Maximizing Your Charity Gala: Strengthening Relationships with Donors and New Guests
A charity gala isn’t just a one-night transactional event. It’s an opportunity to deepen relationships with your current donors and engage those who are new to your cause. Beyond the auction and entertainment, your gala can serve as a catalyst for long-term engagement with those who share your mission.
Here are a few ways you can leverage your next gala to strengthen connections and encourage future growth:
1. Welcoming New Faces: Turning Guests into Donors
Every gala sees attendees who are there for the first time, often as a guest of one of your established supporters. These individuals might know little about your organization, but they’re there because someone they trust believes in your mission.
This is your chance to introduce them to the heart of what you do. From the moment they walk through the door, consider how you can make them feel connected. A warm greeting, a thoughtful seating arrangement, and a clear, compelling program will leave a lasting impression.
We start every live auction or paddle raise with a few seconds of “paddle practice.” It’s a way to make sure guests have their paddle in-hand and know what to do with it. We usually ask a few questions to get the paddle practice going, such as “who’s here for the first time?” Encourage the crowd to applaud for your new supporters. Here’s an idea to take it a step further: give new attendees a different colored bid paddle so your auctioneer can publicly recognize first-time donors’ gifts in the moment. It’s a small way to make them feel special.
What you do after the gala is so important. Post event follow-up is key. After the event, send a personalized note, thanking them for attending and sharing a brief impact story of how your organization makes a difference. These efforts help turn first-time guests into recurring supporters and, eventually, donors themselves.
If you shared a mission video prior to your fund-a-cause, imbed that video into a follow-up email so your new supporters or prospects can be reminded of the impact your mission makes.
2. Strengthening Bonds with Current Donors
Your gala is the perfect moment to deepen your relationship with existing donors. Take time to recognize and celebrate their contributions publicly. A simple, heartfelt acknowledgment can go a long way in making your donors feel valued. They’ve chosen to invest in your cause, and this public recognition reaffirms their connection to your mission.
However, the most important relationship-building happens outside the spotlight. Your gala provides a chance to have meaningful conversations, learning more about their passions, interests, and how they’d like to continue making an impact. Use this time to build relationships that extend beyond their annual gift, moving toward deeper involvement and legacy giving.
Engage others in this critical relationship-building. Give each of your board members a list of people you want them to connect with. Be sure to circle back with your board members after the event to get a download of their conversations and be sure to put important details into your CRM if you have one.
3. Recognizing Planned Giving Donors: A Moment of Awareness
I saw this in action at a recent event where I led the fund-a-need. It is gold! Weave into your gala a short but impactful recognition of planned giving donors. Planned giving—donations arranged to be given in the future, often as part of a will or estate plan—can be transformational for your organization. They’re often also the largest gift you’ll ever get from a donor.
During your gala program, take just a few seconds to thank those who have included your organization in their estate plans. This simple act raises awareness and shows that you value these forward-thinking supporters. Publicly recognizing these individuals makes others aware that your organization has a planned giving program—and may inspire them to consider how they can leave a lasting legacy themselves. It’s also great stewardship of your current planned gift donors and keeps your organization in their estate plans.
Whether it’s a mention from the podium or a moment in the program where these donors are asked to stand and be acknowledged, this small addition can be a powerful tool in growing your planned giving pipeline.
Building Relationships for the Long Haul
---
Building Relationships for the Long Haul ---
Your gala is more than a fundraiser—it’s an opportunity to strengthen the network of people who support your cause. By paying close attention to your guests, recognizing key donors, and highlighting planned giving, you create an experience that builds lasting relationships. Each connection made at your gala can lead to greater engagement, larger gifts, and long-term investment in your mission.
Take the time to plan not just the event, but the relational outcomes you want to achieve. The work you put in now will pay dividends for years to come.
— Chris Hensley
Ready to put these into practice?
Contact us today!