Are Your Fundraising Events Still Worth It? A Fresh Look at Strategy and ROI

​At Big Deal Company, we’re proud to support several incredible nonprofit partners with everything from development strategy and campaign planning to event production, as well as internal and external communications. And if there’s one question we hear across the board, it’s this: “Are our fundraising events still worth it?”
 
It’s a great question - and an important one. As fundraising trends continue to shift in a post-pandemic world, many organizations are taking a closer look at how events fit into their overall development plan. Are they bringing revenue? Are they building relationships? Or are they draining resources without delivering meaningful returns?
 
Recently, our team member, Carrie, had the opportunity to dive deep into this topic for her capstone project that was part of her time at the Institute for Leaders in Development. She explored the transition many nonprofits are making - from transactional, event-heavy fundraising models to more transformational, relationship-forward strategies.

​Why the Shift?
Events have long been a go-to fundraising strategy. They create visibility, bring people together, and can be an exciting entry point for new supporters. But they also come with real challenges:

• Rising costs - for venues, food, staffing, and entertainment
• Unpredictable attendance
• Limited long-term donor engagement
• Significant staff time and energy

 
A recent White Paper by Big Deal Company on event trends in Colorado found that over 70% of event hosts reported increased expenses, and nearly 63% saw declining attendance. When the return on investment (ROI) shrinks and burnout increases, it’s time to reconsider how events fit into your fundraising mix.
 
So….Should We Kill the Gala?
Not necessarily. However, we recommend evaluating every event through a strategic lens.

​During an ILD interview with Lizz Helmsen, a consultant with Carter Global - a philanthropic forward nonprofit consulting company- shared her perspective as an “event killer,” but not because she’s anti-event. Rather, she encourages nonprofits to be selective and intentional. Her framework for event evaluation includes three key criteria:

1. Mission Alignment - Does the event clearly connect back to your cause?
2. Engagement & Enjoyment - Is it meaningful and enjoyable for your audience? Are you still “drawing” a crowd?
3. Financial Performance - Does the event net a minimum of $100,000 or deliver significant relationship-building value?

 
Tools for Quantifying Your Events
A simple Event Evaluation Rubric can be used to review past and upcoming events. Ask yourself:

• How much did we raise net of expenses?
• What new or deeper relationships did we form?
• Did this event bring repeatable value - new monthly donors, long-term sponsors, or advocacy?
• Did it feel like it fit our mission and brand?

 
Sometimes, it’s not always about the dollars raised at the event - it’s also about the long-term return. For example, an intimate donor dinner that sparks a $25,000 multi-year gift a few months later could have a bigger impact than a large gala that breaks even.
 
What’s Next? Make the Shift with a Plan
If you’re considering shifting from large-scale events to more relationship-based fundraising, have a roadmap.
 
Here’s what we recommend:

• Audit your current events: Which ones are working? Which ones are draining resources?
• Develop relationship touchpoints: Ensure you connect with donors at all levels - not just major gift prospects.
• Introduce awareness events: Small, invite-only gatherings that connect people to your mission without an immediate ask.
• Train your board and staff: Invest in building a culture of relational giving and long-term stewardship.
• Focus on follow-up: A successful event is only as strong as its follow-through. Personalized thank-you notes, check-ins, and invitations to stay involved matter more than swag bags.

Don’t Forget Your Small Donors
In relationship-focused fundraising, every donor matters. Small, recurring donors are often the backbone of a sustainable giving program. With the right communication and engagement strategies, they can grow into long-term supporters, advocates, and even major donors over time.
 
Let’s Build A Smarter Strategy Together
Fundraising isn’t one-size-fits-all. During her ILD journey, Carrie heard from nonprofit leaders using all kinds of models - some event-heavy, some event-free - and each one had valid reasons for their approach. The key is to be intentional, data-informed, and mission-aligned.
 
At Big Deal Company, we’re here to help you do just that. Whether you’re planning your next signature event or rethinking your entire development calendar, we’re ready to help you ask the right questions and build a plan that works - for your mission, your team, and the community you serve.

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