Improving Event Registration: 6 Nonprofit Do’s and Don’ts
A successful event starts long before the first attendee walks through the door—it begins with a smooth, thoughtful registration process.
Event registration is an essential part of the attendee experience that can impact turnout, fundraising success, and future engagement. Yet, many nonprofits unintentionally make registration more complicated than it needs to be, causing potential attendees to drop off or lose interest.
Let’s walk through key do’s and don’ts for improving your event registration process. Whether you’re hosting a fundraising gala or community workshop, these practical tips will help you remove barriers, create a better experience, and drive more registrations.
Do: Make Registration Convenient and Simple
The easier and faster it is for someone to register, the more likely they are to follow through. A complicated registration process creates unnecessary friction, leading potential attendees to abandon it before completion. Simplifying your registration flow helps you capture more sign-ups and set the stage for an engaging event.
Follow these best practices:
Use a Mobile-Friendly Registration Form
Many people will come across your event promotion on their phones, whether through an email, social media post, or your website. If your registration form isn’t optimized for mobile devices, you risk losing interested attendees. Make sure the form is easy to read, fill out, and submit from any device, with clear buttons and minimal scrolling required.
Cut Down on Required Fields
Think carefully about the information you truly need from each registrant. Every additional field you include increases the chances that someone will abandon the form. Stick to the essentials, such as name, email, and payment information (if applicable). You can always collect more details later through follow-up emails or at the event itself.
Offer Multiple Payment and RSVP Options
Not every registrant will want to use the same payment method. Make the process easy by offering multiple payment options like:
- Credit card
- PayPal
- Offline payment for those who prefer to pay by check or cash
If your event is free, ensure the RSVP process is quick—ideally, just a name and email with one click to confirm.
Don’t: Overwhelm Registrants with Information
While gathering as much information as possible or explaining every event detail upfront is tempting, too much information can backfire. Overloading your registration page with unnecessary questions or lengthy instructions creates confusion and increases the likelihood that potential attendees will abandon the process.
Keep instructions brief and clear. If you need to share detailed event information—like parking, dress code, or special instructions—include it in a confirmation email, not on the registration page.
Also, be mindful of what you’re asking registrants to share. Sensitive information like birth dates, mailing addresses, or demographic details can feel invasive unless essential to the event. Asking for too much too soon can make people hesitate to complete their registration.
Do: Personalize the Registration Experience
A personalized registration experience makes attendees feel individually valued, increasing the likelihood that they’ll follow through and continue engaging with your nonprofit beyond the event. Small touches can make a big difference in creating a positive, welcoming experience.
For example, if your event is open to existing members, donors, or previous attendees, make it easy for them by pre-filling information where possible. A personalized greeting or auto-filled name and email fields can save time and show that you value their ongoing support.
Reward your most committed supporters by offering registration discounts, early-bird pricing, or exclusive registration windows. This will not only encourage early sign-ups but also strengthen your relationship with your community.
Don’t: Neglect Accessibility and Inclusivity
A successful event is welcoming and accessible to everyone. If your registration process excludes certain audiences—intentionally or not—you risk limiting participation and leaving people out.
Ensure your registration page is easy for people with different abilities to navigate. Use accessible web design practices, such as:
- Clear fonts
- High-contrast colors
- Screen reader compatibility
Also, avoid language or jargon that may confuse new supporters.
Consider your audience’s diverse needs. This may include offering registration forms in multiple languages, providing sliding-scale fees or free options for those with financial barriers, and asking registrants if they require special accommodations. Small adjustments can make a big difference in who feels welcome to attend.
Do: Make the Event’s Value Clear at Registration
Your registration page isn’t just a form—it’s also a chance to reinforce why people should attend. Clearly communicate the value of your event to help potential attendees understand what they’ll gain and why their participation matters.
Emphasize how the event supports your mission. Whether it’s an auction, community workshop, or awareness event, briefly explain how registrants’ attendance will make a difference. This will help them feel connected to your cause from the very start.
Include key details upfront by clearly listing the date, time, location, ticket price (if applicable), and what’s included—such as meals, entertainment, or special speakers. When attendees can quickly see what to expect, they’re more likely to complete their registration.
Don’t: Ignore the Follow-Up Process
Registration shouldn’t be the last time attendees hear from your nonprofit before the event. Plan a series of follow-ups to confirm details, build excitement, and reduce no-shows.
Always send a confirmation email immediately after someone registers. Include key details like the event date, time, location, and any materials or next steps they should know. A well-written confirmation email helps attendees feel prepared and excited for your event.
Stay in touch between registration and the event date. Send reminder emails, share event updates, and provide helpful information like parking instructions or an event schedule. Regular, friendly communication keeps your event top of mind and increases attendance rates.
Improving your nonprofit’s event registration process doesn’t have to be complicated, but it does require intentionality. By simplifying your forms, communicating clearly, and considering your audience’s needs, you can remove common barriers that keep people from signing up.
When you focus on these key do’s and don’ts, you’ll create a smoother experience for your attendees—and set your event up for greater success.
