It’s the Most Wonderful Time of the Year! Except Fundraising Galas?
We attended our first gala of 2026 last night. It was a fun evening, and it got me thinking.
These events are important. They're typically the best way for nonprofits to raise support, share their story, and, importantly, add new supporters. That last one (donor acquisition) is expensive. It can cost about $8 for every dollar raised. In business, I used to look at numbers like this as the extra fuel a plane burns to reach cruising altitude. It has to happen so the plane can fly efficiently for the rest of the trip!
With that said, I don't think the challenge is to throw money at your annual fundraiser because you know that's what it takes. The challenge is to be creative, innovative, and aware. I know two groups that are very similar in their mission. One tells its story in a way that informs and excites. The other tells it accurately, and you've forgotten it by dessert.
🥂 If you are a Gala attender
Attend, bring friends, and show your support! Your host is doing the best they know how. I know these events sometimes remind us of a 5th grade band recital. But even when they do, do your best to be happy and supportive. Remember why you're connected to the nonprofit: the good work they do, not the quality of their gala!
Budget your generosity to include giving at the event. It encourages others. If there's an auction, get in and bid, add some banter, and let the room see your support.
Recently Deborah and I attended a silent auction. I normally couldn't care less about the "dessert dash," but at this event it turned into an amazing time of tables sharing their desserts with other tables. You could feel the atmosphere change.
If you're close with the organizers, offer some gentle feedback. Be the cheerleader the nonprofit needs, for both confidence and adjustment. You may see things they don't, or have ideas they haven't considered.
But remember: critics point out what's wrong. Friends offer what might help.
🤵🏻 If you are the Gala organizer
Do your best, and don't just do what you did last year! A lot has changed since then: you, your work, and the landscape you serve. The primary mission of the gala is to celebrate a great year. Of course, underneath that are your supporters' year-end tax planning, donor acquisition, and finding the fine line between an enjoyable evening and a lavish waste of funds!
In my experience, simple, measurable results with a sprinkling of heartfelt stories are at the heart of every successful gala.
Beyond that, anything that builds a sense of common purpose and gets people socializing is a big plus.
Attend other galas as a spy! I'm sure that, as a nonprofit leader, the last thing you want to do in November is go to a gala. Connect with other nonprofits in your area and share what works and what doesn't. Think crazy: what if we…? All while respecting your mission and purpose.
Keep your mind set on the blessing you're offering your supporters. (Broken record here.) It really is more blessed to give than to receive (Acts 20:35), and the real heroes at your gala are your supporters. Celebrate, encourage, and honor them. They, even more than your cause, are the winners!
Finally, embrace the speed of change in our time. Bring a Trailer (an online car auction platform) started as a blog sharing unique cars for sale. A few years later, the founders shifted to auctions, and today, weekly sales are an amazing $33 million! This is what founders do. They see what others don't, and then, with good judgment, pursue what they see.
Bring a Trailer didn't copy the auction playbook. It rewrote it. Your gala can too.
Galas are like birthdays and Christmas. We can drag through them, or enjoy them. The second option requires effort on our part.
Let's enjoy galas!
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