Interview with Causeview: How to Measure Your Event’s Success

Interview with Ian Hayes, CEO of Causeview: Measuring Your Event’s ROI

After you have worked so hard to plan an event for your nonprofit, ensure that the event goes off without any major issues all you want to do is sit back and relax, right? Wrong. There is still so much to be done! From creating and nurturing new relationships to calculating whether your event really was a success to planning your next event, it is never ending! Thankfully Ian Hayes, Causeview’s President & CEO has some great tips in today’s interview to help you with the next steps after your event. He’s previously given us tips on tools to help you manage the registration and checking in during the event as well as tricks to making your event memorable, so we can’t wait to hear how he measures an event’s success.

Event ROI

The Connected Cause: What can an organization do after the event to nurture new relationships and gain more exposure for their cause?

Ian Hayes: Keeping track of transactions made during your event opens a door for donor analysis and relationship building. By tracking specific transactions right down to the attendee, your organization will be able to see who paid for the registration and all the associated contributions made at the event.

Somebody who does spend money at your event, but doesn’t donate, becomes a real candidate to build a relationship with. Even though they may not have an affinity for your cause currently, their contributions at the event serve as an opportunity to reach out and initiate communication. If they respond, it is important to encourage more interaction with your organization.

TCC: You make a great point. Just because someone does not donate to your cause at the event doesn’t rule out future donations. What would you say are the most useful and quantifiable metrics to determine an event’s success and provide information for future planning?

IH: Every organization should consider whether they achieved their revenue goals, stayed within their budget and satisfied projected attendance levels when gauging the success of their event.

An event’s success is not only determined by generating revenue however, it is also about generating affinity. The end goal is to generate enough resources, both dollars and peoples’ time to support the cause of your organization.

It is also important to consider the percentage of new contacts from the event that expanded their relationship with the organization. This provides a scope of the attendees that requested more information, asked about ways to contribute and expressed likelihood to attend future events.

TCC: Thanks for the tips on determining a successful event. Are there any other event metrics that are often overlooked, and deserve more attention? What are indicators of success that might not be as obvious?

IH: Of the net new attendees at an event, organizations should consider the percentage that went deeper with their affinity via donations, volunteer hours and associated contributions.

Identifying the propensity of event attendees to build and enhance relationships with your organization is a key indicator of success that can drive fact-based decision making.

TCC: Thanks for taking the time to answer all of our questions and giving us such great tips, Ian!

To read our full interview with Causeview’s President & CEO, Ian Hayes, go to Causeview.com and while you are there, check out their app which can assist your nonprofit achieve success at your next event.

Monika McMahon

About Monika McMahon

Monika joined Heller Consulting after spending 8 years in the Boulder technology startup scene. She is an expert in Social and Digital marketing, adopting and implementing new (and old) platforms for organizations ranging from ecommerce, SaaS, and nonprofits. Monika not only understands how these platforms work but how to use them to meet business objectives. When she is not educating and sharing her online talents, she can be found enjoying the music scene in Denver.

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