Events That Change Lives. But Do They?

“Events That Change Lives” is the title of the latest episode of

, with Katie Kyle, Head of Fundraising and Marketing at Befriend a Child.

It’s a strong title. But it also raises a question: can a charity event really change a life? Probably not on its own.

A beautifully designed room, a great dinner, entertainment and a packed dancefloor aren't going to transform the circumstances of a child, young person or any beneficiary, but what that event makes possible, might.

More than a good night out

Charity events have an unusual and difficult job to do. They need to be enjoyable enough that people want to attend. They need to create an atmosphere that encourages people to participate and give. They need to communicate the reason everyone is there without overwhelming the experience. And, increasingly, they need to give guests a reason to come back next year.

But most importantly, they need to generate a result. For Befriend a Child, that result is very tangible. The charity supports children and young people across Aberdeen and Aberdeenshire through befriending, mentoring and group activities. And fundraising events provide money that helps make that work possible.

Their 2026 Boogie Boozy Brunch weekend raised more than £50,000, while the Emerald City Ball raised almost £35,000. Those aren't simply impressive event totals. This is actual revenue that can be turned in to funds which provide practical support for local children and families.

So although the event isn't where the life-changing bit happens, it is definitely the mechanism that helps fund it.

That doesn't make the event experience superficial. Quite the opposite, the experience still matters. If you're asking someone to buy a ticket, give up their time, participate in fundraising and potentially spend considerably more money once they're in the room, the experience matters enormously.

People have plenty of choices about where they spend their time and money. Recent UK research from the Fundraising Regulator found that people who had a positive experience of charitable fundraising were more likely to say they would support charities again in the future. So it follows that the quality of the experience must be part of the fundraising strategy.

The theme, room design, entertainment, food, fundraising mechanics and running order shouldn't exist as separate elements. Together, they create the environment in which guests feel engaged with both the event and the cause behind it. That's where event design becomes much more than decoration.

The £50,000 question

There's a danger in judging a charity event purely by what it raises on the night. If an event raises £50,000 but costs £40,000 to deliver, that's a very different result from an event raising the same amount with significantly lower costs.

Likewise, an event that raises slightly less but introduces a charity to new supporters, sponsors, volunteers or long-term donors may ultimately deliver greater value.

But so does what sits behind it.

Who attended? Were they the right audience? What did it cost to acquire them? How much did they give? Did they understand more about the organisation when they left? Will they attend again? Will they become a sponsor, donor, volunteer or advocate?

Those questions turn an event from a standalone fundraiser into part of a much wider engagement strategy.

And there's evidence that connection matters. The Charities Aid Foundation's 2026 research found that people who could see the positive impact charities were having in their local communities were twice as likely to donate locally.

From a commercial perspective, we also look at a charity events as the top of a sales funnel activity to raise brand awareness, develop client engagement and create media media content. Importantly, they are the best networking opportunity.

Designing for the outcome

At Marvelle, we've worked with Befriend a Child and many other charities over the last 20 years and we seen big changes. From designs, budgets, venues, demographic and expectations, but the fundamental brief hasn't. Create an event people genuinely want to attend, give them an experience they'll remember and provide the charity with a platform from which it can raise money and build relationships.

That means starting with more than “What should the room look like?”

We need to go back to the first question we always ask clients:

What does this event need to achieve?

A spectacular room with no connection to the objective is just a spectacular room.

For a fundraising event, design should help create anticipation before guests arrive, create social noise and momentum, establish atmosphere when they walk through the door, reinforce the identity of the event, support the fundraising activity and ultimately make people want to return. We need to deliver FOMO.

The creative concept serves the commercial and charitable objective, not the other way around.

So, can events change lives?

Indirectly, absolutely.

An event can raise the money that funds a young person's first new experience. It can introduce a business to a charity that becomes its long-term partner. It can turn an occasional supporter into a regular donor. It can inspire someone to volunteer. And it can put an organisation and its work in front of hundreds of people at once.

Befriend a Child itself describes relatively modest sums in very practical terms: £25 can fund a new experience such as swimming or ice skating, while £50 can enable a child to attend a summer outing with their volunteer.

Suddenly the fundraising total isn't just a number on a screen. It's hundreds of opportunities, experiences and connections.

So perhaps “Events That Change Lives” isn't quite accurate. Events create the opportunity, what happens because of them can change lives.

And that's a much more powerful reason to make sure we get them right.