Event Strategy vs. Event Planning: What's the difference?

Without fail, every time I start working with a new client the first conversation is all about logistics and what's happening at the event. While all of that is really important, my first suggestion is to pause and take a step back. 

Before any event planning begins, there needs to be an event strategy. What's the difference you ask? Event strategy is giving yourself time to really think about why you’re doing an event. You would think that everyone does this before they start planning, but the truth is that they don't, and then after the event is over they wonder why it didn't do what they thought it would do. 

It's important to understand why you're doing an event, set goals and then prioritize. Once you do that, then you can plan an event that will help you accomplish those goals. For annual events, this process should start right after you complete an event. Before the event even happens, I would suggest scheduling a post-event debrief to ensure your team has the time to discuss what went well and what needs improvement. This conversation will allow you to measure whether you accomplished your goals. If the post-event retrospective leaves you lacking, then that probably means you didn’t begin with a strong event strategy centered on your organization’s goals. 

At LW Events, we specialize in helping clients define what they need to accomplish so that the event we build together meets their needs. It's important to do this every time you organize an event because repeating the same event style and structure year after year can leave your attendees feeling unengaged, uninspired and – worst of all – uninvested in your success. 

Having a thoughtful conversation about fundraising vs. engagement, and how to tie those together in most cases, will start you on the right path to success, regardless of the kind of event you are planning.

Strategize first. You will thank me later!