Can Events Still Help Our School? 

How do I make them effective? 

By Ruston Pierce
Fundraising & Capitol Campaign Manager | Fortify Foundation

In the ever-competitive world of school fundraising, it’s easy to think that once an event is over, the opportunity has passed. But that’s far from true. Events — even after they conclude — can continue to drive donations, build relationships, and strengthen your mission when leveraged correctly.  Many schools have noticed the trend that event-driven fundraising has become difficult.  Poor attendance, overworked employees, fatigued volunteers, and insufficient giving have become consistent with many fundraising events.  Do events still work?  Is there anything we can do to make them effective? 

5 Types of Events That Can Still Drive Fundraising Impact: 

All school’s circumstances are unique and different.  Some of these event ideas will work in some communities but not in others.  As you consider these events, please do so with the lens of, “Will this work for our community?  Are there any obstacles that could make this event problematic?”  If the answer to those questions is confusion or hesitancy, it probably won’t work, and you should consider a different option. 

1. Galas or Benefit Dinners or In-Home Gatherings 
These high-impact events often attract big donors and key stakeholders. Even if the event is over, you can: 

• Share post-event videos and highlight reels. 
• Follow up with attendees thanking them personally. 
• Promote donation matches or extended giving campaigns tied to the event’s theme. 

Follow-up idea: Send a post-event impact report showing how funds raised are being used. 

Watch out!  If you don’t have the staff or volunteer numbers to host a gala, the In-Home Gatherings could be perfect for your school.  Focus on hosting smaller numbers in more frequent, intimate gatherings. 

2. Golf Tournaments, Skeet Shoots, or Charity Walks/Runs 
These are often more grassroots and inclusive. Participants might still be in a giving mindset. 

Follow-up idea: Reach out to participants with photos, results, and stories — then offer a chance to contribute again, especially if a donation goal wasn’t met. 

Watch out!  Have reasonable goals for the amount raised.  Note: these type of events do not always manifest the biggest raises.  An average may be around $10,000-$20,000 for this type of event for a point of reference. 

3. Workshops or Awareness Events 
Events that are educational or mission-driven can engage people emotionally and connect them to your mission.  You can also use these types of events to promote nontraditional giving opportunities such as planned giving / estate planning. 

Follow-up idea: Send a thank-you email with a quick survey, then invite attendees to donate or become monthly supporters to continue the learning/action. 

Watch out!  It is easy to forget follow up at these types of events.  Make sure your school focuses on cultivating long term relationships with these attendees because they will most likely be delayed supporters. 

4. Online Campaigns or Virtual Events 
Virtual fundraising events can have a long digital shelf life. Recordings, recaps, and graphics can be repurposed and used annually to create consistency in how you crowd source giving. 

Follow-up idea: Create a “missed it live?” campaign offering people a chance to view and donate afterward. 

Watch out!  Reference your online giving options frequently throughout the school year or people will forget it’s available.  The idea of your online being out of sight and out of mind is very real.  You must keep it present for your audience who isn’t actively looking for it. 

5. Silent Auctions or Raffles 
Even if bids are closed, you can still engage people who didn’t win but were clearly interested. 

Follow-up idea: Offer a “second chance” mini-campaign or donation incentive for those who participated but didn’t win. 

Watch out!  Follow up on these types of events should not be strategic and well timed.  If you send too many communications, it will be perceived by the audience as pushy and invasive.   

Post-event follow-up is your secret weapon — if done thoughtfully it can be very effective.
Here’s a step-by-step approach: 

1. Segment Your Attendees  – Don’t send the same email to everyone.
Break your list into: 

• Donors 
• Non-donors 
• Volunteers 
• First-time attendees 
• Long-time supporters 

Tailor the message to their role and experience.  If possible, avoid letting volunteers be involved in this process.  Donors need to know that you have protected their giving information from volunteers who do not need to see that information. 

2. Say Thank You   – Within 24–72 hours of the event send a thank you of some kind.  This is a fantastic role for volunteers to play.   

• Send a personalized thank-you note or email. 
• Include event highlights, photos, or videos. 
• Attempt to add a personal note. 
• Make gratitude the main point! 

3. Share the Impact 
Once funds are counted, communicate transparently if you achieved the goal or not.  Include a reminder of how the funds will be stewarded for mission impact. 

• How much was raised? 
• What that means in real terms (e.g., “You provided financial assistance for 40 families.”) 
• What’s next and how can the attendee stay involved? 

4. Make a Secondary Ask — Strategically  – Once gratitude and impact have been communicated, follow up with: 

• A chance to become a recurring donor 
• Matched giving opportunities 
• Invitations to future events or volunteer roles 

5. Keep the Relationship Going  – Think beyond donations: 

• Invite feedback with a survey 
• Add them to your newsletter 
• Offer exclusive updates, behind-the-scenes content, or success stories 

Pro Tips for Event Follow-Up Success 

• Use visuals: Photos and short videos from the event help rekindle emotional connection. 
• Time it right: Space follow-ups out — don’t overwhelm inboxes right after the event. 
• Leverage social media: Create post-event hashtags, tag attendees, and keep the conversation alive. 
• Automate wisely: Use your CRM to automate emails but personalize where possible. 

Events don’t end when guests walk out the door or the livestream ends. With a well-planned follow-up strategy, they can continue to spark generosity, build community, and further the mission of your school. Dig into that attendee list, fire up your email platform, and keep the momentum going.  Your next big donation might just come after the party’s over.