Engaging Through Webinars
Webinars are one of the most accessible, affordable, and scalable ways to connect with your audience. They work because they combine three critical things that every nonprofit needs:
Reach: one webinar can bring together hundreds of people from anywhere in the world
Value: you can teach, share, or inspire at scale, offering something useful in exchange for people’s time
Trust: people get to see and hear you directly, which builds authenticity and credibility in a way that static posts never can
Unlike a gala dinner or physical event, webinars are cost-effective. A basic Zoom subscription can open doors to audiences you never dreamed of.
Webinars as Fundraising Tools
Many people think of webinars as “awareness” activities, but they can be direct fundraising tools when designed with intention.
Donor cultivation: host a topic-specific webinar, invite prospective donors, and give them a behind-the-scenes view of your work
Membership recruitment: run an exclusive webinar series for monthly donors or members
Event replacement: instead of canceling a fundraiser, turn it into a ticketed online webinar with a suggested donation
Corporate engagement: invite corporate partners and their employees to webinars tailored to CSR, sustainability, or impact
Legacy giving education: host webinars explaining planned giving in a way that’s approachable and personal
The magic is that webinars combine learning with relationship-building, creating space for people to connect with your mission and with each other.
How to Structure a Successful Webinar
Think of webinars as mini-campaigns. The secret to success is planning before, during, and after.
Before
Pick a specific theme that ties back to your mission
Invite a guest speaker or partner for credibility and diversity
Promote across channels: email, social media, LinkedIn events
Send a clear agenda so attendees know what to expect
During
Keep it interactive with polls, Q&A, or chat
Share stories, visuals, and data — but keep slides light
Highlight your impact and weave in a soft fundraising ask
Always record the session for later use
After
Send a thank-you email with the recording
Include a call-to-action: donate, sign up as a member, share
Repurpose clips for social media and blogs
Upload to YouTube or your site to build a searchable library
My Go-To Webinar Formats
Here are formats that consistently work for nonprofits:
Educational deep dives: a 45-min session unpacking an issue your org works on
Panel discussions: invite 2–3 experts, keep it conversational, and let attendees feel like insiders
Behind-the-scenes tours: live from the field, showing projects in action
Impact updates: quarterly donor briefings where you share progress, challenges, and what’s next
Interactive workshops: practical, hands-on sessions where people leave with a new skill
How to Turn Webinars Into Donor Journeys
Think of webinars as steps in a bigger journey:
A supporter registers for a free educational webinar
After the event, they’re invited to join a donor briefing webinar
Then they’re offered membership or a recurring giving program with exclusive webinar access
Each webinar becomes a touchpoint that moves someone closer to long-term support.
Mistakes to Avoid
Making webinars too long. Keep them under 60 minutes
Using dense slides with too much text. People want stories and visuals
Forgetting to record. Your webinar is content gold for the future
Skipping the follow-up. The real relationship-building happens after
Key Takeaway
Webinars are not just a COVID-era fix. They are a timeless tool for nonprofits to:
Expand reach
Build trust
Show impact
Attract new donors
Strengthen relationships with existing supporters
The best part? You do not need a huge budget or fancy production. Just a clear theme, authentic delivery, and a strong follow-up strategy.
Even now, I still run mini webinars because they create value, position me as a thought leader, and open doors to partnerships and donor relationships I wouldn’t have had otherwise.