Your event recipe. Fun. Fuel. Easy Follow-Up
You were heard.
In three weeks, three conferences and hundreds of conversations. It took these “events” to drive home this home for me.
Events still matter.
Not because of the centerpiece.
Not because of the registration numbers.
Not because of the paddle raise.
In these three incredible conferences I was blessed to present alongside amazing leaders and clients who shared how our work together to manage your thinking and focus on relationship-based fundraising are transforming their organizations. We covered dealing with infrastructure and staffing issues authentically and transparently while not losing the focus on the good we are continuing to do as we wrestle with these issues and how GIVING FUELS A SUSTAINABLE FUTURE!
At the Association of Fundraising Professionals ICON, Janet Johnson from One Vision and I shared how major giving conversations are creating deeper connection and impact. As we walked through a giving success “recipe”, complete with chef hats, we celebrated events for pure fun and how these fuel the overall donor journey. No fundraising strings attached.
At the Boys & Girls Clubs of America National Conference, Ameer Washington, CEO, Boys & Girls Club, Newark, spoke powerfully about building relationships through attending and supporting other non-profits’ events. From there opportunities for new partnerships are created for his Boys and Girls Club.
And at North American YMCA Development Organization, Tammy Hertzel and I shared managing from Survival to Solid Financial Stability through building trust, being transparent, and connecting within and through events to increase annual and major gifts.
Though our sessions focused on major gifts and relationship building, conversations kept circling back to events, our own events and MORE. SHOW UP IN THE COMMUNITY!
Why?
Gathering absolutely fuel the donor journey — IF we stop measuring success only by the numbers – the size and dollars raised – and look more at the opportunities for REAL interactions!
Gatherings are the easy way to get to know people without the pressure of the appointment…. Or the expectation to return the call. And again — not just YOUR events – but getting out and being where your givers and prospective givers are!
Pave the way for the individual follow up conversations that will flow to major giving.
Here’s the secret sauce of events now:
- Set the Goal(s) Before You Set the Centerpieces
For heaven’s sake — not every event has to be about money.
Some of the BEST gatherings are designed to:
- reconnect people
- BRIEFLY update supporters
- celebrate impact
- build community
- deepen trust
- introduce new friends
- thank people well (with no ask – spoils the thanks)
In my decades in this work, I wish one comment I hear from givers I interview in feasibility studies would change. When I ask what the organization could do to have even better relationships with them, givers will often say something like, “Can you ever say thank you without your hand out?”
- Make sure Leadership is crystal clear about WHY the event exists.
Goodness — don’t think they just “get it.” Be clear that this event FUELS EVENTUAL giving. Grows opportunities!
What are you trying to accomplish? What are the GOALS? Don’t let them wonder…..or they will think it’s just about raising money.
If the goal is stewardship — wonderful.
If the goal is creating a joyful giver — beautiful.
If the goal is community-building — absolutely worth doing.
Clear goals create JOY, understanding and support from leadership AND givers.
And please…
Can we finally let go of the idea that bigger always means better?
Some of the most transformational conversations happen in smaller rooms, around smaller tables, with more time to actually connect. The magic is not in the numbers.
The magic is in the relationships.
- Someone Has to Drive the Train
Wonderful events do not “just happen.” We all know that, yet do we have the right person with the right skills and enough time on board?
Who is leading?
Who owns the timeline?
Who follows through?
Who keeps details moving?
Scrambling is stressful to be sure.
Great events require someone empowered to drive decisions, timing, communication, and execution. Clarity reduces stress for everyone involved. And stressed-out teams rarely create joyful experiences. Maybe you have to hire a limited part time person to get it done! Sometimes extra administrative help is most critical!
- The Follow-Up is the Donor Journey experience
This may be the biggest lesson of all.
An event creates easier openings for one-on-one conversation than cold emails and unanswered voicemails ever will. You shared a laugh. You become more than “that fundraiser who keeps calling.” You sat together. You heard a story. You discovered common ground.
Now what?
THIS is where major gift relationship building can really flourish! The post-event connection matters more than the registration count.
Your thoughtful follow-up message.
Your coffee invitation.
Your call to ask, “Tell me what resonated with you.”
Your simple thank you.
One connection leads to another. And another. And another.
That’s how generosity grows.
Honestly, after spending time surrounded by 3,000–4,000 people at these conferences, I came home even more convinced that people are hungry for connection. IN PERSON.
Hungry to belong.
Hungry to be seen.
Hungry to matter.
Hungry to contribute.
Hungry to be together.
In every one of my session I talked about reframing your limiting beliefs. The days of the event to collect the pledge form are giving way to events for pure fun. Celebrate the pure and genuine connections with people who have a heart for your mission.
Events — when done with intention — can become powerful launching points for the next steps in your giver’s journey with you.
Not pressure. Connection.
And yes…JOY.
SHINE ON!
Invest in Joy!™
