What’s the Best Way to Manage Charity Fundraising Events?

Introduction

Fundraising events are one of the most effective ways for charities to raise money, engage supporters, and build awareness of their cause. Whether it is a local fun run, a gala dinner, or an online raffle, successful event management requires planning, organisation, and accountability.

Poorly managed events can lead to financial losses, compliance issues, or reputational damage. This article outlines the best practices for managing charity fundraising events, from budgeting and logistics to compliance and post-event reporting.

Step 1: Define Clear Goals

Every fundraising event should start with a clear purpose. Ask yourself:

• What do we want to achieve — raising funds, awareness, or new supporters?

• How much do we aim to raise?

• Who is our target audience?

Having specific, measurable goals helps shape the event’s scale, theme, and strategy. It also gives trustees and funders a benchmark for assessing success.

Step 2: Create a Detailed Budget

Budgeting is crucial for ensuring the event is financially viable. Include all potential costs such as:

• Venue hire and equipment

• Marketing and printing

• Catering and entertainment

• Insurance and licences

• Volunteer expenses and staff time

List expected income sources, including ticket sales, sponsorships, donations, and merchandise. Always include a contingency fund of around 10 percent to cover unexpected costs.

Track spending as you go, using accounting software or spreadsheets, to ensure transparency and control.

Step 3: Build a Strong Team

A well-organised team is key to a successful event. Assign clear roles to staff and volunteers based on their skills. Typical roles include:

• Event manager to oversee the planning

• Finance lead to monitor income and spending

• Volunteer coordinator

• Marketing and communications officer

• Logistics lead for venue and supplier management

Regular team meetings and a shared project plan keep everyone on track and aware of deadlines.

Step 4: Ensure Compliance and Legal Requirements

Charity fundraising events must comply with regulations set out by the Charity Commission and other authorities. Trustees are responsible for ensuring the event is legal, safe, and transparent.

Check the following areas:

• Licences: Some activities, such as raffles, alcohol sales, or public collections, require licences from the local council.

• Insurance: Obtain public liability insurance and, if needed, event cancellation cover.

• Health and safety: Conduct a risk assessment covering fire safety, crowd control, and first aid.

• GDPR compliance: If you collect personal data from attendees or donors, ensure it is stored securely and used appropriately.

• Fundraising regulations: Follow the Fundraising Regulator’s Code of Fundraising Practice to maintain ethical standards.

Keeping accurate records of permissions and insurance policies protects both the charity and its trustees.

Step 5: Plan Effective Marketing and Promotion

Promotion is vital for attracting participants and donors. Use multiple channels to reach your audience:

• Social media campaigns on Facebook, Instagram, and LinkedIn

• Email newsletters to supporters

• Posters and flyers in local venues

• Press releases for local media coverage

• Partnerships with local businesses or influencers

Make your marketing messages clear and consistent. Emphasise the cause, not just the event, and show how the funds will make a difference.

Step 6: Engage Sponsors and Supporters

Corporate sponsorships and community partnerships can boost income and publicity. When approaching potential sponsors, offer clear benefits such as logo placement, event mentions, or networking opportunities.

For individual supporters, make it easy to donate through multiple methods — online platforms, text giving, or contactless donations at the event.

Building relationships before and after the event helps convert one-time supporters into long-term donors.

Step 7: Use Technology to Streamline Operations

Technology can make event management more efficient. Consider using:

• Online ticketing systems like Eventbrite or Ticket Tailor for easy registration and payment tracking.

• Donor management software to record contributions and send automatic thank-you messages.

• Contactless payment tools for on-the-day donations.

• Social media management platforms to schedule and monitor promotional posts.

Digital systems also make it easier to collect and analyse post-event data for reporting and evaluation.

Step 8: Manage Finances Transparently

All income and expenses from the event must be properly recorded in the charity’s financial records. Keep receipts, invoices, and bank statements for every transaction.

If cash is collected, ensure it is counted by two people, recorded immediately, and banked promptly. This reduces the risk of error or loss and demonstrates financial accountability.

If the event is organised with a partner or external agency, have a written agreement that clearly defines how funds will be handled and distributed.

Step 9: Evaluate and Report After the Event

Once the event is over, evaluate its success against your original goals. Key areas to review include:

• Total funds raised versus the budget

• Attendance numbers and supporter feedback

• Marketing reach and engagement

• Volunteer performance and logistics efficiency

Prepare a short report summarising outcomes, challenges, and lessons learned. This helps trustees, funders, and future organisers build on what worked well and avoid repeating mistakes.

If the event raised a significant amount, include it in your charity’s annual accounts and trustee report as required by the Charity Commission.

Example Scenario

Imagine a charity called Bright Futures UK organising a charity walk to fund youth mentoring programmes. The team sets a goal of raising £20,000. They plan six months ahead, secure local sponsorships, and use social media to promote sign-ups.

On the day, volunteers manage registration and donations through contactless devices. The charity keeps detailed financial records and ensures two trustees authorise all payments.

After the event, the team produces a financial summary showing a £23,000 profit after costs, with full transparency. A post-event survey helps them improve for next year, and they share success stories with supporters to strengthen future relationships.

How an Accountant Can Help

An accountant can support charity event planning by:

• Setting up a dedicated event budget and tracking system

• Advising on tax implications and Gift Aid

• Reviewing contracts with suppliers or sponsors

• Ensuring income and expenses are properly recorded

• Preparing post-event financial summaries for trustees or funders

Having professional oversight reduces the risk of non-compliance and keeps the charity’s finances transparent and well managed.

Common Mistakes to Avoid

• Failing to plan far enough in advance

• Ignoring licences or insurance requirements

• Mixing personal and event finances

• Not tracking spending or donations accurately

• Forgetting to thank donors, volunteers, and sponsors

Avoiding these mistakes ensures your fundraising event is compliant, profitable, and enjoyable for everyone involved.

Conclusion

Managing a charity fundraising event successfully requires careful planning, good governance, and clear communication. By setting clear goals, budgeting accurately, keeping records, and following compliance rules, charities can raise funds effectively and maintain the trust of supporters.

Working with an accountant or experienced adviser helps ensure financial transparency, while thoughtful evaluation turns every event into a learning opportunity for future success.