They struggle with raising real money from it.
Here are the biggest pitfalls I see over and over.
Obsessing over décor instead of donors.
I’ll be the first to say that ambiance, thoughtful program design, and those subtle touches that elevate a room absolutely matter. But they cannot come at the expense of fundraising — and they should never be the primary focus of the board or chief fundraisers. Boards spend hours debating linens, table numbers, and menus… hold gala meetings to discuss the AV backdrop, but they haven’t built a serious sponsor strategy. If you’re spending thousands on centerpieces, or hours debating linens but you haven’t identified five-figure prospects, your priorities are off.
Holding meetings that don’t move revenue
There is certainly a time to discuss the right emcee and thoughtful program structure. But when the majority of your meetings focus on programming instead of revenue strategy, your priorities are misaligned. If your gala committee isn’t reviewing sponsor pipelines, assigning relationship owners, and mapping major gift asks — you’re planning a party, not a fundraiser.
No Year-Round Engagement Strategy
The event ends. Silence follows. No updates. No engagement. No monthly email. No quarterly donor zoom with updates on the work. No Annual Report. Then 10 months later, you ask for money again — with nothing new to show. Sponsors don’t renew because the ballroom looked beautiful. They renew because they see measurable impact and feel invested year-round.
Here’s the hard truth:
Table numbers, run of show, registration flow, AV programming, backdrop, auctioneer cues — those are repeatable mechanics. A seasoned event team can execute that seamlessly.
The real work is:
- What is our why and what are we selling? What problem are we solving? (solidify your mission)
- Who should be invested in our mission (build your prospect list)
- Who owns the relationship or how can we pitch them? (assignment time)
- How are we tracking? (if it’s not trackable it’s not manageable)
- How are we providing a thoughtful donor experience for this event (—> cue your event planner).
Galas aren’t décor showcases or a big party. They are sales environments for your mission.
If you want a beautiful event, hire a planner. If you want a profitable event, build a strategy and work that strategy.
Ideally — do both.
This is no bs event advice – get it right. Your nonprofit deserves it.
With you in the journey,
– Kristen Sheehan, Founder and Partner
Let’s connect on LinkedIn!
Contact Kristen