Fundraising Events: Are They Worth It?
Yet, there continues to be the belief from upper management that "if we didn't have all of these events we wouldn't be able to raise so much money."
Look, I'm not down on all events, but they should be limited and they should never be a replacement for developing a relationship with a donor. Richard and I have written about the pitfalls of events many times, but we keep writing about it because we see too many nonprofits distracted with them with very little payoff.
Richard and I have seen way too many MGOs get sucked in to the events black hole never to be seen again. If I had a nickel for every MGO who said she didn't make her goal because she had to coordinate some event ... I'd be sipping mojitos all day long in San Juan.
If you are the head of a nonprofit, we urge you to move away from using events to raise money. If you're an MGO who continually gets "asked" to help with an event, do everything you can to convince your boss it's a bad idea. And if you are a development director of a small nonprofit, you have to realize the best way to raise major gifts is to build relationships with donors and ask them directly to support your mission.
Don't hide behind the false wall of an event. Knock that wall down, create a solid list of qualified donors, find out their passions and desires, match that up with your great programs, and ask them to fund it. And guess what? They will!
If you like baseball, tennis, golf, Gregorian chant, jazz, rock, good wine and deep conversation, then you’ll like to hang out with Jeff.
If you are passionate about fundraising, Jeff will inspire you to be a true “broker of love” for your donors, helping you bring together a donor’s desire to change the world and the world’s greatest needs. Jeff believes that if nonprofits truly want to grow and obtain more net revenue for their mission, it will come through creating, building and successfully managing major-gift programs. The Connections blog will give you inspiration and practical advice to help you succeed. Jeff has more than 25 years of nonprofit fundraising experience and is senior partner of the Veritus Group.