The room looked great. The photos were fantastic. Everyone had a wonderful time. And when you did the math – you barely broke even.
Sound familiar?
Jeff Schreifels at Veritus Group has been sounding this alarm since 2011. His conclusion: fundraising events are frequently overused, poorly integrated into donor strategy, and quietly damaging to serious fundraising programs.
Here’s the problem in plain English: Events feel like fundraising. They’re not. They’re a tactic – a marketing and engagement tool that can support relationship-building. But they are not relationship-building on their own.
Veritus once worked with an organization that held nine events in a single year. The highest net revenue from any one event was $2,900. The worst lost more than $6,000. Total net gain for the year: $5,741.
Once staff time and operating costs were factored in, the program cost the organization more than $219,000. That’s not a fundraising strategy. That’s a very expensive hobby.
For political campaigns, the lesson is the same. Before you book the venue, ask the hard question: what is the actual net return on this event – including every hour of staff time spent planning it?
If you’re going to hold events, go in with strategic clarity. Know exactly who’s in the room and what success looks like for each group.
Your big donors shouldn’t be treated as ticket revenue – they should be cultivated and stewarded. New prospects need a follow-up plan before the event even starts.
And that follow-up? It’s everything. The emotion in that room fades fast. Connect within 24 to 48 hours or you’ve already lost the momentum.
Events can work. But only when they’re limited, intentional, and disciplined. Otherwise you’re just throwing a party and calling it fundraising.
Dr. Chuck Muth, PsD
Professor of Psephology*
(homeschooled)
* Psephology (see-follow-gee): The study of campaigns and elections