Your Gala’s Not Broken—But It Might Be Holding You Back

I’m going to say something unpopular. You won’t like it. In fact, it may completely turn you off from me.

Here goes: Your gala might be wasting your time.

There. I said it.

Let’s be clear: not every fundraising event is a bad idea.

But for many small and mid-sized nonprofits, that annual gala—the one you’ve been pouring time, staff capacity, and silent auction items into for years—is no longer doing what you think it’s doing.

I’ve seen it over and over again:

• Board members insist on keeping it alive “for tradition.”

• People attend because someone on your board is a big deal in their industry.

• The same people show up and clap politely, year after year, without ever really developing a passion for your mission. (Ask me about the time I called someone who gave a $22,000 gift two years prior and had no idea what the nonprofit was or did—and was really mad I had called.)

You work yourself to the bone for a handful of one-time gifts, some secondhand praise, and a net revenue that barely justifies the effort—if it even does at all.

So what’s the fear?

Money. Specifically: that if you let the gala go, you’ll lose the income it brings in.

Here’s the hard truth: you might already be losing money. Or at best, breaking even—when you factor in staff time, consultants, rentals, design, printing, postage, and yes, sanity.

Plus, you’re not building anything long-term. Events like galas don’t naturally lead to lasting relationships unless they’re intentionally and strategically followed up on. (Be honest—how’s that follow-up plan going?)

"But events bring in new people!"

Yes, and?

If they’re not aligned with your mission—or if they’re there to see and be seen—they’re not likely to stick around. A “who’s who” guest list doesn’t build your donor pipeline. It builds your LinkedIn connections.

And if you’re spending $100K+ to attract the attention of folks who won’t give again until next year (if at all), that’s not fundraising. That’s performance art.

So what should you do instead?

Here’s my real take:

Unless you have an incredibly active, well-connected volunteer committee doing most of the heavy lifting—most fundraising events don’t make sense for nonprofits like yours.(And even then, there’s a ceiling.)

If you still want to gather folks together, host a low-key donor appreciation night. A site visit. A casual happy hour with a story or two. Focus on connection, not production value.

And when it comes to raising real, repeatable dollars? Go back to the classics:

📬 Direct mail. Yes, print. Yes, “junk mail.” Still one of the best ways to acquire new donors and build loyalty. I will die on this hill.

📝 Clear, emotional donor messaging. Skip the jargon. Talk like a person. Show your impact—and where your donor fits in.

📈 Consistent outreach with thoughtful follow-up. Because real fundraising isn’t flashy. It’s relational.

Hi. I’m Liz. I help small and mid-sized nonprofits grow their fundraising without losing their minds—or their mission. I also have some unpopular opinions about galas. (Let me be the one to break the news about another one to your board.) If you're ready to explore smarter, saner strategies, book a free discovery call.