A Growth-Focused Decision Guide for Nonprofits
This guide helps nonprofits choose the right tool based on where they are in their growth, not on spending more money.
Step 1: What kind of event is this? Is this a one-time or occasional event?
Examples:
- A single breakfast or luncheon
- A one-off fundraiser
- A pilot event
- Something you may or may not repeat
If YES → Use a Facebook Event only
Why this works:
- Fast setup
- Easy invites
- Built for urgency
- No long-term maintenance
This is the right choice when the goal is attendance, not long-term cultivation.
Is this an annual or recurring event you plan to grow?
Examples:
- Annual breakfast
- Annual auction/gala
- Signature fundraiser
- An event with sponsors year after year
If YES → go to Step 2
Step 2: Is this event part of your long-term revenue strategy?
Does this event contribute meaningfully to:
- Annual fundraising goals?
- Sponsorship revenue?
- Donor cultivation?
- Board engagement?
If NO → Facebook Event only is still fine.
Not every recurring event needs infrastructure.
If YES → this event is now a program, not just an event
➡️ Use BOTH: a Project Page + a Facebook Event
Why “Both” Supports Growth (Not Complexity)
The Project Page (Project Social Launch)
The page becomes a year-round channel, not a moment in time.
It allows you to:
- Build awareness months in advance
- Thank and highlight sponsors year-round
- Share impact stories connected to the event
- Carry followers from one year to the next
- Warm donors before you ask
This supports longer cultivation cycles, which consistently lead to:
- Larger gifts
- Stronger sponsorships
- Higher retention
The Facebook Event
The Event remains the activation tool:
- Drives RSVPs
- Creates urgency
- Sends reminders
- Gives board members something easy to share
Events are great at activation. Pages are great at accumulation.
Growth requires both.
Step 3: Are you trying to grow revenue year over year?
If the answer is yes, then the question isn’t:
“Do we want to spend $300?”
The real question is:
“Do we want to start from zero every year?”
A Project Page ensures:
- You don’t rebuild momentum annually
- You don’t rely solely on last-minute promotion
- Your audience grows even when the event is months away
The Reframe 30,000-foot view
This isn’t about promoting an event. It’s about deciding whether the event is important enough to deserve its own channel.
Summary for Boards & Leadership
- One-time event → Facebook Event
- Recurring, low-stakes event → Facebook Event
- Signature, revenue-driving event → Project Page + Facebook Event
Why PNWF Recommends This
PNWF recommends this approach because:
- Longer runways raise more money
- Repetition builds trust
- Channels outperform moments
- Systems beat heroics
This is about building capacity, not adding cost.
If you have questions, reach us through 📧 outreach@pacificnorthwestfundraising.us
🗓️ Schedule time: https://meetings.hubspot.com/eddie94