As nonprofits are transitioning to virtual galas, they may be wondering how to set themselves up for success and ensure their donors are engaged and ready to give.
Yesterday, I was on the “Corona Chronicles” With Julia Patrick of the American Nonprofit Academy and Jarrett Ransom (aka the Nonprofit Nerd) of The Rayvan Group to talk about the giving moment of a virtual gala. We talked about some timeless principles of engaging donors as well as how they are different from a giving moment in a live event. See the full episode below and check out their vimeo channel for all of their resources. I’ve been binging them and they have so many helpful resources for FREE!
For all the details watch the video, but I’ve compiled a brief review of the main points for you right here.
4 Elements of a Successful Giving Moment in a Virtual Gala
1. Set a goal with a clear purpose
Set a goal with a clear purpose:
Don't: "We are raising money for our organization tonight."
Do: "We need to raise $250,000 to feed 1,000 kids for the next year." Create your program's stories and rhetoric around this for the entire program.
2. Use Donor-Centric Messaging
How will giving to your organization help your donor? I know this sounds backwards, but you have to help them understand that you are solving a problem that THEY care about. We do this by educating them about a problem (millions of kids die of starvation every year), getting them to care about the problem (make it personal through a story of a child who was impacted by hunger), and empowering the donor to be the solution which they can do by supporting your organization.
3. Recruit Momentum Donors
This is no different from a giving moment at a live event. You will identify key donors who, based on historical giving, donate large amounts at your event each year and have a conversation about them being a "momentum donor" (sometimes called a seeded donor, but I don't like that word). Explain that by giving right off the bat during the giving moment, it inspires and motivates others to give which creates momentum and increases overall giving. You may have to walk them through the tech of HOW to give.
4. Ask Early and Ask Often
In an online presentation of any sort, attendees have the option to come and go as they please (unlike a live event when we shut ballroom doors and they are at a table with friends and a meal). Ideally, we want attendees to stay the entire time, but assuming that not all will, you should plan to do the formal giving moment early in the virtual program, and continue to remind people to give as you lead them through your program.
