5 Event Fundraising Best Practices

Once you know who to target, how do you recruit more effectively from a content side? Shuck offered these tips:

• You want as much traffic to your registration page as possible. That involves search engine optimization and finding out where you stand in Google search.
• Think about promotional points, partner sites, Facebook sites. Look where traffic is coming from that’s relevant to you, and make sure your registration pages are linked there.
• Segment. “Don’t ask everyone to do the same thing equally. Target your messages. Some people are coming to your event because they have a link to your cause. Others are coming because they like walking. Others are coming because their family members are asking them to come. Segment messages based on their drivers to participation,” Shuck advised.

2. The power of registration fees
In the study, Convio and Event 360 found that events that have registration fees end up yielding more money than those that don’t. Many fundraisers shy away from event registration fees because they create a barrier to participation. But knowing that up to 70 percent or more of event participants don’t raise any money for your organization, sometimes that can be a good thing, Shuck said.