Maximizing Every Seat: How to Engage Table Hosts to Raise More Money at Your Gala

The days of sponsors filling tables at your big gala with interns, staff, or people uninterested in giving to your mission are over. If you’re serious about maximizing the impact of your nonprofit’s event, then every seat at every table matters. A well-thought-out strategy to engage table hosts can turn your gala into a fundraising powerhouse.

Here’s one proven way to do just that….

Last May, I was honored to lead the “paddle raise” (also known as a “fund-a-cause”) for Urban Initiatives, an incredible organization dedicated to creating fair access to sports and play for youth in Chicago. In advance of the event, all or the event’s 40 or so table hosts were asked to not only commit to making a $2,500 gift during the paddle raise but also asked to encourage their guests in advance of the event to do the same. The results? A staggering (and record-setting) $750,000 raised in just 18 minutes.

While those 18 magical moments during the event were essential, the real success was built in the 18 weeks leading up to the gala. Event staff worked tirelessly to engage table hosts, preparing them to maximize their impact and inspire generosity. This level of engagement turned Urban Initiatives’ table hosts into enthusiastic ambassadors of their mission who were ready to lead by example and encourage their guests to join them.

Here’s how you can replicate that success at your next gala:

The Role of the Table Host

Table hosts are some of the most critical people to the success of your event. Whether they are board members, corporate sponsors, or individual donors who bought a table, they have incredible influence over the guests they have invited to join them at your event. With the right pre-event preparation, your table hosts can:

1. Commit to making a paddle raise gift themselves.

2. Encourage their guests to follow their lead.

Engaging Table Hosts in Advance

The key to unlocking this potential lies in how you engage table sponsors and turn them into table hosts before the event. One of my mentors, the late, great Lee Kite called these folks the “Leadership Council” Give them that title and honor… and responsibility. Get them marching alongside you to make this year’s event the most impactful one you’ve ever held. Here are four actionable steps to take:

1. Set Clear Expectations Early:

When recruiting table hosts, emphasize that their role goes beyond filling seats. Share how they can make a direct impact on the event’s success by committing to a personally significant gift and encouraging their guests to do the same.

2. Provide Talking Points and Tools:

Equip your table hosts with everything they need to succeed, such as a script or email template they can use to communicate with their guests. Here’s an super simple example that works:

“During the paddle raise at this Saturday’s gala, I’ll be making a $2,500 gift, and I’d love for you to consider joining me. Together, we can make a huge difference for [Organization’s Mission].”

3. Send a “What to Know Before You Go” Email:

Encourage table hosts to send a personalized email to their guests early in the week of the event. This email should include key event details (time, location, parking, attire) and a high-level overview of the evening’s fundraising opportunities, like the Live Auction and Paddle Raise. Here’s the key –When this email comes from the table host, rather than the organization, it’s 10x more likely to be opened, read and genuinely considered.

4. Deepen the Connection:

Maintain regular communication with table hosts in the weeks leading up to the event. If your event has 350 guests, the best return on your investment of time is to focus on your table hosts. And it’s a lot easier to deputize these 35 leaders than it is to herd 350 guests in advance of the event. Provide your table hosts updates on the organization’s mission, success stories, and goals for the gala. The more invested they feel, the more likely they are to champion your cause at the event.

Why It Works

This strategy works because it leverages the personal influence of your table hosts. Guests are far more likely to respond to an ask from a trusted friend or colleague than a generic appeal from the staff. (And no worries, if you have a few table hosts who don’t want to participate, you can have a “clean-up” email ready to send anyway).

By engaging table hosts early and often, you empower them to inspire their guests, creating a culture of giving that can transform your fundraising results.

Not Only Auctioneers – Fundraising Consultants

A final note. Dani and I are much more than just great, nationally acclaimed, award-winning auctioneers. We are fundraising consultants who have a combined four decades of experience raising more than a billion dollars. We have seen firsthand how strategies like this can revolutionize gala fundraising. It’s not just about what happens during the event – it’s about what you do to prepare in the weeks and months leading up to it. We are always here to help.

We partner with nonprofits to create customized strategies that maximize event fundraising. From working with table hosts to securing the right Live Auction items to developing a compelling program and well-timed run-of-show, we help ensure that every element of your gala contributes to your fundraising bottom line.

If you’re ready to take your gala to the next level, let’s connect. Together, we can turn your event into a fundraising success story, just like Urban Initiatives.

Every seat matters. Every table matters. Let’s make them count.