An event is any organised activity that brings two or more people together, to engage stakeholders, provide information to them and improve the reputation of the organisation. All voluntary/not-for-profit organisations run events, large and small, and these events usually include:
• Fundraisers
• Conferences
• Exhibitions
• Seminars and workshops
• Launches
• Facility or familiarisation visits
• Receptions, ceremonies, social events and even
• Demonstrations, marches and protests
• You need to be creative with events to make sure they standout from the crowd and are really attractive to people to gain 100% attendance and participation.
This ten point checklist will help you plan your events successfully.
You need to be creative with events to make sure they standout from the crowd and are really attractive to people to gain 100% attendance and participation. This ten point checklist will help you plan your events successfully.
Questions to ask before you start planning an event
Why are we holding an event? (and could we achieve our objectives another way? – if so, stop and think whether you really want to commit the time and resources to continue)
• Who is it for? Who should be involved?
• Who should be invited?
• What type of event should it be?
• Where should it be held?
• When should it be held?
Set your objectives
What are you trying to achieve?
• Improved awareness
• Enhanced reputation
• Fundraising
• Training
• Launching a new service
• Rewarding donors/members/supporters/volunteers
• Recruiting donors/members/supporters/volunteers
• Networking
NB if it is only to gain media coverage, think again…is there real substance to it that makes a good media story?
Define your target audiences
Your targets may be include a mixture of the following
• Local people
• Donors/members/supporters/volunteers
• Influential guests and possible speakers
• Sponsors/Grant makers
• Politicians and policy makers
• Partners
• Media
• Your own organisation
The format, style and shape of the event itself - but please remember to check all the following:
• Date, Time and Place – Venue and room(s)
• Weather insurance/contingency
• Access – for crew/disabled
• Invitations
• Guest management
• Publicity
• Agenda/programme
• Dress code
• Groupings
• Catering
• Accommodation
• Props/set design
• Audio Visual
• Speechmakers
• Goodie bags/Press packs/Giveaways/Prizes
• Food and drink
• Security
• Health and Safety
Working out the finances
So what are the cost implications? Start with a ball park figure, For really big events it’s probably advisable to appoint an event management specialist. You will need to manage any income, balance the budget and possibly make a profit if it’s a fundraiser. You may also need to think about attracting a sponsor or two. In which case it is vital to show that you have thought through your event carefully and in detail- by, for example, showing an event proposal paper (based on this checklist)
Communications for events
You need to get the message to the right people so they know about your event and feel compelled to attend. Use a variety of tools for this and make sure the design is appropriate, reflecting your organisation’s values and branding
• Direct Marketing – letters, invitations, phone calls, e-mail support, tickets
• Media Relations - media coverage, press stories, features, interviews and so on
• Marketing and Promotion – on your website, flyers, brochures, posters
• Advertising – expensive but necessary for some events dependent on the audience
To use celebrities or not?
The right celebrity – attending as a guest or speaker – can add huge value, generating greater attention, persuading media to cover your event and attracting more attendees. But it has to be the right celebrity – someone who will enhance the event, help to achieve your objectives, fit with your values, provide photo opportunities and with whom you can establish a good working relationship.
Do we need sponsorship?
And if so what sort? Is it in cash or in kind? What sort of resources do you need and what sort of profile does the sponsor have and want? A sponsorship should be handled as professionally as possible and this will mean that you need to think about the commercial implications – what is in it for the sponsor? Some sponsors are altruistic but the vast majority will need to understand the benefits of the sponsorship up front. A contract is vital, as is co-operative working.
Thinking about the event itself – quick checklist
• Logistics – plan out how you are going to run the event in detail
• Do a recce – ie an early visit to the venue to work out how the event will work
• Set up on the day – do you need a set, signs, banners and so on?
• Meeting and greeting – who is going to do this and make guests feel welcome right from the start?
• Starting – how do you open the event – with a bang or a whisper?
• Be prepared – think about anything that could go wrong and have a contingency plan
• Taking a break – long events are exhausting – make sure there is enough cover for your people to have a break
• Ending – again the end leaves a lasting impression – how do you ensure you make the finale as impactful as possible?
• Keeping the file – for future events, so you can learn from each event and keep important information for the future
• Thank you’s – if people have helped out in whatever way, thank them promptly and sincerely; they will feel more inclined to help again next time.
Evaluate your event
Did it meet your objectives? Did you succeed? Did you come in on budget? Did the right people attend? Did you raise the desired level of funding? Measure the event against your set objectives and learn for the future.
To see more Media Trust guides go to http://www.mediatrust.org/training-events/training-resources/online-guides.