By: Erin Williams, Professional Fundraising Auctioneer & Consultant
As we reflect on the years following the COVID-19 pandemic, one trend was unmistakable: donors were eager to return to in-person fundraising events. Many nonprofits saw a “bumper gala” year, breaking records and raising more money than ever before. Now, as we approach 2025, the question remains: Are fundraising galas still relevant? Are they worth the investment?
The answer is yes. Today’s fundraising galas continue to prove their value—if adapted thoughtfully to reflect changing donor preferences, economic shifts, and technological advancements. Here’s why galas remain an essential part of the fundraising landscape and how they can be optimized to meet the expectations of today’s donors.
Community Engagement and Relationship-Based Fundraising
Galas offer an unparalleled opportunity for face-to-face connection, bringing donors and stakeholders together to engage directly with the nonprofit’s mission. In a time when many donors prioritize relationship-based giving, the gala setting fosters genuine, meaningful connections. High-profile events like these attract community leaders, media, and influencers, raising the nonprofit’s visibility and often drawing in new interest beyond the usual donor base.
While some may view galas as purely transactional, they also create an emotional connection that is instrumental in building donor loyalty. In a room filled with passionate supporters, nonprofits can initiate and strengthen relationships that inspire continued contributions and long-term commitment.
Storytelling and Mission Impact
Fundraising galas are an ideal platform for storytelling, where nonprofits can highlight the impact of their work through testimonials, video presentations, and personal stories. The experience can be deeply moving, creating a lasting impression. As a fundraising professional, I’ve been part of galas that still bring a tear to my eye years later. This emotional resonance is powerful in motivating giving, as it immerses donors in the mission in a way that few other fundraising methods can.
Through storytelling, galas don’t just ask for donations; they show the life-changing impact of each dollar contributed, reinforcing the value of the organization’s work and building a compelling case for support.
Building a Diverse Donor Base
One of the greatest strengths of a gala is its ability to attract a broad spectrum of supporters, from established major donors to new attendees. While turning gala attendees into major donors may take time, a well-crafted event introduces individuals to the organization and can serve as an entry point for deeper engagement.
One organization I’ve worked with saw a first-time gala attendee become a recurring donor in their first year, a sponsor in their second, a board member in the third, and a major donor by the fourth. The takeaway? The potential relationships formed at a gala can evolve over time in meaningful, transformative ways, contributing to a diverse and committed donor base.
A Complement to Other Fundraising Efforts
A well-planned gala does not need to compete with or replace other fundraising methods. Instead, it can complement a diversified approach that includes major gifts, grants, recurring donations, and more. Managed effectively, galas offer an additional revenue stream while enhancing other relationship-building efforts.
When integrated thoughtfully, galas strengthen an organization’s overall fundraising portfolio, adding value without detracting from other important initiatives. They create an annual touchpoint that, year after year, can energize the community and galvanize continued support.
In today’s dynamic fundraising environment, a thoughtfully executed gala remains a valuable tool in a nonprofit’s arsenal. By blending relationship-building elements with community engagement, brand visibility, and revenue generation, a gala can serve as a cornerstone of a diversified fundraising strategy. For nonprofits committed to building and maintaining strong donor relationships, the gala—when done well—continues to be a relevant and powerful avenue for impact.
With the right approach, nonprofits can harness the enduring potential of galas to inspire generosity, engage new supporters, and fuel their mission for years to come.
If you have questions or thoughts, I’d love to hear from you! Please feel free to email, erin@raisingpaddles.com
