Post-Fundraising Event Strategy: Convert Donors Into Recurring Supporters
Insights from Mike Hewitt, Managing Director of Philanthropy
Fundraising event at Ballyhack Golf Club
Creating a Post-Fundraising Event Strategy That Works
Congrats! You just hosted a successful fundraising event for your nonprofit. The tables are coming down, the last guests have left, and you can finally take a breath. But before you shift gears, ask yourself—what happens next?
A well-executed event is just the beginning. Your real opportunity lies in what comes after: transforming one-time attendees into long-term supporters. Yet, NonProfitPRO reports that 56% of nonprofits don’t have a donor engagement strategy. Without a clear plan, you risk losing momentum, missing out on future donations, and failing to deepen relationships with those who just showed up for your cause.
So, as you gear up for your next gala, auction, golf tournament, or charity event, what’s your post-event engagement strategy? If your answer is, “We send a mass thank-you email and share fundraising totals,” it’s time to rethink your approach. This guide will take you through post-fundraising event strategies and how to convert donors into recurring supporters. You’ll learn smart, effective ways to retain donors, strengthen connections, and ensure your fundraising success doesn’t end when the event does.
Why Post-Event Strategy Matters
Effective post-event follow-up is a vital first step toward planning next year’s event and cultivating long-term supporters. Retaining donors isn’t just about securing another gift—it’s about building lasting relationships. A strong post-event strategy helps maintain the momentum and goodwill from your event while deepening donor engagement.
Understanding the Challenge: Why Donors Disengage
The Retention Gap
According to Fundraising Report Card, the average year-over-year donor retention rate in the nonprofit sector is just under 35%—meaning more than half of donors choose not to continue their support each year. Why? Common reasons include:
Lack of follow-up: Donors only receive generic “thank you” emails with no meaningful next steps.
Unclear impact: They don’t see where their contributions are going or how they make a difference.
Missed engagement opportunities: Nonprofits fail to personalize outreach or leverage donor data effectively.
The Consequences
Failing to engage donors after an event can be costly. On average, nonprofits spend $1.50 per dollar raised to acquire a new donor, but only $0.20 per dollar raised to retain an existing one. Neglecting post-event stewardship can also lead to:
Missed opportunities for sustained funding
Weakened relationships with supporters
Decreased donor lifetime value
Strategies to Keep Donors Engaged Post-Event
Share video to social media post-event
Educate & Inspire
The more informed your donors are about your organization, the more likely they are to stay engaged. Use various platforms—website, social media, email, etc.—to share updates and demonstrate the impact of their support. Being transparent and engaging ensures donors feel emotionally connected to your cause and understand the tangible impact of their contributions.
Share success stories that spotlight how donor contributions are making a difference.
Leverage multimedia such as videos, infographics, and testimonials to make your messaging more compelling.
Provide clear, actionable updates showing exactly how funds are being used and the progress made.
Create Personal Connections
To help donors feel valued beyond their financial contributions, it’s essential to understand who they are and how they engage with your nonprofit. Be sure to engage all types of donors: individual donors, auction item and other in-kind donors, volunteers, and more. Collect useful data on donor demographics (e.g., age, gender, occupation) and event engagement (e.g., how they heard about the event—social media, word of mouth, email). This data enables you to personalize your outreach and optimize your future events.
Segment your donor list to tailor follow-up strategies for first-time attendees, repeat donors, and potential high-level supporters.
Leverage personal connections by involving board members and leadership team members who likely have direct relationships with some of your donors.
Stay in regular contact—whether via email, phone calls, text messages, or social media updates—donors should feel continuously engaged with your organization.
Diversify Communication Channels
Different donors prefer different communication methods, so it’s vital to know their preferences. A multi-channel approach ensures that no one feels neglected or unappreciated. By diversifying communication, you cater to each donor’s preferences and deepen their emotional investment in your cause.
Handwritten notes convey a personal touch that feels sincere and thoughtful.
Exclusive post-event briefings (e.g., emails or virtual meetings) provide deeper insights into how funds are allocated and the impact achieved.
Hosting one-on-one meetings or donor appreciation events (virtual or in-person) fosters personal connections and helps reinforce the donor's commitment to your mission.
Leverage Data for Deeper Engagement
Understanding donor behavior is crucial to shaping your outreach efforts. The more you know about your donors, the more effective your engagement can be. Using data insights helps you create more relevant, meaningful experiences for your donors, which leads to stronger, long-term support.
Track auction activity: Which items sparked the most interest? This helps you understand donor preferences and can guide future event planning.
Identify first-time attendees: Personalize their experience with a welcome message that introduces them to your nonprofit’s mission and invites them to stay engaged.
Capture detailed contact information: This information from sponsored tables or event attendees can be used to expand your database and open doors for future engagement opportunities.
Analyze giving patterns: Understanding donation habits can help you craft personalized giving opportunities and create targeted appeals.
Lanto Griffin takes time to meet Lanto Charity Classic attendees and take a photo with them.
Pro tip from Mike: Being present at your fundraising event is a goldmine for donor insights. Observe, listen, and track auction preferences and key interactions. Be diligent about capturing notes in real-time and share them with your team post-event to personalize follow-ups and strengthen donor connections.
Foreshadow Future Opportunities
Keeping donors engaged means keeping them excited about what’s coming next. Donors want to know how their ongoing support is integral to the nonprofit. By offering forward-looking opportunities, you ensure donors stay excited about your mission and continue to see the impact of their involvement.
Promote upcoming events early and give donors VIP access or exclusive insider updates so they know they are valued partners.
Offer donor-driven experiences, such as small-group site visits, exclusive Q&A sessions with leadership, or volunteer opportunities tailored to donors’ interests. These experiences provide deeper engagement and strengthen the connection between your nonprofit and its supporters.
Retain donors by offering opportunities to engage directly with key decision-makers and influencers within the organization.
Pro tip from Mike: Encourage early registration by offering unique perks—sponsorship exposure, premium seating or tee assignments, corporate naming, or exclusive add-ons. Engage companies that provide in-kind donations, allowing you to give back to donors without extra cost to your organization.
Learn How To Use Experiential Fundraising as Major Donor Stewardship.
Timeline for Effective Donor Engagement
Incorporate the strategies to keep donors engaged post-event throughout this timeline. Your approach may vary depending on your relationship with the donor and proximity. If you're nearby, a coffee meeting might be best. If distance is a factor, a phone call could be more effective. Some donors may prefer text messages over emails—understanding their preferences is key to fostering long-term support. You don’t have to do it all yourself. Assign staff to connect with new guests and board members to engage major donors and key prospects.
And remember, engagement extends beyond donors. Be sure to connect with corporate sponsors, community partners, attendees, volunteers, speakers, auctioneers, entertainers, and emcees. Every relationship plays a role in your organization's success.
Day After the Event
Be prompt with a thank-you message. Ensure donors receive a heartfelt, customized email, text message, or call expressing gratitude for their support.
Post-event highlights on social media. Share photos, videos, and key achievements from the event to reinforce excitement and visibility.
Ensure leadership outreach. Board members or key stakeholders should call top donors to thank them personally.
Get handwritten thank-you notes in the mail. A personal touch goes a long way in making donors feel valued.
Pro tip from Mike: Personalized, handwritten notes are not a thing of the past.
One Week After the Event
Share an impact summary. Communicate to attendees how the event funds will be used, and any immediate outcomes.
Survey attendees. Gather feedback through a short, engaging survey to learn what resonated most and how to improve future events.
Identify first-time donors. Segment new supporters and ensure they are introduced to your organization’s mission and team.
One Month After the Event
Highlight donor impact through storytelling.
Share stories of beneficiaries to create an emotional connection. Feature testimonials, interviews, or case studies that demonstrate tangible change.
Host a virtual or in-person follow-up event. Create an exclusive opportunity for donors to engage further, such as a behind-the-scenes tour or a leadership Q&A session.
Encourage continued involvement. Offer volunteer opportunities, advisory roles, or exclusive updates to deepen donor connections.
Three to Six Months After the Event
Provide updates on how funds are being used. A progress report or impact video reinforces transparency and trust.
Invite donors to upcoming initiatives. Offer early access to future events or special donor-only experiences.
Encourage recurring donations. Introduce monthly giving programs with clear benefits and impact explanations.
Utilizing multimedia content (videos, infographics, testimonials) to highlight success stories.
Sending personalized impact reports detailing how their contributions have been used. Provide specific metrics, stories of impact, and future goals their support helps achieve.
Personalized outreach to past attendees. Ensure key donors receive personal invitations to your next event.
Next Steps & Conclusion: Make Every Event Count
Your event is more than a one-night affair—it’s a launching pad for lasting donor relationships. By implementing a thoughtful post-event strategy, you’ll ensure donors feel valued, engaged, and excited to support your mission year after year.
Ready to get started? The next step is to audit your current post-event strategy: What’s working? What’s missing? Once you’ve identified areas for improvement, use this guide on post-fundraising event strategy to convert donors into recurring supporters and create a post-event plan that works.
Mike Hewitt, Managing Director of Philanthropy is proud to offer nonprofits one of the most unique in-kind experiences in golf through Dormie Network Foundation’s nonprofit programs. Connect with Mike on LinkedIn to learn more about his work and how he’s supporting nonprofits through his two greatest passions—helping others succeed and of course, golf.
At Dormie Network Foundation, we are committed to helping nonprofits build stronger donor relationships and achieve lasting success. If your organization is seeking support to elevate its fundraising efforts, request consideration today.
Mike Hewitt, playing a round at Dormie Network’s new course in Maxwell, Nebraska, GrayBull Club during construction in 2024.
