Building Donor Loyalty with Fundraising Events

Posted by Ella Jacques on 30 October 2023

Hosting an event with entertainment, activities and storytelling is a great way to raise money for any cause. However, it should also be considered as a way of engaging donors all year round. Donor loyalty is the best thing that will set you apart from other organisations. At Givergy, we have a toolkit of services and resources to help you deliver fundraising events that not only convert donors once, but again and again. 

Keep reading to discover how you can build donor loyalty through showstopping fundraising events!

What Is Donor Loyalty?

Donor loyalty in fundraising refers to the commitment and ongoing support demonstrated by individuals or organisations that donate to a particular cause or charity. The term has gained much attention in the media recently due to the cost of living crisis. However, with 61% of donors saying they plan to support worthy causes in 2023, there are still many opportunities for charities and nonprofits to develop long-standing relationships with their supporters.

Donor loyalty focuses on the willingness to continue providing financial contributions, as well as a deeper emotional connection and dedication to the organisation’s mission and values.

Why is Donor Loyalty Important?

Building donor loyalty is crucial for the long-term sustainability of a charity, as loyal donors are more likely to contribute regularly and increase their giving over time. This allows the charity to plan and budget more effectively without worrying about where the next donation will come from.

Secondly, donor loyalty can help to reduce fundraising costs. It is often more expensive for charities to acquire new donors than it is to retain existing ones. By building strong relationships with donors and providing them with a positive giving experience, charities can increase the likelihood that they will continue to give. This means the charity can spend less on acquiring new donors and more on its programs and services.

Finally, donor loyalty can help build a strong community around the charity because loyal donors are often passionate about the cause. They are more likely to engage with the charity in other ways, such as volunteering or spreading the word to their friends and family. This can help raise awareness about the charity and attract new donors, increasing its impact and reach. 

How Can Fundraising Events Be Used To Encourage Donor Loyalty?

The key to this task is to ensure all guests feel included and respected when attending events. A greater level of attention and gratitude will mean they are more likely to continue their support for a long time after the event has finished. 

Some of our top methods to achieve this are as follows:

1. Use the event to obtain donor contact information that has permission for use in marketing materials. 

A loyal donor can be secured after the event is over when the guest is taking time to reflect on the live fundraising event or virtual gala. This is why it’s vital to gather contact information in clever ways suitable for ongoing messaging. When you use the Givergy platform, something as simple as obtaining permission during a ticketing process could lead to future-proofed support.

2. Use the Givergy guest messaging feature to automate communications for consistent interactions.

If your messaging is being seen regularly, it will ensure both the event and the charity stays fresh in the donor’s mind. Regular communication allows brands to stay top-of-mind and maintain a strong connection. The same process should be emulated on other platforms, such as company email systems, social media and content marketing. This engagement fosters a sense of belonging and increases the likelihood of repeat donations and long-term loyalty.

3. Use the power of an engaging fundraising host to share your story.

Events should be used as an opportunity to share details about the amazing work that your organisation does in a creative way. A good fundraising host is naturally engaging and uses emotional intelligence to resonate with donors, such as during a heart-warming appeal moment.

4. Promote future events and fundraising efforts at the initial event to secure loyal donor interest.

Another method of ensuring long-term donor support is to let people know what your organisation is doing in the future. Whether you are hosting another live event, introducing a new way to give online, or providing volunteer opportunities, it will give guests an idea of the different ways they can provide continued support early on.

5. Conduct a professional follow-up process post-event with details of how much was raised and thank guests to ensure they feel included in every part of the fundraising journey.

It has been scientifically proven that doing good boosts the mood and well-being of donors. By crafting an informative and passionate follow-up, you are satisfying this need and giving guests different ways to keep the warm feeling for longer.

Do you want more advice on how to secure donor loyalty for your charity or non-profit? As well as providing a seamless and professional experience thanks to our award-winning platform, our team also has lots of brilliant ideas for enhancing engagement. Contact us today to learn more!

Ella Jacques

Global Client Services Manager at Givergy

Ella heads up the global Fundraising & Events team. A key part of Givergy’s growth for four years, Ella has a passion for event planning and ensuring her and her teams’ clients exceed their fundraising targets. Furthermore, Ella’s exposure to some of the highest-profile fundraising events gives her a unique insight into the newest and most innovative way in which charities are engaging with their audiences.