Why Your Fundraising Event Might Miss The Mark – And How to Fix It

When it comes to planning fundraising events, fundraisers and donors don’t always see eye to eye. According to new research from Bloomerang, there’s a surprising disconnect between what nonprofits are hosting and what donors actually want to attend.

Take galas, for instance—fundraisers love them, but donors? Not so much.

Instead, donors are more enthusiastic about sporting events and concerts. In fact, 42% of surveyed donors had attended a sporting event in the past year, but 56% said they’d be more interested in going to a concert. Meanwhile, 40% had gone to a concert, yet 46% would rather head to a game. It’s a bit of a crisscross—but the message is clear: entertainment matters.

And that disconnect isn’t a problem—it’s a chance to get better. The report, Engagement Amplified: A Modern Guide to Fundraising Events, suggests this is a golden opportunity to realign events with what donors actually enjoy. “When you design events with your supporters in mind, events become more than moments. They become momentum,” the authors write.

What Donors Actually Want

Researchers surveyed over 250 fundraisers and more than 1,000 donors to get a clearer picture of event engagement. The result? A three-step strategy for meaningful experiences:

1. Design the right moment

2. Invite authentic participation

3. Extend the relationship after the event

Turns out, the least popular event by far was the old-school phonathon.

Donors also aren’t showing up for speeches or pitches. What gets them involved? Games and raffles (63%), and live entertainment (70%). Only 28% found live fundraising appeals engaging—a clear sign it’s time to rethink the script.

What Drives Donor Attendance?

The top motivators for attending an event:

• A unique experience – 58%

• Sense of community – 54%

• Connection to the mission – 51%

• Social opportunities – 46%

Corporate sponsorships came in last at just 26%.

And don’t underestimate the power of a good meal—breakfast and lunch events are popular, with 40% of donors favoring them. Compare that to just 32% interested in fun runs, and it’s easy to see why food might be your better bet. Surprisingly, only 15% had attended a golf event in the past year, despite its popularity in planning circles.

The Gaps That Need Fixing

The report also uncovered some areas where fundraisers could tighten up:

• Text messaging is underused. Donors prefer it more than fundraisers think—it ranks third in donor preference but only sixth in how fundraisers use it.

• Staffing is a major barrier. 68% of fundraisers cite staffing as the biggest event-planning challenge.

• Post-event follow-up is rare. Over half (58%) of fundraisers don’t engage attendees after events, missing a key opportunity to build lasting relationships.

Bloomerang’s CMO Ann Fellman stresses the importance of follow-through: “Whether it’s a thank-you, a volunteer invitation, or a progress update, staying in touch post-event is essential to building loyal supporters.”

Rethinking the Event Calendar

Dennis Fois, CEO at Bloomerang, summed it up best: “Nonprofits can no longer afford to think in terms of ‘event season.’ Fundraising needs to be always-on.”

With tighter budgets, shrinking federal support, and stretched teams, every event has to count. By focusing on what donors actually want and staying connected long after the event ends, nonprofits can turn one-time attendees into lifelong champions.

Source: The Nonprofit Times