Fundraising     |     16 June 2025

What to Include in Your Event Communication Plan for Fundraising Success

Simple strategies that keep your event team, guests, and supporters informed, engaged, and ready to give

15 minute read

If you've been asked to lead the charge on a fundraiser, there’s a good chance you’ve already heard the phrase “just get the word out.” Easy to say; less easy to do when your to-do list includes managing volunteers, securing sponsors, setting up auction items, and trying to make sure no one forgets to bring the wine pull tickets.

The truth is, “getting the word out” is only part of the job. What you need is a thoughtful, flexible event communication plan. When done right, it helps people feel connected to your mission, confident about what’s happening, and excited to participate.

Good communication can ease tension, answer questions before they’re asked, and create the kind of energy that turns a decent fundraiser into a great one.

Communication is how you shape the experience

You’re not just telling people when to show up. Your event communication plan helps build momentum, sparks curiosity, and helps your guests feel like they’re part of something that matters. That’s why people often ask, “Why is communication important in event planning?” because it’s easy to underestimate how much your words shape the entire experience.

Whether you’re managing a small community raffle or a multi-room gala with hundreds of guests, communication is what keeps everything running smoothly. It’s the bridge between your planning and the audience’s experience. That bridge needs to be solid from the very first message to the last thank-you.

One of the most useful ways to stay consistent is to match your outreach to the natural stages of your event. Here’s what that can look like:

Save the date

This is where it starts. You don’t need all the details, but you do need to give people a reason to mark their calendars. The earlier, the better, especially for donors, sponsors, and anyone coordinating childcare or travel.

Registration opens

Make it clear, make it easy, and make it feel like something they won’t want to miss. If your event has tickets, tables, or sponsorship packages, this is where your event communication plan needs to work hard. Help people understand their options, show them what’s included, and offer a direct path to register. 

Day-of details

This is where good communication becomes a game-changer. You’ll have people arriving at different times, checking in, finding their seats, trying to figure out how bidding works, and looking to someone for answers. With pre-scheduled texts, updated signage, and printed place cards, you can keep your team focused on the event instead of playing traffic control.

Checkouts and thank-yous

The event might be over, but your communication isn’t. A smooth checkout is your final impression. A well-worded thank-you email, sent automatically with a receipt, goes a long way. Your guests will remember how they felt as much as what they gave. Thoughtful follow-up shows appreciation and sets the tone for your next ask.

A clear, consistent communication plan for nonprofit fundraisers builds trust with your audience, makes your team feel prepared, and brings clarity to a process that can otherwise feel like chaos in motion.

Know your audience and their preferences

No two fundraisers are the same, and neither are the people supporting them. That’s why communication isn’t just about frequency or format. It’s about knowing who you’re talking to and how they prefer to receive information.

Volunteers may need regular updates with quick, clear calls to action. Donors might appreciate a more polished tone with impact-focused messaging. Silent auction bidders just want to know how to join the auction and whether they’ve been outbid. Sponsors want to see where their logo is and how they’ll be thanked.

That doesn’t mean you need separate messages for everyone. But it does mean you’ll want a system that can handle smart segmentation. Silent Auction Pro’s built-in communication tools let you target by role (ticket holder, bidder, donor, guest group) and even schedule texts or emails to send automatically. That way, you're not reinventing the wheel every time you hit send.

Tone matters, too. A cheerful, confident voice feels more human and more inviting than something that reads like a form letter. Keep things light but informative. If it sounds like something you’d actually say to someone across the table, you’re probably on the right track.

Don’t underestimate the power of variety. Text messages are great for reminders or last-minute updates. Emails give you space to include visuals and extra detail. Printed materials, like bid paddles, place cards, and signage, still matter, especially at in-person events. Using a mix keeps your message from getting lost and gives your supporters more ways to stay engaged.

Build your messaging toolkit

Every fundraiser needs a few core ingredients to make communication flow. The right tools not only save time, they help your event feel organized from the outside in. Here’s what to have in your corner:

Your event landing page

This is your digital front door. It should feel on-brand, easy to use, and packed with the most important details. 

Automated emails and scheduled texts

The key to staying ahead is not having to send everything in real-time. Use automated scheduling to line up reminders, thank-yous, and announcements. 

Social posts and promotional graphics

If your community is active on social media, you’ll want graphics that look clean and match your event theme. Think teaser images of auction items, sponsor highlights, or countdown posts to drive excitement.

On-site signage and printed items

At the event itself, physical materials matter. That includes seating charts, bid paddles, QR-coded display sheets, and table assignments. 

Set expectations before your fundraiser begins

One of the most overlooked parts of communication is the stuff you assume everyone already knows. Where to park. What to wear. Whether dinner is included. How to bid. It all matters, and it’s all worth saying clearly.

Guests feel more relaxed when they know what to expect. And volunteers feel more confident when they’re not fielding the same 12 questions on repeat. That’s where your pre-event messaging does its best work: helping people feel ready instead of confused.

Use warm, clear language to guide your guests through the essentials. Include parking or venue notes, dress code suggestions, bidding instructions, and any extra details about tickets, like whether they include drinks, dinner, or raffle entries. When you're working with tools like Silent Auction Pro, many of these details can be built directly into the registration flow or confirmation email.

When it comes to your donors, personal touches count. Even a quick mention of their past support or a custom note of thanks can go a long way. 

Communication in event planning is a two-way street

Most people think of an event communication plan as a list of announcements and reminders. Of course, the best plans make room for conversation, not just delivery.

Good communication in event planning listens as much as it speaks. That means creating ways for attendees, volunteers, and team members to ask questions, offer ideas, or confirm details. When people know they can reach out and actually be heard, they’re more likely to stay engaged and less likely to feel confused or overlooked.

Encourage guests to RSVP with questions or meal preferences. Give volunteers a simple way to check in or update their availability. Make sure there’s a clear line of communication back to your event team, whether it’s an email reply, contact form, or real-time message system.

This kind of two-way structure also helps behind the scenes. Ask your planning team to weigh in on the timeline, marketing ideas, or donor outreach. Even quick pulse checks during the planning process can surface great suggestions and help your team feel invested.

Don’t forget the thank-you follow-up

Once the lights are off and the tables are cleared, there’s still one important step left in your event communication plan: the follow-up.

Post-event messaging might not feel urgent, but it’s one of the most meaningful parts of your entire strategy. It’s how you express gratitude, recap your impact, and keep the connection alive for future support.

Your thank-you message doesn’t have to be long, but it should feel personal. Thank your guests for showing up. Thank your donors for giving generously. Thank your volunteers for putting in the time. Thank your sponsors by name and, if possible, with a visual mention or link that shows their support mattered.

From there, share the results. Let people know how much was raised, and more importantly, what those funds will support. Whether it’s new classroom tech, food for local families, or support for the arts, help them see the outcome of their giving. This kind of transparency builds trust and deepens the sense of shared purpose.

Don’t stop at thank-you. This is the perfect moment to invite people to stay connected. Encourage them to sign up for future updates, join your mailing list, or consider becoming a recurring donor. 

If you’re working on year-round engagement and maybe even building recurring donations, this is also a great time to take inspiration from. A well-timed, thoughtful follow-up can turn a one-time guest into a long-term supporter.

When your post-event messaging is built into your original plan, it doesn’t fall through the cracks. It becomes a natural part of the process like ticketing, auction setup, or volunteer coordination. Your event feels complete, your supporters feel appreciated, and your future campaigns get a solid head start.

How to keep the momentum going after the event

Just because your event is over doesn’t mean your audience has checked out. In fact, this is one of the best times to deepen those relationships: the energy is still fresh and the impact is still tangible.

Start by sharing the highlights. Post a few behind-the-scenes moments, crowd photos, or images of auction winners celebrating their haul. A snapshot of the final donation total (with maybe a confetti GIF or two) goes a long way toward showing your supporters they were part of something successful.

If possible, include a few quick stories or testimonials that connect the event to your mission. Whether it's a student who benefits from new supplies or a local program that gets a funding boost, people remember stories more than numbers. This type of follow-up makes your cause feel personal and helps guests see their giving in action.

You can also use this moment to spotlight top sponsors or donors. A personalized shoutout in your post-event message or on social media not only makes them feel appreciated but gives others a reason to get involved next time. It also builds a sense of community that extends beyond the event itself.

These kinds of updates also set the stage for long-term engagement. When people feel seen and included, they’re more likely to stick around. You might even help lapsed donors get back in action. If you’re planning to re-engage past donors or supporters down the line, this kind of thoughtful follow-up lays the groundwork. 

Avoid common pitfalls in event communications

Even the best-laid communication plans can hit a snag. Here are a few common issues that can derail otherwise solid strategies and how to avoid them:

Too few updates… or too many

Sending one or two messages and expecting people to stay in the loop usually isn’t enough. On the flip side, flooding inboxes every other day can lead to quick unsubscribes. Find the middle ground: timely, relevant, and spaced out enough to be welcome.

Broken links or typos

It seems small, but one wrong link or a misspelled date can throw everything off. Always test your emails, proofread your messages, and have someone else give things a once-over before hitting send.

No clear point of contact

When guests have questions, they should know who to reach and how. Include a contact name and email in your main communications. Better yet, a simple contact form through your event page.

Relying on just one format

Not everyone checks email daily. Not everyone likes text reminders. Using multiple formats (email, text, print, signage) helps ensure your message reaches people in a way that works for them.

Skipping the final thank-you

It’s easy to move on to the next thing once the event is done. But skipping the thank-you message is one of the fastest ways to miss out on repeat support. Make it heartfelt, timely, and specific, and make it part of your original plan so it’s not forgotten.

Use the right communication tools for your team

A good plan needs the right tools to back it up. For most nonprofit teams, simplicity matters. You don’t need more platforms or logins; you need a central hub that keeps everything in one place and makes things easier, not harder.

That’s where Silent Auction Pro really stands out. From built-in messaging tools to drag-and-drop seat assignments and automated ticket confirmations, everything is designed to streamline your event from start to finish. You can create custom templates, send targeted messages, and even print name tags or place cards without needing to jump between apps or hire extra tech support.

And because Silent Auction Pro was designed with volunteers in mind, it’s user-friendly enough that anyone on your team can step in and help. Whether it’s your board president, your event lead, or a first-time PTA volunteer, they’ll be able to find what they need and get things done.

When your team is confident in the tools they’re using, everything runs smoother. Questions get answered faster. Guests feel more prepared. Ultimately, your energy can go toward fundraising instead of troubleshooting.

Bringing it all together for stress-free success

Communication doesn’t have to be complicated. At its best, an event communication plan is simply a way to make people feel informed, welcomed, and involved. It brings structure to the chaos, clears up confusion before it starts, and builds the kind of momentum that carries your event forward, even after it ends.

It’s easy to think of communication as an afterthought, something you’ll figure out once the rest of the details are set. The truth is, your messaging is what holds everything together. It’s how your guests understand where to go, how to give, and why your cause is worth supporting.

You don’t have to build your plan from scratch. Silent Auction Pro gives you the tools, templates, and time-saving shortcuts that make it easier to get it right, whether this is your first fundraiser or your fiftieth.

Ready to see how it all works? Request a free demo of Silent Auction Pro and see how smooth your next fundraiser can be with a communication plan that supports your goals every step of the way.