In 2024, K2 expanded into the event space – which came as a surprise to some, but it was a natural fit since K2 has been planning and executing events since we started the company in 2017.
The nonprofits I worked with prior to starting K2 had me planning all of their events even though I was the fundraiser. Why you might ask? It’s a smart move for nonprofits to have your fundraiser intricately involved in the event planning process. Fundraising and event planning should not live in silos but should rather work in tandem to ensure a smooth guest experience and that the ROIS is closely watched.
Three things come to mind that could benefit nonprofits in syncing up their fundraising and events team, or (soft plug), working with a company that already is synced up in fundraising and events.
- Fundraisers have their sites set on the budget and what the ROI is going to be, because fundraisers know how hard it is to find sponsorships. The net the organization raises at a particular function is by far the most important number. If you raise $120,000 but spend $150,000 – you threw a lavish party. If you raise $120,000 but spend $20,000 – your net is where it needs to be.
- Fundraisers, regardless if they are planning an event or raising money, look at events from the lens of the customer (donor) experience. This is integral in ensuring a positive experience so funders return for future events. Missing name tags, misspelled names in the program, or long registration lines, are all things fundraisers cringe at and will do their best to avoid.
- Fundraisers will naturally look for ways for the nonprofit to raise more – we can’t help ourselves. When our team at K2 signs on to help a nonprofit with their event – we look at the whole client. How can this nonprofit reach more people and how can they find more sponsors to fund their mission? For example, a recent piece by Cassie focused on using traditional sales methods for nonprofit fundraising The Perfect Blend: Using Traditional Sales Methods to Innovate Nonprofit Fundraising. Working with an event planner that has years of fundraising experience – you know their advice is likely going to skew not towards just event logistics but also fundraising.
As nonprofits continue to improve in the space of fundraising and events, they would be wise to work with event planners that also have fundraising expertise.
– Kristen Sheehan, Founder and Partner