Human beings have always gathered.
Long before conference centers, banquet halls, or virtual meetings existed, people gathered around fires, in homes, in marketplaces, and in sacred spaces.
We gathered to tell stories, celebrate, exchange ideas, solve problems, laugh, eat together—and to belong.
The way we gather has changed enormously, but the fundamental reason has not.
We gather to connect.
And this is where to start with planning an event.
Start With Why You Are Gathering
When a nonprofit begins planning an event, it is easy to immediately start thinking about the logistics.
What is our budget?
Where will we hold it?
How many people can we invite?
What will we serve?
Do we need entertainment?
How much money do we need to raise?
All of those questions will need answers. But they aren’t the first questions to ask.
Before you decide what the event will look like, ask:
Why are we bringing these people together?
And then go deeper.
What do we want people to experience?
How do we want them to feel?
What relationships do we want to strengthen?
What do we want them to understand about our organization?
What do we hope happens because they attended?
This is the foundation for everything that follows.
The Money Will Follow
For many nonprofits, when I ask, “Why are you having this event?” the immediate answer is:
“To raise money.” “It’s a fundraiser!”
But raising money is NOT the purpose of the event.
Why?
You can’t invite money to a party . . . you invite people!
The purpose is to bring people together
The Principle is:
When You Have fun and Create Community,
The Money will Follow, the Buzz Will Follow, the Memories Will Follow.
These are the by-products of focusing on having fun and creating connections – which is how we build relationships.
Nonprofit events are FUNraisers and FRIENDraisers.
It’s about building relationships and growing a community around the organization and its mission.
When guests feel welcomed, when they enjoy themselves, when they connect with one another, and when they feel part of something meaningful, they naturally want to stay connected. They talk about the experience. They tell other people. They come back. And they are more likely to support the organization in many ways.
Rather than beginning with, “How much money do we need to raise?” begin with a different question:
“How can we create an experience where people have fun, build relationships, and feel part of our community?”
Get that right, and so much else can follow.
Connection Doesn’t Happen by Accident
It is easy to assume that because we put people in the same room, connection will happen.
Sometimes it does.
But meaningful connection can also be intentionally designed.
Think about the experience through the eyes of your guests.
How are they welcomed when they arrive? Is someone there to greet them personally? Do they immediately understand where to go and what is happening?
Does the room invite conversation? Are there opportunities for people to meet one another? Does the program help guests understand not just what your organization does, but why it matters?
Are board members, staff, and volunteers focused only on their assigned tasks—or do they understand that one of their most important roles is connecting with the people who came to support the organization?
These may seem like small details, but they are not.
They are the event.
They are the moments that communicate: We’re glad you’re here. You matter to us. You are part of this.
Community Is the Long-Term Goal
One successful event can raise money.
But a strong community can support an organization for years.
When people feel connected to your mission—and connected to the people behind it—they are more likely to stay involved. They may attend another event, volunteer, introduce a friend, become an advocate, serve on a committee, join the board, provide other gifts and benefits, and continue giving.
That is why the purpose of nonprofit events goes far beyond what happens on one particular evening.
You are building a community of support around your mission.
And that begins with connection.
Before you choose the venue, create the budget, hire the caterer, design the invitation, or begin selling tickets, come back to the most important question:
Why are we gathering?
If you begin there, the answers to many of the other questions become much clearer.
A Question to Consider
For your next nonprofit event, how will you intentionally create opportunities for people to have fun, connect, build relationships, and become part of your community?