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The Sarah Best Strategy Blog

Explore marketing tips and tricks to help you shine in the digital space.

Fundraising Despite Disruption: 5 Tips for Moving Events Online

4/24/2020

 
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'Tis the season for event planning, but how do you plan an event when donors are sheltering in place? Crossroads Fund is a public foundation that supports nonprofits and groups in the Chicagoland area working on social, economic and racial justice. 
 
The transformation of their popular annual "Seeds of Change" spring gala into a vibrant online celebration--complete with DJs and awards--offers a great example of how to pivot from a traditional offering to an online format that is still full of celebration (and still meets fundraising goals).

Here are our 5 top tips for moving events online.

#1: Cross-Promote the Event Across Platforms

Crossroads Fund decided to move their one-night event into a weeklong Zoom celebration with an online silent auction, live DJ sets, and dance party--and were successful in raising $135,000 (and counting).

​Their online event captured the joy of their annual in-person event, which is both a fundraiser and a social gathering, bringing the feel of a venue-based party to a digital space.
View this post on Instagram

A post shared by Crossroads Fund (@crossroadsfund) on Apr 2, 2020 at 10:54am PDT

View this post on Instagram

A post shared by Crossroads Fund (@crossroadsfund) on Mar 29, 2020 at 9:38am PDT

The foundation took advantage of many social media platforms in their communication about the event, including Facebook Live, Instagram Stories, your Facebook and Instagram news feeds, and Facebook event pages.

#2: Elevate People Who Honor Your Mission

Facebook Live gave Crossroads Fund a way to celebrate award-winners in real time. Awardees help attendees get fired up to carry on the fight for social justice, and to open their wallet to support this important work. 

Award-winners are often a key driver of connection for the event and can help motivate a decision to give.
View this post on Instagram

A post shared by Crossroads Fund (@crossroadsfund) on Mar 30, 2020 at 5:13pm PDT

#3: Create an Easy-to-Remember Landing Page URL & Use a Virtual Hashtag on Every Post

Crossroads Fund's easy-to-remember landing page URL was a key for driving action off of the social posts related to the gala. By driving all event-related activity to one landing page, they made it simpler for their audience to respond to their main call to action: Donate.

They also created a hashtag for their virtual event, #virtualseeds, which empowered all participants to spread the word. This type of tagging builds brand recognition and creates a ripple effect that can hook new viewers into learning more, or participating.

#4: Deploy Consistent Visual Branding Across Social Media Channels

Crossroads Fund did an excellent job keeping its eye-catching images consistent across the many social media channels it utilized for the event. Their decision to choose bold colors and use consistent fonts, images, and messaging that were clear helped donors quickly and easily identify their event and stay alert to new information.

#5: Tap Into Staff, Board, and Others to Create Compelling Appeals

One of the most compelling opportunities that social media presents us with is the opportunity to speak in a direct and personal way about the causes that are so important to us, and to make personal requests to give.

Crossroads Fund's staff, board, and host committee made compelling, direct appeals through pre-recorded video and participation in the nightly Zoom celebration. Their stories helped attendees feel more engaged and put familiar faces front and center.
View this post on Instagram

A post shared by Crossroads Fund (@crossroadsfund) on Apr 2, 2020 at 2:47pm PDT

View this post on Instagram

A post shared by Crossroads Fund (@crossroadsfund) on Apr 3, 2020 at 3:23pm PDT

View this post on Instagram

A post shared by Crossroads Fund (@crossroadsfund) on Mar 31, 2020 at 4:19pm PDT

View this post on Instagram

A post shared by Crossroads Fund (@crossroadsfund) on Mar 29, 2020 at 3:40pm PDT

What We're Reading

Not sure how to adapt or promote your spring fundraiser? We can provide remote consulting--and help you strategize how to work remotely with staff and volunteers. 
 
Crossroads Fund is offering a Virtual Fundraising Grassroots Webinar, scheduled for May 5, 2020, where they'll share what they learned from their Seeds for Change event.
 
Here are some of our favorite resources you can peruse for ideas on moving your event online:
 
  • If you're grappling with how to transition a 5K, Gala, or Appreciation Dinner from face-to-face to fully online, check out From In-Person to Virtual: How to Maximize Your Fundraising Event Revenue, which includes excellent examples and tips (Classy)
  • Learn How to Recession-Proof Your Fundraising so you can hit your revenue goals even during an economic downturn, including boosting your social media posts and setting up recurring gifts (Network for Good)
  • Videos are a fantastic way to connect with donors and drive emotional connection. See some great examples and gather a few useful pointers so you can learn How to (Easily) Thank Donors with Video (Classy)
  • Find COVID-proof strategies for handling events, fundraisers, dinners, content, appreciation and more in Coronavirus Impacting Your Nonprofit? Here's What to Do (Network for Good) 
  • If you're waking up in the middle of the night yelling "Help! Coronavirus Might Force Me to Cancel My Fundraising Event," this Ask a Fundraising Coach post will help you create a Plan B (Network for Good) 
 
Learn more about our services on our website. Nonprofits and faith organizations can also sign up for a free 30-minutes consultation to get help with marketing, Zoom, SEO and more. Nonprofit organizations can sign up here. Faith organizations can sign up here.

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Genevra Gallo-Bayiates

Author

Genevra Gallo-Bayiates is a writer and social justice advocate with a passion for history and personal narratives. Genevra has a B.F.A. in Theatre Studies and an M.S.Ed in Educational Psychology, which has led to a work history spanning multiple industries, including for-profit corporations, nonprofit organizations, higher education, and the arts. Her journalism and essays have appeared in CMA Today, Time Out Chicago, the Chicago Red Streak, and Haymarket Books. Her playwriting has been published by Playscripts, Inc. and Commonplace Books.


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