1. Ensuring profitable and effective events
Margin & mission go hand in hand
Debbi Rydberg, CFM, IOM
Elk River Area Chamber of Commerce

2. Why do we ALL create events?
Funds
Friends
Famous
At least 2 out of 3 must be met
Never lose money
What purpose do events serve? Internal goals and external goals – one or both are okay but know what they are

3. Money Drives Everything
Non-dues revenue can come from everything except duh Dues!
Festivals
Luncheons
Breakfasts
Networking
Programs
Educational Seminars
Advertising

4. Non-Profit is a tax status
Not a business plan!
No margin – no mission
It might sound pretty basic to some, but there are boards and chamber people who believe the organization CANNOT make a profit. They just don’t understand If you are not making money you cannot fulfill your mission

5. Never lose money at a Chamber event
If they have value your members will pay for them.
If your members won’t pay for them, do they really have value?
If we don’t believe our programs have value, then why are we doing them?
Covering your costs is NOT enough – even if your board thinks it is. You must show them why you cannot give it away.
Zero is not a value proposition. We must have enough belief that what we have to offer is valuable, or no one else will either.

6. Never lose money at a Chamber event
Build in margin on every event you charge someone to attend
Luncheons
Educational Events
Networking Events
Leadership programs
The margin IS the mission – the value
No lunch – okay, you still pay for the program – want to make a different price structure With lunch the cost is $25, without lunch, the cost is $20 – suddenly they are hungry
Either have a sponsor cover the unmet costs or charge every individual who attends – who is paying for your speakers, staff or other guests that attend Someone is, but it doesn’t have to be YOUR CHAMBER

7. Never lose money at a Chamber event
Even free events cost staff time
Can you get an in-kind donation
Can you get the venue to offer a door prize
Budget for staff meal costs
Yes staff time is ‘covered’ by the member investments / dues, but recognize there is a cost

8. Never lose money at a Chamber event
Especially with large scale events – you must manage risk through
Sponsorships
Attendees
Insurance?
Sponsorships in total should cover every expense, plus have a margin for staff time
Attendees fees should scale with their own variable costs (food, t-shirts) plus have a margin for staff time
Insurance – depends, I’ve never used it, has anyone else?

9. Never lose money at a Chamber event –
even if you have to cancel it! cancelling an event, especially a major one is an emotionally draining decision but occasionally it must be done Sadly I’m becoming an expert
You may not make your targeted budget income for an event if you have to cancel it, but you should not be in the red either

10. If you have to cancel it
Be prepared by knowing when that would be necessary
Weather
Registration minimums
Other reasons
Who is going to make the decision?
(Hint it’s not just you)
Be prepared by knowing when that would be necessary
Weather – establish a WHAT-IF plan
Registration minimums know your break even
Speakers cancel
Technology doesn’t work
Event Venue has a catastrophe
Other reasons
Who is going to make the decision?
(Hint it’s not just you)
Committee chair
Board members (some not all)
Staff

11. If you have to cancel it What can you salvage
Be prepared by knowing what is in your contracts about cancellations
Know in advance if you want to or should provide refunds
Participants
Sponsors
What can you salvage
Be prepared by knowing what is in your contracts about cancellations
Food & Banquet facilities
Entertainment
Can anything be rescheduled
Know in advance if you want to or should provide refunds
Participants – include cancellation information on registrations
Sponsors

12. Communicate Clearly Who needs to know? Small events Medium events
small event, especially if you are cancelling due to not have enough registrations.
just cancel and let those registered know
No need for a big announcement.
If there is a sponsor – make the decision together
Examples: Cool Jobs Tour, Lunch N Learn
Medium event
Talk it over with sponsors
Should it be rescheduled (will that help?)
Examples: Golf Tournament canceled due to weather

13. Communicate Clearly Large Public Event Public Relations starts early
Tell your own story – decide on the why and what by audience
Use the EXACT same message everywhere
It’s easy (copy & paste)
It’s consistent
It’s less confusing
Don’t do this alone (it’s emotional)
Don’t do this alone – know who your trusted advisors are
Staff
Board
Other experts – marketing & PR people from your membership, think big organizations

14. Communicate Clearly Large Public Event Large Public Event
Board of Directors
Sponsors next
Registered participants
Public Media
Social Media last
Have someone monitoring your social media through the event time to answer questions
Large Public Event
Board of Directors 1st
Sponsors next (these may overlap)
Registered participants – always get and phone number from registrations, this is why
Public Media (use your relationships)
Social Media last

15. Lessons from a 20 year Veteran
Let the professionals do what they do best
People will find porta potties if they want them
While you cannot change the weather, you can plan for it ahead of time.
Keep notes during this year’s event for next year’s event
Start early with planning and next year start earlier
During the event, pace yourself
Many “problems” do take care of themselves
Ask the people involved how to solve the problem
Never forget to say THANK YOU to everyone
Let the professionals do what they do best. Ask the webmaster for input on how your website should look, ask a local bar to provide the beer garden with the chamber getting a portion of the profits, ask the billboard salesman to help design the billboard that is read while going 70+ mph.
People will find the porta potties. They do not have be strategically placed at a street dance, just be sure they are inside the event perimeter
Decide in advance what would cause a weather cancellation – temperature, forecast,, can you do it in the rain, is there another venue?
Keep notes for next year All of those great ideas that you get at the very last minute – write them down – I usually start this file about 1 week prior to the event.

16. Personal Confession No one does everything right every time
Events are never perfect, ask anyone who has done a few
I am still not very good at Thank You Notes!
Every year there is room for improvement
Cancelling an event is not a disaster, even if it is Christmas or the 4th of July
Flexibility is key
Share stories –
Christmas
4th of July

17. Questions?
Contact information: Debbi Rydberg Elk River Area Chamber of Commerce