How to attract donors with fundraising events

Following a spate of postponements and cancellations amid the COVID-19 health crisis, fundraising events are currently enjoying a post-pandemic boom.  

Analysis of the top 25 charity events to take place in 2021 shows the wide appeal of events, from coffee mornings to marathons. Much of this appeal is down to the chance for charity supporters to meet up after being separated for months during 2020 and the various lockdowns that followed. 

The events that retained the virtual fundraising activities that were deployed amid the pandemic, as well as returning physically, only added to their popularity, allowing a wider pool of donors to take part.  

But charities cannot take this renewed love among donors for fundraising for granted. The top 25 events analysis, by consultancy Massive, found people are increasingly selective about the charities they are backing and events they will attend,  due to the cost-of-living crisis, which is set to continue into 2023 and beyond. 

This means charities need to be able to stand out from the crowd to persuade cash strapped donors to give to their good cause. 

Here we look in detail at the public’s renewed love of fundraising events and how charities should focus on improving supporters’ experience, encouraging them to continue giving and getting involved for years to come. 

Boom for fundraising events 

During 2021, a total of £96.75m was raised through these top events, that were staged by 13 charities, including Cancer Research UK (CRUK). 

The top event was MacMillan Cancer Support’s annual  World’s Biggest Coffee Morning social event, which raised £13.2m. The charity also claimed second spot, through its Mighty Hikes trekking event, which raised £12.3m. 

Elsewhere, CRUK’s Walk All Over Cancer event raised £10.4m and was the third most successful event. 

The top five is completed by Maggie’s which raised £6.9m through its Run 50 Miles event and Movember’s Grow a Mo social fundraiser, which raised £6.45m. 

Across the top 25, more than half involved walking or running, while six, including Breast Cancer Now’s Wear It Pink event that raised £1.6m, were classified as social events.  

Meanwhile, there were two treks and more were classified as ‘challenges’, such as Teenage Cancer Trust’s 2,800 Squats in February fundraiser. Another event by MacMillan Cancer Support focused on golf and Prostate Cancer UK organised a cycle of the month event which generated £1.5m.

Walking events proving popular 

Walking fundraisers are particularly popular, according to Massive’s analysis. This was certainly the case during 2021, with charity supporters keen to meet friends again following Covid lockdowns. Walking events accounted for half of all income raised among the 25 top events that year. 

These events include the Virtual Kiltwalk, which raised £6.2m for Scottish charities, and Alzheimer’s Society’s Memory Walk, which raised £2.65m. 

“The standout theme from this year’s Top 25 is the success of accessible events that provided opportunities to reconnect and socialise again,” says Massive. 

Donors becoming more selective 

However, Massive warns that the cost-of-living crisis will continue to have more of an impact on events. 

As a result, donors “are likely to be more selective about what they sign up to” meaning charities “will need to work even harder to recruit participants and inspire them to fundraise”, says the consultancy. 

“The most successful events need to develop their messaging and supporter journeys to improve conversion and maintain the value of donations,” it says, adding, “the years ahead will undoubtedly require fresh and innovative thinking”. 

There is a raft of steps charities can take to ensure their events are being effectively promoted and that those taking part enjoy their experience. 

Focus on tribute fundraising  

Donors are increasingly interested in raising money in memory of a loved one or in tribute to a friend or family member. This form of fundraising online has grown by almost a half in recent years, according to online fundraising platform goDonate.  

Charities are urged to help donors set up online tribute funds and integrate them into forthcoming fundraising events.  

Create compelling stories with user generated content 

Donors taking part in events often have compelling stories to tell through their personal connection to a good cause. Help them tell their stories to encourage new supporters to take part in further events.  

There is a variety of ways to create engaging content with donors. This can include video diaries to share on social media, perhaps including their training for a running or walking event and outlining why the charity means so much to them.  

Cancer Research UK has been successful in telling engaging stories from donors through its “who will you race for?” campaign for its Race for Life event in 2022.  

Invest in CRM systems 

Customer Relationship Management (CRM) systems are vital to ensuring charities are managing engagement with supporters, improving donors’ experience and gaining a greater insight into how they like to be communicated with and involved in fundraising.  

There is a wealth of options to choose from, with many providers offering discounts via the Charity Digital Exchange. There is also an e-book from Blackbaud to help charities choose the right CRM software to suit their needs.