Tips for planning a successful virtual fundraiser
2020 has upended how we do almost everything. One major impact has been on how nonprofit organizations raise funds. In-person fundraising events such as galas, 5Ks and other socially-oriented events are no longer possible.
Greenough Brand Storytellers has been advising its clients on how best to shift fundraising events to virtual gatherings or socially distant meetups. Below are a few best practices that nonprofit organizations can use as they consider their fundraising events for 2020.
Suggestions for a successful virtual fundraiser:
- Make it authentic: Try to stay as true as possible to the theme and vibe of the actual event as you can in the virtual event.
- Break traditions if it doesn’t serve your goal: If you’ve done something in the in-person event because that is the tradition, but it doesn’t feel right for the virtual version, don’t stay married to it.
- Innovate: Per #2, if there is a way to make something better, do it!
- Test everything: Trying out a new idea? Test it among a focus group. Using new technology? Test it again and again until you know it works.
- Keep it succinct: Our digital attention span is very short, so introductions, speeches and transitions should be concise.
- Reach for a speaker: Because speakers no longer have to travel for events and because of the state of the world, many “celebrity” speakers are more willing to participate in local events.
- Air it live: If possible, the best events are those that are live and not fully prerecorded (although pre-recorded elements are welcome)
- Make it interactive: For example, give an on-screen shout out to all participants. Knowing that there are people around the world tuning in to this event, acknowledge everyone on screen collectively by opening up the zoom portal for everyone to see who is on briefly (~30 seconds). Additionally, having a chat function or hosting intermittent survey questions is a nice way to keep people engaged.
- Send gifts to participants: Just as they would for an in-person event, mail gifts to each participant’s home so that there is a common connection and a positive feeling felt toward the organization.
- Have a robust social media strategy leading up to the virtual event: The most successful virtual events leverage the power of social media in the weeks leading up to the event to create a call-to-action and support the organization. Encourage participants to post their viewing parties and tag the organization and use a special hashtag.
- Create a call to action: The event should end on a positive note with a call-to-action for all participants to support the organization.
- Focus: Do not try to do too much. Keep your event focused by limiting speakers. Stay on message and tie back to your organization’s mission and the goal at hand.
- Make it memorable: With so many events now virtual, think about what you can do to make your event memorable and stand out from all the others?
What our clients say
Ameresco
Leila Dillon, SVP, Corporate Marketing and Communications
It's clear that the Greenough Communications team has a deep understanding of the clean tech and climate transition spaces. Within the first month of working together, they were able to land interviews with The Washington Post, The New York Times and Canary Media, just to name a few! Since working together, we've seen our media coverage and quality increase significantly across the board. We value Greenough's partnership are looking forward to our continued work together.
Boston Micro Fabrication
Laura Galloway, Marketing Director
As a small marketing team, having an agency partner that feels like a true extension of my team is invaluable. The Greenough Communications team is professional, responsive and has taken the time to understand our business, putting our brand in front of the customers who matter for our growth. I’ve been very happy with our first year of partnership and look forward to future success.
Acrolinx
Mariana Just, Vice President, Marketing
We started working with Greenough Communications over a year ago, and it's been a fantastic journey. They really understand who we are at Acrolinx and what we want to say. Their ability to amplify our message in a crowded AI space has been impressive, delivering solid media results in the outlets that matter, securing the AI Breakthrough Award, and boosting our executive team's social media presence. As we continue our partnership, we're excited about expanding our reach and market presence, building upon our refreshed positioning and messaging with Greenough's expertise guiding us every step of the way.
IQE
Steven Curwood, Director of Corporate Marketing
At IQE, one of our goals is to demystify the vital role compound semiconductors play in the industry and the future of innovation. As we aim to broaden our brand's reach in the U.S. market, finding an agency that understands our technology and the intricacies of our work is crucial. Greenough Communications stood out as that agency from the start. In the short time we've worked together, they've already validated our choice with opportunities in key media, including CNBC, NPR, and the U.S. trade media that will move the needle for our brand and message. There's much ahead for us, and we're excited to have the Greenough team by our side.
Arbella Insurance
John Donohue, CEO
Our Greenough team has excelled in learning our business and our challenges and has been extremely effective in developing and executing a PR strategy that helps drive our success.
Wolters Kluwer Health
André Rebelo, Global Marketing Communications & Public Relations
Our Greenough team has been a strategic asset in sustaining targeted growth in our PR and external communications. The team really operates like an extension of our internal team, aligned and effective. They've deftly balanced the needs of multiple sub-groups' objectives and needs, getting great results in the publications our customers read.
GlobalFoundries
Laurie Kelly, Chief Communications Officer
Greenough Communications has been more than just a PR agency for us at GlobalFoundries; they've been true partners. From navigating our IPO to driving impactful education campaigns like the one leading up to the passage of the CHIPS Act, they've been instrumental in showing the world our leadership role in this new technology era. Their knack for building connections with the industry and our team, including our executives, has been impressive. Every year, we throw new challenges their way, and they keep delivering. As we move ahead together, we're excited to keep pushing the boundaries, sharpening our brand narrative, and taking our brand awareness to the next level.
Integrated Marketing
Content Development
Public Relations
Brand Strategy
Integrated Marketing
Content Development
Public Relations
Brand Strategy
Public Relations
Brand Strategy
Integrated Marketing
Content Development
Public Relations
Brand Strategy
Integrated Marketing
Content Development
Let's start a project together.
