Beginning of the Process — Not the End

The real work begins after the event is over. Devise a clear follow-up strategy to engage your teams, volunteers, donors, and attendees on a regular basis to keep your mission on their radar. Send personal notes of thanks. Invite them to tour your facilities or schedule a call to learn more about your organization. Ensure they get added to your direct mail and email lists to receive newsletters and other updates about how their donations made a difference in your community. 

Your goal is to convert as many of these participants and attendees as possible into regular donors, so take every opportunity to deepen their connection them to your mission.

Put a little “fun” back in fundraising, and use fundraising events to build your community and increase your bottom line.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.