Are Charity Galas Still Relevant?

What is it about?

The charity gala has been a mainstay of elite fundraising in the UK since as far back as the 18th Century and little has changed in terms of the scale and scope of such events. However, recent studies examining giving behaviours and attitudes of the affluent individuals that donate to charity, as well as anecdotal evidence that finds galas are waning in popularity; suggest that this type of event is becoming a less relevant fundraising tool. This study aims to find out what the donors that attend these events and the fundraisers that organise them, think of the charity gala as a fundraising mechanism.

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Why is it important?

Finding out whether there is still a place for the gala within the fundraisers tool box is important because charities in the UK are becoming increasingly reliant upon individual donations and; fundraising methods need to be tailored to meet the needs of donors, the behaviours and attitudes of which, are said to be changing. As such, the findings associated with this study are of value to practitioners operating in the charity sector as well as to scholars within and beyond the philanthropy arena concerned with why people participate in philanthropy.