Is Virtual Giving the New Gala?
JT’s team of event planners and digital strategists came together to offer tips to ensure the success of your virtual fundraising efforts.
Over the past month, we have seen dozens of fundraising galas postponed. What does this mean for nonprofits that rely on an annual gala to achieve a quarter or more of their annual fundraising goal?
Go virtual! But, take steps to ensure you are maximizing your impact.
Many online platforms are expanding their efforts to support online giving in new ways. If you go virtual, be intentional to ensure your audience is engaged to contribute generously. At a gala you have a captive audience, but online, you’re competing with a lot of other organizations trying to do the same thing.
JT’s team of event planners and digital strategists came together to offer tips to ensure the success of your virtual fundraising efforts. Here’s the top five:
Begin to grow your online following now, because every follower represents a potential donor. While the gala attendee filling a seat at a corporate table is often a one-and-done supporter, your online follower represents an opportunity to build a meaningful relationship. Online engagement is key to the success of virtual giving.
Bring your mission to life through video and infographics. You don’t always need new footage to create compelling video content. JT’s creative director uses animation, illustration and existing footage to create short, engaging online content that immediately captures and compels viewers’ attention. And, it is possible to do some very impressive and captivating virtual entertainment performances that can amplify your online event.
Leverage influencers—not just celebrities and well-known individuals, but also respected individuals in your professional and personal networks. This includes Board and Associate Board members, business and civic leaders, and elected officials, as well as individuals with large personal online followings. Think expansively about who you can invite to join your mission and help grow followers by sharing a post on their channels. Are you a youth-focused nonprofit? Consider showcasing an aligned advocate mom. Are you a hunger relief organization? Feature a health expert. Are you a health care human provider? Highlight a nutritionist.
Create virtual networking opportunities. There are plenty of platforms that encourage guests to interact via voice chat or video, exchange contact information and mirror the vibrant face-to-face connectivity that you would normally get at an in-person event. Two-way communication is even more critical in the virtual event world. So, it’s imperative that your virtual event strategy incorporates tactics that effectively facilitate audience interaction.
Be human. This is a challenging and unprecedented time for everyone. We’re all craving authenticity and are learning as we go. Be real with your audience and donors about your situation, and you will experience more authentic engagement from followers and supporters.
Please call or email us to learn more. We are ready to maximize your virtual gala!
Jessica Smith at 708-218-2759 or Jessica_Smith@jtpr.com
Andrew Jasculca at 312-925-5901 or Andrew_Jasculca@jtpr.com
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