How to organise a fundraising event
Charity fundraising is a great way to bring people together and raise money for communities in need.
On top of raising awareness for your charity in an inclusive and enjoyable way, fundraising events can help to foster a wider support base by reaching out to new audiences. The UK public donated £15.4 billion to charity in 2024, representing a significant donor base for charities to tap into through organising fundraising events and inviting potential supporters. Fundraising events do, however, need to be carefully planned and organised in order to maximise the success of your efforts.
Read our simplified guide below to discover 10 steps to help plan a successful fundraising event.
1. Define your cause and set a fundraising goal
Before you begin to plan your charity fundraising event, you must define your cause and the purpose of your event. For example, who are the funds being raised for, and the reasoning behind why they are the beneficiaries.
Once you have defined your cause, you can set a donation target for the event. Donorbox emphasises the benefits of setting goals for your fundraising event, as aiming for certain benchmarks helps to motivate your staff, inspire donors to give and paint a clearer picture of your progress.
2. Find charitable event sponsors
Ask businesses and supporters if they would like to sponsor your event or donate. Securing in-kind donations and sponsorships is reported to be a powerful tool, where companies donate goods or services, potentially helping to reduce the expenses of your event. For example, venues could offer a free or discounted event space, or a speaker may be willing to perform without requiring their usual fee.
If your fundraising event includes a raffle, you can contact local shops and restaurants to ask if they would be able to donate prizes or display posters for the event. Example donations include gift vouchers, a free meal for two or a % discount voucher. If the businesses ask for something in return, you could offer to mention them in your newsletter, display their logo at the event or link to their web page in the 'supporters' section of your charity's website – these can be great ways of building up relationships to encourage further contributions.
3. Decide on a fundraising event idea
Pick an event idea that has popular appeal and think about the kind of audience it will attract. For example, you could host a seasonal event, such as a summer fete, or an event which is popular all year round, like a cake sale. Choosing the right type of event for your audience, or cause, is essential for establishing connections and, in turn, receiving donations.
Read our dedicated article to discover more fundraising event ideas.
4. Choose an appropriate venue
When deciding on the right location for your fundraising event, make sure it is somewhere that is suitable for your event and invitees. For example, a ballroom or hotel would be appropriate for a charity ball event, whereas an Easter egg hunt is more likely to be held at large garden or lawn, where children can be easily monitored to ensure their safety.
The elements can always pose as a risk to charity event organisers – so always have a contingency plan in place in case of bad weather. Cake sales, raffles and jumble sales can usually be brought indoors, but for other attractions, such as outdoor games or sports, think about alternatives that would work inside.
5. Time your event correctly
Choose the date and time of your event carefully. If participants are likely to bring children, make sure it does not overlap with mealtimes or continue late into the evening. Take into consideration other events happening on the day, such as significant sports games, to ensure they do not clash. To help maximise attendance, OneCause suggests surveying your supporters to find out when they would be most likely to attend your event.
6. Recruit & train your volunteers
Recruit reliable volunteers through effective recruitment strategies, ensuring to brief all volunteers about the event prior to bringing them onboard.
Volunteer training is essential to make sure volunteers are equipped with health and safety policies and are up-to-date with the current processes. Effective communication is key - by knowing where first aid kits are, who is responsible for what role and what to do in the event of an accident, most potential problems can be avoided. It is essential that volunteers are aware of how to keep the venue safe and tidy: for example, loose wires are a common trip hazards, so if you have electronic equipment at the event (such as a laptop or speakers), wires must be stored away neatly to avoid tripping.
7. Promote your event
Promotion is key to ensuring your fundraising event is a success. Social media gives charities an unprecedented reach for very little cost: you can set up a Facebook event, share the event plan on Instagram, and ask friends to share the event on their social media profiles.
You can use AI to help market your fundraising event, for example, by analysing donor data to identify your ideal attendees, or personalising your communications when inviting supporters to your event. To discover how to use AI to help fundraising in more detail, read our dedicated article, here.
Consider selling tickets in advance, rather than solely on the door, to ensure a guaranteed turnout. JustGiving allows you to sell tickets online, enabling you to link directly to the purchase page on any of your communications.
8. Tell donors what their money will achieve
Communicate measurable outcomes of donations at the event. For example, "a gift of £20 provides drinking water for a family for an entire year". Donors like to know where their money is going and the changes it could make, and using a figure such as "£20" gives an indication of how much they could donate. Remember to ask everyone who pays tax in the UK to complete a Gift Aid form.
9. Insure against the unexpected
Although most events run without a hitch, there is always the possibility that something could go wrong, or someone could get injured, which is where securing insurance helps to protect your charity against these scenarios. Bad weather can make paths and stairs slippery, and if a participant or volunteer were to injure themselves, they could take legal action against your charity – find out how to protect your charity, here.
Please note: Markel Direct’s policy excludes cover for events where the attendance exceeds 500 people.
10. Thank donors and attendees
Finally, do not forget to thank donors. After the event, post updates on Facebook and Instagram, send an email to all donors and write a few sentences in your next newsletter announcing the total raised. You can also give examples of what the money will be put towards and link to any JustGiving pages in case readers want to make a late donation. Thanking donors is just as important as asking for their donation and is one of the most effective ways of building long-lasting relationships.
Discover help & guidance for charities, or discover more about our charity insurance solutions.
Please note: This article provides guidance for information purposes only. It should not be relied upon wholly when making or taking important business decisions – always seek the services of an appropriately qualified professional. The views expressed by websites referenced to are limited to those of the websites, and do not necessarily reflect the views of Markel Direct.