Pack the place: 5 tips to increase event attendance

By Laurie Frees

Nonprofit leaders have more reasons to feel optimistic than just the increasing spring sunshine. Total charitable giving is expected to grow by nearly 4% in 2025. And with the right fundraising suggestions and strategies, you can gather the resources you need to further your mission. Events are an important piece of the fundraising puzzle for many organizations. But a successful event requires a strong turnout. Here are five tips to help draw attendees and ensure future fundraising reports are bright and sunny.

Plan thoughtfully and thoroughly

Proper planning can make or break an event. It’s one of the most common reasons for low event attendance. Start with the fundamentals, like date, place and type of event. Scour other event calendars to ensure yours doesn’t conflict with something that draws a similar crowd. Find a location that’s easy to get to and accessible to all. Examine past events to find successes you can learn from. If you have data—like attendance numbers, fundraising totals, online vs. in-person giving, or other points of interest—sift through to help make decisions.

Consider all the pieces that need to come together. For example, if you plan to host a food truck rally, is the location available on your target date? Are your volunteers available to help? Can the vendors you hope to hire make it?

Provide a fresh experience

To draw a crowd, your event should provide value beyond the good vibes of supporting a cause. If a meal is the central attraction, enlist an out-of-town chef or have a local restaurant create something new—something your audience doesn’t already have easy access to. Maybe it’s a signature dessert or a fun entrée named after your cause or organization. If there’s a guest speaker, artist or other entertainment, it should provide an exclusive experience.

Put your own spin on an existing concept. For example, 30% of adults say they’d be most interested in taking part in a large group fitness event fundraiser, like a fun run or walk. Instead of a traditional run/walk, add a twist by encouraging themed costumes. Are you raising money for real-life heroes, like police or firefighters? Participants can dress up like superheroes.

Supporting programs for older adults? Give it a ’60s or ’70s theme. As an add-on donation during registration, participants get a tie-dyed shirt or retro jersey.

Rethink your promotion

Once the foundation is laid, it’s time to spread the word. Use every communication channel available, including newsletters, email blasts, direct mail, social media and your website. Look for low-cost opportunities, like websites that produce local event calendars. If your fundraiser is newsworthy—for example, tied to a holiday or related to recent events in your community—pitch it to local media. Drum up interest from a local influencer. Send a small promotional product related to your event, like a can cooler for a summer concert or a ball and tee tube for a golf outing, to grab their attention.

Think of the different audiences you want to reach and how those groups get their information. You might tailor your messaging on Instagram® differently than with traditional mail. It’s anticipated that 63% of charitable donations will come from individuals or households this year, while 23% will come from foundations and less than 6% will come from corporations. Keep that in mind when prioritizing outreach.

Keep it accessible

The fewer the barriers, the better. If your event requires tickets or an admission fee, consider offering payment plans or creating ticket levels. For example, a fundraising gala might have general admission and VIP options, where premium ticket holders get access to an early cocktail hour, a meet-and-greet with a guest of honor and a commemorative wine glass or charcuterie board. Early bird specials—like discounted admission—can also help make events more affordable. Bonus: Those early sales can provide attendance insights in advance.

Maintain the momentum

Moving forward, try to use each event to promote what comes next. If hosting a summer crab boil or fish fry, let guests know about the Oktoberfest party coming in fall. With enough planning, you can include tickets to an upcoming event as a raffle or silent auction prize. Now that’s thinking ahead!

Collect contact information from supporters using surveys, a guest book or as part of registration. That way you can continue the relationship. After your event, send thank-you cards to attendees. Include details of your next fundraiser and a QR code that directs them to the registration page.

Build buzz to deepen your impact

Fundraising events power many nonprofits. Each event takes hard work, but by thinking through all angles, providing an original experience, properly promoting, keeping it accessible and then building on the momentum, you can entice supporters to show up.

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