Making Your Gala Non-Traditional: 3 Important Steps
Creating a non-traditional gala offers an opportunity to further engage your community and develop relationships in unique and meaningful ways. In addition to raising money, these are the few main functions of a gala: to create an opportunity to gather, to celebrate the nonprofit’s accomplishments and impact, to educate people on the organization and the need for its existence, and to have interactions that enlighten your supporters.
The fact of the matter is: we have spent the past year in virtual gala mode and will likely be moving back to an in-person experience soon. There is a lot to learn from these extenuating circumstances and we should take these lessons with us in planning hybrid events until larger gatherings are more acceptable and safer.
Galas are one of the best way to honor your organization’s work and to connect with donors. A formal in-person event is no longer the expectation, as preference continues to grow for more unique ways of engagement. A more favorable option is a major virtual event which can be appreciated by anyone from the comfort of their home.
This article will review some tips on how to ensure that your non-traditional gala is a successful one:
Create an immersive experience
Prioritize and encourage peer-to-peer interactions
Have fun!
Galas are an essential part of building community. An effective event will translate to increased public awareness of your nonprofit and more motivated donors.
This is the year to tap into virtual experiences and digital avenues for fundraising. Platforms like Tiltify, Broadway Unlocked, and the YouTube Nonprofit Program are designed for nonprofit clients to engage their audiences. These sites offer full-service fundraising platforms with live-streaming and live chat. Alternative platforms like Twitch and Zoom may not be specifically oriented for non-profit fundraising but still offer accessible and valuable assets that can be utilized to maximize your gala’s reach.
In the transition to a more virtual experience, keep in mind what strategies have worked in previous events that your organization has hosted. Retain key parts of your brand identity throughout the event and remind attendees what makes your work special. A tasteful mix of the familiar with innovative ideas will create a lasting impression.
Sensational Engagement
At this point, so many of us are accustomed to staring at screens for hours a day. Consider how exciting it will be to receive an invitation to a “non-traditional” gala. Pique your audience’s curiosity and give them something unexpected. Given that physical presence is one of the biggest obstacles nowadays, take the time to engage the audience’s five senses to curate a memorable time.
Touch
Send registered participants a goodie bag in advance of the event. Include small gifts such as a keepsake, T-shirt, sticker, poster, or postcard. Think of an item the participant can make use of during the gala or share with a friend afterwards.
Sight
Create an interesting visual experience during the event to sustain engagement. Share a highlight reel of organizational accomplishments or pictures of events and behind-the-scenes work.
Pay close attention to background imagery. Consider offering a fun downloadable background for audience members to use during the event.
Hearing
Invite a musical guest.
Rotate speakers to avoid monotony.
Curate a playlist to accompany the event.
Taste
Virtual cooking class or mixology experience.
Food and drink suggestions to pair with the event.
Discount on food delivery service.
Smell
Suggest or offer a specific candle, essential oil, or incense to create an at-home ambiance.
Food suggestions works to engage smell, too.
Each individual’s senses will be carefully engaged, leave a lasting memory. Planning a celebratory, strategic event with the participant’s point of view in mind will enhance the non-traditional gala experience.
Encourage Networking
A major aspect of the in-person gala is networking. In a virtual setting, unstructured casual conversations are hard to recreate, and people may miss that. Casual and chance interactions that occur in-person without prompts can be the most fruitful conversations in unexpected ways. Remember that we are all social creatures craving that normalcy that comes with in-person gathering. Humanize the organization by giving your audience direct interactions with program staff, board members, and past donors.
Try to foster interactions in a way that makes sense for your gala, whether it be in a small breakout room setting or prompting the group at large. Create opportunity for interactions in a hands-on way. Mentimeter is a free polling tool for engaging audiences of all sizes, where everyone can contribute using a smartphone. Provide conversation prompts or questions for viewers to think about at home or to discuss with each other. You want your organization’s content to have an impact, to leave an impression that will have viewers advocating for your work with their colleagues.
Make attendees feel comfortable and remove barriers whenever possible. Open the live chat to everyone (with moderators on standby). Build relationships that are meaningful and lasting by carving out time specifically for attendees to network. Using platforms that are not specific to non-profits increases accessibility. Attract a younger more dynamic demographic through the ease of participating in your virtual non-traditional gala. Seamlessly integrate social media opportunities, like photo-ops, to encourage the audience members in sharing their non-traditional gala experience.
The fun part about virtual networking is the flexibility of it. From the attendee’s perspective, attending a virtual gala can be less intimidating and time consuming than having to travel to an in-person event. With less barriers to entry, there is an opportunity for attendees to consider a greater variety of events available to them. You want your nonprofit’s gala to sound interesting enough for supporters or potential donors to seriously consider it as a meaningful way to spend their time.
Make it Fun!
Inspire support of the organization by sparking passion. Remind attendees why your work is so imperative. Keep things light and whimsical to instill a comfortable feeling for attendees. Think of your gala as a way to capitalize on the value of direct interactions with your audience, especially in terms of building community and fundraising.
Strategic concept ideas for lively non-traditional galas:
Webinar — A presentation by board members/program staff to highlight current initiatives and organizational goals. Or a tailored conversation between professionals with experience related to the scope of your work. Think about including celebrities or leaders in the field to increase excitement or interest. Record key moments and share them on social media.
Virtual run or bike-a-thon or outdoor exercise — Leaves a lasting impression and gets people moving! The whole family can be involved.
Online auction / raffle — Transition this typical gala component to the virtual world.
Virtual tour — Offer a virtual tour of your office, rehearsal space, or within the community that you work for. Create a “behind the scenes” experience of the work being done.
Virtual happy hour or coffee break — Ease tensions around formal gala attendance with this low stress option. Offers a laid-back opportunity to engage with community members.
Cooking lesson — An interactive way for attendees to collaborate with their household members and your organization simultaneously.
Online dinner party & performance — Taking notes from the more traditional gala format, create a performance that people can appreciate, but from the comfort of their home. Encourage people to dress up, provide a food and drink kit, and imagine the entertainment and interaction of a gala with the comfort of being in a familiar environment.
Trivia or game night — A way to build community within your organization. Attendees can bring their own teammates or be drafted as free agents. Breakout rooms and live polling can really liven up the event.
Arts and crafts — Hands on and family friendly way to engage attendees. Creates a keepsake to remember the night by!
While these are all planned as an in-home activity for the audience, in-person and socially distanced galas will be making a comeback. Anticipate a growth in a hybrid model of virtual and in-person events.
Conclusion
Take advantage of the ability to connect with donors and prospective donors in a global way. The virtual setting allows for a broader audience. Be mindful of people’s time and leave attendees feeling fulfilled. Frame your non-traditional gala as a multifaceted affair with something for everyone. Be sure to make time to cultivate donors and strengthen those relationships, to create an opportunity for prospective donors to learn more about the progress to be made, and to catch the attention of anyone who comes across the event. The hybridized model of events and networking offers the attendees greater agency in how they spend their time and money. Characterize your gala with accessibility, valuable networking, and a lively experience to attract the right donors.
To learn more about building meaningful relationships with donors, consider these additional resources:
Choosing the Right Prospect Research Consultant: Prospect research is the process that allows nonprofit organizations to discover those prospects most likely to make an impactful contribution.
Step-by-Step Fundraising Plan Template for Nonprofits: Without a solid strategy in place, the tasks of setting fundraising goals, identifying target donors, and developing outreach tactics become infinitely more difficult.
5 Ways to Use the Data in Your Donor Management Software: Using data to optimize your approach will help you conduct more effective outreach—potentially saving you valuable time and money.