The End of the Chicken Dinner?
Has COVID brought the end of the rubber chicken meal for fundraising events?
Yesterday on Facebook, I posted the following, “As a nonprofit professional, I have been so impressed with all of the organizations that have held virtual events. While giving may be lower than anticipated, many organizations have had very successful events. My one question is, have we seen the end of the rubber chicken fundraiser? Will organizations continue virtual events, offer hybrid (in-person and virtual), or just return to in-person?”
In the current state of COVID, I have a hard time seeing how things will go back to the way that they used to be. Especially when thinking about having a few 100 people come together to support the vital work of nonprofits. It is hard enough getting people to feel comfortable about a gathering for 25 people. How will they feel about being in a ballroom with another 9 people at their table? Will donors become complacent and just write checks so they don’t have to attend these fundraisers? Will organizations be able to continue to raise the funds they raised prior to COVID without a “gala.”
And I also see inherent benefits to virtual events.
Lower Costs The cost of raising a dollar goes down when you don’t have to pay for overhead (food, venue, decorations, etc.).
Shorter Event A virtual event can be an hour long. This is a win for both the organization and the donors. The organization doesn’t have to plan a cocktail hour, a VIP reception, a main event, and a dessert but can focus on telling their story. The donor doesn’t have to block out four hours for transportation and then the event.
Innovation in technology I recently attended a virtual event where they used a program that allowed you to “sit” at a table and have conversations just like you were at an event in person. You could shmooze and then be brought together for the main program. Without COVID, the need for a program like this would never have happened.
Larger Reach Organizations can reach people outside of the local community to support their cause. An event that is held virtually can be accessed by people all over the world which could mean new dollars for your cause.
Thankfully, I had some amazing nonprofit professionals and donors also weigh in on my post. They raised other components that I never thought about but are important factors.
Human Connection
One nonprofit professional shared: “people are still missing the personal touch of those events, the hands on opportunities for for them to be personally connected and involved with the mission and drive of the organizations. There is a desire to feel wanted and needed, that tends to go away the less connected we are.”
There is something really special about sitting with likeminded individuals who are supporting a cause that you also care about. In our daily lives, this common thread could be hidden but at an event, you can put aside your differences and support a cause in a meaningful way. Hearing the words of a client or recipient of an organization can also not be replicated the same way virtually. You cannot “feel” the emotion of other people in the room as they hang onto the words of the speaker. There is also not the joy that comes from a standing ovation after they conclude their speech.
And finally, there is not the same “peer pressure” to make a meaningful gift when the donors don’t see the other donors raise their paddles. While this can be overcome a little, there is something about the energy a paddle raise brings when you see people across the room making a donation at the same level you are.
Are People Giving More Because of the “Hard” Times?
A donor and volunteer raised this question which I think is fascinating. There probably is some truth that people who can give are giving more this year because of the hard times that they see going on in our country. In my own organization, I have seen people step up and rather than paying their contribution monthly, many knew it would be better if they paid all at once. This helped us get through some tough months where our revenue was much lower than anticipated.
We have also received money from people who received stimulus checks. For these gifts, they are one-time gifts and money that we cannot rely on in the future as there will not be a yearly stimulus given.
While we are still only a year out from the beginning of COVID, we truly do not know the long term financial impact that the virus will have on our donors. For many organizations, they have been able to weather the storm but if there are more businesses that close and individuals that lose jobs, will we still be able to meet the needs of our organizations?
At What Cost Can a Hybrid Event Run?
The same donor and volunteer raised a question about the cost of running hybrid events - events that have an in-person and virtual component. This is such an interesting question because while the reach can be greater, there are some real costs to make sure that the event is a success in person and virtually. You need to hire an A/V company that can make sure it is meaningful for those in the room and pleasant for those watching from home. There is also a different experience when you are doing an event in person that is broadcast or an event just for a virtual audience. When doing it virtually, you are talking directly to those at home. When in-person, you are trying to build excitement and energy in the room. I personally have had a hard time of feeling connected virtually if it feels like the event is geared towards those in person.
As organizations, we will have to weigh if the pros of being more accessible outweigh both the real and perceived costs of running an event virtually.
After reading these questions and thoughts, I realized that as an extrovert, I truly do miss these in-person fundraisers. There is something special about being in person, networking, setting up meetings, and supporting a cause that I am passionate about with other likeminded individuals. Maybe with the absence of these in person gatherings over the last year, we can grow to better appreciate what the purpose of these events truly is - making our communities better.