By: Scott Jones, Senior Partner Raising Paddles, MPA, CFRE, CAI, BAS
Thursday Galas: A Bold Move or a Missed Opportunity?
When planning a fundraising gala, one of the biggest decisions a nonprofit faces is choosing the perfect day to host the event. While Fridays and Saturdays are traditionally popular, Thursday galas are emerging as a strategic alternative. But is shifting to Thursday worth the risk? Let’s explore the pros and cons of hosting your event on a Thursday versus a weekend.
The Case for a Thursday Gala
✅ Lower Costs & Vendor Availability
Weekday events often come with reduced venue costs, allowing nonprofits to stretch their budgets further. Vendors, such as caterers and photographers, are also more available, meaning organizations can secure top-tier services without competing with weekend weddings or corporate events.
✅ Less Competition for Attendance
Hosting a gala on a Thursday means fewer scheduling conflicts. Weekends are packed with social events, weddings, and other nonprofit fundraisers. A Thursday event minimizes competition, boosting attendance from dedicated supporters who might otherwise be pulled in different directions.
✅ Focused & Engaged Audience
Thursday attendees are likely to be mission-driven supporters rather than weekend socialites attending for entertainment. This could lead to more meaningful connections with your cause, better engagement with silent auctions, and stronger donation pledges.
✅ Flexible Scheduling for Professionals
For working professionals, a Thursday evening event allows them to participate without giving up weekend plans. Ending the event at a reasonable time ensures guests can attend while still meeting their work obligations the next day.
The Drawbacks of a Thursday Gala
❌ Workday Fatigue & Shorter Attendance
Guests may arrive after a long day at work, impacting their enthusiasm and energy levels. Unlike weekend events, where attendees are relaxed and ready to celebrate, a Thursday crowd may be more reserved and prone to leaving earlier.
❌ Limited Travel Flexibility
Out-of-town guests might find it difficult to attend a midweek event due to work and family obligations. Weekend galas allow people to travel without disrupting their work schedules, increasing the likelihood of attracting major donors from different locations.
❌ Reduced Corporate Sponsorships
Some businesses are more likely to commit resources—such as tables, donations, or executive attendance—on weekends when their leadership is available. A Thursday gala might result in fewer corporate contributions.
❌ Less Social Atmosphere & Networking Opportunities
Weekend events naturally foster post-gala celebrations, extended networking, and donor engagement. A Thursday event may lack the same festive energy, leading to a shorter and potentially less lucrative evening.
Weekend Galas: Are They Still the Safer Bet?
Weekend galas—particularly those on Fridays and Saturdays—offer more flexibility for guests, allowing them to travel, stay late, and fully engage with the event. Corporate sponsors often prefer high-profile weekend gatherings, and the celebratory nature of a Saturday evening can fuel stronger fundraising momentum.
However, weekends also come with higher costs, increased competition for venue space, and scheduling conflicts with weddings, personal plans, and other nonprofit events. If maximizing attendance and donor enthusiasm is the goal, Friday or Saturday might still be the best choice.
Final Verdict: Which Should You Choose?
The best choice depends on your nonprofit’s priorities. If cost savings, exclusivity, and focused engagement are key factors, a Thursday gala can be a brilliant strategy. If your organization thrives on larger crowds, high-energy celebrations, and corporate sponsorships, a weekend event may be the better option.
Regardless of the day, success comes down to strong pre-event planning and marketing, donor engagement, and creating an unforgettable experience for attendees.
Would you take the leap with a Thursday gala, or stick with tradition?
Clients that have shifted to Thursday evening events have reported as much as $65,000 in savings; while fundraising results continue to meet or exceed their goals. Where could you use that $65,000? Email me and let’s chat about the options. scott@raisingpaddles.com
