Nonprofit Events Gone Virtual: Tips and Best Practices

April 2020 – Lauriane Lebrun, Marketing & Communications Coordinator

COVID-19 safety recommendations and stay-at-home orders have suspended traditional events for the time being. Luckily, technology is enabling many nonprofits to keep marching on with virtualevents. From online auctions to webinars to livestreams, a variety of ideas have become extremely popular in no time. But these event formats are new to plenty of nonprofits, and they all come with new challenges.

Here are some tips to keep in mind as you pivot from in-person events to all things virtual:

Time your marketing strategically. It’s easy to attend a virtual event spontaneously, so ramping up your marketing efforts in the days/hours just before the event is generally a good idea. Timely marketing will keep the event fresh in people’s minds and help you take precedence over any distractions.

Run tests beforehand. If you’re running a video-based event, don’t forget to double-check your lighting, speakers, microphone, and internet connection before you begin.

Prevent background noise. Search Engine Journal recommends muting any devices you won’t be using for your event, checking your space for anything that makes noise, ensuring you won’t be interrupted by children or pets, and shutting down any programs running in the background of your computer.

Don’t let the event format overshadow your mission. As Wild Apricot explains, be sure to keep your virtual events “focused on how your donors will help advance your mission, and show them what their gifts are doing and the positive change they’re making in the world.”

Keep an eye on the clock. HubSpot suggests you start your event “2 minutes past the hour. This gives people time to call in, but does not make those on time wait too long and annoy them for being on time.”

Make it interactive. To keep your audience engaged, make sure to offer opportunities for them to ask questions, provide feedback, etc. Consider integrating polls into your virtual events, and try asking the audience to submit questions via chat, social media, or email. For fundraising events, you can also increase engagement by utilizing a visual goal-tracking tool like a fundraising thermometer.

Good luck with your events, and don’t forget to check out the recommended reading section below for more tips and ideas!