What we do now
The summer started with such promise. Vaccination numbers were rising; COVID-19 cases were plummeting. Lockdowns were lifted, and many of us took flight, mentally and physically. We allowed ourselves to dream of a fall that looked a lot like normal. But then came July, and then August, and here we go, in the wrong direction.
As the extremely busy fall event season approaches, and with news on the Delta variant increasingly alarming, I’ve spent the last few weeks moving live events to hybrid models, and hybrid events into all-virtual events. Every one of those pivots started with one question: How do we make this decision given the volatility of the virus, local regulations and the sentiment of our constituents?
It’s THE question in the event world right now. This has been my advice to clients since the very start of the pandemic, and I’m sticking with it.
1. Be you.
Let your mission be your guide. Your organization’s mission and goals should drive every decision you make. Those you make while operating in a pandemic are no different. The event format you leverage given the unknowns in our world, needs to be in line with your mission.
2. Talk it out.
Don’t make the decision in a vacuum. The format you ultimately select for your upcoming events should not come as a surprise to your most important constituents. I am amazed how organizations will decide to pivot to hybrid or virtual without taking the temperature of their boards, sponsors, partners and long-time attendees. This is a big mistake. Reaching out to these groups as you are contemplating next steps (and then when you make your final decision) is essential. You might not be able to make them all happy. However, taking that extra time to explain what is keeping you up at night and all the factors you are weighing in the decision will help you get buy-in—something you’ll need as tickets go on sale.
3. Time is money.
Indecisiveness can be costly, so make sure you have a full understanding of cancellation clauses and the deadline to make changes before real money is at stake. Additionally, do an assessment of what goods and services your alternative event format(s) will require, and be sure you allow enough time to place those orders before rush processing fees are incurred.
4. Do it. Own it.
So you’ve checked your mission; your core constituents are on board, and you’ve ensured needless expenses weren’t incurred by delayed decision-making. Now it’s time to hold your head up and own your decision. Waffling erodes confidence internally and diverts resources from the task at hand—moving tickets and sponsorships.
The good news is, we haven’t heard one epidemiologist say this pandemic will last forever. Making timely, mission-driven and cost-effective decisions will ensure your organization can outrun it.
If you find you need some help navigating these waters, let’s talk.
Dayla