Thank you for attending the gala. Now what?
Shop for Hope. Fired Up. Camden on Canvas. Nature Fest. Summer Bash. The Artful Living Tour. The Summer Show. Taste of St. George. The Garden Tour. The Golden Gala. Knox Night. And many, many more. You could spend every evening of your summer attending a different charity event on the Midcoast.
Attending galas is one step towards supporting nonprofits on the Midcoast community. However, the single act of buying a ticket and donning your dance shoes is not enough to provide nonprofits with the resources they need to do their work.
As someone who has planned special events for much of my career, I can attest to the fact that special events are the most expensive way for charities to raise donations. The Better Business Bureau advises that nonprofit organizations spend at least 65% of their total expenses on programs. Applied to special events, this ratio means that of all the money that a nonprofit raises at their gala, a maximum of 35% should cover its expenses. That 35% adds up quickly when you add the expenses associated with venue, catering, alcohol, advertising, entertainment, event planners, staff – and more. So, if the gala you attended raised $100,000, did the nonprofit spend more than $35,000 to ensure all its guests had a great time?
Further, few people who attend a charity gala go because it raises money for a good cause. According to event promotions expert Eugene Loj, the main reasons why people participate in a nonprofit’s special events are (1) they know someone who organized or is part of the event; and (2) they wanted to have a “good time.”
Even though special events are expensive to host and few people who attend them are interested in supporting a particular cause, I am not suggesting that nonprofits stop throwing parties. Rather, I want to offer six ways that you can help your favorite causes maximize their investments to extend their limited resources to help more people:
1. Post about your attendance at the event on social media – and tag the organization’s social media page. One of the main reasons why nonprofits go through the trouble of planning special events is to raise awareness for their missions and attract potential supporters. By posting a photo of the charitable event on your social media page, you are giving that organization credibility to your network of family, friends, and colleagues – some of whom may turn out to be future supporters of that organization. When you tag the nonprofit whose event you attended, they can see and comment on your post.
2. “Like” and “follow” the organization that hosted the event you attended. Social media presence is a key performance metric for nonprofits. While fundraising via social media is not yet a significant source of revenue, the number of “friends” and “followers” matters. When nonprofits apply for grants from foundations, they are often asked about the size of their social media following. Adding your thumb’s up to an organization’s social media page helps them make the case that they have a large audience.
3. Consider making a year-end donation to the organization. According to the M+R Benchmarks Report, donations received in December account for up to one-quarter of a nonprofit’s annual revenue. These funds kickstart many nonprofit initiatives that start at the beginning of a calendar year and are a nice way for a donor to end the year with a tax deduction.
4. Visit the organization’s website and sign up for their newsletter. Most nonprofits send a regular newsletter to provide updates on their work and solicit donations. Even if you are not in a position to provide additional financial support to that organization at this time, staying connected via the newsletter affords you the opportunity to keep informed and share news with others who may be interested in the organization’s work.
5. Bid on auction items. One of the best ways that a nonprofit can monetize the investment they make in an event is to auction donated items. They come at no cost to the organization from individuals and companies committed to their cause. The amount that is raised from the sale of a basket or a spa treatment donated to a silent auction is pure revenue. Live auctions are reserved for the items that will generate a buzz and inspire people to compete on their bids. Even if you do not eventually win the bidding, your participation helps to drive up the final price, which directly supports the mission of the organization.
6. Come again next year – and bring a friend (or two). As stated above, most people attend charitable events because they want to have a good time. Inviting others to join you in having a good time provides the nonprofit with an opportunity to reach more people who might be interested in supporting their cause.
The money that nonprofits directly raise through their galas and other special events is insufficient to sustain their efforts. However, as charitable consumers, we can maximize their hard work by being generous with our resources and networks.
About this blog:
The Midcoast Charity Insider

Diane Lebson, CFRE, is CEO and Co-Founder of Evergreen Philanthropic Solutions, a Camden‑based consultancy that helps nonprofits in our community, throughout Maine, and across the country raise money and plan for their futures. She is also on the graduate faculty at the University of Maine’s School of Policy and International Affairs where she teaches courses on fundraising and nonprofit management. Diane is the author of For A Good Cause: A Practical Guide to Giving Joyfully. Her column, The Midcoast Charity Insider, focuses on issues pertaining to the business of doing good on Maine’s Midcoast.