Maximize your conference ROI: Essential tips for fundraising professionals
I spent the better part of last month in conferences.
And the truth is, conferences can potentially be a great way for NGOs and nonprofits to meet funders. They also offer a unique opportunity to connect with other NGOs, swap tips and war stories with other fundraising professionals, and stay updated on the latest trends in the development sector.
Yet, for many of us, conferences can also feel overwhelming— long days filled with back-to-back sessions, doing the whole “conference networking” thing between sessions, and not always being given the time of day by funders.
It´s no wonder many of you have asked me how you can maximize the return on attending conferences.
Here go my top tips, all culled from my experience and smart peers in the space!
1. Preparation: make sure to strategize before you step in
One of the most important parts of attending a conference happens before you even arrive. Preparation is key.
Some conferences simply are more geared toward fundraising, and have a higher proportion of funders, than others. The Skoll World Forum in Oxford, England in April, for example, is among the among the best for this. And while Skoll itself is remarkably difficult to get a ticket to, the “Skoll Ecosystem “ (free and low-cost activities happening in Oxford at the same time as Skoll, such as the Marmelade Festival) is just as good for this.
Once you have picked your conferences, use the attendee list (many conferences provide this ahead of time) to identify the key people with whom you would like to have a conversation.
Fundraising is a numbers game, so ensure you have a robust list of quality funders you can reach out to in advance. If your goal is 5 face-to-face meetings with funders, plan for outreach to at least 25 funders. Don’t be discouraged by a ‘no’ to an in-person meeting; the in-person meeting slots may have simply been taken by the time you reached out. You can also engage folks after the event.
2. During the event: thoughtful networking
Once you’re at the conference, it’s time to put your conference networking skills to the test. But how you network can make all the difference. The conversation should not center only around your organization, or even theirs, but who you are as people in the world. Not just what you do, but why. Make yourself and your organization stand out by introducing yourself with your purpose, not your organization.
Here’s a powerful networking strategy:
When introducing yourself, don’t lead with your organization— instead, start with your purpose. For example, “I’m Shoshana, founder of Social Impact Compass. We help NGOs bring in more funding with more ease.” This can inspire a very different type of conversation, inviting a deeper connection around how and why you do the work you do, and vice versa. By focusing on your purpose or sharing a well-crafted "Who We Are" statement, you create a more meaningful connection and help potential supporters personally connect with your organization’s mission, driving success and fundraising.
When engaging with others, take on a collaborative mindset. Think of how you can help move their work forward, and they may naturally reciprocate. As you prepare for your conversations, tailor your questions to your conversation partner. However, if you don’t have time to customize your questions, here are four queries that can help you through any conference or dinner party. Or here are some of my favorite questions that work in virtually any situation:
What’s your biggest challenge right now?
What are you most excited about in your work?
What brought you to this field, and what keeps you motivated?
How can I support you?
These questions are open-ended, inviting your conversation partner to share their stories and priorities, while also offering you an opportunity to listen actively and build trust.
3. The follow-up: turning connections into long-term relationships
Attending a conference is a whir of activity— flying to a destination, engaging in several days of nonstop networking, and coming home to an inbox that has piled up in your absence. Back at work, most of us immediately go into catch-up mode. But a small amount of focused effort can reap long-term benefits and ensure the arduous days you spent connecting face-to-face weren’t wasted.
Fundraising expert Emily Edwards from the Draper Richards Kaplan Foundation famously said, “Fundraising is 10% magic/art/charisma and 90% follow-through.” This couldn’t be truer when it comes to post-conference interactions. Maintain professional persistence with both those you met and those you weren’t able to meet while there.
Harvard Business Review offers some practical tips on how to structure your post-conference follow up to maximize the chances of your new connections turning into meaningful professional relationships. One key takeaway is to prioritize quality over quantity when it comes to follow-up. You don’t need to follow up with every single person you met— focus on those whose missions align closely with yours or where you feel there’s a real potential for collaboration.
Let me say that again: focus on following up with those funders and organizations whose missions truly align closely with yours or where you feel there’s a real potential for collaboration.
4. Throughout: take care of yourself
October was Emotional Wellness Month, and the average tenure of a fundraising professional is only 16 months. Conferences ask us to be "on" all day and to be "on" when we get back to our computer and emails at night.
If you are going for a week-long conference, consider blocking one morning for sleeping in late or finding a yoga class. Piper Hendricks, who leads the incredible Stories Change Power, wisely noted, “You can’t pour from an empty cup.” Ensuring that you’re well-rested and recharged allows you to bring your best self to your conversations, making you more effective and engaged.
5. Final thoughts: building lasting impact
Attending conferences is about more than collecting business cards and listening to presentations. It’s an opportunity to build relationships that can lead to meaningful collaborations, grant opportunities, and long-term funding partnerships. But to achieve this, it’s essential to be strategic in your preparation, intentional in your networking, and diligent in your follow-up. This is how you will truly maximize your return on conference attendance.
By leading with purpose, fostering authentic conversations, and nurturing those connections over time, you’ll not only boost your chances of securing funding but also create a network of supporters and allies who share your mission.
I know you may be saying “shoot, why didn´t I do all this last month?” well–
Be compassionate with yourself, we are all learning.
It's not too late to put into action the strategy for follow-up that I shared above.
On those follow-up calls, use some of those questions I shared for thoughtful networking.
And, save this blog post, so you can use it as your guide when next year's conference season comes on the horizon!
Don't miss out on our latest tips and strategies for fundraising success! Follow us on LinkedIn and subscribe to our newsletter.
