Events offer large and small nonprofit news organizations many ways to achieve impact goals. They can generate revenue, provide a vehicle for community engagement and create awareness of your organization and mission for potential audiences. If you are a digital newsroom, events bring you to life and can help you build trust with your readers.
In terms of revenue generation, beyond ticket sales, events lend themselves to sponsorship revenue. Several INN members with an investigative news focus have shared that it’s easier to get sponsorships for events because potential sponsors are less fearful of being associated with an event, which is generally viewed positively, vs. being associated negatively with hard news content on their website. Events allow for face-to-face interaction with your audience – they get to know you and you get to know them and how to communicate with them if you are strategic and capture email addresses. As noted above, email solicitation is a powerful fundraising tool with the highest return on investment. Building your email list at events will support your fundraising efforts long term.