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The Free Event

Many associations will hold events for volunteers, members, or others that are free of charge. They may be for marketing purposes, volunteer recognition, membership recruitment and retention, or similar reasons.

While these events may be free for the attendee, they quite often carry a significant price tag for the organization...not only in dollar terms, but also in the time it took to organize and deliver the event. 

Given the purpose of the event, and the associated costs, it is important to first maximize the number of attendees from the target group, and then minimize the number of no-shows, cancellations, etc. amongst the confirmed guests.

Here are a few simple tips to keep in mind:

1) Make the event relevant for the audience. Even if the purpose of the event is to convey a particular message to the target audience, there can be aspects (content, entertainment, food, etc.) that appeal particularly to the target audience and give them a further reason to attend.
2) Issue invitations well in advance, or at least make sure they have the date blocked off. It is unreasonable to expect individuals to attend an event on short notice. If you are going to the trouble of organizing the event, then it makes sense to ensure that the target audience knows about it and can plan to attend.
3) Where possible, require an RSVP or registration. Not only do you ascertain attendee numbers for proper planning, this process also allows you to identify the prospective attendees for follow-up. Collect e-mail addresses if you do not have them.
4) Follow up shortly before the event. With the ease of e-mail, there is no reason why you cannot send a reminder a couple of days prior to the event. This allows you to adjust the planning to reflect more accurate attendance, and it reduces the number of no-shows. It also allows you to bring an additional service orientation to the process...you can provide the relevant details as to date, time, location, etc., a map or directions, and any additional or last minute instructions.
5) Deliver what you promised...and more. This is especially important if you want these guests to attend a future event, or if they interact with or influence future attendees. 

It is easy to assume minimal or no value when something is free, and it is your job to change that mindset if you want a successful event. These tips will enable you to convey a sense of value that goes beyond the cost of admission!

The practices described in this area are described as Better Practices for a very good reason. We have a great deal of difficulty with the term best practices used in any other context than to refer to the results of benchmarking exercises involving real and relevant organizations with tangible results.  We offer Better Practices related to areas where we feel that change is needed in associations. The Better Practices are intended to provoke thought, and to encourage organizations to think about what they are doing and how they are doing it.

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