As you plan the fundraising events on your nonprofit’s calendar this year, you likely have questions about which formats will attract the largest audience: in-person, virtual, or hybrid. You may think in-person events are your only option now that the pandemic is far behind us, but that’s not the case.

Virtual and hybrid events absolutely still have a place in the nonprofit fundraising world. In 2024, organizations that hosted all-virtual events reported a notable increase in success, with 77% meeting or exceeding their fundraising goals—up from 59% in 2023. This suggests that virtual events continue to offer strong opportunities for fundraising growth.

However, deciding whether an online event is right for your organization now depends on several factors. Let’s explore a few key considerations to help you choose the best event format.

Target Audience

Your audience’s preferences should always be your first consideration when planning events. Each segment of your supporter base has different preferences to keep in mind. For instance, major donors may expect to sit at a VIP table and socialize with your nonprofit’s leaders in person. Prospective volunteers, on the other hand, likely prefer events that are short, informational, and easy to attend.

Before you decide to host a virtual event, determine your target audience and how they might react to any online-only gathering. Explore the donor data in your nonprofit’s fundraising platform to review your audience’s:

  • Communication preferences: The most effective outreach methods for each group can indicate how receptive they might be to a virtual event. If these donors often prefer texts and emails instead of phone calls or in-person meetings, they may respond positively to virtual event invitations.
  • Engagement history: Analyze the fundraising and volunteer events these donors have attended in the past. Did they participate in virtual or hybrid opportunities when you offered them? Have their engagement patterns changed in recent years?
  • Demographics: Donor demographics like age and location may impact their willingness to attend online events. For instance, younger donors and supporters who don’t live locally are more likely to appreciate the flexibility of virtual fundraisers.
  • Giving levels and history: The average gift size and length of a donor’s relationship with your organization can also influence how audiences feel about virtual events. Small-dollar donors and newer supporters, for example, will likely be more appreciative of lower-commitment online opportunities than long-time major and mid-level donors.

When in doubt, remember that you can always host a hybrid event to accommodate a variety of audience preferences. You might invite VIP guests like major donors and board members to the in-person portion while livestreaming the event for everyone else.

Accessibility

Based on your target audience, consider how accessible your event should be. Is this an exclusive event, or do you want to engage as many supporters as possible? Even if you only invite select donors, do they have accessibility needs or concerns you should address?

Evaluate your guests’ needs, including whether they can easily attend an in-person event or need any physical accommodations. Take your event virtual to increase accessibility for supporters who live far away, have mobility concerns, or simply have scheduling conflicts. Or, host a hybrid event to get the benefits of both in-person and online events.

No matter what, incorporating technology into your event will make it more accessible for guests of all kinds.

Consider fundraising auctions, for example. Some donors may find it difficult to walk around your venue, write down bids on paper bidding sheets, and keep track of the items they want to win. With mobile bidding software, however, any guest can browse items and place bids from their phone—even if they stay home! Bidders will receive notifications when they win an item or get outbid, keeping everyone as engaged and up-to-date as possible.

Budget and Resources

Next, factor in your event budget and the resources you already have. In general, in-person and hybrid events come with more costs to consider, such as:

  • Venue rental and decoration
  • Catering and drinks
  • Relevant permits and licenses
  • Paid staff
  • Entertainment
  • Printing signage
  • Event management software

Additionally, in-person events typically require you to recruit more volunteers than you would for virtual fundraisers. You may only need a few online volunteers to moderate chats, for example. Compare this to the entire team of volunteers responsible for setting up the space, checking guests in, managing crowds, and answering questions at large in-person events.

If your organization has a more restricted budget, opt for virtual events to save money. The main costs associated with online events are technology and marketing. By investing in the most cost-effective fundraising software for your organization, you can host multiple virtual events throughout the year without paying for a new venue, food, and signage each time.

Engagement Opportunities

Finally, consider the guest engagement opportunities and challenges associated with each event format. In-person activities may seem more engaging on the surface, but virtual events can be just as effective with the right strategies. To create more opportunities for online guests to interact with your nonprofit and each other, start by choosing the right software.

According to OneCause, these software features can help you boost online engagement at virtual and hybrid events:

  • Real-time scoreboards: Whether you’re hosting an auction or any other fundraising event, leaderboards and fundraising thermometers help you highlight the event’s progress. Real-time updates keep guests’ eyes on your donation goal and inspire more giving.
  • Live chat: Encourage event attendees to actively participate and make connections with an online chat. Guests can easily ask questions, express their excitement, and converse with other supporters just as they would at an in-person event.
  • Auction item image galleries: If your virtual fundraiser includes an auction, choose a platform that offers user-friendly, visually appealing item catalogs. Bidders will be more likely to stay engaged if it’s easy to browse auction items and place bids on their favorites.

Make sure any online elements of your event incorporate your nonprofit’s branding, too. Providing a professional, branded event site will inspire trust in your audience and boost their likelihood of staying actively engaged.

Making Today’s Virtual and Hybrid Events a Success

Clearly, online events can still be impactful fundraising methods for today’s nonprofits. However, the success of any event depends on your organization’s planning, software, and fundraising strategies. Keep these considerations in mind to run more engaging, accessible events this year, no matter what format you choose.