Make the most of your next event

Niki holds a clipboard while standing near cameras at an event

Written by Niki Juhasz

I can’t count the number of clients who’ve told me: “I’m headed on vacation the SECOND that last speaker puts down their mic.”

If you’ve helped plan and run an event, you know that vacation is very much deserved. Events are fun, impactful and strategic, but can also be overwhelming and exhausting.

That’s why today, we’re sharing how to set goals and target audiences – ones that align with your organization’s mission – as you prepare for that big benefit or conference. Taking this step at the beginning of your planning process will help ensure you’re getting the most out of your event.

Start with goals

At Forthright, we have *big question energy.* We know that by asking the right questions at the beginning of a project, we’re starting with strategy and getting everyone on the same page. Here are two questions we ask at the beginning of any project we work on where an event is involved:

What are your goals for this event – and WHY are those your goals?

How do they connect with your organization’s overall mission?

For example, perhaps you want to make your donors feel appreciated and seen. That’s great! But don’t forget to dig into the why. You may want them to feel appreciated and seen so they continue supporting your nonprofit, empowering you to do even more great work. Now you’re on to something!

We encourage our clients and partners to identify Specific, Measurable, Achievable, Relevant, Timely, Inclusive and Equitable goals: also known as SMARTIE goals. (Learn more about how to create these goals here!)

SIGN ME UP

Continue with target audiences

Once you’ve established what success looks like, it’s time to get really, really specific about your audiences. Your event target audiences SHOULD include your organizational target audiences. However, you DON’T have to include every target audience you work with as an organization in your event plan.

Here’s why.

All of your target audiences. Let’s say your organization’s target audiences include donors, local policymakers and local parents with high school-aged children.
Event goal. Your goal is raising $400,000 during an annual fundraising event.
Event target audience. While policymakers and parents are really, really important to your mission, they’re not going to be the most important audience in helping you meet your budget goals. Donors will be your biggest target audience for this event!

This is critical because vague language IS YOUR KRYPTONITE. Can you tell I feel strongly about this? Donors, policymakers and parents have VASTLY different values and barriers to action (what stops them from doing the thing you want them to do)! The more specific you are with your audiences, the more you can speak directly to them – leading to success.

one more example

I’m a big example girl – so here’s one more example of what this all looks like in action. In this case, we’re pretending to be an association setting up our annual conference!

A good event can support your organizational goals for months to come – and setting SMARTIE goals will set you well on your way.

Oh – and one more thing. Once the planning is done, remember to appreciate just how much work you put into this event – and take a minute to enjoy your colleagues, partners and the fruits of your labor.

I know we do. This ridiculous GIF is of me, Katie and one of our amazing photographers, Jen, at a recent SparkNC event we were helping out with. It’s always nice to take a brief break to celebrate your hard work coming to life!