Design with the End in Mind
Every event is unique. While events may have similar formats, schedules, and “regular” attendees, no two events serve the exact same purpose or audience, nor do they have the same desired outcome or agenda. Despite some assertions that an organization’s annual gala follows the same program each year, there are inevitably first-time attendees, new areas of focus, and new co-chairs or committee members involved in the work.
An association’s semi-annual board meeting may occur in the same location each time or follow a predictable format, but there are always new agenda items, revised schedules, and updated budgets and personnel changes to discuss. It is important to focus on these smaller nuances, because each event should be designed with its unique purpose at the forefront.
To avoid the inevitable trap of “this is the way we’ve always done it,” challenge yourself to step back before each event planning cycle and take time to design with the end in mind. This concept is not unique to event management, but was popularized by Stephen Covey’s “The Seven Habits of Highly Effective People”, which was first published in 1989. This methodology can be seen employed across many industries, including architecture, continuing education, fashion, and manufacturing, among many others.
For individuals planning meetings and events for non-profits, designing with the end in mind means taking a few crucial steps:
First, define the purpose of your event.
Take the time to think about what will be unique to this meeting or event, specifically in terms of why you are taking the time to gather. A board meeting to review and approve a detailed budget would typically require a meeting room with audio-visual equipment that allows you to review the document as a group. However, given the 21st century ability to meet virtually, a meeting with this particular goal may allow for remote participation from individuals who are unable to convene in person. However, for a board meeting designed to get the group out of its comfort zone while building camaraderie and trust between members, it would be essential to gather all of the participants in one location.
A gala designed to thank exclusive high-dollar donors will require different accommodations, food, and entertainment, in comparison to one designed to solicit a wide variety of donation levels from a larger group.
Educational conferences designed to convey information to large groups of participants can make do with auditorium or theater-style seating. Conversely, an instructor giving an in-depth workshop that requires active participation and conversation amongst participants will be much more effective with pod-style seating or rounds.
Until you have established the ultimate purpose of your event, you cannot make decisions about which venue or space will serve your purpose best.
Second, define your target audience.
Now that you have your purpose, pause to think about who your audience will be, both in terms of the number of participants and in the role they will play in the event. The audience for an introductory level education session will likely be larger and include participants of varying experience levels, as opposed to an audience for a session focusing on a niche topic, which requires a greater understanding in that area of expertise.
Events for everyone are events for no one, so take the time to define exactly who should attend. Depending on the type of event you are hosting, this may look like a specific guest list, or it could simply be an estimate of the potential number of attendees.
Finally, outline the goals for the event.
Guided by your purpose and audience, find the answer to the following question(s).
What are the key takeaways attendees should have from your event?
What do you want attendees to learn?
How do you want attendees to feel?
What actions do you want your attendees to take now, and in the future?
By designing with the end in mind, you can use these answers to guide your plans for the event. Ensure that each element of the attendee’s event experience supports their achievement of these goals.
If the goal of an event is to build community, your event should focus on activities that allow attendees to connect with others of similar interests. The networking activities should be designed to go deeper, rather than relying on surface level questions unrelated to their purpose for attending. You might consider taking the time to build an attendee directory, that includes the special interests or expertise of your attendees and their contact information. While labor intensive, it serves the ultimate goal of your event by providing a resource for individuals who might have forgotten to exchange contact information while attending.
Once you’ve taken the time to think through your event’s purpose, audience, and goals, decisions about what venue to use, what technologies to invest in, and what elements of the agenda should be given more time are all much easier. We can’t promise that your event’s stakeholders will immediately agree on those three items, but it is imperative that you take the time to align at a high level before moving to the next phase in the planning process. As you get further into the plans for your event, redirection due to a change in the event’s purpose, audience, or goals becomes increasingly costly in both time and material resources.
For mission-based organizations, the above steps are particularly important. Given the level of investment required to execute them, events should always tie back to the organization’s mission. Events serve as an opportunity to let new and engaged audiences participate in the work of the organization. By tailoring the attendee’s experience to both the organization’s mission and the event’s purpose and goals, you can further deepen your relationship with potential donors, volunteers, and community members who support the cause.
What was the purpose of your most recent event? In what way did that purpose cause you to make different decisions than at previous events?
