Hints for Nonprofit Event and Developer Managers

Broadway fans in general—and Hamilton enthusiasts, specifically, “wanna be in the room where it happens.”

That’s certainly fun. But nonprofits also need to know who is in the room.

Because if you don’t prioritize your audience, countless hours planning even the most dazzling event can mean the difference between an expensive party and an intentional step towards long-term engagement with your nonprofit.

Yes, we still need to secure vendors, design invitations, and manage logistics. But an event’s true value lies not only in the dollars raised that night, but in the relationships it strengthens. As nonprofit events become less transactional and more relationship-driven, understanding both your intended and actual audience is more important than ever.

No, really. Who will be in the room?

I recently attended a small nonprofit’s “biggest fundraising event of the year.” As a new volunteer, I looked forward to feeling more connected to the organization and the board members I’d talked with over the phone but had yet to meet in real life.

Pre-registration was not required, and cash was accepted at the door. The on-site “registration” folks didn’t ask for my name. Certainly not my email address. Nor did they ask how I heard about the event, nary a pen and paper or clipboard or iPhone in sight.  Cash in hand, they encouraged me to “enjoy the event!” as I walked in.

We can all guess how that turned out.

No one knew I was there. It was up to me, a natural introvert flying solo, to seek out members of the organization. While the event drew a strong turnout, no visible effort was made to engage guests on a personal level. Volunteers sold cash-only raffle tickets and led a registration-less auction and paddle raise. They collected a significant amount of money that night—and had no idea who gave it.

Sadly, after a solid effort, I left feeling less invested in the organization than I had before.

They didn’t send a thank you note for my gifts or for attending. (How could they? There was no record of my name, gift amount, or contact information.)

Not every situation will be this obvious, but the take-home message is clear: you can’t tailor an intentional, personal touchpoint—and subsequent stewardship and solicitation—if you don’t know who’s in the room.

Setting up for success

If you are in the good habit of collecting registration information prior to event day, you may be saying to yourself, of course I know who’s in the room! I’ve got lists! So many lists!

But what do you really know about your event guests?

Michael Rubin, MBA, CFRE, ACC, founder and president of a St. Louis-based fundraising consulting firm that manages capital and comprehensive campaigns, often incorporates events to call attention to a campaign and its impact, engage and solicit donors, and celebrate the competition of a successful initiative. Over his more than 40 years as a fundraising professional, he’s seen galas and special events become “increasingly strategic touchpoints in engaging and making the donor feel like family.”

Early Days (Pre-event)

Throwing an event that cultivates this sense of belonging is no happy accident. Bookmark these conversations for your event planning toolkit:

• Who is your target audience? What is your goal for the audience?

  • Identifying whether your event is designed to cultivate prospects, steward annual donors, celebrate major donors, connect with local businesses, increase visibility and awareness, kick off a campaign—or any combination thereof—is critical before planning the event.

• How does this audience prefer to interact with your organization?

  • Your audience’s preferences for hands-on volunteerism or behind-the-scenes support, formal or informal social activities, intimate or large group conversations, electronic or written communication will inform the overall approach to event planning.

• How do you want people to feel during the event?

  • Is your goal for guests to feel inspired? Joyful? Empathic? Informed or entertained? Shape event decisions accordingly.

RSVPs are in. Now what?

Once invitations are sent, organizations often redirect their energy to party planning—catering, color schemes, and other details—without prioritizing the donor experience. Instead, Rubin advises, “pay attention to how the donor will be welcomed, by whom, the ideal outcome for each individual, and how event engagement fits into that goal.”

Knowing who is in the room, including ticket purchasers, table hosts, and the guests they bring, is vital to tailoring an intentional touchpoint that recognizes their motivation to support your nonprofit’s mission.

Well in advance of the event, research each guest’s history with the organization, including:

• Cumulative giving and most recent gift (knowing if the event will be their first experience with your organization is just as important as knowing if they sponsored the event!)
• Motivation to give
• Giving to similar causes (if available through a wealth analytics company such as DonorSearch)
• Volunteer or advocacy work on nonprofit’s behalf
• Personal connection to nonprofit (e.g., friend or family of board/committee member, program participant/service recipient)

Then, strategize table seating and donor engagement plans accordingly.

• Identify the strongest representative to greet each guest at the event. Consider whether they should be welcomed by the board president, development officer, a captivating storyteller, or even someone who attended the same university.
• Ensure ticket purchasers are seated with appropriate connectors. For example, new prospects with an interest in a particular funding area can be seated with a member of that program’s staff or committee.
• Prep volunteer greeters and table hosts with non-confidential bios, including programs of interest, talking points, and suggested introductions. Ensure every high-priority guest will be greeted, thanked, and engaged by someone who knows their relationship to the nonprofit. Similarly, plan to warmly welcome first-timers and introduce them to others.

It’s happening! Day-of event tips

Thanks to your preparation, you know how to engage donors and guests. It’s time to put those plans into action.

1. Personalize check-in: Whether you use a printed list, mobile app, or software program, implement a system to highlight guest engagement priorities. For example, a color-coded system with green for major donors, blue for mobility/hearing needs, yellow for board members, pink for awardee/presenter, etc.). These cue the check-in team to proceed accordingly.
2. Manage relationships: Assigned relationship managers ensure each of guest is welcomed, thanked, and introduced to appropriate members of the community. Equipped with seating assignments, they can pop over to chat and make sure any special accommodations are in place (vegetarian meal, wheelchair, etc.).
3. Maximize table conversations: Table hosts are primed to engage in thoughtful dialogue. Ask curious, open-ended questions and listen carefully to responses.

Background research is an often-overlooked step towards making donors and prospects feel seen, respected, and appreciated. But don’t confuse research with transactions—lead with relationships in your donor engagement strategies. Always remember that the nonprofit community is comprised of unique individuals who are driven by many factors, including passion for the mission or personal connection to and trust in the organization.

Rubin agrees: “Donors want to help and make a difference,” he says. “Our job is to listen carefully to their needs, desires, and concerns. It will help us identify what they support and why. But only if we’re prepared for that conversation. Engaging them at an event is the start of that conversation.”

Stay tuned for tips on how to tailor your event follow-up.