Phoenix (STN) – For nonprofit leaders, event season often comes with pressure to fill rooms, sell tickets and deliver results. But during the April episode of ‘It Happens at STN,’ two Valley leaders made it clear that bigger is not always better.
UMOM CEO Monique Lopez and Arizona Pet Project CEO Leanna Taylor shared how their organizations are rethinking events and fundraisers to focus on return on investment, relationships and long-term impact.
Lopez said her team moved away from measuring success by attendance and instead focused on getting the right people in the room.
“There were years we tried to get a thousand people to a gala,” she said. “Now we focus on having the right people in the room, and we’ve made more money with 225 people than we ever did before.”
That shift also led to significant cost savings.
“We reduced expenses by more than 50 percent,” Lopez said, noting that teams had previously spent months planning large events that did not always deliver strong returns.
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Taylor said organizations should evaluate corporate partnerships and sponsorship strategies each year, especially as economic conditions shift.
“Corporate partners are driven by multiple motivations,” she said. “What are you offering in return for their investment?”
She emphasized that relationships with sponsors should be built year-round, not just during event season.
Both leaders encouraged organizations to take a more intentional approach to planning, including evaluating which events to continue, change or eliminate.
“What are we doing because we’ve always done it?” Lopez said. “And what should we start doing instead?”
That mindset led UMOM to launch a 5K designed as a “friend raiser” rather than a traditional fundraiser, creating a new entry point for people unfamiliar with the organization.
Both leaders also stressed that not every detail deserves equal attention.
“People spend hours deciding on things like centerpieces,” Lopez said. “But that money could go toward serving families.”
Taylor added that the value of an event often extends beyond the night itself.
“Our gala is one moment in time,” she said. “What matters is what happens after. Who are you following up with, and what relationships are you building?”
As organizations navigate another busy event season, both leaders offered a simple takeaway: define your goals, focus on what matters and build events that support the mission, not distract from it.
