Let’s face it, fundraising events take time, energy, and a lot of moving parts.
From planning and promoting to securing sponsors and handling logistics, you’re putting in serious work. But after all that effort, how do you know if your event was actually worth it?
That’s where fundraising ROI, or return on investment, comes in. It’s not just about how much money came in, it’s about what you got back for everything you put into making the event happen. And knowing your ROI helps you make smarter decisions for the next one.
In this guide, we’ll walk through what a good ROI looks like, how to calculate it, and how to boost it over time. We’ll also share some helpful tools, ideas, and examples so you’re not just guessing, you’re growing.
Ready to see a better return on your next fundraising event? Harness is here to help with tools and expert support that make tracking ROI easier than ever.
What is fundraising event ROI?
Fundraising event ROI is just a simple way to measure how much value you got from your event compared to what it cost you to pull it off. Think of it like this: if you spent $10,000 on a gala and brought in $30,000, your ROI helps you see how strong that return really was.
It’s more than just the money raised. ROI looks at your total revenue (things like ticket sales, auction items, major gifts, and donations) and compares it to your total costs (venue, food, marketing, staff time, everything). The goal is to find out if the effort, time, and money you spent actually paid off.
Tracking ROI gives you clarity. You can see which events are worth repeating, where you might be overspending, or what’s driving the most success. It’s one of the most useful fundraising metrics out there when you're making long-term decisions.
How to calculate ROI for fundraising events
Let’s break this down. The basic formula for fundraising ROI is:
(Total Revenue – Total Costs) ÷ Total Costs × 100
This tells you the percentage return on what you invested in your event. A positive ROI means you made more than you spent. A negative one? That’s a red flag to dig into what didn’t work.
Here’s a quick example:
Let’s say your event brought in $40,000 and your total costs were $10,000.
Your ROI would be:
(40,000 – 10,000) ÷ 10,000 × 100 = 300% ROI
That means for every dollar you spent, you got back four.
But remember, “total revenue” doesn’t just mean ticket sales. It also includes things like:
- Major gifts made during the event
- Auction or raffle income
- Donations through text or your giving page
- Sponsorships or matching gifts
And when we say “total costs,” we mean everything, not just what shows up on a receipt:
- Staff time
- Marketing
- Venue and food
- Software, licenses, or tech help
The more honest and complete you are about your numbers, the clearer your ROI will be.
Benchmarks: What is a good ROI for a fundraising event?
So what counts as “good” when it comes to fundraising ROI? A lot depends on the type of event you’re running and the goals you set. But here’s a general rule of thumb: a 200%–300% ROI (or 2:1 to 3:1 return) is often considered strong for fundraising events. That means for every dollar you spend, you're bringing in two to three dollars.
Different event types come with different expectations. Here’s what that might look like:
- Gala dinners and auctions: These usually have higher costs, but they can also bring in major gifts. A 2:1 ROI might be healthy here.
- Peer-to-peer events: Walks, runs, or bike rides often cost less to run, so a 3:1 or higher ROI is possible.
- Virtual events: These typically have low overhead. You might see an even better ROI, especially if you focus on donor retention afterward.
- Major donor gatherings: These are small but powerful. Even a single gift can push ROI off the charts, even if only a few people attend.
Also, keep in mind, ROI isn’t just about the event day. Think about follow-up giving, recurring donations, or long-term relationships that started at the event. Some returns take time to show up, but they still count.
The point isn’t to chase one perfect number. It’s to understand what’s working, what’s not, and how to make your fundraising events stronger every time.
Factors that impact event ROI (and how to improve them)
Even small changes can make a big difference in your event ROI. Here are some of the biggest factors that affect your return, and what you can do to boost it.
Post-event engagement and donor retention
Your event isn’t over when the lights go off. Staying in touch with attendees through thank-you messages, updates, and impact stories helps turn one-time donors into loyal supporters. The longer you keep them around, the higher your long-term return.
Leveraging social media for reach and efficiency
Social platforms are powerful for spreading the word, without blowing your budget. Promote before the event, share during, and follow up after. User-generated content, live updates, and donor shout-outs can grow your audience and deepen engagement.
Adding major gifts to diversify revenue
Some of your biggest ROI wins can come from just one or two major donors. Invite them to smaller pre-event gatherings, or set up one-on-one conversations around the event. A strong major gift strategy adds depth to your fundraising program.
Lowering event costs without cutting corners
You don’t need to spend more to impress. Use volunteers, in-kind sponsorships, and smart tech to reduce expenses. Look for places where effort or creativity matters more than money, like thoughtful program design or personalized experiences.
Planning for long-term fundraising program value
Instead of seeing your event as a one-off, think of it as part of a bigger strategy. Use it to collect donor data, test messaging, or grow monthly giving. ROI is about more than just one night, it’s about building momentum over time.
Beyond ROI: Additional metrics to evaluate fundraising success
ROI is a great place to start, but it’s not the whole story. Some of the most important wins from your event aren’t always reflected in one number. That’s why it helps to track a few other fundraising metrics alongside ROI.
Cost per dollar raised
This tells you how much it cost to bring in each dollar. A lower number is better. It’s a simple way to check how efficient your fundraising efforts are, especially when comparing event types.
Donor retention rate
Did your attendees give again? Retention shows how well you’re building relationships. Events that lead to repeat gifts are doing more than just raising money, they’re growing your community.
Event satisfaction and feedback
What did your guests think? Surveys and quick polls can tell you what worked, what didn’t, and how people felt about their experience. That insight helps shape future events that are more meaningful and effective.
Conversion from one-time to recurring donors
If you can turn event donors into monthly givers, you’re adding long-term value. Track how many new donors stick around after the event and what keeps them engaged.
Not every success is immediate or measurable in dollars. Some events build trust, tell your story, and bring new people into your mission. That kind of impact matters, and it adds up over time.
Best tools and tech to help track event ROI
Tracking event ROI doesn’t have to be complicated. With the right tools, you can see exactly what’s working, and what’s not, without digging through spreadsheets or guessing at results.
Event software and donation platforms
Use platforms that let you track donations, ticket sales, sponsorships, and auction items all in one place. Look for systems that show real-time totals, so you can stay on top of revenue as it comes in.
Cost tracking tools
Every expense counts. Whether it’s your event management software, budgeting spreadsheets, or accounting tools, make sure you’re capturing all the big and small costs that go into pulling off your event.
Donor management systems (CRMs)
A good CRM helps you see how event donors behave after the event, do they give again? Become recurring supporters? Upgrade their gifts? These insights can tell you if your event made a lasting impression.
Engagement and follow-up tools
Texting tools, email automation, and campaign tracking features let you stay connected with attendees. These small touchpoints after the event can drive big results later on.
With Harness, you can manage all of this in one place. From donations and communication to reporting and strategy, Harness helps you track your ROI while saving time and effort. It’s built for teams who want to focus more on impact, and less on spreadsheets.
Common signs your event ROI needs attention (and what to do about it)
You don’t always need spreadsheets to tell you something’s off with your event ROI. Sometimes, it just shows up in how your team feels, or how your audience reacts. Here are a few signs it might be time to take a closer look, plus some ideas to help you get back on track.
Your team is stretched too thin
If your staff or volunteers feel burned out every time an event rolls around, it could be a signal that your event is too resource-heavy for the return it brings. ROI isn’t just about dollars, it’s about time, energy, and capacity.
Try this: Consider scaling back or shifting to smaller, more focused events that still engage your supporters without draining your team.
It’s hard to explain what success looks like
If you’re not sure what “good” looks like after your event, your goals might be unclear. Without clear targets, it’s tough to track ROI, or even know if the event worked.
Try this: Set simple, measurable goals before the event. Whether it’s total donations, new donors, or follow-up conversions, having something specific to track will help you make smarter decisions.
Donor energy drops off after the event
If things go quiet after your big night, that’s a missed opportunity. A great event should start a relationship, not end it.
Try this: Plan your follow-up strategy before the event. Think thank-you messages, impact updates, and invitations to stay involved.
You’re running the same event every year because “it’s tradition”
Sometimes we keep doing events because they’ve always been on the calendar, even if the returns are shrinking.
Try this: Step back and ask: Is this event still moving our mission forward? Or could we try something new that better fits today’s donors?
Looking at ROI isn’t just a numbers game. It’s a chance to reflect, improve, and build events that actually work for your team and your goals.
Where Fundraising Meets Insight
Fundraising events take a lot of work, so it’s important to know they’re truly paying off. ROI helps you see the full picture, not just how much money you raised, but how effectively you used your time, team, and budget.
The real goal isn’t just to pull off another event. It’s to make each one more meaningful, more efficient, and more aligned with your mission. Whether that means lowering costs, building stronger donor relationships, or setting smarter goals, tracking ROI gives you the clarity to do it all with confidence.
And remember, you don’t have to do this alone.
Harness helps nonprofits track their event performance, grow donor support, and improve ROI, all in one place. Ready to make your next event your best yet? Let’s make it happen.
