Often I hear; “No, I wish!” or “Wow, I would like to.”...
That is because impact measurement of projects and programs is becoming more common in non-profits, funding and investing agencies, governmental departments, etc., however events often miss that boat.
Many organisations use events to make an impact to their target audience. However if you are not measuring the impact, how can you truly tell that it has made a difference? Qualitative information only gets you so far.
Before measuring the impact of an event a strategy should be defined to envision the ultimate outcome the organization wants to create. It can be started by addressing key questions such as:
- How does it contribute to networking?
- What knowledge is it trying to increase?
- What awareness is it trying to raise?
- Is new thinking or dialogue started?
Once it is understood what impact is desired to be created, the event can be designed around that. For example; if the event strategic objective is focused on new thinking and dialogue a large portion of the event will be interactive in order to achieve that.
Part of the design is to define what, how and when you will measure impacts in the following areas:
Executing the event is key to the success, however strategizing, aligning and capturing the actual outcomes is the key to capture the true impact.
Would you like to know how to measure the impact of events?
I hope to see many organisations start to capture the true impact of their events in the near future!
Mark van Engelen