Can you sell tickets to your virtual gala?
Can you charge people to attend a virtual fundraiser? Will they come?
=====================
When virtual galas started in March 2020, they were an emergency response to statewide lock downs.
Those events scheduled early in the COVID-19 crisis (March through early May) were actively selling tickets and tables to their gala fundraiser.
When nonprofits cancelled the gala or shifted to a virtual event, most reached out to ticket-holders to offer refunds. Overwhelmingly guests said, “No refund needed; keep my money.”
In contrast, galas planned for late spring and beyond had not yet sold tickets. Nonprofits have had to decide whether they can sell a ticket for an event when there’s no “in-person” experience to enjoy.
Is it possible for nonprofits to sell tickets to a virtual gala fundraiser?
Here’s what I’m seeing.
=====================
Free tickets to the virtual gala
Nonprofits are banking on higher attendance and reduced gala expenses to generate the income lost from ticket sales.
This could be a banner year for groups whose ticket price never covered the cost of their gala expenses anyway.
Guests are invited to register online. Though the event tickets are $0, guests might be invited to make a contribution, buy a raffle ticket, or take some other action that requires them to pull out their credit card.
Reduced priced tickets to the virtual gala
If a nonprofit was charging $150 to attend the gala, the new ticket price might be $25 or $50 to reflect the new gala style.
Tiered priced tickets to the virtual gala
Some tickets are free or reduced price; other tickets are a premium price and offer an enhanced experience.
For instance, $350 might get you a dinner delivered to your door and other goodies, along with the full live-streamed gala.
But a free ticket is limited to viewing a portion of the fundraising event. You might only be able to participate in the online auction, or watch a portion of the live-streamed gala.
=====================
Have you seen creative ticket pricing strategies for virtual galas?
Post your ideas in the comments below.
Leave a Reply