You’ve outlined your goals, drafted a budget, secured a date, and created a comprehensive plan for your next event … so what’s next? Now it’s time to talk details.
Usually at some point or another, everyone in a nonprofit is tasked with coordinating and executing an event. While we could focus an article to each item on this list, below are a few logistics to highlight in the implementation of your event strategy.

Create Timeline/Checklists. Events are all about the details and having a master checklist and timeline will ensure all team members have completed each task (based on the roles assigned in Part 1), materials will be in place, and the timing of your event will run smoothly. Review these documents regularly with your team leading up to the event to fill in any holes or make necessary adjustments in your plan as issues arise. Have a template on hand that you can use, then modify it for each type of event you host in the future.

Secure Venue. How large is the venue in relation to your anticipated attendance? Is the space flexible to accommodate any changes you may need to make leading up to the event? If media are attending, what is the visual or backdrop? Do a site visit in advance to catch both potential issues and opportunities. Most contracts for venues are negotiable and will offer concessions and amenities for your business.

Registration. Whether or not you’re charging admission, encourage attendees to sign up online through a service like Eventbrite or even a Google form. It gives registrants some “skin in the game” and you have an opportunity to collect more contact information. One person should manage registration so changes and updates are tracked consistently. The average attrition rate is 15–20%, and possibly higher for free events. It’s usually lower for large conferences due to travel and logistical commitments. Keep this in mind as your event approaches to adjust seating arrangements, food and beverage minimums, and sessions as needed.

Outreach and Recruitment. If you’ve created your marketing plan as part of your event strategy then you’re prepared to recruit and register your target audience. Contact key partners and ask them to share the event with their audiences. Request any speakers to tap into their networks and promote to their followers. Consider incentives for volunteers or registrants who sign-up friends and promote your event to their friends. Reach out to local bloggers who will likely promote the event, attend, and cover it as well. Post your event on local calendars, online platforms like Facebook and Meetup, and free-market organization event listings. Engage your sponsors in outreach efforts as well through host committees and targeted invitations for other VIPs and speakers.

Brand Your Event. Identify areas to capitalize and brand your organization through your events. Invest in quality materials and signage. Do you want to offer swag such as tote bags, pens, or some other memorable item for people to take home? Leverage social media to generate buzz around your event. Create and promote a hashtag for the event and encourage key influencers to engage with their networks and event attendees.

Set-Up. Arrive at the venue early to meet with the staff and test all internet, video, and sound with all media you plan to use. As a general guideline, if you expect more than 40–50 attendees, you should have sound amplification in your room. You’ll also want to verify that seating arrangements and food and beverage are set up according to plan.

Speakers. Communicate with speakers leading up to the event on both logistical details and any relevant messaging information. Speaker memos are highly recommended for larger events with multiple sessions, speakers and/or panelists. Keynote speakers should have a specific handler to escort them while onsite.

Sponsors/VIPs. The event is a means to achieve your overarching goals and advance your mission so ask supporters to join you and contribute to your larger vision, and not the event itself. Focus on benefits—ask key supporters to introduce speakers, serve as a host, attend special sessions, etc. If you’re hosting a gala, have assigned VIP seating to strategically place staff or speakers with your sponsors. Care and feeding of your key supporters leading up to and during an event is critical because this is the lens through which they see your organization.

For your organization’s next press conference, gala, or conference, follow these tips to craft an effective strategy and execute key logistics to host consistently successful events that establish your brand and further your organization’s mission.

Katie Vernuccio, owner of Vernuccio Strategies, LLC, provides project management, special event, and external relations services for nonprofit organizations. Reach her at kevernuccio@gmail.com.