16 Questions To Ask When Planning Nonprofit Fundraising Events

Fundraising events are an effective way nonprofit organizations generate donations and drive attention to their causes. With these occasions making up a sometimes significant portion of a nonprofit’s revenue, hosting the right kind of fundraising event and attracting the right audience is of utmost importance.

While it can be challenging to get this balance just right, asking critical questions before planning anything can ensure fundraising success. To help, 16 Forbes Nonprofit Council members discuss key questions nonprofit leaders should ask when determining the right kind of fundraising event for their organization. Read on to learn what information can be gleaned by asking these questions and how fundraising efforts can be improved.

1. What are my goals?

It’s important to consider your goals. If you’re aiming for a significant ROI, conduct a cost analysis while taking into account your organization’s size, brand identity, target audience, budget and the season. Depending on these factors, a large gala or a small fundraiser at a brewery might be the right choice. You might also consider a different approach if you aim to create broad awareness and reach. – Kelli Williams, The BrandLab

2. Who is this event for?

The best question to ask is whether you’ve designed this event for you or for your donors. Top donors typically go to many fundraising events, so it’s important to consider how you are going to be different or memorable. Create an event that feels novel or special while highlighting how important your donors are to the organization and its community. – Shaun Carver, I-House

3. Is there a better way to communicate our cause and ask?

Look around at what’s working and what’s not. In the words of famous martial artist Bruce Lee, “Adapt what is useful, reject what is useless and add what is specifically your own.” Fundraising has a couple of common elements like a cause and an ask. Determine if there is a better way to communicate your cause and a creative way to improve your ask, as the effort will return insights. – Aaron Alejandro, Texas FFA Foundation

4. What are our stakeholders’ demographics?

It’s important to determine the right fit for the organization’s key demographics, including clients and supporters. If they are more formal, a gala or upscale luncheon may be well-suited. If they are more casual, an outdoor or more creative event may be best. People attend events to network and socialize with others who share their values. An event should meet these needs for supporters as well. – Shari O’Loughlin, The Compassionate Friends

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5. What are our fundraising goals?

Leaders should ask themselves, “What are we trying to accomplish regarding the fundraising amount?” This will force them to identify budget gaps and income needs that may be unknown by either the finance or development departments. Equally important is the fact that it will get both departments communicating. Without fundraising goals, the organization and the board are operating with an information deficit. – Ramik Williams, KAVI (Kings Against Violence Initiative)

6. What is the ROI?

Deciding whether a fundraiser is the right one starts with planning a low-cost, high-yield event. If you do not have an 80% return on a 20% investment, then that fundraising event is not for you. You should also provide an experience for your donors that someone else in your community is not providing. Be unique, strategic and fun. – Erin Davison, Davison Consulting, LLC

7. Should we lead planning on the event?

Nonprofit leaders don’t need to manage everything to lead. With so much competition, consider whether your next fundraising event needs to be produced by your organization. You might even be able to join a partner’s event that already has momentum, allowing you to focus more on your core programs and services instead of organizing an event. – Michael Bellavia, HelpGood

8. Is the event a good fit for the target audience?

Nonprofit leaders should ask if this event is a good fit for the audience they are trying to attract. Event fundraising can be very profitable. It can also serve as a megaphone for your organization with the right people but you need a good fit. Golf tournaments may attract corporate support through foursomes, hole sponsorships, etc., but if you don’t have an audience of corporate players, this may not be the right event for you. – Victoria Burkhart, The More Than Giving Company

9. What connections do I have to needed resources?

One thing to ask is what connections leaders have to resources. Leveraging relationships and partnerships is a great way for new funders and donors to get involved in your mission and work. It’s also a great strategy for getting existing funders and partners to increase donor support and have access to a platter of other opportunities that may not have been available previously. – Jamee Rodgers, Urban Neighborhood Initiative

10. Is a physical event necessary?

Leaders should ask whether a physical event is necessary. Historically, we believe that events drive participants and donations. In reality, events ask donors to invest both their dollars and time. If you know your donor base well, you can understand if they truly appreciate the ability to come together with other supporters or if they will respect you more for respecting their time. – Patrick Riccards, Driving Force Institute

11. What would our supporters like and respond to?

Nonprofit leaders must ask what their supporters would like and respond to best. Is there a traditional event they’ve always enjoyed? Should it be a new event that energizes them and maybe brings new people to the fold? Don’t hesitate to reach out to a group of influential members, supporters and donors. Your decisions, along with their input, will give the event a greater chance of success. – Magdalena Nowicka Mook, ICF (International Coaching Federation)

12. What will attendees gain?

Fundraising is the backbone of many nonprofits’ sustainability and often a thorn in their sides. When planning the right event, it can be tempting to get sidetracked by dates, venues, revenue and “what we’ve always done.” However, it is really important to ask what an attendee will gain from attending. With the costs of attendance rising, funders want something in return for their hefty donations. – Tara Chalakani, Preferred Behavioral Health Group

13. How does this align with our mission and target audience?

The first question nonprofit leaders must ask is, “How does this event align with our mission and engage our target audience?” By considering this, they learn whether the event will effectively communicate their mission, resonate with supporters and utilize available resources efficiently, ensuring both meaningful engagement and successful fundraising outcomes. – Jose Luis Castro, World Health Organization

14. Would our donors actually enjoy this event?

Nonprofit leaders should ask if their donors would actually enjoy this event if they weren’t obligated to support them. Many nonprofit events are predictable and not engaging. By challenging this assumption, you learn whether your event truly adds value for donors or if it’s just another ask in disguise. Design something they’d choose, not just tolerate. – Cherian Koshy, Kindsight

15. What will the takeaways be for guests?

Consider the guest experience and its lasting impressions on attendees. Events are opportunities to showcase impact, messaging and disciplined decision making. There is an artfulness, a science and a heart to each. Beyond financial gains, think also of the chance to connect with people aligned with the organization’s core values who are investing time to attend. – Randy Wong, Hawaii Youth Symphony

16. Is there a better way to raise funds?

Ask whether there is a better way to raise funds beyond having an event. Events are so overdone, and in many cases, the same businesses and sponsors are tasked with supporting many of the same types of events. It’s great to have an event to celebrate a special milestone or recognize volunteers, but leaders might want to opt for a different approach to bring funds into the organization. – Kimberly Lewis, Goodwill Industries of East Texas, Inc.