How to Sunset a Special Event
- Michelle Crim, CFRE
- 2 minutes ago
- 2 min read
Sunsetting a special event can feel like letting go of a piece of your nonprofit’s identity and legacy—especially if the event has a loyal following. But continuing an event that no longer aligns with your goals or makes financial sense can drain time, money, and staff focus. If costs outweigh benefits or revenue falls short of budget year after year, then leadership must take time to reevaluate. Strategic growth sometimes means knowing when to stop even a popular event to focus on other means of fundraising.
Here’s how to retire an event thoughtfully and confidently.
Step 1: Revisit the Event’s Original Purpose
Every event starts with a reason:
To raise funds
To build awareness
To thank supporters
Ask: Does the event still serve that purpose? Or have priorities shifted? Mission-driven organizations evolve, and events must evolve—or end—with them.
Step 2: Compare the Event to Other Fundraising Activities
Put the event in the context of your development plan. How does it perform compared to other efforts? Does it drive more revenue than your annual appeal? Does it build stronger relationships than one-on-one stewardship?
If your team lacks a current development plan, list all fundraising activities and estimate the return—both financial and relational—on each one.
Step 3: Analyze the Data
Before making a decision, back it up with facts. Track:
Net income (not just revenue)
Staff time and opportunity cost
Volunteer hours
Sponsor engagement
New donors or follow-up actions from attendees
A break-even event that consumes weeks of staff time is a loss. A feel-good event with no long-term engagement is a distraction. Use your CRM or donor management system to track patterns over time.
Step 4: Plan for a Post-Event Future
Next, assess what happens without the event:
How will you replace the revenue?
What other engagement opportunities can you offer sponsors and volunteers?
Can another program or effort take its place in the public eye?
Bring in board members or senior leadership early. Share data, projections, and rationale. Build consensus before making the call.
Step 5: Communicate the Decision with Care
Don’t bury the announcement in a newsletter. Personally notify key supporters—sponsors, vendors, volunteers—before going public. Show appreciation for their past support and offer new ways to stay connected.
You will have some disappointed donors, volunteers, board members, and even staff. Listen, empathize, and reinforce that this decision reflects the organization’s commitment to impact and sustainability.
Final Thoughts
Letting go of a special event shouldn’t feel like a failure. Instead, this is an opportunity to redirect those efforts to focus on other, more successful fundraising activities. Your time and resources are limited. Use them where they make the biggest difference. By retiring an outdated event, your nonprofit creates space to grow stronger, raise more money, and build deeper connections.
Cheers,
Michelle Crim, CFRE
Dynamic Development Strategies can help. We offer coaching, grant writing, and fundraising services for our nonprofit clients. We specialize in small to mid-size organizations because we understand your challenges. Please contact us for more information.