News

Events are one of the most direct ways United Ways can engage with their communities, donors, and supporters. Whether it’s a fundraising gala, a networking event, or a volunteer-driven initiative, events create memorable touchpoints that strengthen relationships, grow brand awareness, and generate revenue.

However, the giving landscape is changing. Donor retention has declined for the fourth consecutive year, with gifts under $100 dropping by 12.4% in 2024. This signals the need for fresh engagement strategies that inspire donors to stay involved. Events, while can be time-intensive, can help with both donor retention and revenue diversification.

Read more on some of the event trends shaping 2025 and how to integrate them into your strategy: Micro Events, Sustainable, Digitally Integrated, and Inclusive, Marketing Tactics

Meeting New Expectations

Event organizers are facing a growing challenge—balancing evolving attendee expectations with rising costs. A one-size-fits-all approach no longer works, as different generations prioritize different experiences and event structures. By 2030, Gen Z will make up 35% of the workforce, with Millennials close behind at 40%. These generations consider sustainability, digital experiences, and inclusivity when choosing where to spend their time and money.

Marketing Tactics to Boost Event Engagement and Attendance
As local United Ways plan events, integrating the right marketing tactics is key to driving engagement, increasing ticket sales, and fostering a strong community presence.

According to an Eventbrite study, 57% of tickets were sold a week or less before the event. This statistic highlights an important reality for event planners—our marketing efforts can’t slow down after the initial launch. Consistent, last-minute promotion is key to driving ticket sales, especially when so many tickets are sold at the last minute. However, this also presents a challenge when balancing budgets and making decisions on whether to move forward with hosting an event. To ensure your event is successful, it’s crucial to maintain momentum and continue to engage your audience right up until the big day.

Promo codes can be a great way to keep the buzz alive and increase sales. In fact, they can double event page views and increase ticket purchases by 15%. Offering special discounts or incentives for early sign-ups or returning attendees can create a sense of urgency, pushing people to act quickly. Along with promo codes, text messaging has proven to be an essential tool. A whopping 64% of U.S. event organizers say that text alerts are crucial for engaging attendees, making them an effective way to share event reminders, last-minute changes, or exclusive offers.

When it comes to platforms, knowing where your target audience spends their time online is crucial. For Gen Z, TikTok and Instagram are the go-to platforms, and using short-form videos or interactive content can engage this crowd effectively. Millennials are active on Instagram and Facebook, so incorporating features like Instagram stories and Facebook events will likely resonate with this group. Gen X tends to favor Facebook and YouTube and Baby Boomers primarily use Facebook.

Influencer partnerships are another great opportunity for boosting attendance and generating excitement. According to AttendZen, 68% of Gen Z attendees are willing to pay more for an event endorsed by an influencer. Partnering with a local influencer who aligns with your event’s mission can create a buzz, increase credibility, and boost your event’s visibility. Whether it’s a local celebrity or an influencer who shares your values, leveraging their network and reach can drive ticket sales and bring in a larger audience.

Incorporating these strategies into your event marketing plan ensures you’re not only reaching your audience effectively but also encouraging last-minute sales, which, as the data shows, can make or break an event’s success.