Welcome to Sunday morning and the next issue of The Fuel Tank!

And welcome to December! (how did that happen???)

In my time focusing on the nonprofit sector, I’m almost positive that I haven’t heard anything so universally panned by fundraising and development folks as the idea of having some huge gala, fancy golf outing or other event that’s more about show than grow.

And the consensus seems to be that they’re more effort than they’re worth, burn out staff, distract from the mission, don’t attract the right people, and in the end, don’t always turn out on the plus side of the ledger.

But it’s more serious than that. It’s a huge missed opportunity. Because resources are limited, time and money invested in one event can detract from everyday efforts to build bridges and inspire movements. And the short-term cash influx sends the wrong message to leadership, who don’t always understand that it’s more of an adrenaline rush than a lifeline.

Of course, there are ways to do these things the right way and use them to have authentically deep interactions with the kind of people that can stick around and help push your organization forward. But that takes effort and and a true understanding of what motivates people to support a cause and give of themselves to be part of it.

Alternatively, you could skip the big celebration and focus instead on the steady transformation.

So let’s talk about what can be done and get you all energized as we head into a new week!

The Challenge Draining Your Nonprofit’s Engine

The Grand Gala Gaffe: When Big Events Don’t Deliver Big Results
Are your big-ticket fundraising events more show than substance? While galas, golf outings, and grand auctions can dazzle, they often miss the mark on fostering deep, lasting connections with donors. In fact, many forget the fact that the true honorees are those that share the bond of impact - your benefactors and your beneficiaries. Your organization is not the star of the show. It’s not a time to gloat, it’s a time to dote. Think about this - do the Academy Awards spend the whole night talking about how great the Academy is?

How it Might Break Down if Not Addressed

The Risk of Shallow Engagement
Relying heavily on large events can lead to superficial engagements where meaningful conversations are as rare as a Zoom call without a ‘you’re on mute’ proclamation. The focus becomes the event itself, not the desired outcome. Attendees are there for applause more than the cause. Tons of money is spent, resources are wasted and your teams are fried, and yet rarely is an engagement strategy laid out in detail and communicated throughout the organization.

The end result? There’ll definitely be some money raised, hopefully above and beyond the hard costs, but unless these events are mobilizing donors and prospects to get more involved in your mission for the long run, it’s a short term blip that paints a false picture.

Igniting Some Ideas to Rev it Up

Consider some alternatives to big events:

1. Prioritize Quality Over Quantity: Swap the big bright spotlight approach of big events for the warming glow of a lantern. Think coffee meet-ups, personalized virtual tours, or small themed dinner parties that align with your mission. Be creative, with the main goal of driving the right conversations with the right people.

2. Deep Dive Discussions: Create opportunities for donors to discuss their passions and how these intersect with your projects. These can be one-on-one calls or small webinars where interaction is encouraged. Bring them into a community of people who share their hopes for making a difference.

3. Feedback Loops: Regularly schedule calls or meetings with key donors not just to update them on progress but to seek their advice and feedback. Make them feel like part of the team, not just a human wallet. People want to be part of something bigger than themselves. You have to prove to them they are.

4. Exclusive Insider Updates: Offer behind-the-scenes glimpses or insider information before it goes public. This can be done through personalized emails or small, informal gatherings, either live or virtual. Again, it’s about making donors and prospects feel special (because they are) and using that time to forge real bonds that won’t break as soon as the last cocktail is served.

5. Celebrate Personal Milestones: Acknowledge important events in your donors’ lives like birthdays or business achievements. It shows you care about them beyond their checkbook. Publicize your impact on donors, not just on the communities you serve. Those stories will resonate with others who want to feel that same emotional impact.

Energizing Fundraising & Development Pros

Inspiring Intimate Interactions
Encourage your team to embrace the art of small-scale, personal interactions. Facilitate role-playing exercises to hone their engagement skills and share successful tactics regularly to inspire others. Recognize team members who excel in creating memorable donor experiences that lead to increased engagement and support.

Promoting a culture that values deep, meaningful relationships over superficial encounters will not only enhance donor satisfaction but also reinvigorate your team’s approach to fundraising. Let’s face it, the majority of fundraising and development pros would much rather spend time building connections with a community of supporters than they would booking the DJ and photographer for that over the top party.

It’s Gonna Be OK - Here’s Proof

Converting Energy Into Action

Simple Steps to Cultivate Deeper Donor Relationships

1. Segment Your Donor List: Identify key donors and prospects who would appreciate more personalized interaction and tailor your approach to each. Make them feel like they’re the only one you’re communicating to at that moment.

2. Plan Intimate Events: Organize events that allow for meaningful interactions. Something as simple as a cooking class or wine tasting can be more effective at building relationships than a flashy gala.

3. Train Your Team: Ensure that your team is trained not just to host, but to engage deeply, listen actively, and connect personally with donors and prospects.

By focusing on these personalized interactions, you’ll not only save on the lavish expenses of big events but also build a stronger, more loyal donor base.

And if you have to host something like a gala or golf outing for reasons beyond your control, do it strategically. Handpick the invitee list. Match up people in your organization with donors and prospects they could connect with. Practice the conversations. Decide on the call to action - what you expect the result and next steps to be. Basically, turn your glitzy night into a series of intimate, customized encounters with people who are predisposed to support your mission.

This Week’s Quote of the Week

I know big events are a hot button in this community. And I’m not here to tell you to have one or not have one.

But I am here to tell you that authenticity and personalization almost always win the day. And the kind of people that will help you build a future together aren’t impressed by pictures of well dressed people in a beautiful ballroom. They’re impressed by the impact you can help them have on something they hold close to their heart for very personal reasons.

Thanks for reading, and I would love to get feedback from any of you on what your thoughts are on big events vs. more intimate interactions. Reply to the email or DM me on LinkedIn.

Have a great week,
Dan

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