The Rise of Micro-Events: Creating Exclusive and Personalized Experiences
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
The Rise of Micro-Events: Creating Exclusive and Personalized Experiences
Micro-events—smaller, curated gatherings—are growing in popularity. While large-scale galas and community-wide fundraisers still have their place, many donors and attendees now prefer more intimate experiences that offer direct interaction with hosts, speakers, and fellow guests.
In an Eventbrite study, 44% of attendees in 2023 preferred smaller events with personal engagement. The shift away from “bigger is better” toward meaningful, high-value experiences allows for deeper connections and stronger donor engagement.
How to Incorporate Micro-Events
Micro-events don’t have to replace your large fundraisers—they can complement and enhance them while boosting overall event ROI and customer experience.
- VIP Lounges: Add an exclusive space at a golf outing or gala for major donors, ticket holders, or sponsors.
- Preview or Behind-the-Scenes Experiences: Offer early access to ticket holders for special raffles or behind-the-scenes experiences. Example: A purse bingo with a private preview and specialty refreshments.
- Invite-Only Gatherings: Create high-impact moments that leave attendees feeling valued and excited to return. Think of it as generating “FOMO” (Fear of Missing Out) so guests want to bring others next time.