Does your event align with your cause?

​Every event manager loves bringing to life a concept that will not only wow their guests but also their client. We go above and beyond in bringing creative visions to life in order to create memorable experiences. But how many times do we stop and ask “does this event align with the cause?”.

As fundraising dollars get tighter and non profit organisations need to fight harder for community support, the power of the event can often overtake the cause. The end result is an event that loses sight of its roots and is a world away from the reason you are raising money.
The event becomes its own entity and disconnects with its reason for being. What is wrong with having a great stand alone event as long as it raises money? The answer is engagement. How can you engage with your audience when you don’t reflect the values of the cause?

This is an easy trap to fall in to but one that can easily be avoided with the simple question throughout the planning, “how does this event align with the cause?”.

Time and time again I have seen well meaning, professional and elaborate events strive for the greatest of success but forget about the values of why they are doing it, especially when it comes to the small details.
I recall an event that some colleagues attended for a high profile climate change organisation. The speaker was high profile, the cause was clearly articulated but then it fell down on detail. Beef was served, which is well known for its environmental impact. The programs were printed on high quality gloss paper, without any consideration to sustainable paper stock. With a few small details, the event undermined its whole purpose. And this is what the audience saw. This is where the guests quickly became disengaged from the cause.

So next time you are planning your event, consider these factors:

• If your organisation has a focus on Fair Trade, is the food ethically sourced?
• If your organisation promotes gender equality, does your speaking panel and entertainment reflect this?
• If your organisation supports people struggling with alcohol abuse, what measures do you have in place for responsible drinking?
• If your organisation champions recycling, are you conservative with your printed collateral?
• If your organisation supports people with disabilities, is your venue (and stage) fully accessible?
• If your organisation promotes a healthy lifestyle, does your menu match this?

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It is these small details that will demonstrate to your audience and client that not only do you walk the walk but you talk the talk.

Author

Georgie Stayches is Founder and Managing Director of Fetching Events & Communications, a boutique agency specialising in event management, communications and volunteer management.