In this episode, we unpack how a nonprofit organization transformed its fundraising strategy, resulting in a $60,000 windfall in just one event.
The key? Exclusivity. Drawing inspiration from Priya Parker’s book, The Art of Gathering: How We Meet and Why It Matters, we explore how focusing on the right people, rather than trying to appeal to everyone, can create transformative results for any business or nonprofit.
“Closing the Door Makes the Room”
Parker’s quote, “closing the door makes the room,” perfectly captures the theme of this episode. In fundraising (or business), you don’t need everyone—you need the right people. Whether you’re running a gym, studio, or hosting a nonprofit event, it’s about creating a space that resonates with a specific group of people. This strategy of exclusivity helps you cultivate deeper, more valuable connections.
The $60,000 Event: A Case Study
In the nonprofit world, hosting fundraisers often follows a familiar script: broad invites, cheap tickets, and discounted food. That’s exactly what the dog rescue in this story was doing—hosting bar events where anyone could show up for mozzarella sticks and drinks. But despite all their efforts, they were struggling to raise meaningful funds.
I came in and shifted their strategy from “everyone is welcome” to focusing on those who could truly make an impact. Instead of inviting just anyone, we designed an upscale, high-end event targeted at people with the financial capacity to support the cause. Tickets ranged from $3,000 to $8,000, and suddenly the rescue wasn’t just hosting another fundraiser—they were creating a memorable, high-value experience that attracted the right donors.
The Results: In one night, the nonprofit raised $60,000—an astronomical leap from their previous efforts. The key was focusing on exclusivity and making the event aspirational rather than accessible to everyone.
Why Exclusivity Works in Fundraising and Business
The success of this nonprofit isn’t just a one-off story—it’s a powerful example of a strategy that can work across industries. Whether you’re running a fundraising event, gym, or any type of business, being exclusive can help you create a more targeted, impactful experience for your audience. By being specific about who you want in the room, you can increase not just attendance, but the overall value of what you’re offering.
Don’t be afraid to close the door. Whether it’s your next event or the people you want in your business, specificity matters. Instead of trying to appeal to everyone, focus on the people who will resonate most deeply with your message and are ready to invest in your vision. The results, as this nonprofit’s story shows, can be game-changing.