Getting More from Donor Engagement Events

16 Jun Getting More from Donor Engagement Events

17 June 2025

By David Allen, Development for Conservation

Your land trust probably uses events for all sorts of reasons. You might have an annual “olly-olly-oxen-free” member meeting. Maybe an annual fundraising event, gala, or auction. Maybe an event just to show donors how much you appreciate them.

And then there’s a whole class of events that we commonly call “outreach” events. Field trips, lectures, guided hikes, and the like. Their purpose is often not very well thought out with the consequence that it’s hard to tell whether they are really working. Are they for members and donors? The general public? A little of both? Are they free? Should we charge a little or a lot? Is the cost different for members than it is for non-members?

All events are important. Indeed, research supports the idea that the more ways someone is engaged with your land trust the more loyal they are. The more money they will give and over a longer period of time. The more likely they are to become volunteers. Donor Engagement is a good thing. Right?

So here’s my question: How should we measure the success of these events in general, and how should we measure the success of donor engagement (outreach) events specifically?

Because, here’s what I hear a lot and what I’ve also noticed personally: The people who attend land trust events – annual meetings, field trips, even volunteer events – tend to be the same people! Over and over.

I’m thinking it’s time to re-think our donor engagement strategy. And it’s based on three pretty basic ideas – that the more different kinds of events we host, the more different kinds of people will be attracted to them and engaged by them.

That we want BOTH members and non-members to attend (see The Magic of Having Members at Engagement Events for more on THAT topic).

And that we want to measure these events by how many new members join and the percentage of current members to attend at least every year. The more new people join and the more current donors who attend, the more valuable the engagement event is.

Here are several ideas I like a lot. See if you can add to the list:

• Use the LAND. The land is the one thing land trusts have that others do not – meaning that anything we can offer on the land will serve to differentiate us from other competing nonprofits.
• Aim for diversity. The more different kinds of events we host, the more likely we are to find something that everyone on our list can enjoy. Different land trusts have hosted sunrise yoga on their preserves, various harvest events (strawberry or blueberry themed events) to focus attention on rural land preservation, ice cream socials, bio-blitzes, family fun events, and so on, in addition to a wide variety of guided hikes, paddles, and birding trips. The idea is “something for everybody.” Success is measured by how many different people are thereby served.
• Have a well-articulated purpose. Each event you host needs a SINGULAR purpose. Write up a formal plan. Include what you will do, how you will market it to your target audience, and what you expect will happen. Measure your success against these expectations.
• Write up a budget. Budget both in terms of money and in terms of time. And then compare it to what really happens. It may help you decide not to do the event again. Or it may help you budget better for next time. Either way, it’s a good thing.
• Formally evaluate each event. Immediately after every event and in writing. Include a specific recommendation about whether or not to do it again. In making this recommendation, keep in mind that it’s dangerous to draw too many conclusions after just one try. If an event is worth trying, it’s probably worth running at least three times. Probably.
• Know who comes. This can be tricky, but worthwhile as an organizational habit. Sometimes an event is successful because of WHO comes even more so than HOW MANY come. One option is to request advance registration even if the event is free. Online services are often free, and especially if the event is free. Or require a sign-in form. If you do this, make sure that there are enough stations to handle the crowd you expect without lines getting too long. Organizing a giveaway can sweeten this step for participants at large events.
• Ask for money even if the event is free. From non-members especially. Use a fishbowl or a volunteer squad with IPads and card readers. Call it a “suggested donation.” One event I attended funneled everyone through a single exit – lined with volunteers holding buckets.
• Use a Host. Or a host committee with a designated Chair. Someone with bottom-line responsibility for making the event happen. Someone to whom you can turn for plans, budgets, status-reports, and evaluations.
• Use an Events Committee. Sometimes called an Outreach Committee. Chaired by a Board director, but not limited to Board directors. This committee has three mandates:
  • Approve a slate of donor engagement events each November for the following year’s events. Ensure that each event has a host, a plan, a date/time, and a budget.
  • Measure the events based on how many different people – members and non-members – participate.
  • Receive the formal evaluations and recommendations for continuing each event.

I like the idea that Board directors serve as hosts, even for staffed land trusts. Board directors represent their communities (hopefully) on the Board, but they also have a responsibility to be Ambassadors back into their communities. To help make the land trust and its work relevant back where they come from. Donor Engagement activities are a perfect venue for this ambassadorship.

One organization I like a lot in this regard is the Bolton Land Trust in Bolton Connecticut. They do 6-8 donor engagement events each year. Here is their 2019 slate of events:

• Polar Plunge – Probably more fun to watch and cheer than to actually do.
• Bogsucker Slog – Learn about and watch the amazing courtship ritual of the American Woodcock.
• Spring Bird Walk – Learn and identify birds of Spring by sight and sounds.
• Artists of Bolton 13th Annual Art Show – A weekend event beginning with a musical reception on Friday night. Bolton artists showcase their new original two-dimensional artworks in the beautiful setting of Early New England Homes.
• Strawberries at Sunset – a members-only event to celebrate the June harvest.
• Sunset Yoga – Experience a breathtaking view of the Connecticut River valley during an all-levels yoga class.
• Tomato Tasting – This is a BYO: Bring your best home-grown tomatoes for a gathering of tomato lovers to enjoy.
• Walk of Thanksgiving – Take a walk with family and friends to give thanks for the wonders of nature.

Note the diversity. Something for everybody.

Each event is created by a Board director. It’s written up as a proposal, complete with budget. It is approved by a Board committee. And formally evaluated. The slate is marketed to every household in the township at the beginning of each year while individual events are marketed just to members right before they occur.

Here’s their purpose statement:

“The land trust communicates its mission goals, and/or programs to members, donors, landowners, the general public, community leaders, conservation organizations, and others in its service area as appropriate to carry out its mission.”

Events will be successful when they:

• Bring diverse audiences out to preserves and easements,
• Encourage those who are not members to become members, and
• Build or enhance relationships with landowners and members.

Love it.

Something for everybody.

Cheers, and have a great week!

-da

PS: Your comments on these posts are welcomed and warmly requested. If you have not posted a comment before, or if you are using a new email address, please know that there may be a delay in seeing your posted comment. That’s my SPAM defense at work. I approve all comments as soon as I am able during the day.

Photo by Zachtleven fotografie courtesy Pixabay