Navigating the Seasonal Waves of Restaurant Fundraisers: Key Marketing Insights

Seasonality has a significant influence over the rhythm of restaurant fundraisers shaping the landscape for strategic marketing throughout the year. By understanding the patterns of the timing of event requests and when the events occur, along with the behavior of the various types of fundraising organizations, restaurants can refine their outreach efforts and become in sync with the natural cycle of restaurant fundraising.

Fundraiser Event Requests

Beginning in January, event requests skyrocket, before heading south in a linear and gradual fashion all the way to May. June shows signs of life as requests begin to reappear as the crescendo in September, a month which typically sees the most event requests. Request activity then heads south again into December, a month which can be as quiet as May.

Fundraiser Events

Fundraisers typically start slowly in January, but ramp up quickly toward the end of the month and remain elevated through April.  May through August represent the worst months of the year, but are followed by September, October and November which are usually the best of the year, by far.  December from an event and event request perspective is quiet as the holidays take over.  Similarly to fundraiser request volume, the fall will see a much higher volume. 

Fundraising Organization Types

There are five primary types of groups who love doing restaurant fundraisers.  The savvy restaurant markets will understand the seasonality nuances of each and create a dynamic local store marketing plan tailored accordingly. Consider the following commentary our gift to you. Disclaimer: this data is based on 2023 results

School Groups

School groups such as Parent Teacher Organizations (PTO/PTAs) and elementary schools will represent the majority of your fundraiser activity, therefore should be the primary focus of your local marketing efforts. This holds true, especially for fast-casual brands. Timing your marketing push for late summer/early fall and January should help you make the most of your efforts.

General Non Profits

The broadest group of fundraisers, General Non Profits will represent a significant portion of your activity.  In fact, for full-service restaurants such as Buffalo Wild Wings and Primanti Bros, this group might exceed school groups. Although events spike in October and November, event requests remain more consistent throughout the year.  In-store advertising such as table tents, or window clings are a great way to stay top of mind for these orgs which can range from well known groups such as St. Jude to your local animal shelter. 

Teams, Bands and Booster Clubs

Although not a large group as compared to School Groups (although there is certainly overlap) and General Non Profits, this group is more predictable in terms of “showing up” and also makes great catering prospects.  “Congrats on a great fundraiser…and oh by the way, we also do game day catering!”  As with School Groups, a heavy push in late summer/early fall should yield great results in terms of booking new events.   

College / University Groups

This group represents the most cyclical of all, making it easy to know when to reach out.  College and university groups can also vary wildly by size. Engaging them, both large and small, in fundraising activities can significantly amplify your outreach and foster a sense of community involvement. This demographic is also poised to have disposable income post-graduation contributing to long-term customer loyalty and growth opportunities.  

Community and Religious Organizations

Targeting Community and Religious Organizations for fundraiser events allows restaurants to tap into well-established networks with strong local ties, enhancing their community presence and goodwill. These organizations often have dedicated followings, increasing the potential customer base for the restaurant. This strategy not only boosts immediate event turnout but also builds a positive brand image that resonates with the broader community. While school groups, sport teams and college students are enjoying their summer breaks, Community and Religious Organizations are eager to get events on the books making June and July a great time to make the rounds. 

In Conclusion

Recognizing and adapting to the seasonal ebb and flow of fundraiser requests and events can empower restaurants to craft a marketing cadence that aligns with their audience's needs. By engaging with the community at strategic intervals, restaurants can strengthen their partnerships with local groups and bolster their brand as the go-to venue for meaningful fundraisers, driving growth and fostering enduring connections.

Disclaimer: Data highlighted is based on roughly 20,000 fundraiser events facilitated via DonationScout in 2023. Results may not be representative of the entire restaurant fundraiser landscape.