Ask A Fundraiser: Do I Need to Host Another Gala?

By Adam Runions, Partner + Senior Consultant

A signature fundraising gala factors into many organizations' annual plans, usually as a perennial exercise, and often as an irreplaceable revenue line. In all cases, they are a major investment of time and resources.

While the thought of an obligatory gala causes some to shrink away, there is a case to be made for the old standard - as long as you are focused on the right outcomes and take a smart approach.

• Friend-raising above fund-raising. I'd wager a bet that most of your consistent donors would support you this year with-or-without the chicken dinner and the auction package if the relationship has been built intentionally . However, for folks on the fringes, or for volunteers needing an opportunity to introduce new prospects to your organization, an entertaining and mission-centered evening is a great vehicle. The ROI you're after should be that which is uniquely possible through an event - relationship building and inspiration. If you are just throwing a party for the usual suspects to make their usual gifts, you might rethink your strategy.

• Building community among supporters is valuable in itself. When your event is done right, donors leave an event with a shared sense of joy and purpose. Design your evening to boost connection, appreciation, and celebration, along with dedication to making an impact together.

• Make it fun and meaningful - but don’t feel beholden to the same formula each year. You're asking people to commit their evening, their money, and invite their friends, so give them something they will be glad they came to! Can you give them an impactful mission moment without cycling through 5 speakers and filling 90 minutes? Can you give them some entertainment without running the same game, or silent auction, they have done the last three years? Focus on creating delight while delivering an impactful experience, even if it means skipping a page from the traditional event playbook.

• Focus your team on your guests both during and after the event. Be intentional about seating charts, researching new names, prioritizing connections, and follow-up communications. Prep your hosts to be great listeners, and attentive to new or quieter folks. Act quickly after the event to follow-up, thank people, and propose a next opportunity to deepen the relationship. If guests leave feeling like their presence wasn't appreciated, you may have missed your shot.

• Strike the right tone and aesthetic for your nonprofit. Being classy doesn't require a top-tier venue or black ties if that feels out of your organization's scope. Of course there are high class galas that thrive, but you don't have to emulate them. If your donors would be just as happy to party together in a more relaxed atmosphere with less expensive food and entertainment, go for it. If it's executed well, your guests might appreciate seeing more resources go into the mission than being spent back on them.

If you’re considering skipping a gala this year, be mindful that

you’re not foregoing a critical strategy to build your donor community. And if hosting the event is a foregone conclusion, be assured that making the space to commune with your donors and draw new people close to your mission is well worth the effort. If you can hold these outcomes as highly as you hold the budgeted net revenue goal, your team can design a truly worthwhile event that advances your mission and drives fundraising success.