Events are essential to an association’s success – not only do they generate non-dues revenue but they inspire community and collaboration. I remember an event I attended in the fall, it was called “#TrendingNorth” hosted by AdFed. We listened to a panel of successful business owners and communication strategists, mainly regarding how to use social media to promote your brand. After the panel, with local beers in hand, we networked with fellow digital professionals about each other’s’ work and upcoming ideas. I left the event feeling reenergized about my work goals and also had a handful of new contacts in my community.
Imagine a similar mindset for your members – how can you create an event that excites them about their work and provides a comfortable setting for social interaction? What kind of speakers, content, environment, or location will you offer to make your event memorable? From complex 3-day trade shows to a simple, weeknight networking event, constantly be thinking of the member’s needs and build your agenda around them. Prioritizing event activities based on your members’ needs can be challenging; consider the questions and ideas listed below to help determine your focus.
1. Send out a pre-event survey
Check in with members and ask what they want to see at the next event. Not only can they provide you with new ideas but it’s also a chance for them to tell you what they don’t want. This feedback helps to organize your agenda and prioritize pre-event tasks. This also shows members that you don’t just listen to their feedback but you value it enough to implement it in your plans.
2. Consider age
It’s likely your database is filled with individuals of different ages. Remember that to appeal to an age gap like millennials and baby boomers, you will need to provide activities that address both groups. Younger crowds are often drawn to more informal events like networking at a brewery while older folks are used to more formal settings like a gala or luncheons. This can be tricky when planning an event for everyone but as long as you offer something for everyone and an activity that encourages mingling between age groups, you’ll have an event that can appeal to all members.
3. What’s in season?
Creating a new stream of events each year requires a lot of creativity and ingenuity. Instead of working from scratch for every event, consider utilizing seasonal themes in your planning. Spring is a great time to reenergize and refocus – maybe that means offering a retreat that’s focused on setting future goals or team building skills? Or, perhaps, consider the upcoming 4th of July holiday and organize an association picnic with games and prizes for a more relaxed environment of community building.
4. Location
After you’ve thought about what you will offer at your event and how it can connect to a range of members, consider your event location. Make sure the venue lends itself to the type of event you’re offering, i.e. you probably don’t want to host an intimate discussion group in a large conference room. Remember that the environment can affect a member’s’ comfort level and hurt or help member interaction and engagement.
Event planning requires a lot of work and effort – especially beforehand. Don’t let the work stop after the event is over though. Use the momentum to tackle post-event opportunities like providing a recap to the public on your next blog post or sending out a post-event survey for feedback. Round up your team and discuss what worked and what didn’t so you can be better prepared for the next one.
Event management is a lot of work. Save time by allowing members to register and pay online, a feature in AMO’s event management toolbox. Questions? Give us a call 866-381-9951.