Three tips to guide your event follow-up strategy

Major fundraising events can generate essential operations revenue, strengthen relationships with major donors, and introduce your mission to new supporters. Planning for these events is often all-consuming, and after months of hard work, you may be itching to return to your normal routine as soon as the event wraps. Be sure to establish a solid follow-up strategy in the planning phase to ensure you capitalize on the success of your event and grow relationships with your supporters.

Three things to consider in your event follow-up strategy:

Don’t wait to follow up

Supporters enjoy nonprofit events because they are fun—but the longer you wait to follow up, the more your event fades in their memory. Build on the momentum and excitement of the event by expressing your gratitude as soon as possible. Ideally, send an email within 24 to 48 hours after the event. When you thank your event supporters, let them know about their impact. Your initial communication should include approximately how much was raised (it’s okay if you’re still tallying up the final numbers), what the funds will allow your organization to accomplish, and a recap of important moments from the event.

Include everyone who supported the event

Your event supporters are not only the people who purchase tickets. If you receive gifts from individuals who cannot attend the event, work with sponsors or vendors, or collect contact information from guests of your attendees, you should include them in your follow-up efforts. These people and organizations supported your event in meaningful ways and will be interested in hearing about how they helped. Plus, these groups of supporters are excellent prospects for future events. You already know that they are interested in your work, now it’s time to strengthen those relationships.

Create personalized thank-yous

Consider the supporters who should have additional touch points beyond your initial follow-up email. This of course includes donors who make purchases or tax-deductible donations at the event and require a formal acknowledgement. Beyond that, if you have major donors or committee members who go above and beyond, reach out to them with a personal thank-you call or a handwritten card. If you meet new supporters at the event, send them a quick email about how much you enjoyed their conversation.

Conclusion

Major fundraising events should be worth the time and resources that you spend making it all happen, whether that means bringing in big gifts from current donors or cultivating new donors. If you host major fundraising events every year, a good follow-up plan will set you up for success next year. And if you’re not sure the event is worth it after all? Maybe it’s time to think about retiring the event and trying something new.