Can Our Gala Raise Money in This Climate?

In the current political and economic climate, organizations may be wondering if galas are still a viable avenue for generating revenue for social change work. Given that so many people in the sector, and other aligned arenas, are dealing with substantial setbacks driven by the new administration, it is a serious question of whether this tried and true approach to fundraising is still compelling in this climate. As philanthropy and the nonprofit sector adjust to an unsteady economic context, there is a guarantee of increased competition for funding of urgent social issues from the same pool of resources.

Despite this reality, we urge you to continue to think of gala events as an important part of your fundraising strategy based on three key elements embedded in psychology:

  1. Galas celebrate, manifest and generate a stronger community. They are an opportunity to see many people out in public, supporting the things you and your donors care about deeply. They are a reminder that there are many others whose vision of the future aligns with their own. The act of getting together can foster the growth and flourishing of social capital—which has been shown to be intricately linked to social well-being in times of upheaval and the ability of communities to respond to disaster. In fact, one of the key experiences in contexts of severe crisis is the emergence of people naturally getting together. Use this occasion to communicate shared values, commitments and a path forward, together.
  2. Galas are an opportunity to emphasize the power of joy as a form of resistance. Deeply embedded in the creation of communities, joy provides strength and inspiration and signals defiance to structures of oppression of all kinds. It is even shown in scholarship on war to provide the “possibility of self-healing in physical and emotional trauma.” You can use communications leading up to and throughout the event to frame the joy that exists in the communities you serve, despite the challenges that you are collectively working to resolve. Joy stemming from the advances that have been made and the hurdles that have been collectively overcome reinforces resistance. Use that base to build strength, reminding your community that every time you celebrate what makes us human you are defying the forces that claim it is all about efficiency, profit, insecurity and control.
  3. Finally, galas and other fundraising events are an essential opportunity to communicate the value of collectively grounding the community of those who are committed to the work. By stepping away from the unending tsunami of breaking news that we know will have massive impacts, your organization can help create space to orient its action—and that of your supporters—around the themes, stories and histories that you want to define and guide your choices in this time. Let people know how valuable that can be for building solidarity and strength in difficult times.

It is vital to ensure that fundraising in times of crisis is not mistakenly framed as taking advantage of fear, nor that it be understood as a time to distract from the seriousness of what is happening all around us. Choosing the appropriate theme will be key to achieving the right framing, as will sharing with your audiences, through clear communications, exactly why you are choosing to fundraise at this moment. Center your event in the themes highlighted above to maintain transparency and increase trust of your organization. Use your gala to remind participants, we are in this together.

If you are uncertain how to frame your next fundraising event and could benefit from a thought partner to help you strategize on your communications or develop messaging for it, reach out to the Wakeman Agency for a confidential conversation: