Virtual Event Case Study: SPOON
Virtual Event Case Study:
SPOON‘s Big Night In, October 2020
This virtual event case study looks at the organization SPOON’s response to fundraising during COVID—when hosting an in-person event was not possible. As it turns out, a virtual gala was just what they needed.
SPOON is a nonprofit dedicated to the belief that all children should be nourished, valued and thriving. Using a simple method with a kaleidoscopic approach: SPOON transforms the way children are fed by sharing nutritional science through teaching, tools, training, partnerships and advocacy for children around the world.
The organization is led by two founders, both of whom have a personal connection to the cause. While one founder resides where SPOON is based in Portland, Oregon, the other lives in Austin, Texas forming a diverse donor base of friends and family who live more than 2,000 miles apart. SPOON’s programs have a global reach, with deep roots in each country they serve as they work hard to engage partners in both government and nutrition extending their donor base to be world-wide.
Prior to the pandemic, SPOON held an annual gathering of close donors every fall. The gala brought together 150 of their largest supporters in the Portland Metro area, where SPOON is headquartered.
Once gathering in-person was not possible, SPOON was ready to cancel their event.
Then they learned of the virtual event model. It was an innovative way to still host their beloved annual event, to spend less time planning and save more money—all while reaching a more diverse network of supporters anywhere in the world.
Preparation was different; it was simple with a quick turnaround. In about four months’ time they gathered video footage to create a compelling program. The extra time went towards fundraising strategies including cultivating major donors for pre-committed gifts to be announced during the event, in order to really create momentum in their appeal.
SPOON went live with their first virtual event on October 20, 2020 and accomplished some incredible things:
- Keeping nearly 90% of total funds raised by raising more money than the year before and spending 2/3 less on event-production costs.
- Securing the same sponsorships—100% of sponsors recommitted to the virtual event format.
- Reaching a broader donor base that included Portland, Austin, Minneapolis-Saint Paul and some of their global audience.
- Spending less time event planning, freeing up more time for donor relationship-building.
This virtual model turned out to be a superpower for their organization. In fact, it was so successful for them that they are considering retaining this model. It created connections with stakeholders around the globe who already want to engage with SPOON.
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