When your event’s visual design doesn’t reflect the value of your organization, you leave money on the table. With a beautiful event brand that represents the value of your impact, you’ll stand out from other virtual events competing for your donor’s attention and raise the funds you need to continue living out your mission. In fundraising, branding is even more essential because visual cues prompt emotional connections that drive people to donate.

Free Download: Download these 7 plug and play emails to promote your virtual fundraiser.

Define Your Event's Purpose

Your event's purpose is one of the most important aspects of virtual fundraising. If you have a clear and well-defined purpose for your event, then it will be easy to market and promote your cause, which in turn will help you generate more donations.

Defining your event's purpose should be done before developing any other aspects of the fundraiser, as marketing materials can always be adjusted accordingly. A good rule of thumb is to start with one sentence that clearly states what the fundraiser is trying to achieve.

Brainstorm a List of Theme Ideas

Next up, you'll want to brainstorm a list of related words or phrases that are relevant to your organization or this event. You'll use these to develop your event theme!

If you find your team getting stuck on developing a theme, reach out to a few donors to ask why they support your organization. This can help you understand their motivating factors for donating. We did exactly this when we were working with the Children of Armenia Fund. When the donor was asked why she supports the organization, she said “I love COAF because you move mountains for the children in Armenia.”

This one sentence led us to develop the theme of “Moving Mountains for Armenia.” During a global pandemic and civil unrest in Armenia, this event theme unified the Armenian community to raise over $4.5 million for COAF.

Design Your Visual Brand

In fundraising, branding is essential because visual cues prompt emotional connections that drive people to donate.

Your event brand identity should include the following:

• Logo design
• Event tagline or slogan
• Colors
• Fonts
• Textures or patterns
• Brand messaging

With a beautiful event brand that represents the value of your impact, you’ll stand out from other virtual events competing for your donor’s attention and raise the funds you need to continue living out your mission.

Create Designs for Each Design Element of Your Event

With your brand identity ready, you’ll want to reflect this aesthetic across your entire event, including the following elements:

• Graphics for your website, social media, and email
• Live-stream graphics for titles, nameplates, donor recognition, and impact goals
• Customizable peer-to-peer fundraising captain instruction guide template
• Printable or digital thank you card design for attendees
• Your website and fundraising platform
• Donor and sponsor ask packets

With a beautiful visual event brand that helps you stand out in a crowded marketplace, word of mouth starts to spread like never before. You get higher donor engagement and increased donations because people are proud to be part of the work you are doing.

Selecting an event theme matters because it allows you to unify the message and visual cues needed to help you amplify your message. With this guide, we've given you some useful tips and tricks for creating a successful fundraiser online.  

With the right marketing strategy in place, you’ll get your supporters tuned in to your virtual event and excited to support the amazing work you’re doing in your community.

Here’s to you raising the funds needed to serve your community. We’re rooting for you.

Don’t go it alone! With a custom virtual event marketing strategy built just for you, you can feel confident you’ll promote your event to the right people and raise the funds you need to continue living out your mission.

Get started today.

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