The complete guide to a fundraising event

Everything to run a fundraising event: goal, concept, budget, team, tickets, sponsors, promotion, run-of-show, thanks, measuring and templates.

Start with the goal: what is this event for?

An event can raise money, find new supporters, thank existing ones, or all three. It cannot do all three equally well, so pick one main goal before you book anything. A charity event that tries to please everybody usually ends up with a tired team and a thin result.

Write the goal as a sentence with a number and a date. Compare the two versions below.

• Vague: "We want to organise a nice evening."
• Useful: "On 14 March we want to raise a net €6,000 for the new youth room and add 80 new addresses to our mailing list."

Net means what is left after all costs. Many first-time organisers quote the gross ticket income and are surprised when the bank balance looks smaller.

Three questions before you commit

• Why this event? Does it fit your mission and the people who already support you?
• Who is it for? Current donors, families, local companies, the neighbourhood? Each group needs a different tone, price and place.
• What happens afterwards? An event is a beginning, not an end. Decide now how you will stay in touch with the people who came.

A simple goal sheet

Event: ...
Date: ...
Main goal: raise net € ... / find ... new supporters / thank ... donors (choose one)
Second goal: ...
Target group: ...
How we will measure it: tickets sold, net result, new contacts, number of follow-up gifts within 60 days
Decision maker: ...

Keep this sheet on one page. When someone suggests adding a tombola, a second stage or a silent auction, hold the idea against the goal. If it does not help, say "later" and move on.

A common rule of thumb: start planning at least three to four months ahead for an event of 100 people, and six months or more for anything bigger or outdoors. Treat it as a guide, not a law.

Choose a concept that fits your people

The best concept is one your team can deliver without heroics and your guests actually want to attend. Fancy is not the point. Reliable is.

Common formats and what they ask of you

• Dinner or lunch: high ticket price, small group, much work in the kitchen and with the venue.
• Sponsored walk, run or ride: low entry barrier, participants raise money from their friends. Needs a safe route and marshals.
• Concert, quiz or comedy night: easy to explain, ticket income plus a bar. Needs a venue with a sound system.
• Open day or market: many small amounts, good for reaching the neighbourhood. Needs many volunteers.
• Online event or livestream: low cost, wide reach, lower emotional pull. Works well as an add-on to a live event.

Test the concept in five checks

1. Can we explain it in one sentence?
2. Can we reach the break-even number of guests from our own network?
3. Do we have the people to run it, not just to plan it?
4. Is there a natural moment where guests can give, not only pay a ticket?
5. Does it tell the story of our cause?

The fourth check is the one most events miss. A ticket pays for the evening. A gift pays for the mission. Plan a short, honest "ask" moment: a two-minute story from someone you help, followed by a clear way to give on the spot, for example by scanning a code and donating on your donation page.

Worked example (invented numbers)

A small youth association considers a gala dinner for 150 guests and a family sponsored walk. The dinner needs a hired hall, caterer and 25 volunteers; the team has eight active members. The walk needs a route permission, ten marshals and refreshments. They choose the walk, with a pasta lunch afterwards, because the team can run it and each walker brings friends. The numbers above are an example, not data.

Build a budget and a break-even number

Budget before you promise anything. A budget answers two questions: how much will this cost, and how many tickets or gifts do we need to cover it? The second answer is your break-even number.

List every cost

• Venue, equipment, tents, toilets, sound and light
• Food and drinks (per head)
• Insurance and any permits or fees
• Printing, signs, decoration, photographer
• Payment and ticketing costs (platform and payment fees)
• Thank-you gifts for volunteers and speakers
• A reserve of about 10 percent for surprises (a common rule of thumb)

Worked example (invented numbers)

Spaghetti evening for 120 guests, ticket €25.

• Hall: €400
• Food and drinks: 120 x €9 = €1,080
• Insurance and small permits: €150
• Printing and decoration: €200
• Payment and ticketing fees: assumed €150
• Reserve 10 percent: about €200
• Total costs: about €2,180

Break-even is 2,180 / 25 = 88 tickets. Every ticket above 88 adds roughly €25 minus the extra meal, so about €16, to the result. Gifts on the night come on top and usually cost nothing extra to collect.

Ways to lower costs

• Ask local businesses for in-kind support (the hall, the food, the printing) instead of cash. Agree it in writing.
• Sell drinks or desserts at a margin you have calculated, not guessed.
• Do not buy what you can borrow.

Check how an event is treated in your accounts and for tax with your treasurer or accountant. Rules differ per country and legal form, so this guide does not give tax advice on event income.

Write the budget in a shared sheet with three columns: planned, actual, difference. You will use the actual column in the final chapter.

Build your team and your volunteers

Events fail on people, not on ideas. Give each task one named owner. Two people "sharing" a task usually means nobody owns it.

The core roles

• Event lead: keeps the plan, decides, is the single point of contact.
• Finance: budget, payments, cash on the day, final report.
• Programme: run-of-show, speakers, music, host.
• Logistics: venue, equipment, food, drinks, deliveries.
• Communication: website, social media, press, mailing, photos.
• Volunteer coordinator: recruits, briefs and thanks the volunteers.
• Safety contact: knows the emergency plan and first-aid points.

Recruit volunteers well

People say yes to a clear task, not to a vague call for help. Ask like this: "We need four people to welcome guests from 18:30 to 20:00." Offer shifts of two to three hours so nobody is stuck all day, and always plan a few spare people for drop-outs.

Hi [first name], on [date] we organise [event] for [goal]. Could you help with [task] between [time] and [time]? You will get a short briefing, a drink and a meal, and a big thank you. Can you let us know by [date]? Warm regards, [name]

Brief them

• One page: where to be, who to ask, what to say when guests ask about the cause.
• A 15-minute briefing before doors open.
• A name badge and a clearly identifiable shirt or colour.
• Check how volunteers are covered by insurance and whether you must register them under the volunteer rules of your country. Ask your federation or the competent authority.

Rule of thumb: plan roughly one helper per 10 to 15 guests for a seated event, and more for outdoor or open events. Adjust to your format.

Permits, insurance and safety: the basics

This chapter is general. Rules differ per country, region, municipality and venue, so treat it as a list of questions to ask, not legal advice.

Ask your municipality

Contact the events or public-space service of your municipality early. Typical questions:

• Do we need permission to use a public space or close a street?
• Do we need a permit for amplified sound, a temporary bar or alcohol?
• Are there rules on opening hours, noise and waste?
• Do we need to notify the fire service or police for larger events?

Insurance

• Check whether your existing liability insurance covers events and volunteers.
• Ask the venue what its policy covers and what you must cover yourself.
• Consider extra cover for outdoor events or weather risks.
• Write down what you asked and the answer you got.

Safety and wellbeing

• Know the maximum capacity of the venue and do not exceed it.
• Mark emergency exits, keep them free, and name a first-aid contact with a kit on site.
• Think about accessibility: step-free entrance, accessible toilets, clear signs.
• Food: label allergens, keep cold food cold, and follow the food-safety rules for your kind of catering. Ask the competent food authority if you are unsure.
• Children and vulnerable guests: agree on who supervises, and get permission before you publish photos.

Privacy and photos

If you collect names and email addresses for tickets or follow-up, tell guests what you will do with them and offer an easy way to unsubscribe. Put a sign at the entrance if you will take photos.

Collecting money

Door collections, raffles and tombolas can fall under specific rules, for example on lotteries or public collections. Ask the competent authority before you start. When in doubt, ask in writing and keep the reply.

Ticketing and pricing

Make it easy to say yes. Sell tickets online, show the price clearly, and confirm instantly by email.

Set the price

Start from your break-even number and your guests' means. A common approach is a base ticket that covers the costs of the guest plus a share of the overhead, with a pay-more option for those who want to support the cause. Offer a free or reduced ticket for those who cannot pay, if your mission asks for it.

• Early-bird price for the first group of tickets creates urgency.
• Family or table tickets (for example a table of eight) bring in groups.
• Show what a ticket supports: "Your ticket pays for X."
• Set a maximum number and say so. A sold-out evening is easier to promote.

What a good ticket flow needs

• A page with date, time, address, programme and price
• Payment methods your guests know. In Belgium and the Netherlands that usually means Bancontact or iDEAL, plus cards
• An email confirmation with the ticket and practical details
• A way to check people in at the door and count who came
• An option for guests to add a gift on top of the ticket

Worked example (invented numbers)

120 seats. 40 early-bird tickets at €22, 80 regular at €25, so €2,880 gross. If a quarter of the guests add an average gift of €10, that is 30 x €10 = €300 extra.

Door and cash

Have a plan for latecomers and cash: who takes it, where it is counted, who signs. Two people count cash together, always.

Send a reminder mail two days before with parking, public transport, start time and whom to call. It costs almost nothing and saves many phone calls.

Find sponsors and partners

Local businesses often prefer to help with something concrete: a venue, drinks, printing, a raffle prize. Ask for something specific and show what they get back.

Make a list and a package

1. List 20 local businesses with a link to your cause or your guests.
2. Pick a contact person, ideally someone your team already knows.
3. Prepare a one-page offer with two or three levels, for example a small, a medium and a main partner.
4. Be clear about what the sponsor gets: logo on the invitation, thanks from the stage, a mention in your mailing, a table.

Example levels (invented)

• Friend: €250. Name on the programme and website
• Partner: €750. Logo on invitation, mention from the stage, two tickets
• Main partner: €1,500. Everything above, plus a short word at the event

Levels and amounts are an example. Fit them to your region and event.

The ask

Dear [name], on [date] our association [name] organises [event] to [one clear goal, e.g. renovate our youth room]. We expect around [number] guests from [town]. We would be proud to welcome [company] as a partner. In return we offer [benefits]. May we visit you for 15 minutes next week? Kind regards, [name, phone]

Good manners

• Follow up once after a week. Then accept a no.
• Put what you agreed in writing, including whether the sponsorship is cash or in kind, and what you promise in return.
• Ask your accountant how sponsorship is treated, because it is not the same as a gift.
• Thank sponsors personally and send them the results after the event.

Keep a simple list of sponsors, contact person, agreed amount and date. Next year it will be your first call sheet.

Promote it: a six-week plan

Most guests come because somebody they know asked them personally. Posters help, but people matter more. Start your promotion at least six weeks before the event, and build it around your own network first.

Six-week plan

• Week -6: event page and ticket sales are live. Tell your team and volunteers first and ask each of them to invite five people.
• Week -5: mail to your supporters. Short, one button to the ticket page.
• Week -4: local press release and calendar listings. Posters in shops, libraries and schools, with permission.
• Week -3: social posts: a story of someone you help, a sponsor announcement, a behind-the-scenes picture.
• Week -2: reminder mail to people who opened but did not buy. Message partners and ask them to share.
• Week -1: countdown, last tickets, practical information.
• Two days before: reminder to ticket holders.

An invitation mail you can copy

Subject: Join us on [date]: [event name]

Hi [first name],
On [date] we invite you to [event] in [place]. You will enjoy [two concrete things]. Every ticket helps us [clear goal]. We have [number] seats and they go fast.
[Button: Get your ticket]
Hope to see you there! [name], [organisation]

Social media tips

• One clear image and one clear link per post.
• Let participants share their own pages. People trust friends more than organisations.
• Use the same name and date everywhere.
• Tag partners and venues.

Ask supporters to fundraise too

Invite guests or participants to start a personal fundraising page and ask their friends to give. Give them a simple text to copy and a deadline.

Do not oversell your reach. Count the clicks and tickets, not the likes.

The day itself: run-of-show and checklists

On the day, a printed run-of-show is your best friend. It shows who does what at which minute, so nobody has to ask the event lead ten times.

Sample run-of-show (invented, 120 guests, evening)

• 14:00 Team and volunteers arrive. Walk through the venue.
• 15:00 Set up tables, signs, sound check.
• 17:30 Briefing for volunteers (15 minutes). Put the programme in everyone's hands.
• 18:30 Doors open. Welcome desk with ticket check.
• 19:00 Welcome by the host. Two-minute story about the cause.
• 19:15 Food and drinks.
• 20:15 The ask: a short plea and a clear way to give on the spot.
• 20:30 Music, quiz or raffle.
• 21:45 Thanks to volunteers and sponsors. Announce what was raised so far, if you are sure of the number.
• 22:30 Close. Clean up. Count the cash with two people.

Checklist for the week before

• Final guest numbers and dietary needs sent to the caterer
• Printed guest list or ticket scanning ready
• Float for cash, a safe place for it, a bag with tape, pens, markers
• Signs for toilets, cloakroom, first aid, exits
• Emergency contacts on paper
• Photographer briefed with the photo rules
• Spare batteries, extension leads, a second phone charger
• Weather plan B for any outdoor part

On the night

• Greet every guest. A warm welcome beats a perfect decoration.
• Keep the speeches short. A common rule of thumb is to keep each speaker under five minutes.
• Take photos of the moment of giving, with permission.
• Write down problems for the evaluation. You will forget them by tomorrow.

Thank, follow up and measure

The event is not over when the lights go out. The weeks after are where you turn a good evening into lasting support.

Thank within 48 hours

• Personal thanks to volunteers: a message from the event lead, and a small gathering later.
• A thank-you mail to all guests with a photo and what you raised, once the numbers are final.
• A personal call or note to sponsors and major givers.

Subject: Thank you for last night!

Dear [first name],
Thank you for being there. Thanks to you and [number] other guests, we raised [amount] for [goal]. That means [concrete result]. Here are a few photos. We would love to keep you in the loop: [link to sign-up or a monthly gift].
Warm thanks, [name], [organisation]

Follow-up in the next 60 days

• Share the first result of what the money is doing.
• Invite new contacts to stay informed. Only mail people who agreed.
• Ask guests who loved it to give monthly or to help next year.

Measure what you wanted

• Net result: total income minus total costs.
• Cost per euro raised: costs divided by gross income. Compare year over year.
• Attendance: tickets sold, guests present, no-show rate.
• New contacts: people who gave consent to hear from you.
• Follow-up gifts: gifts within 60 days from people who came.
• Volunteer experience: a three-question survey: what went well, what to change, will you help again?

Evaluate in 45 minutes

Meet within two weeks. Compare planned and actual budget, list three things to keep and three to change, and write them in a one-page handover for next year's team.

Share the results with your donors, honestly. If you did not reach the goal, say so and say what you learned.

Ready-to-use templates and checklists

Copy these into your own documents. Replace the brackets and adjust to your event.

Timeline template (events of about 100 guests)

• 12 to 16 weeks before: goal, concept, date, first budget, core team.
• 10 to 12 weeks: venue and permissions asked, insurance checked, sponsor list ready.
• 8 weeks: ticket page live, sponsor asks sent, volunteers recruited.
• 6 weeks: promotion starts.
• 2 weeks: final numbers, briefing sheet, run-of-show written.
• Day: event.
• +2 days: thank-you mail.
• +2 weeks: evaluation meeting. +60 days: follow-up review.

These lead times are a common rule of thumb, not a rule.

One-page task sheet

Task | Owner | Deadline | Status | Notes

Press release skeleton

[Town]: on [date], [organisation] organises [event] at [place] to [goal]. Guests can [what to expect]. Tickets cost [price] and are available at [link]. "[Quote from chair or beneficiary]," says [name]. More information: [contact].

Sponsor thank-you

Dear [name], thanks to your support of [amount or goods] we welcomed [number] guests and raised [amount]. Attached you find photos and the final programme. We would love to talk about next year. Warm regards, [name]

Volunteer thank-you

Hi [first name], you were the reason [event] ran so smoothly. Because of you, [number] guests had a great evening and [amount] goes to [goal]. Thank you. We would love to see you again on [date].

Final checklist before you press publish

• Goal written with a number and a date
• Budget with break-even number
• One owner per task
• Permissions and insurance asked and noted
• Ticket page tested on a phone
• Thank-you mail drafted before the event

What to do next in WeGlow

You can run the whole event on one platform. Below is what exists in WeGlow today, so you can plan without guessing. Features depend on your organisation's settings.

Event page and tickets

• Create an event with tickets and live totals. Glowie, the assistant in the dashboard, can draft an event for you as a card you review and confirm before anything goes live.
• Tickets can be scanned at the door.
• Payments run through Mollie, Stripe or Payconiq, and the donation widget supports methods such as Bancontact, iDEAL and cards.

Let supporters fundraise

With community fundraising, guests and participants start their own fundraising page for your event, and you see the totals.

Donations on the night

The donation form takes one-off and monthly gifts, each with its own amounts and labels such as "a warm meal". It works on a phone, so a code on the table works well. If your organisation has filled in a thank-you text, WeGlow sends the thank-you mail after a gift.

Keep the people: WeGlow CRM and WeGlow Mail

• WeGlow Mail: build the invitation and the thank-you with the block editor, send a test to yourself, check before sending, schedule it. Personalise with {{first_name}}. Signup forms collect new contacts. Every mail carries an unsubscribe link. Mail is free up to 250 contacts. With the Pro platform plan (€40 per month or €400 per year, excl. VAT) mailing is included up to 2,500 contacts. Without Pro, plans start from €19 per month (excl. VAT) for up to 1,000 contacts. Check the current prices in your dashboard.
• WeGlow CRM: a contact file with a timeline, smart lists such as "gave in the last 6 months", tasks for follow-up, a volunteers module with shifts, and sponsorship tracking inside the major gifts section. From €29 per month (excl. VAT) for up to 1,000 contacts. Check the current prices in your dashboard.

Your first steps

1. Open your WeGlow dashboard and ask Glowie to draft the event.
2. Write your thank-you text so donors are thanked automatically.
3. Draft the thank-you mail now, so it is ready on the night.
4. After the event, import the guest list (with consent) and plan the follow-up.

Try it in your WeGlow dashboard.

Read next

More on this topic:

• How to run a fundraising event: the guide in five steps
• The complete end-of-year fundraising guide
• The Complete GivingTuesday Guide for Non-Profits

Sources

• Chartered Institute of Fundraising: tips on planning a fundraising event: set objectives first, plan costs, safety, promotion.
• Save the Children UK: sponsored walks: roles, risk checks, follow-up.
• WeGlow features: checked in the WeGlow code base and the internal verified-facts and feature sheets on 2 October 2026.
• WeGlow prices: the subscription plans table behind the dashboard slider, excl. VAT, read on 2 October 2026. Check the current prices in your dashboard.

Worked examples and amounts in this guide are invented. Rules of thumb are labelled as such. Rules on permits, insurance, volunteers, lotteries and food safety differ per country and municipality: ask the competent authority. Sources checked on 2 October 2026.

More from Glowie

• How to budget a fundraising event
• How do I organise a charity event? A checklist
• How to organise a charity gala or benefit dinner
• How do I organise a sponsored walk or run?
• How to sell tickets for a charity event

More about WeGlow

• How WeGlow works
• Pricing
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