An Engagement Event that Connects
Designing an event for your audience is the key strategy to taking your fundraising event to a new level. Major donor events and engagement events are often your best chance to do this because you know more about these levels of donors.
Here’s a quick reminder of the different event models and their purposes:
- Crowdfunding Events = general public recognition
- Acquisition Events = acquire new donors
- Engagement Events = network with existing low/mid-level donors to cultivate them further and connect them to a specific call to action
- Major Donor Events = celebrate your biggest support base and engage them for further giving
- Legacy Events = a recognition events to celebrate major donors who have moved into planned giving
Coalition of Communities of Color is a coalition of 20 different culturally-specific organizations fighting for racial equity, and Summer Soirée is the event that brings their members and supporters together under one roof. This event is like a homecoming for people who work in similar spheres but don’t often get the chance to connect—yet they are united through their missions and the work of CCC. That connection point is the catalyst for attendance, so CCC partnered with Swaim Strategies to design an event that provided this space.
To make the most of this opportunity, and to give their members a significant amount of time to connect, they focused the event around opportunities to network. With a networking hour, a powerful and concise program, and minimal fundraising and activities, the after-work happy hour event wrapped up at 7:30PM in an event space that offered a few bars and restaurants to keep congregating and socializing. It was easy for people to come straight after work, eat light bites, have a couple drinks and connect with their peers. The program was short but impactful, the room was engaged, the event was on time and everyone left energized and inspired.
To make sure this format works for your audience and your fundraising, be sure to include the following:
- Seated audience for maximized attention
- Engaging program that communicates the why of your work
- Strong special appeal with an active paddle raise
Engagement events are at their best when they provide guests an opportunity to…well, engage—with each other and with your mission. When done well, these events are your annual rallying point for your communities, an opportunity to build coalitions and activate new advocates.
Photos by Eddie Sherman
