6 Questions to Kickstart Your Virtual Event:
While virtual events aren’t new, social distancing is making them a lot more common as organizations search for a viable option to replace their in-person fundraisers. We all remember in-person events, right? Up until a couple of months ago these galas, cocktail parties, and walk-a-thons were an all-consuming affair. None of us are certain when we’ll next be able to gather a large number of our supporters in one place. We’re all figuring out how to best engage with donors, including how to host virtual events that excite, entertain, and most importantly–raise money!
Don’t put the virtual cart before the cyborg horse; start by asking yourself these questions:
What are our objectives? Regardless of whether your event is online or in-person, this one stays the same. Before you do anything else, figure out WHY your event exists and WHO its audience will be. What story is your event telling? A good event should be theater–while conveying your message. An experienced event planner can help consult with you to distill down your objectives, and devise ways to achieve them.
What’s our budget? Budget will heavily impact production value, and like any event will be partially informed by the amount you expect to raise. No one wants to sit through a one hundred and twenty minute cavalcade of zoom calls. Understand the role of production value in maintaining the interest of your audience.
Will our virtual event have live components?If this is your first virtual event, this may sound like a no-brainer, however not all virtual events need a live portion. Live auctions, Q&A, panel discussions, etc can certainly help with engagement, but they also add “moving parts” to your run-of-show. If your live subjects are joining the virtual event remotely, make sure to allow for issues with connectivity, audio, and video equipment.
How will we raise money? Does your organization normally rely on ticket sales for your event? How much will you be saving by dispensing with the expenses normally associated with an in-person event? Some are choosing to forgo a mandatory ticket price, opting instead for a “suggested donation.” This allows you to stream your event, or a portion of it, on public platforms. If you engage in effective marketing, you may grow your audience above and beyond what was possible in-person. Online auctions or peer to peer fundraising can also play a role, and can be kicked off well in advance of the “main event.”
What are our sponsorship opportunities? This will vary greatly depending on organization and event, but virtual events have very different cost-drivers than, say, an in-person gala. Whereas you’re no longer renting a venue or hiring a caterer, you may now need to greatly increase the budget you put towards pre-produced video content and boosted Facebook posts. Nonprofit Tech for Good ran a good post that mentions this topic.
What stays the same, and what do we change? If your virtual event is replacing an existing in-person event, it may be tempting to try and mimic as many elements of the old event as possible. Before embarking on this approach, consider the opportunities which may be afforded by a virtual event. Keep in mind–where your old event may have run for hours, your online audience may well award brevity!
Your virtual event can take many shapes. It can be entirely pre-produced and premiered or streamed at a specific time. It can be emceed live while weaving together video storytelling about your organization’s mission. It can have elements that run for weeks before the “main event” such as a an auction. It can be completely private and ticketed, or live-streamed to anyone who wants to participate. If you need help at any stage–figuring out the “why” the “what” or the “how” just contact us, and we’ll make sure you’re pointed in the right direction. We’re always happy to hear ideas and answer questions. Click here to schedule a call with us!
Virtual events aren’t going anywhere!