The Importance of a Project Manager
Like any major project, events require incredible investments of an organization's time, labor, and financial resources. Because of this, hosting an event is not always the right solution to every fundraising or educational goal within your organization. Relaying new research may be best conducted in a white paper or podcast episode, rather than a live virtual or in-person educational session. Conducting an awareness campaign or donation drive via social media might be more cost-effective than a fundraising dinner or reception.
However, you’re here because your event’s purpose, audience, and goals have led your organization to the decision to host an event. [See our post on Designing with the End in Mind for more on this.] Now that the decision is made, you need to build a project management plan to support your event.
First, decide who will play the role of project manager.
If you have an internal staff team (even a team of one) that already supports events, they might be your first choice. However, if the event you’re hoping to host overlaps too closely to your organization’s annual conference, you might consider assigning another member of the team to take the lead, while the event’s team’s primary focus is elsewhere. Or you might not have an event’s team at all, in which case you’ll be choosing from your existing pool of staff or volunteers or hiring an outside resource to support.
Events are more than decor and food & beverage selections, so as you look to select the right team member, consider the skills that event managers use to bring their events to life.
Project Management
The ideal project manager can outline the roles and responsibilities of each vendor or staff member supporting the event; frame the layout of the overall timeline of tasks, deadlines, and milestones in the event planning process; and act as the conduit for all conversations amongst stakeholders regarding event decisions.
Organization
Your project manager must maintain clear file organization and documentation. Well organized contracts and event details, available in a shared location, let stakeholders know where the project stands. Detailed schedules help vendors and staff know where to be and when, allowing events to flow smoothly.
Communication
It is critical to build rapport amongst stakeholders, clearly articulate event goals, needs, and deliverable timelines; provide regular updates to stakeholders outside the planning team; and deliver clear reporting during and after the event.
Team Leadership
Project managers should maintain a culture of trust, support, and accountability amongst team members; be able to delegate tasks to appropriate team members; and support collaborative problem solving when the inevitable crisis arises.
A Vision for Producing the Event
And finally, your project manager should be a doer, while having a vision for delivering the event. The visionary, who comes up with many of “ah-ha!” and “pie-in-the-sky” ideas, is often not the individual best positioned as your project manager. While your project manager should absolutely be able to envision the event within a space, you will want someone who can facilitate the discussion of big ideas back into the established plan based on the organization’s purpose, audience, and goals for the event.
Then, consider the list of resources they’ll need for success.
To set your project manager up for success, the organization needs to consider the resources that can be allocated to deliver the event. This pertains to both internal staff personnel, external vendors, and financial resources that can expect to be spent in pursuit of your organizational goals. Below is a list of resources to consider.
Staffing
Does the organization have enough staff or have access to volunteers or temporary staff to support the planning and delivery of the event? Will additional staff or resources be needed on the day of the event?
Funding
What is the budget for this event? Many of us are experienced with the notion of planning an event “with champagne taste and a beer budget”. Does the budget align with the organization’s purpose, audience, and goals? If not, where will cuts be made to align expectations with reality? How much do you actually need to produce this event? [More info on this in our next post, “Start With Your Event Budget.”]
Time
Does the team have enough time to plan this event? If the event is being produced on an abbreviated timeline, are there extra financial resources available to support rush fees and surcharges from vendors?
Technology
What tools are required to conduct the event? Does the organization have existing software to support the registration process, live auction, donations, etc.? Is any audio-visual or lighting equipment needed to conduct the event?
Access to Decision Makers
Often event project managers are outside of an organization’s leadership team. In this scenario, those project managers will require either the input of the leadership team to make decisions on behalf of the event OR be empowered to make those decisions independently, within budgetary constraints.
Vendors
Does the project manager know reputable vendors in each of the categories required to build an incredible event? If not, do you know other event managers who can make recommendations? Are there other industry resources that you can leverage to find the best vendors for your event?
By selecting a project manager with the skills to keep your project moving forward and allocating staffing and material resources appropriately, you’re well on your way to building an incredible event. Now, you’ll want to go back a half-step to confirm that the project manager you’ve selected understands the organizational vision, purpose, audience, and goals of the event and the resources that are available to them. Answering questions about these items now will allow for clearer next steps as budgets are set and venues are selected.
Are there any additional traits you look for in great project managers? What about resource categories that you consider for your organization’s programs?
