Events Aren’t What We Need in Philanthropy — And Now the Data Proves It
For years, many of us have suspected and preached the truth: fundraising events often feel productive because they keep us busy — but they rarely deliver the outcomes we need. They serve as “checklist dreams,” where we complete tasks, check boxes, and feel the momentum of doing something.
Yet, that feeling often masks a deeper issue: events are time-consuming, resource-heavy, and increasingly out of sync with what donors actually value.
Recent research now backs up this long-held skepticism:
Donors don't prioritize events. According to a 2024 survey by OneCause, only 14% of donors say that attending events is one of the top ways they engage with a nonprofit (OneCause, 2024 Giving Experience Study). In contrast, 38% said they prefer giving directly and seeing their impact clearly communicated.
What donors do want is meaning. The NonProfit Times (May 2024) reported that 58% of donors say they value a unique experience at an event, while 54% value a sense of community. These aren’t metrics for galas or golf tournaments — they’re indicators of connection and purpose, which often get lost in logistical complexity (The NonProfit Times, 2024).
Events don’t drive major giving. Data from the Fundraising Effectiveness Project and Giving USA consistently show that events make up a small fraction of total charitable giving, often contributing less than 10% of annual revenue for nonprofits — and far less for organizations with mature major gift pipelines.
Staff burnout is real. In a 2023 report from Chronicle of Philanthropy, nearly 62% of nonprofit staff cited event-heavy seasons as a top contributor to burnout, particularly when return on investment (ROI) was low or unclear.
In other words: events are often inwardly gratifying but outwardly inefficient. They can provide a momentary lift in visibility or engagement, but they rarely move the needle on long-term giving or deepen donor relationships in meaningful ways.
Instead, what donors say they want — and what data shows is more effective — are authentic, personal, impact-driven engagements that build trust over time. It's time we stop mistaking event logistics for donor strategy and shift our resources toward what actually advances philanthropy: building relationships, showing impact, and inviting real partnership.
