11 Tips on How to Increase Event Attendance for Fundraisers

Hosting an exceptional fundraising event can do more than help your organization reach its revenue goals – it’s an opportunity to deepen connections with your supporters and create long-lasting impact for your mission.

So how do you boost turnout and ensure your nonprofit’s event feels vibrant, full, and unforgettable?

In this guide, we’ll break down:

• Potential Reasons for Low Fundraising Event Attendance
• How to Increase Event Attendance: 11 Strategies
• Increasing Event Attendance with OneCause

From leveraging trends to crafting special moments, learn how to turn your event into a must-attend celebration that inspires generosity.

Potential Reasons for Low Fundraising Event Attendance

Even with the best planning and preparation, sometimes your event turnout falls short of expectations. Low attendance isn’t the end of all future events. Instead, take it as an opportunity for your team to learn and adapt your strategy.

By identifying what might be keeping supporters away, you can make the right adjustments to improve participation for your next event.

Some of the most common reasons for low attendance include:

• Poor awareness: Supporters may simply not know that your event is happening. If your promotion isn’t reaching the right target audience, attendance will suffer. Promote your event early and often across multiple channels to avoid this hurdle.
• The event doesn’t resonate: When an event’s theme, format, or speakers don’t connect with your audience, interest can be lost. Take time to understand your supporters and create experiences that align with their passions and your mission.
• High ticket costs: Ticket prices that are too high can become a barrier to potential guests. Consider offering tiered ticket options to make participation more accessible for supporters with varying budgets.
• Inconvenient timing: Don’t let travel or busy schedules keep supporters from giving. Offer options for hybrid participation so everyone can give, bid, and engage from wherever they are – making it easy for more people to join the fun.
• Lack of inclusivity: 59% of social donors find an inclusive and welcoming atmosphere very important when attending an event. Creating a diverse and inviting environment helps every guest, regardless of age or gender, feel like part of your community.
• Registration hurdles: A confusing or time-consuming registration process can turn potential attendees away. Simplify the experience with mobile-friendly forms and flexible payment options to make the process effortless.

With the right fundraising software solution, these potential challenges become easier to solve. The best tools empower you to reach more supporters, create seamless experiences, and ultimately boost attendance.

How to Increase Event Attendance: 11 Strategies

After gaining a better understanding of the reasons behind low attendance, it’s time to work upward to reach your goals. We’ve gathered 11 strategies for generating interest and excitement to boost your next fundraising event’s attendance.

1. Choose an Event That Aligns with Your Audience

When supporters feel seen and connected to your mission, they’re more likely to stay involved and engage with your efforts. All donors are different, which means the key to driving attendance lies in truly understanding what brings your community together.

Start with your data. Donor and event insights can reveal valuable trends that’ll guide your decisions about:

• Event type: Consider if you’ll host a live auction, an elegant gala, or a friendly tournament at a golf outing. Find what your audience gravitates towards and tailor your theme to fit the event type.
• Event format: Review past participation numbers to decide whether an in-person, virtual, or hybrid event will draw the most people. Keep in mind, hybrid options often expand your reach and flexibility for busy supporters.
• Date and time: Analyze any seasonal or timing trends in your past events. Understanding when your supporters are more likely to attend can help you choose a date that drives the strongest turnout.
• Auction items: Use data to see which auction items sold quickly and which were the least popular. Those insights help you curate an auction catalog that excites bidders and maximizes revenue.

No matter the event type, incorporating an auction can elevate engagement and boost your fundraising results, and a diverse selection of auction items ensures there’s something for every donor.

According to the State of Nonprofit Auctions Report, 33% of donors are more likely to bid on gift cards, 32% on dining and culinary experiences, followed by travel packages and sports and entertainment. If you’re unsure which items to procure, check out the full breakdown from our report:

In addition to having a variety of items, 6-in-10 auction goers say it’s important for them to be able to preview items before bidding opens, so use your fundraising software to showcase detailed descriptions and images.

2. Invite Current Supporters

Your biggest advocates are often already in your corner. As you plan your next fundraising event, take a closer look at your donor data to identify supporters who are ready to deepen their involvement.

Begin by reaching out to monthly donors who haven’t attended an event yet but have shown consistent support for your cause. Giving these individuals a new way to engage with your organization is a natural step toward a stronger connection.

There are plenty of meaningful ways to invite them:

• Personalized emails: Send tailored emails to existing donors to thank them for their ongoing support and highlight why this event is special.
• Newsletter mentions: Share the event details with your newsletter subscribers to encourage them to register.
• Social media posts: Promote the event to an audience that already follows what your organization is doing.
• Formal invitations: Mail save-the-date cards or printed invitations to make the occasion feel memorable.
• Phone calls: Schedule dedicated time to personally invite longtime donors to your event and express appreciation for their support.

Be sure to follow up with friendly reminders using each donor’s preferred communication method. And while your current supporters are a great place to start, don’t forget to extend the same enthusiasm to new donors as well!

3. Target High-Capacity Donors

Approach every fundraiser as an opportunity to strengthen your relationship with major and mid-level donors. By intentionally engaging this group, you’ll attract supporters who are more likely to make large contributions at your event and inspire others’ generosity.

Use prospect research to uncover supporters who demonstrate:

• An existing connection to your mission
• A history of generous donations
• Previous interest in attending fundraising events
• A pattern of high engagement with your cause or similar ones

Once you’ve identified potential donors, personalize your communication. From one-on-one conversations to a dedicated email campaign, tailor your messaging to highlight how their support has directly advanced your mission and invite them to help make a tangible difference by contributing at your event.

Thoughtful engagement shows high-capacity donors the value of giving and why their involvement truly matters.

4. Offer Discounted Tickets

Economic changes are certainly affecting nonprofits’ event budgets. While higher ticket prices might feel like a challenge, it doesn’t have to mean fewer guests. By presenting your pricing thoughtfully, your team can continue to plan an event that’s inviting and accessible.

One way to increase attendance without sacrificing value is to offer discounted tickets. A few creative ticket strategies include:

• Group discounts: Reduce the price when supporters purchase multiple tickets at once. This could also be offered as a table at a gala or as a team at a golf outing.
• Early-bird pricing: Reward early registrants with lower ticket prices for a limited time to build initial momentum.
• Buy one, get one: Encourage individuals to invite a friend to access exclusive offers. The first ticket can be original price, with the second ticket at a special rate.
• Ticket package: Combine a ticket with a raffle entry or special add-on to increase the perceived value.

Framing your tickets around opportunity and excitement can make all the difference. When supporters feel they’re gaining and contributing to something meaningful, then they’re more likely to say yes to attending.

5. Make Registration Seamless

A smooth registration process can help set the tone for the entire event experience. The easier it is for guests to buy their tickets, the more likely they are to follow through and attend.

Make a strong first impression with customized ticketing that emphasizes the event experience. A mobile-optimized experience with complete digital wallet options encourages guests to complete their registration in just a few clicks, with no hassle, stress-free.

For instance, OneCause provides easy registration and ticketing tools to help you host memorable events.

With the OneCause Fundraising Platform, your organization can:

• Sell tickets and manage fundraising all in one place.
• Create custom ticket packages, questions, and promo codes.
• Personalize the ticket-buying experience for in-person and virtual guests.

When registration feels effortless, supporters can contribute to your event’s success and focus on celebrating the impact your organization is leading.

6. Build an Engaging Social Media Campaign

Social media is your best friend when it comes to creating excitement and reaching new supporters. It’s one of the easier (and most fun!) ways to connect with people who may not be on your email list but still share a passion for your cause.

To spark interest in attending your event, plan to share when, where, and why your event is happening. Use photos and videos from past events that capture the energy and joy supporters helped create.

Here are a few ideas to guide your social strategy:

• Start a countdown: Share a series of posts leading up to event day.
• Highlight your mission: Include impact stories that remind followers why event attendance matters.
• Go behind the scenes: Give followers a peek at event prep or sneak previews of auction items to make them feel part of the fun.
• Engage in real time: Reply to any comments or mentions to boost visibility.

A strong social media presence doesn’t just promote your event – it builds a sense of community and anticipation that lasts long after your final posts.

7. Co-Market the Event with Your Sponsors

Similar to your donors, sponsors are incredible partners in spreading the word. When you team up on a promotion, you can extend your reach while strengthening your sponsor relationships for future collaboration.

Most nonprofits highlight sponsors in their marketing materials, but why not flip the script? Consider asking your sponsors to feature your event on their channels, too. Their support adds credibility and helps your organization tap into new audiences. Simply add the request to your sponsorship agreement.

Here are a few ways to bring co-marketing to life:

• Social media shoutouts: Have sponsors post about your event and tag your organization.
• Newsletter feature: Share a spotlight of your mission or event in their company newsletter.
• Email cross-promotion: Ask your sponsors to include your event details in their email campaign, and include the sponsor’s logo and link in yours.
• Branded giveaways: Partner on a ticket giveaway to your event to drive engagement on your social platforms.

When you work together with sponsors to promote your event, everyone wins. Your organization gains visibility to help increase event attendance, and your sponsors get to show their support for a great cause.

8. Encourage Registrants to Invite Their Friends

Word of mouth goes a long way in growing your event. When supporters feel excited about your event, they naturally want to bring their friends along. Tapping into social proof and making it easy for guests to share can multiply your reach in a big way.

Try these strategies to encourage registered guests to invite their peers:

• Social sharing: Remind supporters how easy it is to copy your event site link and share it on their social media profiles.
• Social media post templates: Invite attendees to share your event details with a toolkit that includes branded graphics and quick points around your mission.
• Printable or digital flyers: Include shareable event materials in your emails to make it simple for supporters to pass the excitement.

By making it easy and fun for attendees to invite their friends, you not only boost attendance but also create a sense of community and excitement around your fundraiser that can carry the momentum even after the event day ends.

9. Reach Out to Lapsed Supporters

While focusing your efforts on current donors is natural, reconnecting with lapsed supporters can be powerful, too. These are people who once believed in your mission, and with a little push, they might be ready to re-engage.

When planning your strategy, leverage your donor data to draft personalized messages that speak directly to their past involvement. For example, mention the last event they attended or campaign they supported, and share updates on what your organization has achieved since then.

Here’s how to reach lapsed donors effectively:

• Tailored emails: Send messages referencing previous engagement or donations and show your excitement for them to return.
• Impact updates: Share short, compelling stories or testimonials that demonstrate how their past support helped push your mission forward.
• Direct outreach: Consider a direct phone call or handwritten note to make them feel that they bring greater value to your cause.

Reconnecting with lapsed supporters helps reenergize them to support your mission and become part of the event excitement again. Your outreach can go far in turning familiar faces into excited participants once again.

10. Center Your Mission in Marketing Materials

The key to attracting the right attendees is staying true to your mission. When your event messaging aligns with your organization’s values and goals, you’ll be more likely to attract supporters who share those values.

Centering your mission in your marketing efforts helps to increase attendance while drawing in people who are ready to show up, engage, and give.

Consider how you’ll bring your mission to life across different channels, such as:

• Social media: Share impact stories or spotlight beneficiaries with impactful imagery to show why your mission matters.
• Email: Incorporate your mission into eye-catching subject lines and pre-header text to quickly catch attention.
• Your website: Feature event details alongside mission-driven messaging or videos to show the impact your nonprofit is making.
• Text messaging: Use concise, compelling language that reinforces the purpose behind why supporters should attend your event and what to expect.
• Direct mail: Include personal notes, images of your mission in action, and a QR code linking to your event site.

When your marketing materials consistently highlight why your mission matters and your nonprofit’s values, you’ll inspire supporters to join the change.

11. Plan Your Post-Event Strategy Early

Looking ahead, remember that when your event is over, the work isn’t done yet! The moments immediately after your event are the perfect opportunity to strengthen relationships and set the stage for your next event.

Thoughtful follow-up reminds attendees that their presence mattered and keeps them inspired to stay connected long after the event ends. The most effective organizations plan their post-event engagement before the event even begins, ensuring every touchpoint feels intentional and meaningful.

Examples of meaningful post-event follow-up include:

• Donor appreciation messages: Send heartfelt emails or handwritten notes thanking guests for their support.
• Post-event surveys: Ask for feedback to show you value their input and use the results to improve future events.
• Future involvement opportunities: Highlight volunteer opportunities, upcoming programs, or even details about your next event.

A strong post-event strategy does more than just say thank you — it’s a way to keep the conversation alive. When you treat post-event engagement as a continuation of the experience, you transform attendees into loyal supporters who are likely to return for your next event.

Increasing Attendance at Your Event with OneCause

With a clear path and the right tools, boosting attendance at your event becomes effortless. OneCause helps you tap into all these strategies with flexible solutions to match any event. Adaptable fundraising event software makes planning and increasing attendance easy, so you can focus on powering your mission.

Check out additional fundraising resources to best prepare for your next event:

• How to Plan an Event with AI
• A Complete Guide to Fundraising Galas + Top 10 Event Ideas
• Text Message Templates to Use at Your Next Event