Using Past Event Data to Boost Year-End Giving

Your events aren’t just memorable—they are measurable. As nonprofits gear up for year-end giving, the smartest fundraisers are turning to their own event archives. With donor data, stories, and impact already in hand, your past events could be the secret weapon to finish the year strong.

Year-End Giving Matters

If you’ve hosted even one successful event this year, you’re already sitting on a goldmine of donor engagement. The stories, photos, and donor actions from that event aren’t just memories—they’re ready-made content for your year-end campaign. 

And here’s the important part: donors who give a second time after an event are far more likely to become long-term supporters. In fact, while only 19% of first-time donors make a second gift, that number jumps to 63% once they do. That second donation isn’t just another transaction—it’s the turning point where a social attendee becomes a committed supporter.

Engage your event donors by:

PERSONALIZING YEAR END APPEALS:

Reference specific events in communications to evoke nostalgia and connection

Tailor messages to event attendees—mention their participation and impact

Use photos, quotes, and stories from past events to reinforce community

SHOWCASE IMPACT:

Share how funds raised at events were used throughout the year

Include metrics or anecdotes that demonstrate mission progress

Consider donor spotlights or testimonials from event participants

USING STRATEGIC COMMUNICATION CHANNELS:

Email, direct mail, and social media—use donor preferences to guide outreach

Millennials and Boomers respond well to direct mail

TIPS FOR STANDING OUT:

Reuse event content creatively (e.g., highlight reels, thank-you videos)

Offer matching gift opportunities or challenge goals

Keep messaging donor-centric—make them the hero of your story