Fuel Your Funding: 4 Ways to Enhance Association Fundraisers

When done effectively, fundraising is more than a means to an end; it’s an opportunity to build a stronger, more engaged association community. Offering impactful fundraising opportunities makes members more engaged, forges impactful relationships with sponsors, and makes supporters feel like an essential part of your mission.

From auctions and peer-to-peer fundraising to networking events and educational workshops, your fundraisers bring in essential revenue that keeps your programs thriving and your community connected.

Whether you’re seeking new strategies or simple ways to enhance your current fundraisers, this quick guide explores four effective approaches to energize your association’s fundraising efforts.

Center Your Fundraisers Around Members’ Needs.

Your members provide support through their dues, participate in your events and programs, and attract new members. Their involvement shapes your initiatives and continuously improves your offerings, so focus your fundraisers on their interests.

Here are a few ways to put members first when fundraising:

• Survey members to understand their preferences. Use your association management software (AMS) to conduct surveys that reveal the types of fundraisers, incentives, and events members will most likely support. For example, let’s say you’re hosting an auction—ask what items and packages would entice them to participate. This input ensures your fundraising efforts align with member expectations and interests.
• Design events that provide value to members. Offer engaging events and exclusive resources like auctions, educational webinars, workshops, and industry-specific reports. By tying fundraising to opportunities that enhance learning or professional growth, you communicate that members’ contributions benefit their own development, increasing their likelihood of participating.
• Involve members in fundraising efforts. Give members active roles in fundraising, such as event ambassadors or fundraising team captains. Members who participate in planning or promoting events will feel a sense of ownership and pride, which fuels their commitment to your cause.

When members feel seen, valued, and involved, they’re more likely to support your fundraising efforts wholeheartedly. Prioritizing their needs reinforces their value to your organization and ensures lasting engagement.

Create Compelling Sponsorship Opportunities.

Beyond individual donations and ticket sales, sponsors offer additional financial support and the potential for long-term partnerships. Businesses and partner organizations also help expand your association’s reach to new audiences.

Develop multiple sponsorship tiers to accommodate different budgets, ranging from exclusive packages with premium benefits to more accessible options for smaller sponsors. Each level should offer clear value, such as brand exposure or direct engagement with your members.

Here’s what your sponsor levels might look like:

1. Bronze Sponsor: Logo listed on the event website and program, a group social media thank-you post, and acknowledgment during opening and closing remarks
2. Silver Sponsor: Everything in the previous tier plus the opportunity to include promotional materials in attendee swag bags
3. Gold Sponsor: Everything included in previous tiers plus branded signage in high-traffic areas, premium seating, and a co-hosted breakout session
4. Platinum Sponsor: Everything included in previous tiers plus prominent logo placement, a speaking opportunity, exclusive social media shoutouts, and VIP networking with association members

According to 360MatchPro’s guide to corporate sponsorships, sponsors can contribute financial donations and nonfinancial gifts like in-kind donations of goods or services or promoting your fundraiser to their customers and employees. Assigning a monetary value to non-monetary gifts ensures sponsors receive recognition that matches their level of support. For example, if a company donates items to your auction, determine the fair market value of those items.

Host High-Impact Hybrid Fundraising Events

Hybrid events combine the power of in-person and virtual events, allowing attendees to join from anywhere. Examples include hybrid auctions, conferences, networking events, educational workshops, and panel discussions.

Not only do hybrid events accommodate different attendee preferences, but they also open new fundraising opportunities for associations. Depending on your event, going virtual might enable mobile bidding, sponsor-branded waiting rooms, or gamification elements like points for attending sessions.

Consider these essential elements when planning your hybrid event:

• Event app. Choose an app that fits the event type. For networking events, use an event app that lets attendees browse your agenda, select sessions to personalize their agendas, receive reminders via push notifications, join livestreams, and chat with other attendees. For auctions, use a mobile bidding app that supports bidding for in-person and remote attendees.
• Build a strong lineup. Create a dynamic agenda with a mix of live and pre-recorded sessions. Offering exclusive content for each group—such as virtual-only panels or in-person workshops—can add value for all attendees.
• Provide flexible networking options. Set up virtual networking sessions for remote attendees and in-person opportunities for venue attendees. Encourage cross-group interaction using your event app, where attendees can chat, schedule one-on-one meetings, and browse your member directory to plan meetups with other nearby members.

Contemplating both perspectives allows you to create an inclusive and engaging event. This will result in happier supporters and more fundraising revenue for your association.

Communicate With Your Community.

Effective, personalized communication is essential to drive participation in your fundraisers. Inform people about your fundraising efforts, communicate goals, and celebrate milestones throughout your campaign.

We recommend a multichannel approach using the following:

• Community engagement software. Fonteva’s guide to membership management software explains that you can tap into communication features like member segmentation tools and online communities to keep members informed. Event management capabilities also let you create members-only event pages within your online community.
• Email. Email marketing is one of the most impactful channels for driving donations and engaging supporters, accounting for nearly 28% of online nonprofit revenue. Send compelling fundraising appeals, regular milestone updates, and personalized event invitations.
• Text. SMS messaging offers quick, direct access to your audience and boasts an incredible 98% open rate. Use it for time-sensitive reminders, event details, and urgent calls to action that encourage immediate support.
• Social media. Use platforms like Facebook to create events and encourage your community to RSVP and invite others. Social media is perfect for reaching a broad audience, sharing engaging visuals and stories, and encouraging members to spread the word, making your fundraiser more visible organically.

From mass messages to segmented outreach, the right tools can help you inspire people to participate in your fundraisers and invite their friends.

Be sure to communicate after your event, too. Share fundraising totals with your entire community and send individual thank-you emails. Post-event appreciation will set the stage for your future fundraising campaigns!

Successful fundraisers are more than financial goals—they’re an opportunity to connect, engage, and build a lasting sense of community within your association. With the right strategies, your fundraising efforts can drive financial support while reinforcing a shared mission that unites everyone involved.