Free Guide: How to Achieve a Stronger Fundraising Event ROI

Free Guide: How to Achieve a Stronger Fundraising Event ROI

fundraising event ROI

Not only is the metric for assessing fundraising event ROI different than the metric for other types of events, but so is the strategy you use to maximize ROI for successful fundraising events.

If you’re running a sporting or entertainment event, your goal is pretty clear: maximize profit through ticket sales and concessions. For successful fundraising events, it’s slightly more complex. While you need to think about generating funds from other sources such as sponsorships, auctions and donations, your focus will also still be on maximizing ticket sales.

Money, however, isn’t the whole story when you’re talking about ROI for a successful fundraising event. You also must consider the effect of your efforts to raise public awareness about the specific cause, issue or organization related to your fundraiser. Your success at raising awareness will hinge on factors such as how well you access media channels, generate publicity, improve understanding of your mission, and educate the public.

To maximize ROI for successful fundraising events, consider two key objectives within your strategy: maximizing ticket sales and leveraging social media to maximize awareness.

Our free report, Maximizing ROI for your Fundraising Event, shows you how to:

  • Generate early buzz and keep the conversation going
  • Get an earlier commitment to attend from your supporters
  • Learn how each supporter can reach on average 17,000 people
  • Create incentives to drive earlier ticket sales
  • Solicit donations while the iron is hot
  • Get feedback from your supporters
  • Capitalize on post-event buzz

PREVIEW

Assessing return on investment (ROI) can be a straightforward process for many types of events. But for fundraisers, the metric can be a bit more complicated.

How do you define ROI for your fundraising event? And more importantly, once you’ve defined it, how do you achieve it?

ROI = Increasing donations + Raising awareness + Maximizing ticket sales

Defining ROI for your Fundraising Event

If you’re running a sporting or entertainment event, your goal is pretty clear: maximize profit through ticket sales and concessions. For fundraising events, it’s slightly more complex. While you need to think about generating funds from other sources such as sponsorships, auctions and donations, your focus will also still be on maximizing ticket sales.

Money, however, isn’t the whole story when you’re talking about ROI for a fundraising event. You also must consider the success of your efforts to raise public awareness about the specific cause, issue or organization related to your fundraiser. Your success at raising awareness will hinge on factors such as how well you access media channels, generate publicity, improve understanding of your mission, and educate the public.

To ensure your event is successful, consider two key objectives within your strategy: maximizing ticket sales and using social media to maximize awareness.

Maximizing Ticket Sales

Eventbrite’s customer support center receives calls from fundraisers concerned about ticket sales. On average, fundraiser tickets go on sale four to six weeks before the event, but 75 percent of organizers see the majority of sales occur in just the last week or two before the event.

Slow ticket sales can cause event planners emotional stress and operational challenges, as it’s difficult to finalize your event plans when you don’t have an accurate attendee count.

Waiting to the last minute to commit is human nature. The statistics support this observation: 33 percent of events sell half their tickets just one week before the event, and 38 percent don’t even reach the halfway mark in their sales goals until a few days before the event. But it doesn’t have to be that way. You can encourage potential attendees to commit — and purchase — sooner by being proactive about your goals and communication plan.

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Megan Buell

Megan joined Eventbrite in 2011. As a senior lifecycle marketing manager, she's passionate about delivering industry and product knowledge to Eventbrite's organizers at the right time and in the right place. In her spare time she likes cooking and making wine with her family, long naps on the beach, and watching college football.

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