For Associations, every year they put on events. Whether it be award ceremonies, ceremonies to honor new projects, ceremonies to honor donors. It is important for Associations to really think about what kind of impact they want to leave behind. This starts with creating a messaging strategy that moves throughout the event. It might not seem like it, but every event needs to have focused messaging behind it. What are you saying? What are your goals? What are your objectives?

Then, it means creating a theme that acts as a compass for everything else that comes after. At every moment, you have to think about how you're reaching your audience. What is your lobby saying? What are your speakers saying? What about the films you're playing? Have you thought about what kind of entertainment might be needed? What about when dessert arrives? Every moment is another chance to reach someone. Every person is being reached, and will respond to something, in a different way. It can never be a one-size-fits-all approach with your guests.

Really think about what your event is saying, what you want to make clear to your audience, and how you are showcasing your organization. It doesn't matter if it's an awards ceremony or a small luncheon, you have a stage and a forum to make a real impact. Impact leads to donor dollars. Impact leads to increased membership. Impact leads to real change.