Interview with Causeview: Using Event Management Tools

Interview with Ian Hayes, CEO of Causeview: Using Event Management Tools

With so many conferences, meet-ups and tweet-ups out there, more and more people seem to be adding ‘event manager’ to their job description these days, and nonprofit employees are no different.

Last week we interviewed the President & CEO of the Salesforce app Causeview, Ian Hayes, about event management and how your nonprofit can better understand your event. Ian has a passion for simplifying technology to help organizations operate more efficiently and he started Breakeven for the nonprofit sector after learning about the generous donations that Salesforce makes to organizations. Today Ian is going to share with us some things to consider when looking for a tool to help you plan, manage and run your upcoming events.

In this three part series we will be taking a look at the questions your nonprofit should be asking in order to understand your event, which tools are available to help you manage and run your event and finally how to determine the return of investment (ROI) of your event.

Many organizations need event management capabilities that are built on a CRM platform and include both website integration for processing registrations and mobile integration for managing events in real-time. By addressing your event needs through an integrated solution that is available on all devices, everyone involved can clearly communicate, stay informed and escape the burden of administrative overload.

Event Tools

The Connected Cause: Do event management tools simplify the actual day to day organizing of an event, or are they designed to capture information for later analysis?

Ian Hayes: The process required in keeping everybody informed, up-to-date, and delivering their commitments can be extremely manual and labor intensive.

An event management tool that brings CRM functionality and relationship management together into one, cloud-based platform satisfies all of an event’s touch points.

We created Causeview Events to serve as a portal that everybody can become involved with through a hands-on approach, including guests. The beauty of it lies within the ability to execute check-ins, log contact information, send email notifications, generate reports and alerts all in real-time.

TCC: Yes, planning events can be very challenging and manual process. So can getting the word out about an event. What are some more effective ways to let people know?

IH: Creating excitement about an event can effectively drive its attendance. It is important to create drip marketing and event campaigns that can be accessed online to generate excitement. These campaigns can be designed to send out personalized messages to constituents based on their relationship with your organization.

TCC: After you work hard, get people registered, get them excited to spread the word, finally, the day is here. It is time for your event, but there always seems to be a big line at the entrance to any event, and no one seems to know what’s going on to get things moving. What can an organization do to get people in and participating faster?

IH: We recommend an instant registration process that is made possible through mobile event management, so there is never a line at the door. The power of an event application is realized when attendees are able to walk into the event and become checked in, within seconds. Causeview Events focuses on eliminating both the frustration associated with the registration process and the need for a hardcopy registry of attendees.

TCC: That does sound frustration free, plus we tend to lose track of our paper invites prior to events. While most organizations usually do a great job at getting people to attend, when it’s all over and they’ve made these great new connections and relationships, things can fall apart. What are some tools and best practices for keeping up interest and momentum after the event?

IH: It is important to tailor follow-up communication based on each attendee’s relationship with the hosting organization. An attendee could have a strong relationship with your organization, but their accompanying guests could have no prior knowledge about your organization.

With a mobile event application that is synchronized with a CRM, identifying and tracking these relationships is possible. Those who have a history of involvement with your organization should receive an email thanking them for their continuous support and sharing the momentum built up from the hosted event.

For net new attendees, there is no prior data stored in the CRM representing their involvement. The message directed to these attendees has to thank them for their attendance, encourage them to learn more about your organization, and demonstrate the opportunity to contribute (through volunteering, donating, pledging, etc…). Once these attendees engage with your organization, you can delve deeper and build a rapport with them.

TCC: Great idea to segment your audience after the event and tailor the message your attendees receive to make it more personalized. So, what about from the attendees’ perspective? From websites, to ticketing, to check-in, and finally the actual event, attendees are asked to work through an entire process with no idea of how it’s supposed to work. Are there tools that consider the event experience from the attendee perspective and make it easier and smoother for them?

IH: From the perspective of the attendee, the registration process needs to be simple.

Through a mobile event application, attendees can be sent an email that not only informs them about the hosted event, but also guides them through registration. Upon registering, a follow-up email should be automatically sent, outlining all of the event information that the attendee needs including a QR code or similar that can be scanned instantly at the door.

Attendees can walk into the event, provide their contact information or QR code, and be checked in within seconds. We streamlined the registration process to start off the event on an encouraging note for everybody using Causeview Events.

For more from this interview with Ian Hayes about event tools, head on over to and see how their tools can help with your nonprofit’s fundraising.

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.


  1. In this modern technological world event management tools prove very useful for proper event planning in a short time with more efficiency. As it ease many of the event management options to be carried out in a team

  2. Susan Kenna Wright

    Almost all nonprofits need an event management tool. I love seeing innovation in the marketplace!

  3. Alison Zwecker

    Event management is something that is near and dear to my heart. I must say, it’s really amazing that, with all the powerful technology that nonprofits utilize for their websites or databases, few employ the same cutting edge tools to manage onsite check-in and event outreach. Case in point, using mobile apps is something that most people do on a daily basis, so bringing attendees (and potential attendees) event updates via their mobile devices is a natural and convenient way to get all necessary information out. Plus, I’m a sucker for the ease of mobile and electronic check-in the day of the event: no more lines! These are great tips; thanks for the article!

  4. It’s always interesting to me to hear a product’s creators explain the challenges they address in their software. Gives great insight on what they have and where it will go. Thanks Ian!

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