SPECIAL REPORT

Producing Events During Down Times:
Dos and Don'ts

by Gail S. Bower

Does the world suddenly seem different to you, thanks to the Wall Street meltdown, the Pennsylvania Avenue showdown, and the nonstop media coverage of it all? You're not alone. But the fact of the matter is that we must all continue our lives, and for some of us that means providing vital services to constituents, clients, and customers who need us.

Producing a fundraising or promotional event during this financial mess may seem pointless as you consider all that is going on; however, your event might be just the occasion your community needs to come together to find solace, comfort, and a positive outlook to inspire a new future.

Producing Events Despite Economic and Political Uncertainty: Dos and Don'ts

DO provide value and meaning. What will attendees learn or experience? Will they feel better, uplifted, or more inspired as a result of attending your event? What will they be able to do or understand better, or take away to make their lives or jobs better?

DON'T waste attendees' time. Your audience is taking time from their personal or professional lives, making necessary arrangements to be covered during their absences, and traveling to join others at your event. Is your program compelling? Will it be worth the cost of the gas, parking, and babysitters to hear your messages? Do you have dynamic speakers or entertainment who have something important to share?

I recently attended a business event that required me to leave my home at 7 o'clock in the morning. The panels and presentations quickly became endless pontifications. A couple of people had interesting perspectives, but most did not. One speaker, a highly visible philanthropic leader in his community, someone from whom wise perspective was expected, spent ten minutes behind the lectern reading a description of his organization. He did not make eye contact with the audience, he had no point, and he contributed nothing to the morning's discussion. (I still can't figure out why he had to read a script about his own organization. Shouldn't a CEO, someone who lives and breathes his organization, be able to speak conversationally about it?)

DO have a purpose and tie your messages to it. An event can be a powerful marketing experience, not just a reason for people to stand around in fancy clothes sipping cocktails, eating crackers and crudités, and making small talk. You've got an audience. What do you want them to learn? What emotional experience do you want them to have? How do you want your organization to be perceived?

I once had a client state her goals for the event I was about to produce in five words: give the guests goose bumps. Think of your event as a communications medium that affords you the opportunity for face-to-face, brain-to-brain, and heart-to-heart interaction and plan it accordingly. Otherwise consider other media for your message.

DON'T miss opportunities to connect. Your staff and board members need to be ambassadors for your organization. They should be on hand to welcome guests. Stay attuned to the flow and feel of the event to make corrections and connections as needed. Make introductions to solo attendees or groups of people with common interests. Your staff and board ambassadors should help enlarge your community, during and after the event. Know in advance how you will engage attendees afterwards. How can they learn more? How can they volunteer? How can they champion your cause?

I recently invested a decent amount of money and attended a VIP donor event for an organization I had vague ties to nearly 20 years ago. While there, the executive director introduced himself and asked about my affiliation with the organization. My answer gave him the perfect opportunity to fill me in on these last couple decades and engage me. He didn't. Then someone distracted him, and the moment was lost.

DO focus on the essentials. Invest your resources wisely at the event. Focus on expenses that will get results and serve your purpose. Maybe this isn't the year to hold a fancy sit-down dinner; perhaps a cocktail reception or luncheon will suffice. Do you really need to offer guests a gift? Wouldn't they rather that money support your programs? Conversely, cutting the graphic design costs and having someone on your staff with no training or design sense lay out your invitation is hardly the direction of progress.

DON'T leave details to chance. Your event is an extension of your organization. You're creating an environment for donors and colleagues, friends and fans to interact with you differently than during the normal course of business. Work through all the details. Make it easy for them. How will they arrive? Where will they park? What if they have mobility issues? How will you accommodate vegetarians? What if people want to leave early or stay late? How will you handle these situations? Save yourself unnecessary stress and think through these circumstances beforehand, not in a panic during your event.

Events are amazing opportunities for you to connect with people who are passionate about the same issues and activities you are. With the advancement of technologies in our lives, a busier pace, and increased tension from recent news reports, the role of events may be more important now than ever. Keep in mind that you face a lot of competition for people's time and dollars, so make it worthwhile for them, not just for you.

Special Reports for Turbulent Times