From Event Sign-Ups to Monthly Supporters: One Simple Path for Charities
Fundraising events have never been more challenging. Rising costs, declining participation, and a crowded marketplace of runs, walks, and rides mean charities are often competing for the same supporters’ attention. At the same time, many organizations are under growing pressure to build reliable monthly giving revenue and reduce their dependence on increasingly expensive donor acquisition.
This is where events—and the right follow-up—play a critical role. Event participants are already engaged, emotionally invested, and far more likely to commit to ongoing support than cold prospects. When smart SMS engagement is paired with timely phone fundraising, events become more than a one-day success—they become one of the most effective pipelines into a strong monthly giving program.
To make this work, charities need tools that keep participants connected before, during, and after the event—and guide them naturally toward deeper involvement. One tool is proving especially effective at doing just that: SMS.
Why SMS Has Become a Game-Changer for Fundraising Events
SMS is one of the most reliable ways to reach supporters where they already are—on their phones. Costing just pennies per message and boasting a 95% read rate, text messaging consistently outperforms email and direct mail when it comes to visibility and timeliness.
Many charities are now using SMS not just as a reminder tool, but as a core part of their event engagement strategy—before, during, and after the big day. Here’s how.
6 Proven Ways Charities Use SMS to Strengthen Events
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Make Registration Effortless
A friendly text to past participants with this year’s registration link is a simple nudge that works. No searching inboxes, no extra clicks—just tap and register.
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Send Timely Event Reminders
A short reminder the day before or morning of the event helps reduce no-shows. Including a Google Maps link makes it even easier for participants to arrive prepared and on time.
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Add a Direct Donation Ask
A brief, heartfelt message the day before the event can inspire supporters to make an additional gift—especially when excitement and anticipation are high.
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Activate Zero-Dollar Fundraisers
Many event participants end up running behind on fundraising even a few days before the event. One effective approach with these “zero-dollar fundraisers” is texting them their personal fundraising page link a week before the event. This makes it simple and convenient for them to forward it to friends and family, turning passive participants into active fundraisers.
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Follow Up with Post-Event Thank-Yous
A warm thank-you text after the event—sharing impact highlights or participant stories—helps extend the relationship beyond event day. Adding a short survey can further deepen engagement.
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Create Special (and fun) Calls to Action
During Capes for Kids week, Holland Bloorview used SMS to invite participants to join a light-hearted Guinness World Record attempt at a Raptors game—and they won. Timely texts made participation feel exciting, urgent, and communal.
The Hidden Opportunity: Monthly Giving
Here’s where things get especially interesting.
Event participants aren’t just great attendees—they’re some of the best prospects for monthly giving. They’ve already demonstrated passion for your cause and a willingness to take action.
The data backs this up
Blackbaud peer-to-peer benchmarks show that 30–40% of walk and run participants make an additional gift in the year following their event. Monthly giving uptake is even higher among this group.
Bloomerang data shows donors who engage in multiple ways—events, volunteering, workshops—are 2–5 times more likely to become recurring donors.
Events don’t have to be one-off transactions. With the right follow-up, they can become a powerful feeder into your monthly giving program.
The Next Step That Makes the Difference
What works best after the event?
A friendly, timely phone call, made soon after participation—while the experience is still fresh. When paired with SMS engagement, live calling has helped many charities successfully convert event participants into loyal monthly donors with strong ROI.
Bringing It All Together
By combining SMS engagement with thoughtful follow-up, charities can:
Increase event registrations
Improve event-day attendance
Boost peer-to-peer fundraising
Strengthen post-event relationships
Convert participants into long-term monthly supporters
From the first registration text to the post-event phone call, it’s a simple, connected path—one that helps events deliver more than a single day of impact.
If you’re thinking about how to strengthen your next event and grow long-term donor value at the same time, SMS may be the missing piece.
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