Curating the Audience to Maximize Fundraising

The more people who attend your event, the more money you’ll raise, right? Not always. In the case of fundraising, it’s all about getting the right people in the room. And sometimes, that means creating a two-part event that produces an environment that maximizes large gift giving and engagement with a range of donors.

Make-A-Wish Oregon used a split format for their annual Wish Ball with separate ticket options for both parts of the event. The night began with a VIP dinner and program designed specifically for a smaller audience of key, major donors in the downstairs ballroom. Here, they conducted the special appeal and live auction, interspersed with performances by local Wish Kids. Then the party transitioned to the Wish Ball upstairs where a live band and more opportunities for giving made for a fun party atmosphere. The guests who attended only the Wish Ball paid a lower ticket price but had plenty of options to give to the organization with activities like a silent auction, Wish Tree, Wine Wall and a Golden Ticket raffle. A split format with two price-points and a range of fundraising activities allowed Make-A-Wish to engage a wider donor base.

The Wish Ball was already in full swing when the dinner guests arrived, but the energy they brought from the previous program carried a festive momentum late into the evening. It was an inspiring night that allowed supporters to participate in many types of giving, meet and connect with local Wish Kids and celebrate the work of Make-A-Wish. Splitting the event allowed them to maximize fundraising and engage with all of their supporters, while also throwing a really awesome party.

When you’re planning your event, take a moment to consider who will be in the room and how you can design your event with your specific audience in mind. And remember that more people doesn’t always mean more fundraising or engagement. A smaller donor-oriented dinner is a great way to practice this “less is more” principle.