How association events can maximise engagement

Active interaction with all stakeholders for an event is crucial for association and non-profit professionals. These include association members, donors, volunteers, sponsors, and exhibitors. A Cvent webinar, entitled “Making Event Magic: How to Wow Your Members, Donors, and Partners”, shared tips to keep such groups engaged and invested for the long-term.

Sentiments are important

Capture feedback but understand sentiment too. “You've got to incentivise (the audience) at every step to give you the right feedback,” said Elizabeth Powell, industry solutions marketer at Cvent, who previously worked for a number of associations and nonprofits.

“Feedback needs to be authentic and it shouldn’t just come from your friends in the audience - you want sentiment from everybody, not just the loud or the most angry, or the most happy.”

Powell added that it is about making sure you build feedback into all the conversations you are having, even outside the event itself. She suggested that tactics such as gamification can help keep the conversation going within small groups in a way that provides authentic feedback, while ensuring key data is collected and given to decision-makers to act upon.

What donors want

Donors want to see impact. Donors want to know that their contributions in terms of time and funds are delivering results. Associations need to be able to show true ROI to their sponsors, who may want access to membership data or audience details. “If you can address these expectations first, the path to track ROI becomes easier - there has to be mutual benefit for both parties,” said Will Knecht, senior director, sales, event solutions at Cvent.

Prepare for the unexpected and use technology to empower your team. It is vital to have a ‘concierge’-like interaction with your sponsors and exhibitors. Powell noted how all too often, associations can develop close relationships with one particular stakeholder, only to have a different person attend the event at the last minute. “That can really throw you off your rhythm,” she said. “Have things like on-demand badge printing in place, so you are not just crossing off someone’s name.”

Make time

Do not wait until the last minute to engage your event sponsors. Consider what information your sponsors might need from you. “Sometimes that means asking better questions about their budget cycle and their planning and making sure you get your information ahead of time,” said Powell.

“Or it could be about approaching them at the end of the event, talking about a comment you got from a customer about their sponsored content - make sure you always have a nugget of value and impact (when you approach them).”