Setting Event Goals

By Brandi McGrath Kong, Director of Member Services

April 23, 2021

Holding an event can be quite overwhelming, but with careful planning and organization, it can also be one of the most successful ways to promote your club and your mission. 

Planning begins with setting goals for the event that you want to hold. During this time, you will work to define the event’s purpose. What are you trying to achieve? Group management solutions provider Social Tables recommends that you try to answer the following questions:

  • Why have the event? 
  • Why invite attendees?
  • What should attendees gain from the event?
  • How will you measure success? 

Keep in mind, answers to these questions should fit with your club’s overarching strategic plan. This ensures that your goals speak to your mission and brand. The questions should also address any overall performance goals you have in place. We can ensure this by examining some of the most common event-industry Key Performance Indicators (KPIs): net performer/promoter score, satisfaction measures, gross revenue and/or profit, registration numbers and qualified leads.

Once you have your goals in place, it’s time to think about your objectives. Objectives are the strategies and steps that help you meet your goals. Social Tables suggests that this be done through both the perspective of the planner and the attendee as these are the two major audiences that have the biggest impact on how you will reach your intended aspirations. 

For example, objectives for Sertoma club meetings are most likely to focus around two types of measures – educational and social. With educational objectives, we consider what types of speakers, programs and content we need to put into place to reach our audience. Our social objectives are all about connection. These are the networking and interaction moments that may be either the sole focus of your club meeting or just a small part of a much larger one, like a regional meeting. 

However, clubs don’t just hold member meetings. Other events, whether they are for the public or a charitable fundraiser, may have objectives that lean more toward a focus on philanthropy or engagement.

Goalsetting is just the first step in planning an event. You can find additional guidance on this topic in our Event Planning Training Series and Club Event Planning Guide, both available in the Sertoma Member Center. 


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