Managing Fundraising Events

Fundraising events are a powerful way to generate income, awareness and supporter engagement.

When planned strategically, they can provide unrestricted funding and build long-term relationships with supporters.

A photo of Layla Moosavi from the DSC

Webinar Speaker

Layla Moosavi, Directory of Social Change

With over 20 years fundraising and sponsorship experience in the charitable sector and the arts, Layla has success in fundraising for large and small organisations, as well as managing a number of Corporate Partnerships over the years. Her breadth of experience means she is a good place to understand other fundraisers’ contexts and support their fundraising development needs.

In this recorded webinar, we navigate fundraising events in the current economic climate and provide guidance on how to manage events efficiently to ensure you make the most of your time and investment.

Our expert speaker, Layla Moosavi, DSC Associate trainer and fundraising expert, shares how the pandemic and cost-of-living crisis have changed the fundraising event landscape and the impacts for your charity.

Why Fundraising Events Matter

Events can:

  • Generate income and diversify fundraising
  • Build stronger supporter connections
  • Raise awareness in an engaging way
  • Attract new audiences

They are most effective when aligned with your wider fundraising strategy and goals.

Is an Event Right for You?

Before planning, ask:

  • Do we have the time and resources?
  • What is our main objective? (income or awareness)
  • Will our audience engage in this format?
  • Can we deliver it effectively?

If the answer isn’t clear, it may not be the right time to run an event.

Setting Clear Objectives

Keep objectives simple and focused:

  • Primary goal: raise funds or awareness
  • Secondary goal: engagement or supporter growth

Avoid too many objectives—clarity helps ensure your event delivers measurable results.

Understanding Your Audience

Know who your event is for:

  • What motivates them to attend?
  • How much will they spend?
  • What experience are they expecting?

Different audiences require different approaches—one event will not suit everyone.

Planning Your Event

Treat your event like a project:

  • Work backwards from your event date
  • Allow sufficient planning time (often 6+ months)
  • Allocate clear roles and responsibilities
  • Plan logistics, communications and delivery

Strong planning ensures smoother delivery and better outcomes.

Budgeting and Return on Investment

Be realistic about costs and income:

  • Separate fixed costs (venue, equipment) from variable costs (catering, attendance levels)
  • Don’t assume sponsorship until confirmed
  • Include contingency for unexpected costs

Measure success using net income, not just total income.

Choosing the Right Format

Events can take many forms:

  • Social events (dinners, balls, community events)
  • Challenge events (runs, treks, fundraising challenges)
  • Virtual or hybrid events

Choose a format that fits your audience, capacity and objectives.

The Role of Volunteers

Volunteers are essential to event delivery:

  • Support planning and logistics
  • Help run the event on the day
  • Provide energy and engagement

Ensure volunteers are briefed, supported and appreciated to maximise their impact.

Marketing and Promotion

Effective communication is key:

  • Tailor messaging to your audience
  • Use the right channels (social media, networks, partners)
  • Build excitement before the event
  • Set clear expectations about the experience

Poor promotion can undermine even the best-planned event.

Delivering a Great Experience

Focus on the full supporter journey:

  • Easy booking and clear information
  • Smooth arrival and event flow
  • Engaging, enjoyable experience
  • Strong connection to your cause

A positive experience increases the likelihood of repeat support.

Post-Event Follow-Up

Don’t stop when the event ends:

  • Thank attendees and volunteers
  • Share impact and outcomes
  • Gather feedback
  • Nurture ongoing relationships

This is where long-term value is created.

Practical Tips

  • Keep objectives focused and measurable
  • Start planning early and stay organised
  • Know your audience and design for them
  • Monitor costs carefully
  • Prioritise supporter experience

Final Thought

A successful fundraising event is not just about the day itself—it’s about strategy, planning and follow-up.

When done well, events can become a valuable, repeatable income stream and a key driver of supporter engagement.

Managing fundraising events - webinar slides

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