5 Top Tips for City Fundraising Success!

Posted by Jordan Morris on 30 October 2024

City-based fundraising comes with unique challenges: high competition, shifting demographics, logistical hurdles, and the constant pressure to stand out in a crowded field. However, with smart strategies and a creative approach, you can make your event a standout success. Here are five top tips to drive your city fundraising event to the next level:

1.Prioritize Accessibility in Venue Selection

In busy cities, the ease of attending an event is critical to your event’s success. When choosing a venue:

• Consider Transportation: Select a location close to public transportation and parking options. If the venue is distant from these, consider organizing shuttle services to transport guests to and from central hubs. This not only shows thoughtfulness but can also be an attractive detail in your event promotions.
• Highlight Venue Details in Event Communications: Share venue information, including nearest transit stops and parking options, in email reminders and event invites. Making this information easy to find and visible improves guest experience and increases the likelihood of attending.

Case Study: A recent Givergy client in Washington, D.C chose a venue close to the community their organisation supported, yet it was far from public transport. For the guests attending the event this was a problem, as they had to travel in. At the end of the night there was a crowd of tired guests waiting outside all trying to get taxis at the same time. Retaining your support base, especially in fiercely competitive environments like the city, is crucial and that means making the experience of the guest as smooth as possible. Transport included!

2. Build a Strong Event Identity to Stand Out from the Crowd

Creating a memorable event brand helps your event cut through the noise. Here’s how:

• Choose a Unique Theme or Story: A theme or narrative creates a sense of connection and excitement. Consider what aligns with your cause and resonates with your target audience. But, crucially, make it fun! City life is bustling and there is always something to do, so to make your event memorable – make it enjoyable. Getting your guests to buy into a fun theme is a great way to do this.
• Incorporate Signature Elements: Adding one or two “signature” elements—like a free alcohol tasting from a local brewery, a live art creation, or a unique photo booth—helps build event recognition and excitement each year. If these signature elements are interactive, they instantly encourage sharing across social media as guests alert their friends to the new experience they just had. Courtesy of your organization!
• Expand Your Reach with Online Fundraising: Offering an online component to your event enables you to engage donors who cannot attend in person. This dramatically increases the potential of your supporter base. By hosting a silent auction, or online raffle with an incredible auction prize, you, again, encourage sharing. It provides your current network with a great way to engage new supporters, seamlessly, without them having to leave the comfort of their own home.

Case Study: POGO (Pediatric Oncology Group of Ontario) stands out in Ontario’s fundraising scene by consistently offering a themed gala that combines in-person fun with an online shareability. Each year they host a PJ Party, which in itself is unique, but to keep it fresh each gala has its own theme, this year’s was ‘Leap Into The Wild.’ This approach helped POGO create an event donors wanted to attend because they had fun there. Their themes are perfect in an era of social media sharing but in addition to that, their online fundraising portal and silent auction helped those who couldn’t be in the room feel connected to the event, as they could still give!

3. Maximize Sponsorship Potential Through Online Branding

As well as City based fundraisers facing fierce competition for donors, they also often must fight for the attention of the same group of corporate sponsors, especially during peak fundraising seasons. Any way your organisation can offer more visibility to your sponsors is a plus. In this regard, expanding sponsorship visibility beyond the event itself can be a game-changer:

• Offer Prime Digital Real Estate: Use your online event page, donation site, or auction platform to feature sponsor logos prominently. Digital placements in silent auctions, branded auction items, or rotating banner ads provide extended exposure, reaching guests who aren’t physically present.
• Create Engaging Sponsor Features: Beyond logo placements, incorporate sponsor videos, links, or messages that highlight their involvement in your cause. For example, a sponsor “story” section can showcase why the sponsor supports your cause, making it feel like a true partnership.
• Leverage Social Media and Email Promotions: Mention sponsors across your social media channels and in email campaigns. Sponsors appreciate the visibility, and donors see the impact of their support.

4. Use Simple Tech to Understand and Engage Your Audience

In cities, shifting demographics mean your supporter base may have varied and evolving interests. Simple tech tools can help you stay connected to your audience, understand their preferences, and tailor engagement to increase support.

• Centralize Data for a Holistic View of Supporters: A centralized data hub can store key information about your donors and event attendees, making it easy to understand who’s attending, donating, and engaging with your organization. This data helps identify trends over time, like shifts in donor demographics or interests, allowing you to adjust event themes, communication styles, and fundraising strategies to match.
• Automate Guest Messaging for Real-Time Engagement: Automated guest messaging allows you to communicate effectively with attendees before, during, and after the event. Pre-event reminders, day-of updates, and post-event thank-yous can be sent directly to attendees’ phones, keeping them informed and engaged without added manual work.
• Personalize Communication to Strengthen Connection: By using tech tools that integrate attendee data, you can personalize messaging based on guest preferences. For example, incorporating personalized thank-you messages or recognizing guests’ past contributions can make your communications feel thoughtful and strengthen their connection to your cause.

Case Study: Trinity School in NYC, with a small fundraising team, used a data-driven approach to manage an event with over 800 attendees. By centralizing donor information and automating guest communications, they successfully connected with a diverse audience of parents, teachers, and supporters, leading to record-breaking engagement and surpassing their fundraising goals.

5. Break Tradition with Innovative Event Formats

We’ve already discussed the challenges organizations face in engaging with established donor communities in urban areas. These challenges are compounded for those that rely solely on the conventional fundraising approaches currently available. To truly differentiate themselves in cities, organizations may need to break away from tradition. Here are some ways to do so:

• Engage with High-Energy, Interactive Experiences: Unique events like amateur boxing, cooking competitions, or team-based challenges energize donors and attract a diverse crowd. Involving guests directly helps build community excitement and engagement. It also gives people an experience to look forward to.
• Involve Participants Over Time: Multi-week preparation (like training or crafting for competitions) keeps the excitement alive and increases the sense of community in city settings. Attendees can follow participant journeys, building personal connections and anticipation.

Case Study: Fight for Charity in Manitoba illustrates how interactive formats can reinvigorate city fundraising. In this annual event, 24 locals train in boxing over 12 weeks, leading up to a thrilling fight night that includes live raffles, auctions, and donations. This blend of in-person energy and online accessibility has turned it into a marquee city event, bringing diverse donors and generating strong community support.

City fundraising is demanding, but by addressing logistical challenges, leveraging technology, and continuously innovating, you can create a memorable, successful event. Prioritize accessibility, offer unique incentives, and stay in tune with community needs to make your organization a favorite in the urban fundraising landscape. When you’re prepared, persistent, and creative, city fundraising can open up incredible opportunities for success.

If you would like to speak to our experts about any of the strategies discussed, please get in touch.

Jordan Morris

Givergy

Jordan joined Givergy after studying Politics with International Relations at the University of York. He has over two years experience within the charity sector working as a face-to-face fundraiser and as a constituency campaigner. After experiencing the sector from within and knowing first-hand the impact digital solutions can make to fundraising strategies, Jordan is now dedicated to innovating the way charities fundraise to ensure they maximise returns from every fundraising campaign.