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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.

Sustainable Event Planning Ideas

Sustainability is becoming a key factor in event planning, and younger attendees are taking notice. Don’t be shy, you’re your sustainability efforts part of the story. Promoting efforts in marketing materials can attract eco-conscious attendees and set your event apart. Plus, some sponsors are prioritizing sustainability in their funding decisions, making this a smart strategy for both engagement and support. While large-scale eco-friendly efforts can be costly, there are simple, budget-conscious strategies that make an impact while maintaining a strong ROI.

• Use reusable signage with date stickers instead of single-use prints.
• Donate leftover food to local shelters instead of letting it go to waste.
• Offer recycling stations or refillable water bottle stations.

Digital Enhancements for Engagement

Technology can do more than streamline registration and information sharing—it can create immersive, hands-on experiences that deepen attendee involvement. Interactive elements encourage participation, making events more memorable and impactful.

• Use event hashtags and social media walls to showcase live posts, photos, and videos during the event.
• Use augmented reality (AR) or QR codes to create scavenger hunts, virtual experiences, or interactive sponsorship activations. For example, a United Way event could use AR to bring impact stories to life—letting attendees scan a code to see a short video about a family helped by a specific program.

Inclusivity: Designing Events for Diverse Audiences

Gen Z is the most diverse generation in history, and they expect events to reflect that diversity—not just in marketing but in accessibility and experience. Thoughtful planning ensures that all attendees feel welcome and engaged.

• Choose accessible venues with ramps and elevators, or sensory-friendly spaces perhaps for a live music event.
• Provide large-print materials or multilingual signage to accommodate different needs based on your event target audience.
• Design events that welcome diverse perspectives and ensure speakers, entertainment, food options, location access, and outreach reflect the full community.