How to Turn Cancellations into Opportunities

Posted on: June 6, 2018

Turn cancellations into opportunities

Your event nears and — as happens with every event since the beginning of events — you have some cancellations. It happens.

For Event Planners, the information is no longer necessary. For Development Directors, these are opportunities!!! So, whatever you do, KEEP this information!

Turn a cancellation into an opportunity

The people who canceled showed interest in your organization by registering for your event and for one reason or another are now unable to attend the event. These are still important leads for your organization. Be certain to add each registrant (attending or not) to your mailing list so you can communicate with them throughout the year.

For the canceled registrants specifically, customize a message to send letting them know you missed them at the event. In it, provide more information about your organization’s mission and information on how they can get involved. This can be created within your AttendEasy or FundEasy account and sent only to those who canceled.

Sample Email:

Subject: We missed you!

We missed your participation in our event yesterday. There is a lot going on, we understand. The good news is that this wasn’t the only day you can get involved!

As a supporter of [Organization], we invite you to learn more about all the ways you can join us: volunteering [link to volunteer info], joining our prayer team [link to prayer calendar], and giving toward our end-of-year goal [link to Donation Page].

Thank you for your consideration in connecting more with [Organization]—both prayerfully and financially. Together we can make a difference!


P.S. Like us on Facebook [link to Facebook page] and Follow us on Twitter [link to @TwitterHandle] to stay connected and see how [Organization] is truly impacting the community.


Pro-Tip! Share pictures of your event within the email to highlight the evening and encourage them to attend next time.

Turn cancellations into opportunities.

By taking the initiative to reach out to canceled registrants, you are showing an effort that will be appreciated. Your goal is to not fill each seat at your event (though, of course, that is nice!), but rather to build relationships with your community for long-term partner connections.

Remember, follow-up is key with every registrant, including those who could not attend.

Andrea Trudden
Andrea Trudden



This article was inspired by our customers and written to encourage your fundraising efforts. Although we work with ministries and events daily, our team members are not Event Consultants. We encourage you to consult with your event consultant, executive team, and/or affiliate organization before making any major changes to your events.

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