Improving on a Successful Event

Keep an eye on the final details, and then step back and see what you accomplished.

You've selected your special event and have planned, promoted, and paid for it. Is there any else you can do besides hope for the best?

Yes, there is.

Do a walk-through.

On the big day, do a final walk-through to give yourself a sense of the event from the attendees' point of view:

• Park your car,
• Enter the building,
• Walk through the registration process,
• Find your table,
• Check out the restrooms, and
• Visit all the activities, especially the silent auction (be sure the system to pay for and collect items works smoothly).

Ask yourself:

• Was signage clear?
• Could you find everything easily?
• Does everything look professional and inviting?
• Are the sponsors appropriately acknowledged?

If so, you're ready for the guests to arrive.

Celebrate your successes. Learn from your mistakes.

Before the last guest has left the building, you'll be planning ahead for the next time.

• Ask all committee members to make notes immediately about everything that went well as well as things they feel could have been done better.
• Schedule a committee meeting as soon as possible with those who made the event possible and collect their insights.

As you consider what worked and what didn't, use questions like the following to guide discussion:

• Successes: What factors made this aspect of the event successful? Would it be possible to apply the factors to other aspects? What might you do to make the successes even better next time?
  
  For example:
  • "The shelter tours were really popular. Next time, should we have more tour guides so groups can be smaller and tours move faster? Would people like a tour that shows our facility from a dog or cat's perspective?"
    
    
• Mistakes: What factors led to this aspect of the event being problematic? What can we change to improve this situation? If we can't change this aspect of the event, what impact does this have on running this type of event in the future?
  
  For example:
  • "A lot of people complained about the cost of parking in the public garages. Would a parking garage be willing to offer a discount for the event parking? Should the invitation include instructions for using public transportation? Could we hold the event at a time when street parking is available? Should we hold the event somewhere else?"

Be sure to record the ideas that are generated while the event is still fresh and you have access to everyone who worked on the event.

Say "Thank You."

And say it in writing. Personal thank you notes will let your sponsors, volunteers and other supporters know how much you value their contributions and will inspire them to come back next time.

Follow up with an Impact Story

Three to five months after the event, send a follow-up letter to the event supporters, including all contributors: sponsors, attendees, volunteers, raffle prize winners, etc. Tell your supporters about the impact the funds raised during the event have had on your agency and the animals and people you serve.

Then, when you send the save-the-date cards, sponsorship packets, and invitations for the next event, your supporters will be ready to sign on again.

Photo of Tira courtesy Amie Sloane