How to plan successful fundraising galas, even in difficult times

Fundraising galas are a proven source of revenue for nonprofits. Seventy-three percent of nonprofits surveyed in 2024 indicated that their organization held a fundraising event with auctions. Among nonprofits that held in-person galas, 51% raised funds in line with their budget, while 26% exceeded their goals. However, in an increasingly unstable political and economic climate, organizations may question whether they can still raise funds with gala events. Through our work in nonprofit communications, we know they can—if they plan and run the event through a communications lens. 

Here’s what we observed when a teen dating violence prevention organization hosted its most successful gala ever in 2025—with the theme “Voices Against Violence”—by putting communications first.

Fundraising galas are about the power of narrative and messaging

The gala is your nonprofit’s chance to share the story you want your audience to remember when they think about your issue area. 

You’ll need to identify the messaging and audience profiles to target in the first phase of planning the gala. For this event, the organization identified key high-net-worth individuals as well as former donors and new mission-aligned entities to approach for table sponsorship. The key message chosen was: “Survivors show our communities the way to safe relationships by lifting their ‘Voices Against Violence.’ Let’s join together to honor them.”

Ensure narrative resilience with fundraising galas as a starting point

Facing multiple crises, nonprofits need to stay agile, to adjust their communications to their audience’s shifting perspectives and the wider set of evolving challenges that could weaken their message. This is what we call narrative resilience—the capacity to withstand, adapt, and respond to harmful narratives and dynamics while continuing to advance mission-driven causes.

For example, at the time of the “Voices Against Violence” gala, there were high-profile media stories of celebrities accused of sexual misconduct and abuse. To keep the focus on survivors and emphasize how the audience’s generosity could help youth build safe dating cultures, the event organizers worked to keep attendees’ attention focused on the awardees and the stories of youth success throughout the program.

It’s always important to keep track of what resonates and what doesn’t. Nonprofits should observe how gala attendees are responding to their messaging. Are there elements your team thought would be strong but fell flat? Consider fundraising galas as opportunities for data collection, and identify how you can use messaging insights gained in other communications touchpoints beyond the gala. This can strengthen the relationships not only with donors you engaged with, but also others whose perspective you may understand more fully after the event. 

Fundraising galas center joy and the power of community

Another key element of effective nonprofit communications is the role of joy as a powerful form of resistance to the hostile environment many organizations face today. Joy provides strength and can signal defiance in the face of injustice and suffering. The simple act of getting together can foster joy through the growth and flourishing of social capital, which is 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. And fundraising galas provide that occasion for joy.

The planning for the “Voices Against Violence” gala incorporated joy in ways that were strategic to the tone of the event. The organizers filled the evening with stories of success shared by advocates and survivors who now support others through their healing. By celebrating accomplishments and highlighting admiration and respect for those who are bravely leading the way, the event captured a sense of possibility for individuals and the collective, to overcome hurdles that can feel insurmountable.

Create an emotional connection for continued engagement

By focusing on essential communications questions from the beginning, drawing on narrative resilience techniques throughout the event for continued engagement, and creating an environment that centered joy and community building, the organization exceeded fundraising expectations in every category: 

• Sponsorship of tables and tickets was 4% above the goal.  
• Donations and the paddle raise garnered support 60% over the goal.
• Funds raised through silent and live auctions were 160% above the goal. 

The two categories that saw the greatest increases were those that allowed a more intimate interaction with the audience. Shared stories allowed the audience to see themselves as part of the organization’s journey to end teen dating violence and created an emotional connection that prompted giving. 

As this example demonstrates, a carefully curated program centering stories of joy and community triumph can create a level of engagement that translates into fundraising success. This approach to galas offers nonprofits an opportunity—even in an unpredictable economic environment—to scale events and grow revenue by using a communications-first model. 

Photo credit: Jacob Wackerhausen/Getty Images