The Future & Reinvention of Fundraising Events

Article by Mel Ulle

Securing corporate sponsorships and maximizing event impact is more challenging than ever. Events must create meaningful, mission-driven experiences to engage donors. From sponsorship strategies to gala best practices, these insights will help you adapt, connect, and thrive in today’s changing landscape.

Expert Advice

1. Create a “Sense of Awe” by carefully planning how the event will emotionally resonate with guests and connect them to your mission.
2. Remember that an engaging experience starts with the invitation and continues through a strategic thank-you campaign to maximize impact.
3. Events should strengthen year-round donor engagement by building connections and community around your mission. Success depends on thorough follow-up.
4. Secure auction items and paddle raise commitments in advance to meet fundraising targets.
5. Develop a contingency plan. The most unpleasant meeting we have is the week before the event to anticipate what can go wrong and plan how we’ll handle it.
6. Post-COVID insight: People crave in-person socializing. Create dedicated networking spaces before the program to minimize disruptions during presentations.
7. Remember, it’s not about you. The worst events focus on ego, excessively praising board members and sponsors. Instead, recognize people and companies organically and center planning around attendees’ experience and connection to your mission.
8. Prioritize quality over quantity. Consider a smaller, more intimate venue with carefully selected guests committed to your mission.

Gala Trends: 2025

1. Avoid silent auctions—they don’t provide enough return on investment.
2. Focus on paddle raises rather than live auction items—this directly connects donors to your mission and maximizes community impact.
3. Traditional table envelopes remain effective.
4. Place QR codes on tables and throughout the event for easy, contactless donations. While this option should be available, guests often prefer to stay off their phones during events.
5. The QR code should not replace the paddle raise. There is value in healthy peer pressure around giving.
6. Is a theme important? A consistent name and time of year matter more than a theme.
7. Secure minimum bidders for live auction items before the event.
8. Keep programs concise (75–90 minutes), including speakers, live auction, and paddle raise.
9. Expand reach through social media live-streaming and QR codes to enable remote supporters to donate and participate.
10. Whenever possible, show concrete, experiential examples of how donations will be used.
11. Never underestimate the value of program rehearsals.

Sponsorship Trends

1. Corporate sponsorships have declined steadily over the past two years, making securing sponsorships more challenging in today’s environment.
2. Return on investment is the top priority for companies’ marketing and CSR budgets. Demonstrating ROI significantly improves your chances of success.
3. Research and understand the business landscape of potential corporate partners. This knowledge enables more meaningful conversations about their priorities.
4. Focus on hyper-local, private companies rather than public corporations. These local businesses are often more mission-driven and can make decisions quickly without requiring approval from out-of-state headquarters.

Bringing It All Together

By staying strategic, intentional, and attendee-focused, you can increase engagement, secure stronger sponsorships, and maximize fundraising success. Whether building partnerships with local businesses, crafting an unforgettable event experience, or refining your gala strategy, these insights will help you create meaningful connections that drive real impact.