In this episode of The First Day from The Fund Raising School, Bill Stanczykiewicz, Ed.D., welcomes Julianne Read, founder and principal of E and E Fundraising & Events. Bill sets the stage by naming the rumors, myths, and legends that swirl around special events: they are either the ultimate fundraising solution, they never work, or they live somewhere in that wonderfully confusing middle ground. Julianne brings clarity, strategy, and a healthy dose of event-planning sparkle, explaining that successful events are not just parties with centerpieces and chicken dinners. They are carefully designed experiences that connect people to mission, build relationships, and help nonprofits discover the next donor, the next upgraded gift, and the next meaningful ask.

Bill and Julianne then dig into the different types of donors who show up at events: social donors, philanthropic donors, and first-time donors. Social donors come for the experience, the theme, the raffles, and the joy of raising the paddle in a lively room. Philanthropic donors are mission-first and care much less about the centerpiece than the “why.” But Julianne emphasizes that the most overlooked group may be first-time donors, whose attendance gives nonprofits a golden opportunity to begin a relationship. She also highlights the importance of designing events for younger generations, especially Millennials and Gen Z, who want values alignment, mission connection, and yes, a whole lot of vibe. Her example of an outdoor long-table dinner with musicians, performers, a chef, and a mission-centered food bank connection shows how nonprofits can create events that are both meaningful and memorable.

The conversation also explores how photos, videos, social sharing, and post-event communications can extend the life of an event long after the last dessert fork has been cleared. Julianne notes that 360 photo booths, social tagging, video clips, newsletters, and drip campaigns help keep the experience alive in today’s attention economy. Bill adds that Millennials and Gen Z often want to share their philanthropy online and invite their peers into the cause, which makes event-generated content especially valuable. Together, they remind listeners that if a nonprofit spends thousands of dollars to gather the right people in the room, it should not let the momentum disappear the next morning.

Bill and Julianne close by making the case for what Bill delightfully calls “special experience fundraising.” Julianne urges nonprofits to begin with a strategic plan, study the data from past events, understand donor behavior, involve the board, capture contact information, and know exactly why the event exists, whether the goal is fundraising, exposure, civic engagement, media attention, or donor acquisition. She also shares one of the episode’s most important statistics: 91% of first-time event donors say they will give again within 12 months, but only about 19% actually do. The gap, she explains, is often caused by weak follow-up. Her advice is practical and powerful: send an email right after the event with photos, video, and a “we’re nearly there” invitation; follow up again with totals and impact; and continue inviting attendees more deeply into the mission. The takeaway is clear: a special event should never be the end of the story. Done well, it is the end of the beginning, the first spark in a relationship that can grow into lasting generosity.