Set SMART Goals. Before you hit the ground running, discuss and establish specific and measurable goals with team members. Many organizations host events out of habit rather than re-evaluating if programs are really meeting key objectives every year. Avoid vague goals such as “raise $50K,” “break even,” or “200 attendees,” which are not tied directly to your overarching strategy or how it will help advance your mission. How is this event going to help your organization achieve X? Focus on no more than 3-5 primary goals; all others are secondary.

Know Your Target Audience. If you reach 200 attendees but it’s the wrong audience, was your event successful or did you waste valuable time and resources? Identifying your target audience and creating a marketing plan to recruit and engage them from the beginning will put you on the right path to achieving the goals above.

Build a Structured Budget. Write down all necessary expenses in each category to meet your objectives, and include a 10-15 percent margin for any contingencies. Add a separate column for scaling up the event in any category. It is much easier to increase the size and scope of your event than the other way around once you’ve secured a venue or vendors. Continually revisit your budget to ensure you’re on track and make adjustments as needed.

Check Calendars. Organizations create an uphill battle from the start when they solidify a date without doing a little research into other scheduled programs. Does this conflict with events in the same industry or location? Is there a popular event in town or does it fall around a holiday that will affect turnout and traffic? Sometimes overlap is unavoidable due to legislative or organizational priorities and in the D.C. area where there are multiple smaller events daily. However, plan ahead if you’re launching a big project or hosting your largest fundraiser of the year, and ask key partners to save the date.

Assign Roles and Expectations. As soon as you establish goals with your team, delegate responsibilities and clarify expectations for each person. Break down items to be completed, and assign appropriate timelines for each task. All staff and volunteers are representatives of the organization and its brand, and they should be trained and ready to assist leading up to and during the event.

Develop a Marketing Plan. Why would someone want to attend your event? What will they walk away with that they didn’t have or know before? Don’t list all of your event features. Create a marketing plan that focuses on benefits, and carefully craft language to use across traditional and social media platforms that demonstrates the value your target audience receives by attending. Invest in marketing materials and hire a photographer for large events, which can be used for future outreach and development opportunities.

Create Quality Content. Every detail of your program timeline, speakers, and content should reflect your key objectives. Keep your target audience in mind when you draft your program timeline and abstain from scheduling lengthy speeches. Diversify your program format with videos, interviews, award recognition, and interactive sessions to keep your audience engaged.

Consider Value Sponsors/VIPs. How will you appeal to and acknowledge sponsors at the event? Whether you thank them publicly from the podium or provide photo opportunities or reserved seating, make them feel uniquely valued and create a personal experience connected to your goals and mission.

Follow-Up and Reflect. Don’t lose momentum at the conclusion of the event. Capitalize on the post-event excitement and energy: post highlights to your website, follow-up with attendees, contact media for interviews, and send thank you notes. Also, schedule a meeting with staff to receive their feedback on what went well and how to improve events in the future.

Be Flexible. Most importantly, be prepared with back-up plans and maintain flexibility to handle last-minute changes. Many things that happen during events are out of your control, but if prepared with the right tools in advance, your team will be able to quickly resolve problems as they arise.

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