Friendraisers Help Nonprofits Engage Supporters

Nonprofit Events Can Raise More Than Money by Building Advocates

Aug 17, 2009

The effectiveness of event fundraising can be debated in light of all costs, but using nonprofit events as "friendraisers" can be very effective in long-term support.

A common criticism of special event fundraisers is the cost per dollar raised. That is, how much the production of an event costs when everything, including staff time, is calculated against the revenue from the event. In a 2007 study of special events fundraising, Charity Navigator found charities spent $1.33 to raise $1 in donations generated by events. On average, charities spend 13 cents per dollar raised, said the “2007 Special Events Study” released by the charity watchdog group on May 1, 2007.

Nonprofit Special Event: Friendraiser Versus Fundraiser

“Events that don’t bring in profits can still be valuable, particularly if they bring visibility to your organization, mobilize and expand its donor base, or highlight a particular issue to your members and/or clients,” says Ilona Bray, J.D. in Effective Fundraising for Nonprofits: Real-World Strategies that Work (2008).

It’s important for organizations to be clear about their goals for a potential event. In the case of staging an event to raise money, nonprofits should set a specific dollar goal. For friendraisers, goals might focus on attendance, volunteers recruited, media coverage or new mailing list subscribers.

A nonprofit may choose a hybrid model. “With careful budgeting and planning,” says Bray, it’s possible to “turn a potential break-even event into a true fundraiser.”

Use a Friendraiser to Introduce Potential Donors to the Organization

In Raising More Money: The Point of Entry Handbook (2002), author and fundraising consultant Terry Axelrod offers a strategy for point-of-entry events. These events, kept to one hour, feature an opportunity for participants to engage with the organization’s leadership, volunteers, staff and beneficiaries. Afterwards, an organization representative contacts each event participant to probe the participant’s interest in supporting the organization’s work. If appropriate, the participant would then be (unbeknownst to him) enrolled in a cultivation program.

Friendraisers can be a good way to introduce prospects to the organization when it is clear that they will not be asked to make a donation at the event. This can relieve some of the pressure of fundraising events and put prospects at ease. Invite prospects to attend the event simply to learn more about the organization.

Key to Successful Friendraiser is Follow-Up

While most events require significant time and planning before the event, friendraisers also require diligent follow-up with participants. Consider these follow-up activities:

Evaluating an organization’s special events can be a helpful tool in looking for opportunities to cut costs and increase fundraising investments. In an evaluation, nonprofits should consider the full value of events, including the relationships it might build.

The copyright of the article Friendraisers Help Nonprofits Engage Supporters in Non-Profit Management is owned by Molly Schar. Permission to republish Friendraisers Help Nonprofits Engage Supporters in print or online must be granted by the author in writing.