How you evaluate your events matters.  Some nonprofits are built to use events as a financial mean to a financial end.  However, many others use events as part of their strategy and/or to further enhance their brand.  The challenge is to make the decision, “why do we do events.”

By asking this question, you can readjust your performance matrix to be in line with the goals of your events.  This will better align your organization and get everyone on the same page, particularly if it generates a great debate about “why.”  Just remember, you can’t fix the “how,” unless you address the “why.”

This isn’t to be overlooked or done once and then put to bed.  Due to the rate of turnover in many nonprofits, many staff people inherit events that they didn’t launch.  Is your staff clear about the goals for events and is that what you are using to evaluate results?