Event Best Practices

To get the most value out of your efforts, we recommend you consider the following as you design an event.

Before you start to plan your event, first determine its purpose and the goals you want to achieve. Your goals may be qualitative — such as education or increased awareness of your mission — or quantitative — such as money raised, how many new and returning attendees, or new contacts and sponsors created. Once you set your goals, determine how much you want to spend to achieve them and track your expenses, including the time spent by staff to manage the event.

After you set your goals and budget, consider which type of event best fits the need. For example, to raise awareness of your mission, you may host an open house, a guest lecturer, or a book signing. To raise funds, you may hold anything from a car wash to an art fair to a walkathon festival or formal gala. In addition to your goals and budget, consider your audience, mission, and the availability and expertise of your staff and volunteers as you choose the type of event. Once you select the event's type, set its time and place, and begin to plan the logistics and tools needed to successfully manage the event.

To help cover the cost of the event, identify some prospective sponsors to help fund the budget. Consider companies that:

  • Already know or support your organization and its mission.

  • Have ties to your board members, supporters, or vendors.

  • Have a philanthropic or business agenda that complements your mission

  • Can provide the necessary funds and promotion.

  • Have employees who regularly volunteer at your organization.

To secure a corporate sponsor, determine what's in it for them and lead with the benefits of sponsorship. Logo placement and a sense of altruism may not be enough. Corporations look for new customers and business, increased visibility, and a halo effect that improves brand loyalty. When a company agrees to sponsor an event, establish their role and follow up with a contract and ethics clause to ensure a successful partnership.

Tip: Corporate sponsors not only help fund your event, but they can help increase your reach. When reputable businesses support your cause, donors and attendees likely have a favorable impression of your organization and mission.

Create a complete communication plan — from invitations or registration forms to acknowledgements — with many grateful interactions throughout. For an engaging online registration form or invitation:

  • Clearly brand it as your organization and remind registrants or recipients why they should care about your cause, such as with a mission statement or compelling, emotional photos.

  • Explain why the event is worth an attendee's time and its impact on your mission.

  • Make it easy for attendees to register and understand details such as fees, time, place, and attire.

  • Collect key details from attendees such as shirt sizes or food preferences, but don't overwhelm them with too many questions.

  • Enable people to donate regardless of whether they attend and share the event with others, such as through social media.

After you invite supporters, follow up with clear calls-to-action — such as Save the date! or Last call! — on a regular basis until they respond. As you hear from attendees and donors, respond with personal, timely thanks that acknowledges the impact of their gift.

Tip: For a public event, look for ways to spread the word and increase registration, including local media, influential supporters, flyers and posters, sponsors, email, and an online presence through your website and social media.

The event isn't over when the last attendee leaves. After you hold the event, follow up to assess what went well and maintain your relationships with the attendees.

  • Analyze the event and request feedback from staff, sponsors, and attendees to determine what worked and what didn't. Share the results with your organization and follow up on loose ends, celebrate what went well, and determine areas to improve or forgo altogether.

  • Reach out to all participants— including sponsors, volunteers, attendees, and donors — to share photos from the event and recognize their impact on your mission. Thank attendees for their participation, listen to feedback, and ask if they'd like to be more involved with your organization.

  • Engage new prospects found at the event and invite them back for another event in the future.

  • Report to everyone the impact of the event on your mission, especially any tanglible goals achieved.