Is your nonprofit’s anniversary worth celebrating? Here’s how to decide.
How would you want to celebrate your next big personal birthday milestone, like turning 40, 50, or 75? Some people will want a big bash: renting out a venue, inviting everyone they know, and making it a night to remember. Others prefer something intimate, like a dinner party with their closest friends and loved ones or a trip with their partner or best friend. And some choose something values-aligned, like a meditation retreat for space to reflect on who they’ve become and where they’re headed, or using the birthday as a catalyst for change—whether that’s a career pivot, finally signing up for that glassblowing class, or taking a leap they’ve been contemplating for years.
Your nonprofit’s milestone anniversary works the same way. Not every anniversary warrants a big gala, but the right campaign can be a powerful catalyst for storytelling, engagement, and support. The key is knowing when to go big and when to keep it simple, matching your approach to what the moment (and your capacity) truly calls for.
Just as you might skip the big party if you’re in the middle of a major cross-country move, your nonprofit shouldn’t force a celebration that doesn’t align with your current reality. Like you can celebrate a meaningful birthday in countless ways beyond the standard party, your nonprofit’s anniversary offers options far beyond the traditional gala.
Why should your nonprofit celebrate its anniversary?
Before diving into party planning mode, it’s worth asking: What’s the real value of marking this moment? Anniversary celebrations offer three compelling benefits for nonprofits:
- Anniversaries mark a lifecycle moment of accomplishments and impact. They provide a natural pause to reflect on how far you’ve come and the lives you’ve changed along the way.
- Anniversaries deepen engagement with supporters, especially long-standing ones. Your earliest champions want to feel connected to your journey. Celebrating together can reinforce or reignite that bond. They can also demonstrate credibility among funders and partners.
- Perhaps most strategically, they offer a hook for storytelling, fundraising, and communicating about the future. A milestone allows you to be bold in your asks and visionary in your messaging.
But here’s the critical caveat: not all anniversaries require a full-fledged campaign. Being intentional about when and how you celebrate your anniversary is what separates memorable moments from forgettable ones.
Questions to ask before you start planning
Before committing resources to an anniversary campaign, gather your team and work through these six essential questions:
Should we acknowledge this milestone at all? Sometimes the honest answer is no, given the time and money it might require or the moment your community is grappling with, and that’s perfectly fine.
What are our goals? Be specific. Is this focused on fundraising, or is it more about celebration and storytelling? Mixed goals or too many unprioritized goals can lead to muddled campaigns.
Who are we trying to reach? Your priority audience should shape everything from messaging to event format.
How should we message about it? Should the tone be celebratory, reflective, forward-looking, or a combination?
Should we create a theme, logo, or special materials? An anniversary can provide an excellent opportunity to engage your community over 12–24 months. Some organizations use them to unveil a new brand or create a unique brand to emphasize a new direction.
Should we plan an event? What activities should we incorporate? Events aren’t mandatory—sometimes special content or digital storytelling serves you better.
Choose your moment wisely
Not every year is a banner year, and that’s absolutely okay. Milestone numbers like 10, 50, and 100 years are natural hooks that donors and supporters intuitively understand. They signal longevity and staying power.
But anniversaries aren’t the only milestones worth celebrating. Consider other achievements that deserve recognition: Did you support your 10,000th client? Did a signature program open in a new location? Did your advocacy work lead to landmark legislation? These victories can be just as compelling as anniversary dates and sometimes more so.
Going big vs. keeping it simple
Once you’ve decided to celebrate, you have another choice to make: Is this a one-time activation, a year-long focus, or something else?
Going big might include:
- A major anniversary gala or fundraising event
- A “road show” of smaller events taking place in multiple cities
- Publishing a commemorative book or documentary
- Launching a capital or endowment campaign
- Creating an anniversary fund with matching gift incentives
- Developing a special anniversary logo and brand identity
- Hosting a summit that brings together stakeholders from across your history
- Developing a series of video interviews with past and present members of your community
Keeping it simple could mean:
- Incorporating the anniversary into your existing content stream throughout the year
- Making it a theme or messaging thread rather than a standalone campaign
- Creating a series of “throwback” stories on social media, highlighting impact over time
- Adding anniversary branding to your email signature and website
- Producing a digital timeline or interactive archive
- Sending personalized thank-you notes to long-time supporters
The right approach depends on your capacity, budget, and strategic priorities. A 50th anniversary during a capital campaign might warrant going all-in. Your 20th anniversary during a major leadership transition? A thoughtful nod may be enough.
The best anniversary celebrations aren’t about looking backward; they’re about using your history to inspire action toward your future. Choose the approach that serves that goal, and you’ll create something that appropriately matches the moment.
If you are looking for a strategic and creative partner to develop your anniversary campaign, we are happy to explore if we might be a fit. Contact us anytime here.
