5 Must Haves for a Successful Fundraising Event

Did you know fundraising events have powered communities for centuries? From Egyptians supporting pyramid builders to Benjamin Franklin funding Philadelphia’s militia through a lottery in 1747, they’ve long been a cornerstone of charitable giving. In Canada alone, nonprofits run an estimated 45,000 events annually (or so says ChatGPT). Blue Sea’s survey of 400 partners confirms the trend, with organizations averaging 1.6 events per year—many hosting three or more. 

The numbers are big, but the challenge is bigger: How do you make your event stand out, drive donations, and truly connect with your supporters? That’s what this article seeks to explore. Let’s dive in.

When it comes to fundraising events, the list of possibilities is long. Check off the events below that you’ve attended or hosted (I’m at 11 of 16!):

• Gala or Dinner: Fancy evenings with tickets, speeches and a big ask at the end 
• Charity Auction: Silent or live auctions selling you things you don’t need
• Concert or Performance: Sell tickets to a live music, theater, or comedy night 
• Golf Tournament: Sponsors and players pay up for a day on the green 
• Bake Sale: Small-scale, grassroots classic—cheap to run, big on brownies 
• Raffle: Sell tickets for a donated prize with slim chances of winning 
• Trivia Night: Pay to play, often at a bar or hall, add food/drinks for extra
• Crowdfunding: Online-driven “donate now” ask with livestreams
• Sports: Hockey, soccer, softball, pickleball—teams fundraise to enter 
• Fashion Show: Ticket sales for local designers or boutiques strutting for a cause
• Wine + Cheese: Upscale sipping with entry fees and add-ons like auctions
• Car Wash: A staple for schools and churches who scrub for donations 
• Art Sale: Artists donate works; sales split or fully benefit the cause 
• Craft Fair: Vendors pay to sell handmade goods for a cause  
• Gaming: Entry fee and donations, video or board games, online or in-person 

If you’re planning one of these events soon, how do you ensure it succeeds? How can you be confident it will raise the funds you need? Here are five must-haves—plus a bonus—to help you deliver real results.

1. Leadership Buy-In

Fundraising events succeed when leadership commits fully. Your CEO or Executive Director doesn’t need to micromanage logistics, but they must be visibly and enthusiastically engaged. For signature events—like your annual gala or flagship “anything-a-thon”—their involvement is non-negotiable. They should attend key planning sessions, update internal teams, rally the board for sponsorships, deliver a heartfelt speech, and personally fundraise (buying a table, making calls, etc.).

At Blue Sea, we’ve seen events falter when leadership shrugs it off—staff and volunteers follow suit. As we say, “If the leader’s not waving the flag, don’t expect a parade.” If you host multiple events, prioritize! Your ED can’t champion them all, but the big ones need their face, voice, and rallying cry.

2. Fundraising Focus

Clarity is everything. Say it early and often: “This event raises money.” Not “It also raises awareness!” or “We’re here for good vibes!” (though those will happen too). Make it clear from the first invitation. No one wants to attend a concert only to sit through a surprise 20-minute pitch for new band uniforms. That’s a bait-and-switch—and it often bait-and-flops.

Be blatant. Your website should say “Spring Fundraising Gala”, not just “Spring Gala.” Every email should shout: “Join us to raise $100,000 for [cause]!” At Blue Sea, we use “Register to Fundraise” for peer-to-peer events, so participants know they’re signing up to raise money—not just to walk. Transparency builds trust and drives donations.

3. Well Articulated “Why”

Every great event starts with a clear, concise purpose. You should be able to sum it up in 100 words. This isn’t your detailed plan—it’s a high-level “who, what, where, when, why” for leadership, staff, and volunteers.

Example: A church youth group fundraiser

The Great Spaghetti Cook-Off is a ticketed fundraiser to help our youth group raise $2,500 for a March Break day camp serving local families. Each youth member will “fill a table” by inviting parents, siblings, relatives, and friends to join them on Thursday, February 12, at 6:00 p.m. We aim for 100 attendees, with $10 tickets. The evening includes a 20-minute presentation from youth members, followed by a brief appeal from our Senior Pastor for additional donations.

This summary keeps messaging aligned. Later, you can distill it further for marketing: “Help us raise $2,500 for Kids’ Camp! Join our Italian Cook-Off on February 12!” Post-event, it’s easy to update: “We hit $2,500! Thank you!” Without this anchor, messaging can get muddled. Write it down.

4. The Right People

No event succeeds without strong leaders—plural. A dynamic duo often beats a lone hero. The best event leaders have charisma to inspire, credibility to rally a team, and a bias for action over endless discussion. They also need humility—a good leader listens but makes decisions when needed.

Over 20 years, we’ve seen weak leadership sink events, no matter how great the cause. Surround your event leader with a balanced team:

• The detail-doer (handles logistics, timelines, budgets)
• The networker (knows everyone)
• The creative (makes it memorable)
• The cheerleader (keeps morale up)
• The truth-teller (calls out pitfalls and highlights wins)
• The parent (keeps everyone sane)

5. A Meaningful Experience

People crave more than glitz—they want real connection. Flashy elements are fun, but authenticity matters more. Whether it’s a muddy 5K or a black-tie gala, show them the cause. A two-minute video of kids laughing at camp is more powerful than a 20-minute speech.

Make space for engagement. At a Halifax hotel, I once saw a chalkboard listing guest names. I stared at my own name—alongside strangers—for 30 seconds and felt part of something. That’s the goal: build community.

Start with common sense, like using name tags. Go further with volunteer opportunities and peer groups. Recognize people’s investment and bring them into the conversation. A community is made of people with names—start there. Then build an experience that leaves attendees feeling invested, not just entertained.

Bonus: Recruitment Captains

Unless you have a powerhouse marketing budget, filling seats is tough. Recruitment captains simplify the process and reduce stress. Instead of trying to recruit 200 attendees, focus on 20-25 captains who each bring 7-8 friends.

Captains carry more credibility—their personal ask hits harder: “Hey, join my table!” This works across events:

• Gala captains (fill an 8-10 seat table)
• Anything-a-thon team leaders (recruit walkers, riders, runners)
• Golf foursomes (4-5 players)
• Raffle sellers
• Bake sale coordinators (split duties)

Equip them with a script, some swag, and your best puppy-dog eyes. Then send them off with:

“Hey, we’re raising $5,000 for [cause]. I need you there—will you join me?”

Recruitment captains make events grassroots (is that a word?), scalable (definitely a word), and far more effective than pricey ads.

Final Thoughts

Event fundraising doesn’t have to be a gamble. Master these five essentials (and the bonus), and you’ll build consistent, bankable success. Your future events won’t just happen—they’ll create buzz, momentum, and a stronger bottom line while bringing your community together for good.

You’ve got this—now go make it unforgettable.