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How Your Year-End Gala or Event Can Generate Revenue All Year with Monthly Giving as the Centerpiece
(Bonus Episode)

Events are powerful for fundraising. Whether it’s a gala, golf tournament, 5K, or holiday party, these gatherings bring communities together, inspire generosity, and create moments of celebration. But too often, nonprofits focus solely on one-time gifts—the paddle raises, the silent auctions, and the big checks—while missing the chance to build sustainable donor relationships.

That’s where Dana Snyder, nonprofit strategist and host of the Missions to Movements podcast, offers a different perspective: what if your event became the moment where dozens (or even hundreds) of guests stepped into your monthly giving program?

Instead of burying recurring giving in a program booklet, Dana encourages nonprofits to design signature moments at their events that highlight monthly giving as the most meaningful way to extend the night’s impact.

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Why Monthly Giving Belongs at Your Events

At a recent gala, Dana noticed that while the organization met its fundraising goal, their monthly giving program was barely mentioned, just a small QR code hidden in the back of the program. The energy in the room was incredible, but it wasn’t channeled into long-term commitment.

Events are the perfect environment for launching or growing monthly giving:

• Guests are already emotionally engaged by your mission.

• Peer-to-peer influence is high (think paddle raises).

• A shared experience can create a memorable, symbolic moment.

When framed well, monthly giving transforms an evening of generosity into years of consistent support.

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Step 1: Design a Signature Moment

Make recurring giving part of the program, not an afterthought. Think of it like an activation guests will remember.

Some ideas:

• Candle lighting: Guests light candles as they join the monthly program, symbolizing their commitment.

• Art wall: At arts events, monthly donors can add their names to a live mural or installation.

• Name projection: Display names of new sustainers on a screen in real time.

• Interactive ritual: Ringing a bell, raising a glass, or another symbolic action tied to your mission.

The Ruth Project, one of Dana’s clients, used a birthday candle theme at their anniversary gala. Guests were invited to light candles, make wishes, and join the “Story” monthly giving program. As each table lit their candles, the room glowed with a collective sense of purpose, an unforgettable moment.

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Step 2: Elevate Existing Monthly Donors

Make current sustainers feel special and spark curiosity in others. You could:

• Give monthly donors a VIP pin, ribbon, or badge to wear.

• Offer early access to the event or a private cocktail lounge.

• Acknowledge them from the stage or in event materials.

When supporters see the value of belonging to your monthly program, they’ll naturally ask, “How do I get that?”

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Step 3: Capture Content for Ongoing Stewardship

Events don’t just raise money, they create stories, visuals, and experiences you can use long after. Ideas include:

• Photograph the signature moment (like a room filled with candles). Send it later as a thank-you postcard.

• Record short thank-you videos from staff or beneficiaries.

• Interview new monthly donors about why they joined and repurpose that content for social media or email.

This turns a single night into months of donor engagement and storytelling opportunities.

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Step 4: Prep Your Tech in Advance

One barrier many nonprofits face is the logistics of signing people up for recurring giving in real time. The good news? Donation platforms and vendors want to help you succeed. Reach out to your tech partners to ensure QR codes, donation forms, and automated follow-ups are ready before the event.

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Final Takeaway

Don’t let your event end when the lights go out. By designing a signature moment, celebrating current sustainers, and capturing content, you can transform a one-night fundraiser into a long-term giving movement.

As Dana Snyder reminds nonprofit leaders: “Give donors the chance to step into something lasting and meaningful. Don’t settle for one-time gifts, make monthly giving the centerpiece.”

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Want inspiration for your next event? Try brainstorming one creative moment that symbolizes monthly giving. And if you implement it, share your story with Dana on LinkedIn—your idea might be featured in a future Missions to Movements episode!