Post-Pandemic Events In the Nonprofit Sector: When Will Donors Go Back to In-person Events?
Post-Pandemic Events In the Nonprofit Sector: When Will Donors Go Back to In-person Events?
By Cara Thornton- Marketing Manager
We have been adjusting to this post-pandemic season for quite some time now. When it comes to nonprofit organizations and hosting events, it can be tricky to check all of your guests’ boxes. Some may be itching to get back out there and attend in-person, while others want to continue to support from the safety of their living room.
The pandemic we all have been facing for three years now has changed how events are attended. As a result, organizations are hosting virtual, hybrid, and in-person fundraising events in 2023.
Let's take a look at some trends that indicate how people are feeling about in-person attendance right now.
As you can see in this recent study by Classy.com, nearly 35% of people who usually attend in-person events are still not fully committed to heading to an in-person fundraising event.
Results show that 55% of prospective donors plan to either attend virtually or not at all and this creates a significant challenge for nonprofits needing help to hit their fundraising, sponsorship and ticket sales goals. The in-person audience at a 2023 event will look and behave differently than audiences of the past. Organizations, therefore, must alter their approach and consider new revenue opportunities to make up for lost funding.
For those who do decide to attend the in-person events, nonprofits might consider how to build relationships with donors whose giving behaviors and expectations have changed. Engaging with those who took the time to support your organization is essential at these events.
According to Classy.com’s research, more than 92% of both virtual and in-person event attendees are likely to donate in addition to any registration or participation costs during an event. This is great news for nonprofits!
Simple navigation for both virtual and in-person attendees is essential. Registering for these fundraising events, according to research, must be quick and straightforward, with minimal clicks. Also, for those that will be using their mobile devices, tickets should be easily accessible.
Virtual attendees note that they don’t want to feel left out of the in-person fellowship and social activities and enjoy engaging through polls, breakout rooms, and networking opportunities. Both groups expect “thoughtful and relevant content” to be major part of their experience.
Conversely, nonprofits can quickly lose points with donors by having poor communication, limited tech, enforcing burdensome pandemic requirements, and/or not handling safety precautions appropriately.
Statistics show that 91% of fundraising attendees are likely to take further action with a nonprofit after a positive fundraising experience. These stats are remarkable and crucial to your organization's opportunity to meet fundraising goals. Write On Fundraising recommends adding a few new tools to your event tool box in 2023 to attract new donors and meet your fundraising goals. These include:
Invest in the right technology platform - one that will create a seamless experience for both in-person and virtual audiences AND streamline your event communications
Hire an event planner or designer to develop meaningful content and event engagement strategies (even if your volunteer committee ends up providing the workforce needed to execute the logistics)
Give special attention to the community-building activities and opportunities offered to both in-person and virtual audiences - connectivity and social interaction has a higher premium for attendees than ever before
Resources:
https://learn.classy.org/rs/673-DCU-558/images/classy_fundraising-event-experience-report.pdf