You invited people to your gala, most won’t/can’t attend, now what?

10 Sep


Depending on who you ask in the nonprofit sector, the return on fundraising “galas” or events either work or they don’t work. Here’s an excellent piece asking this very question. What is the return on the money and time spent preparing for, what amounts to many, a big party?

No matter what the return is, one unfortunate reality that can EASILY be addressed is most people you invite either can’t or won’t attend for various valid reasons. In fact, your nonprofit will limit ticket quantity to a small subset of your supporter network on purpose in order to live financially within the budget you have set for the gala. In other words, you don’t want everyone you invited to attend.

With this being the case for your nonprofit; you’re inviting many to attend your gala via print and digital channels, many can’t or won’t attend, now what?

The now what is that while they read your invitation to the gala they are engaged with you, they’re thinking about you which means they feel something about you. If they can’t attend they may feel guilty or they may also feel generous. How is your nonprofit dealing with the non-attendees who in the moment say to themselves, “I can’t make it because we’re busy then but I could spare $10 or $20 because I feel guilty/I feel generous right this moment.”?

I get a lot of print and digital gala and event invitations. For various reasons I don’t go to them. And yet the vast majority of the invitations don’t let me make a gift instead of attending. The invitation is sole-purposed; please come to our event. I say to myself “I can’t but could I make a gift instead?”

Again, for many nonprofits the answer is NO you cannot make a gift via this invitation. Please go to our website and hunt for the donation experience. This is a GOLDEN and MISSED OPPORTUNITY for nonprofits.

All nonprofits should be providing something like the following in their gala invitations.

“For those of you that can’t attend you will be missed but if you want to help us you can make a gift by clicking here.

All or part of the appeal text above should be a hyperlink to a frictionless, responsive design giving experience with copy tailored to the reason the would-be donor is there; we realize you can’t attend, we’ll miss you, thank you for your gift!

And this points out a larger issue for a future blog topic and that is nonprofit communication which contains no way to give. This makes no sense because giving is an impulse. You have to present the giving option everywhere your supporter sees you. And this includes your gala invitation that I can’t attend. You just missed a gift.

Dale Knoop is part of a great team working to make RAZ Mobile a great platform for any cause engaged in fundraising. Any cause can create an content-rich mobile presence, share it through text messages, social media, QR codes, advertising and more and best of all-quickly and securely process donations from motivated supporters. Dale holds multiple patents and applications for patent in the mobile space including advertising, content optimization, geo-targeting and negative QOS.

2 Responses to “You invited people to your gala, most won’t/can’t attend, now what?”

  1. nba即時比分 December 30, 2014 at 7:59 AM #

    Nice Blog, thanks for sharing this kind of information.

  2. NBA球員 January 12, 2015 at 9:50 AM #

    Nice Blog, thanks for sharing this kind of information.

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