My Top Learnings from “An Eventful Discussion” at AFP ICON Seattle

This week I have had the most fantastic time at AFP ICON in Seattle. One excellent session I attended was "An Eventful Discussion - Exploring the Future of Fundraising Events."

The session was hosted by an experienced and inspiring panel: Emily Newberry (VP, National Accounts at OneCause), Samantha Swain (Founder, Swaim Strategies), Mike Wilkinson (Deputy Director of Events, Human Rights Campaign), and Jennifer McNulty (VP, Talent Acquisition,Taylor Made Events).

It was packed full of tips and thought-provoking anecdotes along with plenty more questions from event planners than time allowed.

Here are a few of my highlights:

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1. Paddle Raises: The Big Bucket of Gold

The panel emphasized the power of paddle raises, one panel member describing them as the "big bucket ofgold" at gala dinners. They encouraged every event planner to consider including this activity at their gala. A creative twist on the standard format was also suggested: secure a major donation ahead of time (for example, $100,000) and then aim to have it matched multiple times. Ask for two donors at $50k, then four at $25k, and ten at $10k! I thought this was a very smart way to supercharge the total raised.

2. The Rise of Hybrid Giving Experiences

I also loved the idea of live donation leaderboards—this idea on its own can be a great way to enhance the paddle raise at the event, but the panel suggested taking this a step further:

Broadcast the paddle raise and allow remote donors to participate in real-time with their names and contributions recognized by the auctioneer alongside in-room donors.

Also, adding a real-time visual like a thermometer, tracking progress towards the goal, creates a powerful shared sense of achievement.

One panel member recounted astory of an event where the audience realised ahead of the auctioneer that thetarget had been reached and erupted in cheers. These are the moments that showcase the value of connection and shared experiences that events deliver so well.

3. Are Auctions Old News?

Interestingly, one panellist mentioned they had moved away from hosting live and silent auctions during events, viewing them as transactional. Instead, they now run online auctions at separate times during the year and use event nights to focus purely onrelationship-building and connecting guests to the mission.

Also recognized was the fact thatsourcing auction items is becoming harder and more time-consuming, and as aresult, consignment items for auctions are growing in popularity.

4. What’s the Gala’s Secret to Success

The fact that event planners are stretched was recognized and the committee was firm in its view that the responsibility for the success of the event falls on the committee, not just the event planner. A solid team effort is critical to a successful gala.

On a related note, a panel member suggested tapping into volunteers' various strengths, particularly in prize sourcing for auctions. While not every volunteer can land major sponsorships, many could ask local businesses for prize donations, helping to ease the event planner and committee’s workload.  

5. Event Program Length: Keep It Tight

Across the board, there was agreement: shorter event programs are better. Busy guests appreciate events that don’t run too late into the night, or, have an earlier end with “anafter party” for those that wish to stay later.  

A panellist gave an example of an event at an opulent theatre, including a fun red-carpet experience with photoopps and canapes, followed by a succinct but powerful program in the theatre, complete by 7.30! The panellist explained how in this example guests were happy with the 5:30 pm start and early finish. Anyone who wanted to, still had time to go out for dinner.

6. Creativity That Connects

A standout example was shared. At a gala dinner, soup was served without silverware. The guests were left for a few minutes, then silverware was brought out along with an explanation—this experience mirrored the experience of newly housed beneficiaries, receiving furnishings through the nonprofit’s program. It was a visceral, thought-provoking way to connect guests to the cause. Also, another, and perhaps unexpected addition to the experience, was that there was no specific ask of the guests at this point. They were informed that the silverware used at the event would be donated by the venue to the program.

The panel did advise that in general each moving moment should be followed by distinct and varied ask. Each moment could be connected to different programs or different types of giving. Ask multiple times but it doesn’t always have to be a financial contribution. One ask could be to donate time.

7. Technology Is Your Friend - Use It

The panel recommended that fundraisers find out how they can utilize all the features their event fundraising platform offers. For instance, allowing prize donors to input their donated item descriptions and images can save planners hours of valuable time.

One panel member advised ruling out any platform providers that don’t have a customer success service or department.

Also, the panel advised asking auctioneers and other suppliers for their insights. Auctioneers for example probably attend multiple events per week and will have a good idea of how various prizes, format etc are working in the current climate and with similar audiences. Also tech partners have a ton of insights they can offer when it comes to questions like considerations when deciding when to open and close a silent auction.

8. Year-Round Campaign Thinking & Comms

Planning should include pre-event communication along with strong follow-up messaging within 24 hours.

Thank-You’s

Post-event tech tools like Bomb Bomb was one tool recommended to streamline thank-you’s and post event follow-ups. The panel stressed the importance of planning time and resource in advance to ensure that follow ups were prompt. My interpretation of the discussion was that whilst technology offers ways to maximise efficiency without losing too much of the human touch, simple, old fashioned follow ups that demonstrate that time has been spent are very valuable.

Surveys

Even if response rates are low a survey offers any guest with feedback a convenient way to provide it. Also, responses to a survey can help quantify anecdotal feedback and gives event planners valuable insights to discuss with the event committee.

9. Recession Proofing

When asked how to prepare for and plan an event in a recession the committee suggested creating town hall style webinars, with targeted asks. This format was proven during Covid and can save costs and create broader community participation and belonging. A sense of belonging is something the panel felt is particularly valued by donors during uncertain times.

10. Themes

The panel agreed that making sure event themes reinforce the mission and aren't just a decorative distraction is an area event planners need to stand firm on in discussions with event committees.

A camp/campfire theme was discussed as a theme that’s relatively inexpensive to execute and is effective in evoking nostalgia and creating valuable shared moment though sing alongs and simple touches like smores.

11. Gen Z and the Future of Giving

It’s well documented that the younger generations think differently when it comes to interacting with and making donations to good causes. The panel suggested that fundraisers need to meet them where they are—on platforms like TikTok—and tailor fundraising experiences to be immediate, transparent, and purpose-driven.

12. Practical Advice for Common Challenges

The question of last-minute empty seats on sponsor tables was tackled.

• Don’t allocate a defined number of seats per sponsor, instead ask each sponsor  how many seats they will fill. Then, check in with them regularly and ask them to allow you release seats they haven’t filled.
• Also, encourage sponsors to provide the names and contact details of their guests. (Event fundraising ticketing platforms help with this).
• And finally, communicate with these new  contacts long before the event (such as by launching your silent auction pre-event).
• Empty seats? Shrink the event size if needed rather than filling seats just for optics—it can even help lower the ever-rising food costs.
       

13. Other Trends to Watch

• Golf tournaments are regaining popularity as corporates seek opportunities to meet in person with staff and partners.
• Small, dinner parties hosted in private homes were mentioned as effective and engaging for certain donors who value exclusivity.
   

Top Actionable Tips

The panel was asked to offer one piece of actionable advice. Here’s what they said.

Ask your technology partners for help optimizing your event.

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Notes and Conclusion

Attending this session gave me a renewed appreciation for the power of events and the resilience of fundraising event planners.

The room was packed, (floor sitting room only) which is why I haven’t been able to include which panellist gave which piece of fantastic advice. I could hear but not see!

Given how popular this session was I hope that AFP have taken note will add moreevent fundraising sessions to the schedule next year in San Diego!

Event planners and partners have lots more topics we need to discuss!