Working in the non-profit space can feel like a constant scramble for funds. 

But properly executed charity events can be a huge fundraising opportunity — and they can be downright fun! 

The potential is huge. Brits donated £13.9 billion to charity in 2023, and many people would rather attend a fun event than simply donate. 

Wondering how to host a charity event that raises funds for charity? Thousands of non-profit organisations rely on Eventbrite to promote their events and raise more funds. 

This charity event management guide gathers diverse tips from seasoned event hosts. Keep reading to learn 14 key steps to elevate your next charity event. 

Table of Contents

Event planning tips for charity events

Marketing tips for charity events

Logistics tips for charity events

Event planning tips for charity events

You’re ready to plan a charity event but have no clue where to start. That’s why we created the steps below for you to lean on. 

1. Define your cause, and set a fundraising goal

When determining your event objectives, ask yourself:

💡Pro tip: Make sure your cause shines through in your marketing messaging and at the event itself. Your event programming should help attendees become more educated about the cause they’re supporting and the work your non-profit organisation is doing.

Downloadable template for event budget planning

2. Create a realistic event budget

It takes money to raise money! While costs can be offset through sponsor funds (more on this below), there’s a high risk of personal expenses. Making a detailed budget for your event is crucial to raise as much money as possible. Remember, every pound you save is another that can go toward your cause! 

An event budget template helps to keep your finances on track so you can reach your financial goal. The key budget factors to keep in mind include:

Your budget sets the baseline for how much money you need to raise. It’s also a starting point for sponsorship goal-setting. If you can offset most or all of your expenses with sponsors, the majority of your ticket sales will go to support the cause! 

💡Pro tip: When crafting your event budget, make sure to reference historical data. This could include records (expenses and revenue) from your own past events or events hosted by similar non-profit organisations. Reach out to industry connections to see if they’d be willing to share some stats from their past fundraising events. 

List of things to consider when selecting a venue

3. Find the perfect venue for your fundraiser

Your event venue makes a big difference in the success of your fundraising. Here’s what to keep in mind. 

Location, location, location

Research, visit, and assess a variety of locations to find one that best suits your event. Your choice of venue significantly impacts attendance, creates the atmosphere of the event, and contributes to the theme. 

Keep attendee proximity in mind, as well. If you’ve determined that many of your donors or target donors are located in a specific suburb, look for a nearby venue. 

Don’t forget to look beyond just banqueting halls and convention centres when choosing a charity event venue. Some creative charity events are held in alternative spaces like country barns or rooftop gardens. 

Stay within your budget

While location is key, it is just as important to consider what the venue has to offer in terms of discounts or special promotions. Some venues offer discounts for non-profit events to assist with the event’s fundraising efforts. Carrying out a thorough budget review will help determine how much you can afford. 

Partner with other non-profit event organisers

Partnering with another non-profit or event organiser could help you save on venue costs by running two separate events on the same day. 

For example, if you’re hosting a brunch fundraiser, why not partner with a non-profit organisation looking to host an evening cocktail mixer? That way, you can rent a single venue for the whole day, cutting your venue expenses in half. 

Keep accessibility in mind

Event safety and accessibility aren’t just compliance issues. Making your event more accessible widens your reach and makes your attendees feel welcome. Most importantly, it creates an environment of inclusivity, diversity, and positivity — important ingredients for a fundraiser.

Keep event accessibility in mind when choosing a venue. Here are the factors to keep in mind:

Gov.uk has a complete guide to making temporary events accessible to people with disabilities. 

💡Pro tip: Venues can be the biggest expense in your event budget. Try to secure a free event space or a substantial discount by using spaces that are available to you, such as a back garden or someone’s plot of land. Or host an online fundraiser to cut costs.

Attendees at a family friendly charity event

4. Establish a theme for your charity event

People are excited to support a cause, but they also want to have a great time. 63% of UK-based respondents said they’d rather receive a ticket to a live experience than a physical gift, and 63% of Gen Z planned to attend more live events in 2023 compared to 2022. Attendees love spending money creating memories, and the theme of your event should help tease what awaits. 

Remember: “Raise Money” is not a theme. However, “Singles’ Charity Night” is. To inspire donors and attendees alike, come up with a fun and unique event they’ll be excited to attend (and recap on their social media feeds). Include an attraction such as a special guest, musical act, or pop-up shop. This will help get the attention of your target audience and give people something to talk about. 

To help you brainstorm, ask yourself these questions:

Don’t be afraid to get creative!

Unique fundraising ideas like a gaming tournament or a polar plunge can help take your event from generic to epic — and boost fundraising success.

💡Pro tip: Historical themes can be a fun fit for charity events. A ‘50s or ‘60s night can help older donors relive their youth, and younger crowds enjoy throwback nights too! For inspiration, check out One Night In Hollywood Charity Event from Eventbrite creator Enhance Events. To get attendees in the old Holywood spirit, they started the night with a glamorous red carpet arrival for everyone!

5. Find charitable event sponsors

To find sponsors for your charity event, start with your inner circle and work your way outward. First, target businesses and donors that you already know. If your attendees are their prospects or customers, it’s mutually beneficial for them to become sponsors. Local businesses are a great target for sponsorship, as they’re already hoping to attract customers in your area.

Next, check in with your board members and other stakeholders to see if they might have sponsorship suggestions. Finally, reach out to companies that are sponsoring other non-profit events in your area. Use a platform like Sponsor Seeker to connect with local sponsors. 

💡Pro tip: To land more sponsors, make sure to highlight the benefits of sponsoring your event. For example, the number of attendees at a business networking fundraiser is likely to be attractive to a B2B service provider. Sponsors can benefit from getting their names in front of your event attendees, so make sure to explain how in your pitch! 

Speakers talking on stage

6. Learn from other charity event organisers

The non-profit world is full of people working hard to support the causes they’re passionate about. In many cases, people are willing to help out their “competitors” (meaning other charities). When learning how to host a charity event, leaning into your network can really pay off. 

Attend networking events to connect with other non-profit professionals. And reach out to connections you have in the non-profit sector to see how they’re running charity events. 

Chances are, they’ve done lots of experimentation and have found what works for them. While these lessons won’t be 100% applicable to your specific charity and goals, you should be able to extract some useful insights. 

There are also ways you can work with other charities in mutually beneficial ways. For instance, you could promote their events on social media, and vice versa, to reach each other’s audiences. This can build valuable relationships that can be mutually beneficial for years to come. 

💡Pro tip: LinkedIn is the best place to connect with like-minded non-profit professionals. Spend some time building your network there, and the effort will pay off. LinkedIn also has a variety of useful resources for non-profit organisations to explore. 

7. Secure in-kind donations for your event 

In-kind sponsorship, where companies donate goods or services, can be a powerful tool. 

Think about all the expenses for your event. Can you seek out in-kind donations or sponsors to reduce these costs and get your event off the ground? 

Venues may be willing to provide free rentals or substantial discounts. Caterers may offer the same. Speakers may be willing to waive their fees for non-profit organisations. Whatever the expense, it never hurts to ask.

Companies and individuals can often use in-kind donations as a tax deduction, so there are benefits for them as well. Make sure to provide the donor with a written acknowledgement of the donation, complete with a fair market value and your non-profit organisation’s tax ID number. 

In-kind donations can also be combined with sponsorship efforts. This gives companies more advertising and publicity. For instance, a catering company could provide free food for your event. You could provide promotional shout-outs to your donors (who may need to hire caterers in the future!)

💡Pro tip: Consider offering perks to in-kind donors and sponsors. Throw in free tickets for their families, access to VIP areas, or even keynote speaker meet-and-greets. For instance, the London Charity & Non-Profit Network Mayfair Networking Reception hosted by The Nonprofit Network gives attendees a chance to network and enjoy food and drinks with like-minded individuals.

Marketing tips for charity events

These steps will help you get the word out about your event, attract more attendees, and ultimately raise more money. 

8. Target the perfect charity event audience 

Dial in on your audience. Ask yourself these questions early on:

Demographics also play a role. For instance, 65% of people over 65 donate to charity, making this demographic a great group to focus on.

Use data from the UK Office for National Statistics to gather demographic information in your area. City- and county-level data can be very useful for targeted advertising. Charitable giving scales upward with income level, so seeking out higher-income areas to target can also be beneficial. 

💡Pro Tip: Once you know who you’re looking for, use targeted advertising to market your event. Eventbrite Ads are a great starting point to promote your event. You may also qualify for free Google Ads advertising (see point #10 below). 

Ways to market charity events

9. Market your charity event strategically

Once the details are nailed down, it’s time to get the word out and build excitement for your charity event. For a charity event organiser or fundraiser, getting the word out is crucial — it directly affects your ability to meet your fundraising goals. 

Create a strategy that covers all the marketing channels you’ll use. Here are some marketing tips to get you started:

✉️ Email marketing is excellent for targeting existing donors/subscribers. Make sure everyone who has engaged with your non-profit organisation in the past is aware of your upcoming event through email! Eventbrite includes specialised event email marketing tools for event organisers. 

Email can also be useful for running a retargeting campaign for page visitors who haven’t completed the registration. Create a sense of urgency by reminding them of when the sale ends or that the event is almost sold out.

📱Social media marketing is crucial, as nearly 25% of views to event ticketing pages come from social platforms. Eventbrite integrates with Facebook, making it easy to cross-promote your upcoming event. Utilise video clips and images and host social contests and ticket giveaways to build excitement.   

📰 Event press releases are picked up by local newspapers and publications. A lot of people still rely on traditional media — don’t miss out on reaching them! Plus, press releases can help get the word out to potential sponsors. 

📜 Event flyers and posters are an easy way to get the word out locally. You can also ask the print shop if they have any discounts for non-profit organisations! 

In your marketing efforts, make sure to highlight the cause your event is supporting. But also advertise the experience attendees can expect to enjoy. Both are crucial for building engagement and excitement.

💡Pro tip: With each promotional channel, make sure you keep your target audience in mind. This means advertising where they hang out. Running a charity concert? Your local music shop, senior centre, and community bulletin board are great places to hang a poster. 

Hosting a charity gaming tournament? Targeting gamers on social media (using interest filters) will be more cost-effective than general ad campaigns.

Use the leading non-profit ticketing software

A person buying a ticket

10. Utilise Google Ad Grants for Free Advertising 

It can be tough to find the budget for paid advertising. Fortunately, Google Ad Grants are available specifically for non-profit organisations. The programme is quite generous, offering up to £7,000 per month of free advertising to qualifying non-profit organisations. 

Non-profit organisations registered as charitable organisations should qualify, though there is a verification process. Certain groups are excluded, including governmental entities, hospitals, healthcare organisations, and academic institutions. You can find the full eligibility guidelines here.  

If you do qualify, these ads can be used for general fundraising efforts and may also be suitable for promoting a specific event. 

Better yet, Google Ads have tons of ways to refine your advertising to target the right audience. You can use geofiltering to target a specific area, age filtering, and several other targeting methods.

💡Pro tip: Google also provides free training through Skillshop. To maximise your ad campaigns, make sure to brush up on how Google Ads work for advertisers. You could also seek out a paid advertising expert to volunteer for your non-profit organisation, perhaps through CharityJob

Logistics tips for charity events

Ah, the joy of logistics. It’ll only drain you if you don’t have a plan, and that’s why we’re here! Let us guide you on managing the ins and outs of your next charity event. 

11. Decide how you’ll accept donations and sell tickets

Offer more than one donation method in order to maximise your fundraising. For many events, ticket sales will be a primary revenue driver. Other methods can include GoFundMe, a donation QR code placed at the event site, and onsite sales of merch/refreshments/etc. 

Ticket sales should be your first priority. Start with an online event ticketing platform like Eventbrite. Eventbrite offers full-service ticketing and payments with competitive fee structures.

For at-the-door sales, choose a ticketing provider that provides an app to expedite last-minute sales. The Eventbrite Organiser Check-In App can sell tickets at the door and check in prepaid guests at the same time. 

For virtual charity events and live events alike, make it easy to give by providing a link where you can accept donations. You can also set up a donation option on your event listing for quick and easy digital giving so people can donate even if they can’t attend.

💡Pro tip: Think past ticket sales to explore other donation and fundraising options. Raffles, live auctions, and even simple donation boxes/QR codes onsite can boost fundraising numbers. Take ATM Northern Charity Quiz, Raffle, & Silent Auction, hosted by ATM Ltd, for inspiration. The organisers prepare a fun night of trivia and prizes for their attendees, letting them bid and win items like signed sports memorabilia from prestigious clubs.

Ways to recruit volunteers for your event

12. Recruit, train, and manage your volunteers

Successful charity events run on the enthusiasm and support of their volunteers. The best place to look for volunteers is among your donors and community supporters, including people on your mailing list. Past event attendees are also a great source for recruiting. 

It’s important to recruit reliable volunteers who will show up and charm donors. Use these three tactics to weed out unreliable volunteers and make sure your efforts pay off.

✅ Pre-qualify volunteers: Make sure you’re not just finding people who want to volunteer, but those who can actually do the job. When they sign up, ask potential volunteers what other events they’ve volunteered to staff, what their role was, and why they want to help at your event.

📚 Create an orientation programme: Whether the event is in person or online, give an overview of what volunteers should expect on event day and what will be expected of them.

👱🏾 Designate a volunteer lead: Your volunteer lead will be responsible for getting volunteers up to speed on everything, from logistics to onsite tech. Build in ample time to train volunteers so that there is no confusion or last-minute stress on the day of the event.

⭐Offer some volunteer perks: To encourage volunteering, offer free food on the day of the event or free tickets for their friends and family.

💡Pro tip: You can also use third-party volunteer sourcing websites to help. For example, Volunteer Match helps match volunteers with non-profit organisations looking for assistance. CharityJob is another platform that matches charities with skilled (mostly remote) volunteers in specific areas — like marketing or design. 

13. Automate your charity event technology

The more efficient you can be, the more money you can raise! Event management software can help reduce manual effort and automate key steps. For instance, automated emails can give attendees detailed event information upon ticket purchase without having to manually email ticket holders. 

Use a management tool for event planning, ticketing, and marketing tools wrapped into one to save you time and increase your outreach. 

💡Pro tip: Don’t be afraid to invest a bit of your budget in technology. By improving your efficiency, you can drive better outcomes across attendance, fundraising, and donor experience. This can more than makeup for the cost of event software. Just make sure to work any costs into your event budget ahead of time.

People smiling while setting up event technology

14. Perfect your event logistics strategy 

Keep your event running smoothly with a detailed event logistics strategy that covers all the important bases:

⏱️ Timing for day-of logistics: Try to get the venue keys as early as possible to get a jump on setup.

🌯 Vendor and catering logistics: If you can, batch tasks like vendor check-in to save time.

💁 Staff and volunteer logistics: Provide training materials to make sure your helpers are prepared.

🎤 Tech logistics: Thoroughly check all your tech gear as early as possible (ideally the day before the event).

A good event logistics plan should also help you prepare for potential issues. Creating contingency plans for common issues (bad weather, Wi-Fi issues, etc.) can help you prepare for any mishaps on the day of the event. 

💡Pro tip: Event logistics planning should involve everyone who will be a part of event day. Make sure to communicate your expectations for the day with your team well beforehand. Ideally, host a logistics meeting with your event staff, volunteers, and potentially even vendors before the event.

Raise more funds at your next charity event

Now you have a solid plan in place for how to host a charity event. These charity event management tips are applicable to most event types. 

But you can also learn by doing! Make sure to set time aside after your event to think about what went well — and what could use more attention next time. 

To maximise fundraising success, make sure you have the right tools in your toolbox. Eventbrite makes it easy for non-profit professionals to plan, promote, and host charity events all over the world.