It is easier to ride a wave than create one, prom is a multi-billion dollar wave that many nonprofits are missing. Co-branded campaigns are a great and underutilized strategy that nonprofits can use to increase reach using cultural staples to add messaging around. Organizations like MADD, SADD, DoSomething.org and others have capitalized on campaigns around prom and there is still a lot more room for other nonprofits.
Prom by the $’s
Prom is a significant cultural event in the United States, with substantial expenditures by families and students. While comprehensive, up-to-date national statistics are limited, past surveys provide insight into spending trends.
Average Spending per Family:
- In 2015, a Visa survey reported that American families spent an average of $919 on prom-related expenses. This figure was slightly down from $978 in 2014 and peaked at $1,139 in 2013. Visa – Cost of High School “Promposals” Hits $324.
Regional Variations (2015):
- Northeastern families spent an average of $1,169.
- Western families spent $937.
- Southern families spent $849.
- Midwestern families spent $733.
Promposal Costs:
- In 2015, the average spending on “promposals” (elaborate invitations to prom) was $324, accounting for over one-third of the total prom expenditure.
Income-Based Spending:
- Families with household incomes below $50,000 planned to spend $1,109 on prom.
- Those earning over $50,000 planned to spend $799.
Total National Spending: While exact current figures are unavailable, considering the average spending and the number of high school seniors in the U.S., total annual prom spending likely reaches into the billions of dollars.
*Note: These figures are based on surveys from 2015 and may not reflect current spending patterns.*
Every year searches around prom increase giving all content that is related a bump in attention that can be used to help your campaign.
Prom Season Behaviors and Activities
Youth Behaviors & Activities Around Prom
Before Prom
- Digital “promposals” featuring AR filters, interactive elements, or collaborative TikTok challenges
- Virtual try-on technology for outfits using AI fashion apps
- Collaborative playlist creation on streaming platforms
- Social polling for outfit/venue/theme opinions via Instagram, BeReal or Snapchat stories
- Skill-sharing tutorials (makeup, hair styling, dance moves) via short-form video
- Budget discussions in group chats (managing rising costs in 2025’s economy)
- Sustainability considerations – outfit rentals, vintage shopping, or upcycling
- Mental health check-ins with friends experiencing social anxiety
- Group reservations for pre-prom activities (dining, photoshoots)
- DIY decorations and accessories inspired by social media trends
During Prom
- Live streaming key moments for friends/family who couldn’t attend
- Real-time photo sharing with custom prom filters/hashtags
- Augmented reality photo opportunities with venue-specific digital overlays
- Group choreographed dances learned from viral content
- Digital scavenger hunts or interactive activities via smartphone
- QR code accesses to digital yearbooks or memory boards
- Inclusive socializing across different friend groups beyond traditional cliques
- Midnight food deliveries coordinated through apps
- Tech-free zones for authentic connection (counter-trend to constant documentation)
After Prom
- Collaborative digital memory albums using shared cloud storage
- Safe, supervised after-parties with interactive entertainment
- Sunrise breakfasts at 24-hour restaurants
- Decompression gatherings at friends’ homes with movies/games
- Social media highlight reels with photo compilations and key memories
- Post-prom reflections in private groups or chats
- Outfit repurposing plans for sustainable use after the event
- Thank you messages to parents/supporters who helped make it happen
- Community clean-up of venues (increasing environmental consciousness)
Parent/Caregiver Activities
Before Prom
- Budget planning and financial support conversations
- Collaborative shopping experiences balancing teen independence with guidance
- Safety discussions about responsible behavior and emergency contacts
- Transportation coordination for groups with ride-share app account management
- Hosting pre-prom gatherings for photos and meals
- Digital literacy conversations about appropriate photo sharing
- Emotional support for teens experiencing anxiety, exclusion, or pressure
- Coordinating with other parents via messaging groups for plans and supervision
- Skill-sharing (learning to tie ties, hair styling, makeup application)
During Prom
- Discrete check-ins via text message
- Photo receiving and sharing with family members
- Background support (emergency contacts, available for calls)
- Coordination with venue staff/chaperones on supervision and safety
- Preparing after-prom spaces for safe gatherings
After Prom
- Safe transportation provision for late-night travel
- Creating welcoming spaces for after-prom gatherings
- Morning-after breakfast preparation
- Emotional processing support for any disappointments or conflicts
- Photo preservation assistance for digital and physical memories
- Listening without judgment to teens’ experiences
2025-2026 Cultural Context Considerations
- Economic pressures: Inflation affecting prom budgets significantly
- Privacy concerns: Growing awareness of digital footprint implications
- Mental health awareness: Open discussions about social anxiety and pressure
- Climate consciousness: Sustainability becoming central to consumer choices
- Political polarization: Navigating diverse viewpoints in community events
- AI integration: Personalization and digital experiences becoming normalized
- Post-pandemic connection: Heightened value on in-person experiences
- Hybrid experiences: Blending digital and physical interactions seamlessly
- Inclusive representation: Diverse expressions of gender, relationships, and cultural identities
- Retro aesthetics: Nostalgic elements from previous decades (2000s revival)
11 Clever Campaigns for Prom
Here are 11 ideas for nonprofits to strategically leverage prom as a cultural moment, inspired by UNICEF’s successful Halloween framework:
1. “Prom Pledge” – Safe Driving Campaign (Inspired by MADD/SADD)
- Existing Behavior: Teens signing yearbooks/prom tickets.
- Simple Addition: Signing a “Safe Prom Pledge” alongside these traditions.
- Consistent Execution: Annual signing events at schools.
- Impact: Reduce teen DUI incidents, foster generational awareness.
2. “Suit Up” – Dress & Suit Donation (Inspired by Operation Prom)
- Existing Behavior: Teens shopping for prom outfits.
- Simple Addition: Drop-off locations at popular retail stores.
- Consistent Execution: Annual partnership with retailers.
- Impact: Increase access to formalwear; build brand recognition over generations.
3. “Prom for All” – Inclusive Prom Experience (Inspired by DoSomething.org)
- Existing Behavior: Prom planning committees at schools.
- Simple Addition: Provide inclusivity guides and toolkits.
- Consistent Execution: Annual training for student committees.
- Impact: Create a sustainable model for inclusive events, embedding nonprofit values into school cultures.
4. “Picture Perfect Prom” – Photo Booth Fundraisers
- Existing Behavior: Teens capturing prom night photos.
- Simple Addition: Donation-based, branded photo booths at prom venues.
- Consistent Execution: Yearly installations in local schools.
- Impact: Consistent fundraising and generational memory-building.
5. “Corsages for Causes” – Floral Fundraising
- Existing Behavior: Buying corsages and boutonnieres.
- Simple Addition: Portion of each sale goes to charity.
- Consistent Execution: Annual florist partnerships.
- Impact: Generational recognition as a prom tradition with purpose.
6. “Promposals with Purpose” – Viral Social Campaign
- Existing Behavior: Creative “promposal” videos shared online.
- Simple Addition: Teens include donations or awareness messages in videos.
- Consistent Execution: Annual digital campaign launch.
- Impact: Viral growth, engagement from younger audiences, cultural embedding.
7. “After-Prom Impact Parties” – Safe Celebration Events
- Existing Behavior: Teens seeking after-prom parties.
- Simple Addition: Nonprofit-sponsored, substance-free parties with entertainment.
- Consistent Execution: Hosted annually in major cities or local venues.
- Impact: Safety, consistent branding, and generational anticipation.
8. “Second Chance Prom” – Community Engagement for Adults
- Existing Behavior: Nostalgia-driven events and reunions.
- Simple Addition: Ticket sales support youth mentoring programs.
- Consistent Execution: Annual “adult prom” events.
- Impact: Engage adults annually, creating generational fundraising traditions.
9. “Prom Dress Swap” – Sustainability Initiative
- Existing Behavior: Teens seeking affordable, stylish prom attire.
- Simple Addition: Organize local dress swaps via schools/community groups.
- Consistent Execution: Annual spring event promoted online/offline.
- Impact: Consistent message of sustainability, cost-saving, and community building.
10. “Prom Ambassadors” – Peer-to-Peer Fundraising
- Existing Behavior: Prom king/queen voting campaigns.
- Simple Addition: Candidates raise funds for charity as part of their campaigns.
- Consistent Execution: Annually promoted within high schools.
- Impact: Peer-driven giving, embedding philanthropy in school culture.
11. “One Ticket, One Dream” – Prom Scholarship Fund
- Existing Behavior: Students purchasing prom tickets.
- Simple Addition: A small surcharge or optional donation for scholarships.
- Consistent Execution: Annual implementation in collaboration with schools.
- Impact: Sustained support for educational advancement, deep community roots over time.
Each idea leverages existing prom behaviors, integrates simple additions, ensures annual consistency, and positions nonprofits to build lasting cultural and generational impact, just like UNICEF’s model.