Last week I attended an excellent fundraiser. It was fun, funny, fast-paced. The event was structured to highlight the charity in a way that was creative and unique to that organization. The event provided donor stewardship in a way that was organic to the event yet interesting to the attendees. It was definitely one of the best events I have attended. While most of the show was online, the two live MCs made the event ever more engaging. There were people there from Europe, Australia, the Bahamas, Canada, and across the US. It was called "Frame Up : A Museum Mystery." and it benefited the Nelson-Atkins Museum of Art in Kansas City, Missouri.
One of the pleasant surprises of this era has been the rapid growth in online activities. Fundraisers have found ways to make online events fun and engaging. Audience members can attend from around the world. This impact has not just changed events - major gifts officers in particular have found that online Zoom donor meetings, including asks, can be highly impactful.
Donor stewardship events, including events for major, planned, and annual donors have pivoted to online with success. Many of us have found that we had more in attendance than before. What a pleasure to not have to worry about having too few RSVPs as was often the case with in-person events.
As we start to think about reaching a stage where we can consistently move around our country and outside, it is worth taking a moment to begin to think about what we want to keep from this time. In a rush to go back to "normal," let's not lose the benefits of this expanded expertise and engagement with online methods.
To be fair, there is room for in-person activities. Coming to a location in-person, meeting face-to-face are very engaging experiences. We humans are social beings and we appreciate connecting in-person. Live, on location events and meetings will continue to be a valuable way to connect and build community.
There are a few things to consider before you decide to completely ditch doing anything online. One is that hybrid offers you another way to engage with donors. By incorporating online, you can increase the ways in which you connect with your donors. In this way, hybrid doesn't replace in person events but, rather, enhances them.
Hybrid also allows you to engage with more donors. Whether your donor is in Australia or housebound, having a hybrid model allows you to connect with more people. Not only that, but seriously, do you and your donor really need to each hop in a car in January to drive on slippery roads to meet? A huge benefit of this new approach is that you can continue to be involved with more donors in a way that meets their needs and should allow you to work more and travel less.
As you think about your events, think about what you have gained from being online - you have new ways of running your event. While event revenue is down sharply for most of us, this is a one-time opportunity to reinvent what you have been doing. Now is the time to test your hybrid model. Not sure where to begin? Our sector is blessed with many great, expert events professionals who have definitely developed new and interesting ways to engage your donors and other audience members.
As you think about major and planned gifts, think about the world this new comfort with your donors allows. Donor at the cottage for the summer? You may not have to hop in a car for 3 hours each way to do a visit; you can do one from your home or office and connect with them where they are comfortable.
The area of stewardship is particularly strong here. Budget conscious employers may have been reluctant to do in-person events for small gift annual fund donors. Zoom, or another platform may be an affordable way to provide thanks to this often-underappreciated group.
The time to start testing hybrid events is now, as we open up. This time, used wisely, will allow you, and your donors, to be able to stay better engaged and more connected now and in the future.
Ann Rosenfield is a working fundraiser. She loves Zoom donor meetings (really).
Shout out to the Nelson-Atkins Museum of Art, Obsidian Theatre, the Toronto Fringe, Factory Theatre, and Toronto History Museums and the many other arts organizations who have been leading the way in changing and expanding our understanding of how we can connect.
