After a widespread move to virtual work and experiences, many people and organizations are looking to shift back to in-person events. The pandemic highlighted what people value about in-person engagements, but also altered what’s important in creating an in-person event experience.
If your nonprofit is thinking about an in-person event, the 2022 Fundraising Event Experience Report has you covered. We pinpoint the specific event elements that motivate donors to attend an event in person, even when they have the option to attend virtually.
Below, we’ll summarize five things your in-person attendees want to see at your fundraising events, including examples of how Classy Live helps nonprofits bring these events to life. We gathered these top tips directly from a survey of 1,000 fundraising event attendees who shared their preferences and what drove them to personally attend in-person events.
1. Easy Registration and Check-In
Your event fundraising success always starts with registration. Over 92% of both in-person and virtual fundraising event attendees report that they’re likely to donate during the event in addition to any registration costs. That’s why it’s even more important to give them a strong first impression of your giving experience at registration.
Seamless registration and check-in set the stage in a donor’s mind for an easy giving experience with your organization, which they can take advantage of again later on during the event. One way to provide this experience is to offer donors their choice of preferred payment options. In addition to commonly-used methods like credit cards, you may want to support donations through PayPal, Venmo, ACH transfers, Apple Pay, or Google Pay. We recently found new data specific to how different payment options influence conversion on a donation page and overall gift size.
You’ll also want to maintain a simple and streamlined registration form. You can even leverage QR codes at check-in, which have become a common, contactless way to connect with donors and complete registration.
A robust fundraising event platform can support you with registration and check-in through features such as:
Multiple ticket variations and pricingDiscount codesSimple navigationRegistration trackingSelf-checkout
2. Feeling Like Part of a Community
In-person attendees want to feel like they belong at your events. They are more likely to say their experience was excellent when they understand their purpose in the big picture and see opportunities to network with other like-minded attendees. Consider how you can foster introductions and engagement between attendees, such as organizing meet-and-greets. Your attendees will feel included, involved, and equipped to break through any social awkwardness.
You want to avoid “robotic” promotions. Your attendees will feel more belonging in your community if your marketing is genuine. Send personalized invitations rather than sponsored social media posts. Engage your volunteers, staff, and board members to promote the event.
Making your attendees feel like part of a community is particularly important. We saw that 91% of fundraising event attendees are likely to take further action with a nonprofit after a positive event experience.
A fundraising event platform can assist in your community-building efforts through features such as:
Email and text messaging to share updatesNative and embedded live streamingVirtual tables, breakout rooms, and networkingPolls and chatTable and seating management
3. Clear Pre-Event Communication
Registration will likely occur months before your event. This means you’ll need to have a pre-event communication plan to keep your event top of mind for attendees. Your email and social media outreach should ensure attendees have easy access to the information they’ll need on the day of your event. Avoid attendees needing to search through their inboxes for their tickets or other key information about your event when they show up.
Your pre-event communications will vary slightly depending on your event’s size, activities, and requirements, but generally, a high-level pre-event communications plan should include common touchpoints.
Event Communication Touchpoints
Announce the event: Tease your event before registration opens to excite supporters. Share details of what to expect and let them know you’ll be sharing more soon.Open registration: Remind supporters when registration opens, along with any deadlines for registration, including if there are price increases closer to the event.Confirm registration: Each supporter who registers for your event should get an email confirming their registration with a receipt, digital tickets, and basic event information.One-week follow-up: Keep your attendees excited and motivated to invite their friends with a follow-up email one week after they register with new event details.Event updates, as available: As you confirm speakers, auction items, or other event activities, keep your attendees engaged by sending out updates with that information.Week-before email: A week before your event, send a reminder with pertinent information, such as parking, health and safety protocols, tickets, and check-in times.Day-of email: On event day, send a reminder saying how excited you are to see your attendees soon. Re-attach their tickets so they’re at the top of their inbox for check-in.
4. Thoughtful Safety Precautions
The 2022 Fundraising Event Experience Report found that two drivers of poor in-person attendee experiences are too many pandemic-related requirements and feeling that organizations did not handle pandemic safety precautions correctly.
People have different needs and comfort levels within the changing landscape of the pandemic. It’s important to honor the individual needs of your community, including those who might be immunocompromised and need to continue to practice stricter protocols for their health and safety.
The best way to do this is to offer hybrid events, where attendees have the option to attend in-person or from the comfort of their own homes. Hybrid events come with many benefits, including increasing your overall attendance since people can join even if they’re not local. Additionally, suppose you need to pivot your event to being fully virtual due to changing COVID-19 caseloads in your community. In that case, this is much easier to do if you’re already planning for a hybrid event.
Some nonprofits have even experienced greater fundraising success by using fundraising event platforms to host hybrid events. This was the case for the nonprofit African Community Education (ACE), which leveraged Classy Live for their 2021 hybrid gala event. They saw a 203% growth in revenue for their 2021 hybrid event compared to their 2020 virtual event. This growth was even larger when comparing their 2021 hybrid event to their last in-person event in 2019.
5. Value-Added Events That Make an Impact
Events without a clear purpose make it hard for attendees to feel connected to your event. Organize events that provide clear value for your attendees through entertainment, connection, or otherwise.
The 2022 Fundraising Event Experience Report found that the top preferred event types for in-person attendees included:
Endurance events (43%)Performances (38%)Auctions (36%)Galas (36%)Competitions (29%)
From the example above, ACE included music performances, a student fashion show, and keynote speakers in their hybrid fundraising event to provide value for their attendees. Each of these event elements was professionally live streamed, so everyone could benefit from the entertainment.
The high interest in endurance events also increases interest in and enjoyment of outdoor activities, spurred by the pandemic. Organizing runs, walks, or even performances in the outdoors provides an appealing opportunity for your supporters to gather and a clear reason for doing so.
As you organize your event, you’ll also want to consider how you can tell your nonprofit’s story through the event’s activities to remind attendees of the impact they’re making by showing up. Think of ways you can showcase your brand and mission during your event. For example, ACE’s music and fashion show showcased the culture of the people the nonprofit serves.
Fundraising event platforms can assist in adding value to and increasing engagement with your events through features such as:
Live leaderboards and campaign progressAuctions, paddle raise, and mobile biddingDonation notificationsText-to-donate
Organize an In-Person Fundraising Event Attendees Will Love
More supporters are feeling comfortable returning to in-person events. By following the data on what in-person event attendees say they enjoy about their event experiences, nonprofits can create opportunities donors are excited to support.
Join us at the 2022 Collaborative for a first-hand look at an in-person event experience built just for nonprofits to grow their fundraising strategies.