You're Not an Event Planner—You're an Experience Creator
Let’s get one thing straight: you are not an event planner. You’re an experience creator.
If you’re in the nonprofit world, you’ve likely spent countless hours managing logistics, crafting timelines, juggling vendor emails, and trying to make sure every program and meal is timed just right. But here’s the truth: perfect logistics don’t create loyalty—emotional connection does.
And that’s what this episode of The Influential Nonprofit is all about: how to stop hosting events that leave people saying “That was nice” and start creating experiences that move people to say, “That changed me.”
Why Most Events Fall Flat
We pour energy into creating high-budget events, but what happens afterward? Crickets. Donors who seemed so engaged that night disappear. People leave without a clear next step. We stir up all this beautiful energy, and then… we let it evaporate.
That’s because most events are just that: events. They’re packed with action, but empty of emotion. And donors don’t return because they don’t feel seen, valued, or emotionally transformed.
“Events are a moment. Experiences are a memory.”
— Maryanne Dersch
From Logistics to Legacy: Why Events Must Evolve
The average nonprofit event focuses on:
Attendance numbers
Agenda timing
Whether the meal arrived on time
How much money was raised
While all of that matters, it’s not enough.
Experiences focus on:
Emotional connection
Engagement
Follow-through
Transformation
And when you start measuring those things, you’ll see a massive difference in donor retention, community energy, and long-term giving.
Event + Emotion = Experience
Think of an experience as an event with emotional resonance. I learned this from my dad, the original party planner in our family. His secret formula? Plenty to eat, plenty to drink, and something to remember.
As a kid, I watched him come downstairs at New Year’s dressed as the baby New Year (diaper and all). I was his straight man, delivering jokes to a room full of roaring adults. And you know what? People remembered those nights. Because they were experiences.
In your nonprofit, the same rules apply. If you can combine event structure with emotional storytelling, personal connection, and follow-through, you’ll create something unforgettable.
Why This Matters: The Stats That Should Wake Us Up
Let’s talk numbers:
81% of donors will give again if they feel connected to a cause.
43% of event attendees say they don’t feel appreciated afterward.
72% of donors cite poor communication or feeling unappreciated as the reason they stop giving.
Let that sink in.
Your ability to turn an event into an emotional experience—and to follow up with intention—can directly impact donor retention, long-term giving, and overall organizational sustainability.
The 7 Steps to Creating an Unforgettable Experience
Here’s the framework I use (and coach others through) to transform events into experiences:
1. Understand Where the Event Falls in the Donor Journey
Every event should align with one stage of your donor funnel:
Awareness: Public events that attract new eyes
Interest: Deeper look at your work for those already curious
Connection: High-trust, personal experiences for engaged donors
Action: Calls to give, advocate, or volunteer
Knowing where your event fits lets you measure the right metrics—because a trivia night meant for awareness won’t (and shouldn’t) raise the same as a donor luncheon.
2. Rethink Who’s in the Room
The wrong people in the room can sink even the most well-planned event. Avoid filling tables just to fill space. Instead, ask:
Are these guests committed or just compliant?
Is this room filled with people who align with our mission?
Are we giving sponsors seats they don’t want or need?
Be intentional. Not every warm body is a warm lead.
3. Design the Participant Journey
From the moment someone buys a ticket, the experience begins. Too many organizations go radio silent until the day-of. Instead:
Call or email guests to say thanks in advance
Build anticipation with content (photos, videos, or teasers)
Make sure someone greets them at the door
Reduce emotional drop-offs by keeping the connection high throughout.
4. Surprise and Delight
Your guests expect to be thanked. What they don’t expect? Personal touches.
A handwritten note
A spotlight during the event
A follow-up picture with a message like, “Loved this moment!”
These things don’t cost much—but they make an outsized impact on memory.
5. Create Meaningful Connections
People come for the cause but stay for the community. Help your guests:
Meet others who share their passion
Talk to board members trained to ask and listen
Connect with volunteers, clients, or staff
I train teams to listen and match: if a guest mentions they love penguins, introduce them to the penguin keeper (or the equivalent in your organization!).
6. Meet 7 Emotional Needs
Every attendee has emotional needs. You must create an environment that meets:
Safety – Clear directions, warm welcomes, inclusive energy
Pleasure – Fun, joy, a well-designed space
Action – Positive outcomes that feel achievable
Heart – Compassion, connection, purpose
Expression – Authenticity, honesty from the stage and staff
Vision – Shared future they’re excited to co-create
Interconnectedness – A sense of belonging to something larger
7. Capture and Keep the Energy
Most orgs send a generic thank-you email a week later. Don’t be that org.
Instead:
Send a photo and note the next morning
Call key attendees to say thank you (don’t worry—they won’t call back)
Host a follow-up Lunch & Learn
Invite guests to take one small next step
The three months after your event are just as important as the event itself.
Final Thoughts: Transformation Is the Goal
At the end of the day, your goal isn’t just to fill a room or hit a fundraising target—it’s to transform people.
✅ 85% of repeat donors say their giving felt transformative
✅ Legacy donors are 74% more likely to cite personal transformation as their motivation
✅ Donors give 3.5x more when they feel emotionally moved
Your job isn’t to throw a party. It’s to create a space where people feel emotionally connected, seen, and part of something meaningful.
And when you do that, people will return—again and again.
Ready to Stop Planning Events and Start Creating Experiences?
If you're tired of planning events that don’t move the needle—and ready to build experiences that drive real engagement—let’s talk.
👉 Book a free Influence Activator Call
We’ll design a donor journey that engages hearts, creates connection, and builds your movement.