One Small Change That Can Double Your Event Revenue
Planning an event for your nonprofit is a labor of love. You pour months into lining up sponsors, booking speakers, hiring an auctioneer, marketing, and finding volunteers. So much time and energy from your organization is put into making the event memorable, so when the event is over and the proceeds you raised didn’t reach your goal, it can feel like a setback.
If that’s ever happened to you, take heart that you didn’t fail. And better yet, you don’t need a bigger team or a bigger budget to change the outcome next time. In fact, one simple shift in your registration process can unlock more giving, higher engagement, and a fundraising total that finally reflects the passion behind your mission.
How You Can Adjust Your Event Registration to Increase Revenue
Most nonprofit events follow a tiered ticketing model. You set a price, and attendees pay exactly that; it’s simple and straightforward. However, many are willing and want to pay more than the set price. Limiting the transaction to the ticket price means you might be missing potential revenue. Closing that gap means seeing checkout not just as a transaction, but as a prime opportunity to boost fundraising.
Offer Suggested Donations at Checkout
Adding a suggested donation step at the ticket checkout can have a big financial impact. Instead of having a donate button that’s buried on the checkout page, this approach prompts donors to add a specific donation, or the option to contribute a monthly donation amount before they enter their payment details. This is an easy way for donors to add their own donation amount and an effective way to boost contributions. In fact, a GoFundMe Pro test found that highlighting both preset donation amounts and the custom donation field boosted average donations by 16.2% compared with a form that didn’t emphasize the custom option.
The Psychology of Giving & Why Suggested Donations Work
The success of the suggested donation model works well due to three core psychological principles. These principals are:
Anchoring: People often base their choices on the very first number they see. By showing a suggested donation amount, you set a reference point that encourages donors to give that amount, and even above that amount.
Social Proof: People are naturally influenced by what others do and assume that if many people are donating, that this is a worthy cause to give money to.
Impact & Fulfillment: Donating sparks positive feelings, often called the “helper’s high” because it boosts self-esteem by making donors feel effective and part of something meaningful. By showing the clear impact of their gift, sharing impactful stories that put a human face to the cause, and highlighting progress toward a goal, this shows donors how their donations will make a difference.
How You Can Implement This Donation Strategy
Here are steps to implement a successful donation strategy for your event.
Choose the Right Event Ticketing Software Platform
Here are best event ticketing software platforms:
Set the Right Suggested Donation Amount
When it comes to suggested donations, asking for the right amount is very important. If you put the suggested donation too low, and you leave the potential for higher donations on the table, but if you suggest too much, people may hesitate or skip giving altogether. Start by looking at your target audience and think about these questions:
What have past attendees given?
How much is a good ask to help you reach your revenue goal?
What feels like a meaningful, yet comfortable, contribution for most?
You can also give a few tiered options so people can pick the level that feels right for them. It’s not about trying to guess the “perfect” number, but about making it easy for attendees to give generously.
Connect Giving Directly Tangible Results
Don’t just ask for money, ask for a specific amount. Let them know how the money is being used. Generic requests tend to get generic results, while specific asks tap into people’s emotions, making them more likely to give and feel connected to the impact their donation will have.
Test the User Experience For the Checkout Process
Before you launch, go through the checkout process yourself on both a computer and a phone. The goal is to minimize friction, so if the donation ask makes checkout confusing or hard to move through, you’ll need to rethink how you set it up so it’s smooth, intuitive, and optional for supporters to give more than the suggested amount without feeling pressured or frustrated.
Adding a suggested donation during registration lets you tap into your supporters’ excitement when they’re most engaged in your cause. This can turn one time donors into ones that give more than the suggested amount or set-up a monthly recurring donation.
Vacation Packages to Auction at Your Live or Silent Auction Event
By partnering with BlueTree Marketing, you can transform your live or silent auction event into an unforgettable experience for attendees. Auctioning one-in-a-lifetime vacation packages and unique experiences will help increase event attendance as people will be excited to bid on these experiences. What’s even better is that there are no upfront costs to you; you only pay once an item is sold to a bidder. Contact us to learn more about our process and our Blue Glove concierge service.
FAQs
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Add a suggested donation step directly in the checkout flow. Consider offering tiered options so supporters can choose a level that feels right for them.
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Always make donations optional. Pressure can discourage attendees from completing their purchase. A smooth, optional prompt ensures more people say yes and gives them a positive experience.
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A smooth, user-friendly checkout that reduces friction and a well-placed donation prompt taps into attendees’ excitement and willingness to give.
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Sharing relatable stories and showing clear progress toward goals makes donors feel their contribution matters. This emotional connection can increase the likelihood and size of donations.
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Add revenue opportunities beyond the ticket itself like suggested donations at checkout, sponsorship upgrades, auctions, or raffles, or premium experiences.
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