Event Management: What Association Professionals Should Know

As an association professional, you likely juggle many responsibilities. From recruiting new members to retaining your current member base, maintaining a thriving association takes a lot of work.

Although you have a lot on your plate, adding event management to the mix allows you to offer an additional membership benefit, bring your community together, and enhance the overall member experience. Events add value to your membership program and encourage members to learn from each other, which can help you retain them in the long run.

The prospect of managing an event or conference may seem overwhelming. That’s why we’ve created this guide to break down the process into four simple steps. Let’s get started!

1. Start by determining your event goals.

Like any new initiative, the event management process should begin with goal-setting. Your goals will drive your event efforts and keep you focused on what’s important. For instance, you may aim to:

• Engage members to keep them actively involved in your program and retain their support.
• Create networking opportunities that allow members to form new connections that can push their careers forward.
• Build a community that helps members find a sense of belonging in your association.
• Strengthen relationships with sponsors by promoting their businesses during the event.
• Generate revenue from ticket sales, merchandise, donations, and more to further support your association financially.

No matter which goals you choose to pursue, make sure they’re actionable by following the SMART goal framework, which stands for specific, measurable, achievable, relevant, and time-bound. For example, a SMART event goal may be “engaging 100 members in an unforgettable conference experience” or “raising $5,000 via ticket sales, merchandise, and a raffle to support future programming.”

2. Work out event logistics in advance.

Although it’s not the most exciting part of the event management process, logistics are the foundation of your event, and planning them far in advance ensures everything runs smoothly. Leave your team plenty of time to determine the following event logistics:

• Budget. Start by determining your budget so you know how much you can allocate to each aspect of your event. Work with your team to create a realistic budget based on your current financial performance, and get estimates from different event providers so you can get the best value.
• Date. Depending on the size of your event, you may need several months to over a year of planning time. Choose your date accordingly so you have enough time to prepare. Additionally, try to avoid any dates that conflict with major holidays, observances, or cultural events that may prevent members from attending.
• Venue. Look for a venue that has enough space for your expected number of attendees and ample areas to host the different activities you’re planning. Your venue should also include elements like wheelchair ramps and elevators that make it accessible for all attendees.
• Speakers. If you plan to have featured speakers at your event, reach out to them far in advance to ensure they’re available. You may want to keep your event date flexible until you’ve secured your speakers to maximize the chances they can attend.
• Activities. What will attendees actually do during your event? Fill your event agenda with engaging activities. For instance, an in-person conference may feature a panel discussion, whereas a virtual event may have online breakout sessions.

Additionally, you must delegate responsibilities for planning each of these logistics and managing other aspects of the event. For example, you may assign one team member to research venues, another to book speakers, and yet another to check attendees in on event day. That way, you can evenly distribute different event management tasks and ensure everyone knows exactly what they must accomplish.

3. Implement the right technology.

The right tools simplify the event management process and help you provide the best attendee experience possible. To choose the best solution for your organization and event, EventMobi’s event management software guide recommends following these steps:

1. Determine your needs. Refer to your budget and goals to decide what type of software you’re looking for and any necessary features. For example, if you’re hoping to increase networking opportunities, you’ll want to select a platform with networking capabilities like appointment booking and one-on-one messaging.
2. Read reviews. Research your options on review sites like G2 and Capterra to see what other organizations have to say about them. For best results, try to find reviews from fellow associations or organizations hosting a similar event to yours.
3. Investigate ease of use. All stakeholders using your software should be able to easily leverage the platform. Take advantage of demos and product tours to test your top options before making a purchase decision. If you’re implementing an attendee-facing event app, consider having a small group of members try each platform and give their feedback.
4. Look for security measures. Your event management software will house a variety of attendee data that you’ll want to keep safe. Look for security measures like PCI-compliant payment processing and Soc 2 Type II compliance so you can protect sensitive member information.
5. Speak with customer service. While you ideally won’t encounter problems with your event management software, you may need help fixing certain issues or answering stakeholder questions about the platform. Reach out to potential providers about their customer service options and hours of operation to ensure they’ll be available to help if needed.
6. Secure team buy-in. Gather your team to make the final decision. Create a presentation summarizing key details of each of your top providers to help team members make a well-informed decision.

Your new event management platform should fit in seamlessly with the rest of your existing tech stack. Before making a final decision, look into which software solutions each provider integrates with to ensure your current systems will work well with the platform you choose.

4. Measure your event’s success.

Once your event wraps up, and on an ongoing basis, reflect on your event management process. Optimize future events by noting your successes and identifying areas for improvement. Evaluate your event management approach by:

• Leveraging event analytics. Your event management platform will likely generate event data to help you understand what attendees liked best about your event. For example, you may analyze session attendance rates to determine which topics members were most interested in and focus on similar concepts again during your next event.
• Surveying attendees. According to eCardWidget’s member appreciation guide, asking for feedback is a “clear way to appreciate members and demonstrate your organization’s commitment to their membership experience.” Use their survey responses to obtain qualitative data that can help you improve future events.

Once you’ve gathered your event data, update attendees on the results. Send communications that summarizes the event’s successes and highlights how you’re adjusting your approach based on attendee feedback.

With a methodical, carefully planned approach, your association can manage an incredible event and provide an enriching experience for its members. As long as you stay organized, let your goals guide you, and prioritize your members, you’ll develop an unforgettable opportunity that rejuvenates your membership program and keeps attendees on the edge of their seats for your next event announcement.