Pre-Event
See 
Event Playbook
Follow Up
- Send thank-you messages to donors, sponsors, and attendees:
- Share event highlights and impact:
- Conduct a debrief meeting with the team:
- Evaluate the success of your goals:
- Gather feedback through surveys or testimonials: Understanding the guest experience can provide valuable insights. Send a brief post-event survey to attendees, asking for their input on various aspects (venue, food, program content, check-in process, etc.) and any suggestions for improvement. Include a mix of rating-scale questions and an open-ended question for comments. You can also informally solicit feedback by talking to key donors or sponsors about their impressions. Collect testimonials or positive quotes that you might use in future event promotions. Constructive criticism is equally useful – note any recurring issues mentioned and brainstorm how to address them next time.
- Plan donor cultivation for future engagement:
Promptly express appreciation to everyone involved.
Within 24-48 hours after the event, send personalized thank-you emails or letters to participants – including ticket buyers, volunteers, speakers, sponsors, and in-kind donors.
Mention specific contributions (e.g., “Thank you for your generous auction bid” or “for sponsoring the dinner”) and share the event’s success (total funds raised, achievements) in these messages.
For major donors or sponsors, a handwritten note or a phone call is a thoughtful touch.
Publicly thank supporters as well – for example, a social media post or website update listing top sponsors and saying thanks helps acknowledge their role to the broader community.
People who attended will love to see the outcome, and those who missed it might be inspired to engage next time.
Soon after the event, publish a recap that includes photos or videos from the event, the amount raised, and how those funds will be used for your cause.
This could be in an email newsletter, a blog post, and/or across social media.
Tag sponsors and key contributors in social media posts to extend the reach and give them extra recognition.
By reporting back on the impact, you reinforce the value of everyone’s participation and set the stage for future support.
Gather your planning committee and staff for a post-event evaluation session.
While the event is fresh in mind, discuss what went well and what didn’t.
Review each major component (venue, catering, program, auction, etc.) and note any issues or standout successes.
Solicit honest feedback from volunteers and coordinators – they might highlight things leadership didn’t see.
Document these observations in a debrief report or running checklist. Identifying lessons learned (“Needed more volunteers at check-in” or “AV partner was excellent – use again next year”) is crucial for improving future events.
Also, compare actual outcomes to your initial goals and expectations in this meeting.
Take time to analyze the event data against the objectives you set.
Key metrics might include:
the amount of money raised (net profit after expenses),
number of attendees vs. no-shows,
number of new donors or prospects identified,
average donation size,
number of auction items sold and revenue from auctions,
raffle income, etc..
If raising awareness was a goal, you might look at social media engagement or press mentions.
Gather input on attendee satisfaction as well – if you conducted surveys, what was the overall feedback?
Calculate the ROI (Return on Investment) by comparing total revenue to total costs. This analysis will show whether you met or exceeded your fundraising goal and help justify the event’s value to your organization.
A fundraising event shouldn’t be a one-off interaction. Develop a strategy to build ongoing relationships with attendees and donors after the event.
Add new contacts from the event to your donor database or mailing list (with proper permissions), as well as your LinkedIn or similar social profiel.
For first-time supporters, the follow-up goal may be to invite them to learn more about your organization – for example, send them your newsletter or invite them to a casual “open house” event.
For existing donors, consider how to deepen their engagement, such as inviting major donors to a special appreciation lunch or involving interested attendees in volunteer opportunities.
Tailor follow-ups: someone who only attended the event could be nurtured to volunteer or donate later, whereas an active donor might be thanked and solicited for input.