For people who live with serious chronic or life-threatening conditions, nonprofit charity events (also known as peer-to-peer fundraising events) are a way of doing something to contribute beyond themselves. Whether it’s the American Cancer Society’s Relay for Life, the Walk to End Alzheimer’s, or the National MS Society’s Bike MS series, in-person events are the foundation of fundraising for health nonprofits all over the U.S. And now, organizations everywhere are figuring out how to adapt without the physical rallying point of their cause. What exactly do you do for virtual peer-to-peer fundraising events?

Luckily, many health nonprofits have already digitally transformed aspects of their events. Many participants already register and fundraise online. And Facebook fundamentally transformed online fundraising for health nonprofits. According to M&R’s 2019 Benchmarking report, for Health groups, Facebook donations accounted for about 30% as much revenue as every other source of online revenue, including email, web giving, monthly donors, digital ads, and search.

Theoretically, one could argue that the fundraising could go on, even if the event itself can’t. Some development professionals will lean this way, doubling down on fundraising messaging. You can still register and fundraise! Because, as we know, that’s what development professionals are measured on. Some will host a Facebook live or Zoom call to bring people together, and it will, a little, for a time. People will experiment with anything they can think of, because it’s a time to be quick and agile, not a time to wait for a centralized, unified plan, right? We are in all hands on deck mode.

Health nonprofits are already busy revising their forecasts and figuring out how to do even more with less, and wondering just how bad it’s going to be.

But it doesn’t have to be this way. There is great opportunity in this moment. Yes, be agile. Yes, adapt. But some will recognize there is more than short-term revenue at stake. What is at stake is your constituents feeling and believing you get them and put their needs first, and that is why they are loyal to you. The best way to do that is to not lose sight of your constituents’ needs.

Events are a time when people rally around a person they love and show them they care. Team-based events bring in elements of team bonding, competition and fun memories. Corporate teams add in networking, company recognition, and social good capital for the organization. Luncheons and galas offer opportunities for social status through charitable giving and volunteering.

And most importantly, events are a time when people affected by certain health conditions know they are not alone. They meet and interact with others like them. They gain strength from hearing similar and different stories. And for a while, they feel like people are gaining a better understanding of what they’re going through.

In-person events are wonderful displays of solidarity and support. But they also have aspects that people maybe, dare I say, don’t need?

They don’t need to drive on a sometimes uncomfortably hot/dreary cold morning to a place that’s sometimes difficult to find/park/take public transit to, and wander around trying to find the right tent. They do need to feel a part of something larger than themselves.

They don’t need to stand or sit at a start line and have trouble hearing your local celebrity’s annual speech, or head back home possibly without meeting anyone new  because they stayed with their close network of family and friends or colleagues. They need to be able to do something meaningful for the person they care about.

And although observation may lead you to think otherwise, they don’t need the free BBQ or a medal at the finish line, or even a special t-shirt or jersey. They need to be seen and heard. To know that their story matters. Not for pity’s sake–for progress’ sake.

Yes, there is something magical sometimes about being together with a group of other people for the same cause that can’t be replicated. But often there’s a lot of noise covering up what really matters, and, sometimes, you’re not totally sure you filled those real needs. And this moment calls for us to realize what’s essential about creating opportunities for connection, and do the best we can right now.

As you’re figuring out how to hold virtual peer-to-peer fundraising events, whether to stream on Facebook or YouTube, or whether to have your CEO speak or your top influencer, take time to ask yourself…what really matters at this moment? IMHO, I think it’s making sure people still feel a part of something bigger than themselves, still feel like they can do something for the person they care about, and still know that their story matters. And as health nonprofits, we need to say, we see you. You are making a difference. We are still in this together. If we do that well, the money will follow.