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People love music, most people love parties and some people love karaoke. Can music events engage and inspire the next generation of 18-40 fundraisers?

We asked what events motivated people. More here. And we tested whether you could create an online music festival with Google Hangout. More here.

And we created a little pilot music festival of our own to explore music event fundraising models.

Here’s how we created Cowfest:

  • We ran ads on facebook asking for people who were interested in music to sign up for more information. £50 worth of advertising recruited 70 names – 70% of people interested were under 40.
  • The majority wanted to use bigger venues outside their houses (see our findings about what music events most motivate people here).
  • We surveyed them asking them what help they wanted and 4 things stood out: help with kit hire, a ticket system which their friends could use and got the money to charities, a list of things to do (licences etc) and to be part of a national event.
  • The majority of organisers wanted to chose the charity (although some wanted the audience to decide). Most organisers favoured local charities they had a strong connection to, so we created a simple online ticket system to make that possible.

[We believe there is a huge opportunity for a big national music event that works across the sector, to support a wide variety of charities].

  • We asked 5 brave and generous people to run pilot events in March (on a day which turned out to be the coldest and snowiest of the year).


  • Music events engaged a high percentage of first time fundraisers. Yay.
  • Our 5 brave test pioneers all want to run another festival (in better weather). Yay to them.
  • Average donation at pilot events was higher than expected – at £10-15 rather than £5-10 expected.
  • People want to be part of something bigger – They liked the idea a famous band could turn up, that lots of events were happening at the same time and they could be connected together online.
  • Organising a music festival is a higher barrier to entry than a house party; micro music festivals appear to organisers to be much harder work, follow up survey work showed people 3 times more likely to run their own ‘house party’ than a micro music festival. See the full results here.
  • Organisers were happy to pay a registration fee for core support if it was clear what it was for and how it would be useful.


If this has inspired you to start a music festival that plays great music and makes a difference check out the awesome We’re big fans.

If you’d like help to create a brand new music fundraising event, or want help with digital strategy email us:

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