# The future of virtual events: 2022 research insights

- Link: https://fundraising.co.uk/sponsored_posts/the-future-of-virtual-events-2022-research-insights/
- Published: 2022-04-27T06:28:00+01:00
- Author: Howard Lake

**With the return to in-person events looming, charities face a difficult decision
on whether to continue with online or hybrid events. New research shows that live
virtual events are key for solving charity challenges including reach, sustainability
and inclusion. Virtual engagement and stewardship events will play a key part in
ongoing digital innovation.**

In partnership with JustGiving, Fundraising Everywhere and Everywhere+ have launched
first-of-its kind research into the impact of online events and meetings on fundraising
income, acquisition, retention, and stewardship.

This new data reveals where to use virtual events to accelerate fundraising programmes.

## **How charities have been using virtual events**

The use of live virtual events for charities over the past two years has been multifaceted.

Internally, charities reported that live virtual events have helped them work better
as a team. Nearly three-quarters of charities (74%) have been using virtual for 
training, inductions and conferences, with most stating they will continue.

Externally, charities have been using virtual events to engage with their supporters.
However, what started with necessity, with fundraisers pivoting to online solutions
to replace in-person activities, appears to have become a part of business as usual
for many. Just over two-thirds of charities (67%) are keeping virtual events as 
a part of their fundraising mix.

Beyond an immediate financial return, charities reported additional brand benefits.
Nearly three-quarters of charities said that virtual events increased social media
engagement as well as reach.

The research also uncovered that charities that hosted virtual events and have high
virtual confidence were more likely to reach targets (75%).

## **Virtual events and stewardship**

One of the key findings of the research is the correlation between virtual events
and improved stewardship. Three-quarters of charities agreed that virtual events
create engagement opportunities and keep them connected to supporters, with 64% 
seeing a positive impact on stewardship.

Virtual events or livestreaming has been typically considered (and used) as an acquisition
tool to bring new supporters in. With changes to the digital fundraising landscape
that are already impacting the way charities acquire new supporters and fundraise,
including increased privacy across Apple and Google, and challenges with Meta, it’s
not difficult to understand why. 

Virtual events appear to be a useful tool to help charities wean themselves off 
an overreliance on burning platforms. They are proving to be good list builders,
supporting charities to increase the first-party data they hold so they can fundraise
with supporters directly via email. 

However, while there is growing evidence that virtual events are an effective way
to bring new supporters in, it’s exciting to see through the data that charities
are finding that virtual events positively impact stewardship, too. Charities are
using virtual to build relationships in a more collective and authentic way, profiting
from the benefits that come with this, as well as the shifting away from mass funnels.

## **Additional benefits uncovered**

While fundraising income and stewardship are key measures of success for charities,
there are other important considerations for social causes.

It has been widely reported that the move to virtual has been beneficial to many
who have been traditionally excluded from in-person activities. It is, therefore,
no surprise that charities cited the top benefits of virtual events as providing
a wider geographical reach and improved accessibility, alongside stronger internal
connection and stewardship.

When we unpick this further, the implications are far-reaching. A wider geographical
reach means that charities can recruit individuals from a much larger talent pool.
For employees, this means many more opportunities for those living outside big cities.
As well as opportunities for individuals often excluded due to disability or caring
responsibilities. 

And as a sector uniting in the fight against climate breakdown, virtual events can
help us lower our impact. Virtual means that taking a flight to attend a conference,
or jumping into your car for a training session is no longer a requirement.

## **Are virtual events here to stay?**

Live virtual events and meetings on virtual event and tele-conferencing software
have been a necessary tool for connection throughout the pandemic – but what impact
have they had on charity fundraising? Access all of the 2022 research insights by
[downloading your own free copy of the report.](https://bit.ly/3v562W5)

[Download now](https://bit.ly/3v562W5)