The fundraising event landscape has changed rapidly and dramatically over the last month forcing social impact causes across the globe to rethink their live fundraising events. For many charities, a single event can bring in significant unrestricted revenue for the organization. To cancel an event leaves a significant gap in funding. To postpone probably means a cash flow challenge.
While the format and the tactics may have changed, the strategy around fundraising events remains the same: engage existing and new audiences, provide an entertaining experience, and create a connection to the cause. Engage, entertain and connect about the goal of the event: building the awareness and impact of much needed funds your organization.
Knowing that your strategy remains the same, your focus should be on the tactics: what virtual experience do you want to create to bring awareness and funds to your charity? Here are three online experiences to consider:
1. Host an online auction
People are being discouraged from in-store shopping, but there is nothing to stop them from making online purchases. An online auction is an easy way for folks to support a cause while also getting some retail therapy.
An online auction provides immediate revenue with minimal costs associated with running the auction. If you had a silent or live auction component to your in-person event, an online auction is an opportunity to showcase the great items and experiences you already worked hard to acquire and recoup some revenue from the items. Auctions don’t require physical space, and an organization can access real-time data on purchases.
Once set up, an auction doesn’t require constant monitoring and you have control over several factors including number of items, minimum bids, length of the auction and delivery methods. You can make it as simple or as elaborate as you wish depending on available resources, capacity and the number and size of auction items you have to offer.
There are many online auction platforms; you will want to pick the one that is intuitive for your team to use and one that meshes best with your payment platforms. TechSoup Canada can provide some additional technological guidance.
2. Pre-recorded, virtual events
With social distancing in place and people in self-imposed isolation, many are looking for online diversions beyond Netflix and social media. This is your chance to test out some creative online experiences that will help folks stay connected to your cause.
Pre-recorded, virtual events offer some interesting opportunities that an in-person event can’t. For example, it would be incredibly difficult or even impossible to have people experience standing on the heli-pad of a hospital, tour the vaults of the local museum or shadow the operations manager of a local food bank. But with a Go-Pro video camera, a carefully crafted route and a scripted staff member, suddenly you are providing a sneak peek into a day in the life of your organization that existing and potential donors may never otherwise experience.
In addition, pre-recorded events can feature sponsors and allow them the opportunity to contribute content that they are confident is on brand. These sponsors can share the event on their online channels at their convenience and signal boost your brand and need to audiences you may not otherwise have access to.
Pre-recorded events allow you to craft the agenda and messaging, as well as practice the script for a professional and polished online experience.
If you focus on ever-green content, pre-recorded virtual events can be shared on multi-channels over a period of time, which means the organization can continue to collect donations weeks or months after the event was initially posted online.
3. Live, virtual event
If pre-recorded virtual events give you control over messaging and activity, a live, virtual event provides a one-of-a-kind experience and unique energy that a pre-recorded event just can’t deliver.
A live, virtual event is a great alternative to an in-person gala, especially if most of the components of your gala have already been coordinated and confirmed.
With a live, virtual event, you will want to provide some entertainment, share an impact story, hold your fund-a-need virtually. The good news is that booked entertainment will probably still be willing to perform, your impact story hasn’t lost its relevance and your fundraising needs haven’t disappeared.
The event could be broadcast on your local cable network or an online platform such as Zoom, Twitch or even a custom-built website. If you are considering a televised event, you have the added bonus of appropriate acoustics and lighting, therefore making implementation easier.
Consider having your event hosted by a Professional Charity Auctioneer who will help ensure things move smoothly from one segment to the next – just like in a live event, but with television cameras.
Like a pre-recorded event, a live event can feature sponsors who may be willing to help promote the event via their various channels.
One of the advantages of a live event is that you will be providing a call to action resulting in immediate feedback on your donation results in real time. Like a live in-person fundraiser, you will hopefully get to a goal to celebrate by the end of event.
It is important to note that, whether you decide to hold an online auction, develop a pre-recorded event or replicate your fundraiser with a live, virtual event, the pre-event promotion and post-event stewardship are as equally important as they are with any in person event. These virtual experiences shouldn’t feel transactional but instead should be an opportunity to deepen your relationship with existing donors and engage new donors.
With a bit of imagination, some technology tools and the philanthropic public sentiment, you can adapt your fundraising events to a virtual space.
Layne is the CEO of The Auctionista and is an expert in event fundraising. Connect with Layne on Facebook, Twitter, LinkedIN or Instagram or you can visit www.auctionista.ca to find out more about The Auctionista company.
