You’ve booked the venue, sent out invitations, and lined up an amazing program for your next fundraising event. You sit back, refresh your email, and… crickets. No RSVPs. Not a single one. Cue the cold sweat and that sinking feeling. After all, a well-organized event doesn’t mean much if no one shows up, right?
As every nonprofit leader knows, planning an event is only half the battle. If you want people to actually show up and engage (read: donate), you need a killer marketing strategy that keeps your cause front and center in people’s minds.
Here are seven tried-and-true marketing strategies for fundraising events that can turn those “crickets” into a full house.
#1 – Build a Multi-Channel Marketing Approach
To maximize attendance, diversify your marketing efforts across multiple platforms: email, social media, SMS, and even direct mail.
Here’s why: not all your supporters hang out in the same digital spaces. Some might be scrolling through Instagram, while others are more likely to open your emails.
A playful Instagram Story grabs attention, while a heartfelt email tugs at your donors’ emotions. You could even use SMS to send last-minute event updates or promotions as mobile marketing grows in popularity (and effectiveness!).
So, don’t put all your eggs in one marketing basket. Spread them across channels and watch your event’s visibility (and attendee list) grow. It’s one of the best fundraising marketing strategies you can employ to make sure no potential guest gets left behind.
#2 – Engage Existing Donors and Volunteers First
Your best ambassadors are already in your corner: donors and volunteers who believe in your cause. They’re the people most likely to RSVP and spread the word about your upcoming event.
Start by reaching out with personalized emails or phone calls. Your message should make them feel special: “We’d love to see you at this event because you’ve already done so much for us.” Offer exclusive tickets or VIP experiences to give them a little extra incentive.
Volunteers and funders are also your best word-of-mouth marketers. Encourage them to share your event on their social media pages, talk about it with friends, or even organize small groups to attend together. The more involved they feel, the more likely they will bring others along. And, by leveraging their existing networks, you’re amplifying your event’s visibility without spending a dime.
In event planning for nonprofit organizations, your existing network is a goldmine. Tap into it and let your supporters create the first wave of excitement for your fundraising event.
#3 – Utilize Storytelling to Capture Attention
If you really want people to care about your fundraising event, tell a story that sticks. Stories turn abstract ideas into something personal, something people can relate to, and, more importantly, something they’ll remember.
Think about it: would you rather hear, “Our organization raised $50,000 last year,” or, “Because of your support, Sarah was able to complete her education and is now helping others in her community”? Real-life examples and emotional connections make your event more compelling. Tie your cause to the stories of the people you help, and watch as your audience leans in.
But don’t stop at written words. Use visual storytelling to take your event promotion to the next level. Share behind-the-scenes footage of your event prep, introduce key speakers or performers, and create event teasers that build excitement. Create visual content that makes people feel like they have to be there.
#4 – Leverage Social Media Influencers and Ambassadors
Partner with local influencers or community ambassadors to give your fundraising event a serious visibility boost. They’re the people who already have the attention of your target audience, and they can help spread the word far beyond your current reach.
Start by looking for influencers who are genuinely passionate about what your nonprofit does. They don’t have to be mega-celebrities with millions of followers. Local influencers with smaller but highly engaged audiences can sometimes be even more effective as they’re seen as trusted messengers.
Once you’ve found your perfect match, create shareable content that’s easy for them to promote. Whether it’s an event teaser, a heartfelt video, or a catchy hashtag, make sure it resonates with their followers. The goal is to get them excited enough to say, “Hey, you’ve got to check this out!”
Leveraging social media influencers is one of the smartest marketing strategies for fundraising events. Not only do you tap into a broader audience, but you also create a buzz that feels authentic. Nothing beats a personal recommendation from someone people trust.
#5 – Offer Early-Bird Discounts and Group Incentives
Everyone loves a good deal, right? Offering special perks and incentives can create a sense of urgency and get people to commit to your event sooner rather than later.
When people see they can save a few bucks by registering now instead of later, they’re more likely to lock in their tickets. This helps with your event planning (because who doesn’t love knowing they’ve got attendees locked in early?) while generating early excitement.
If you want to turn individual ticket buyers into mini event promoters, offer a discount for groups. Encourage people to bring their friends, family, or colleagues by offering lower rates for groups of 5, 10, or more.
Experimenting with different ticketing tiers can help maximize revenue and engagement. Try offering limited VIP packages, early-bird specials, or even “bring-a-friend” discounts to see what works best for your audience. With the right pricing strategy, you’ll get people to sign up early and bring their whole crew.
#6 – Create a Countdown Campaign
A good countdown builds anticipation and excitement as your event date approaches. Whether it’s through email, social media, or even SMS, a countdown campaign keeps your event top-of-mind for potential attendees.
Start with simple reminders, then ramp up the urgency as the event gets closer. Share fun behind-the-scenes content like event prep photos or videos, introduce key speakers or performers, and send out daily or weekly countdown posts. You can even use a countdown clock on your event page to add an extra visual element.
A well-timed drip campaign can also help maintain engagement. Send a series of automated emails reminding your audience of the event’s impact, highlighting different features (like auctions or raffles), and building excitement. Creative email campaigns are a powerful nonprofit marketing strategy for events that builds momentum and delivers results.
#7 – Use Peer-to-Peer Fundraising to Boost Engagement
Peer-to-peer fundraising is a bonus nonprofit marketing strategy for fundraising events that many overlook. By turning your supporters into fundraisers, you can extend the reach of your event promotion far beyond your own marketing efforts. Peer-to-peer fundraising allows your attendees to raise money on behalf of your organization and invite their networks to the event.
Set up easy-to-use online fundraising pages for each supporter and offer incentives for the top fundraisers, such as special recognition at the event or exclusive VIP perks. This tactic increases donations while drawing new attendees to your event who may have never heard about it.
Execute Your Strategy with Confidence
Start planning your next campaign today and make sure all your hard work gets the spotlight it deserves. Start early, stay consistent, and use these seven marketing strategies for fundraising events to keep your audience engaged from day one.
If you mix up your tactics and keep the momentum going, you’ll fill the room in no time. No more crickets (yay)!
And if you need more strategic support, book a call with us to learn how the Clever Lucy team can help.