Five trends shaping the future of events fundraising

As the world continues to evolve and adapt to a post-pandemic reality, so too must the world of events fundraising. From ongoing rail strikes to an economic downturn, alongside the closure of Virgin Money Giving to Jubilee celebrations and a state funeral, events fundraisers have continued to navigate the challenges and uncertainty of an ever-changing landscape throughout 2022 and into this year.

With the rise of digital and virtual events, as well as a growing emphasis on accessibility and sustainability, charity event organisers must keep a close eye on the latest trends to ensure they stay ahead of the curve. In this blog post, THINK Consultant Tony Banks explores five key trends that are shaping the future of event fundraising.

1. High attrition rates

One trend that is affecting event fundraising right now is high attrition rates. The cost-of-living crisis is an obvious contributing factor as event participants are finding it increasingly difficult to ask for sponsorship from family and friends and are pulling out of events at the last minute. In a recent THINK benchmarking exercise, nine charities saw attrition rates range from 25% to as high as 62% for London Marathon participants.   

To combat this, charities need to find creative ways to increase participant retention rates. This includes improving the event experience, enhancing participant engagement, and providing incentives for repeat participation. 

NSPCC has a range of branded goodies they send to runners as they reach various fundraising milestones and invite participants to regular Zoom calls where they can talk to the training experts in an effort to enhance their stewardship efforts.

2. Digital innovation

Another trend in event fundraising to keep a close eye on is the evolution of digital technology and the impact it can have on the events fundraising. In recent weeks, we’ve seen the acceleration of AI, in particular the growth and uptake of ChatGPT. But how will this exciting new development be leveraged across events fundraising?

Well, ChatGPT might help event fundraisers to streamline their planning and marketing, which could have a positive impact on resources which are often stretched. ChatGPT could help with autonomous lead generation, script and copywriting, attendee emails and instructions and marketing plans and social media fulfilment. However, human connection and personalisation will need to remain at the forefront of event planning for charities as they continue to onboard and engage new supporters.

Virtual events continued to dominate the marketplace in 2022 and this trend is set to continue into 2023, with event organisers able to offer a more diverse portfolio to supporters, reach wider audiences, and raise more funds. Virtual events also offer more flexibility, convenience, and most importantly, accessibility for participants, as they can join from anywhere in the world.

In our recent events fundraising benchmarking exercise Facebook challenge events and virtual events raised more income than charities owned in-person events activity.

3. Reaching new audiences

In the midst of a cost-of-living crisis, it has never been more important for charities to engage new audiences. This includes targeting younger demographics, reaching out to new communities, and using social media and other digital channels to expand reach.

In an effort to engage younger demographics CALM have been running their CALM sessions which sees musicians like Reverend and the Makers performing live events on Instagram in aid of the charity.

Calling all @reverend_makers fans 📢 The band's hosting a free gig tomorrow @ 7pm over on their Instagram. Sorry, Elon 👀 And it’s all in aid of CALM. Proper good music that'll help us stop suicide. See you down the front. pic.twitter.com/RyO1mZMTWA

— CALM (@theCALMzone) January 25, 2023

Many charities, and their supporters, turned to streaming and gaming through the pandemic, and this trend has persisted beyond as a way to reach new audiences. This market can be extremely lucrative for charities, with live streaming site Twitch estimating that more than £79 million has been raised through the platform since its launch in 2011. Expect to see more gaming events that benefit multiple charities take place as, like Jingle Jam which raised £3.44 million for the likes of Movember, Special Effect and Dogs for Autism in 2022, as this phenomenal events fundraising method continues to explode.

4. EDI and sustainability

Charity event organisers are placing a growing emphasis on equity, diversity, and inclusion (EDI) as well as sustainability. Continuing to offer hybrid and virtual events as part of an overall portfolio will ensure that events are accessible to all participants, regardless of their background or identity.

Reducing the environmental impact of events by using sustainable materials, minimising waste, and reducing carbon emissions will also become increasingly important to supporters. By prioritising EDI and sustainability, charities can create more impactful and meaningful events that align with their organisation’s values.

British Red Cross events team have partnered with menswear designer Daniel Fletcher to produce a cycling jersey which is made from recycled bottles for their Ride for Tomorrow climate change cycling event. They also offer sustainable and ethically sourced incentives to participants as part they reach key fundraising milestones.

5. Wellbeing of events teams

To say that it’s been a difficult few years for events fundraisers is an understatement. Ongoing uncertainty and pressure to deliver results under extremely challenging circumstances will inevitably takes its toll on our events teams. Good mental health and wellbeing of our teams should be a high priority. Some charities have qualified Mental Health First Aiders operating within their events teams and organisations like EventWell offer specific mental health support for event professionals. Peer to peer support networks also offer opportunity for those working in events fundraising to speak to likeminded professionals and share their experiences and challenges together.

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Members of THINK’s Events Forum have access to an extensive event fundraising benchmarking exercise which is carried out by THINK Intelligence. Our group also continues to explore the latest trends and innovations which are impacting events fundraising, as well as providing peer to peer support for senior event fundraisers across the sector. You can read more about the forum here.

Tony Banks, THINK Consultant
March 2023

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