Event Concepting: The Recipe for Your Secret Sauce

If you’re anything like me, you are already planning next year’s peer-to-peer (P2P) fundraising event while you’re in the middle of executing this year’s event. It’s just what P2P event pros do — constantly seeing the bigger picture while meticulously noting the details that need improvement. Whether it’s fine-tuning logistics or adding a “wow factor” to the experience, we’re always thinking ahead. 

One of the best ways to make a noticeable impact is by creating a new event element. Whether it’s an activation, an immersive experience, or a whole new concept, this new feature can elevate your P2P event and create a lasting impression on your participants. A win win!

Rethinking next year’s event is a process that can feel overwhelming and never-ending, especially when you want to create new event elements that need time to be developed, planned and implemented. But by breaking down that process into manageable steps, you can take the time during the off-season to reimagine your event.

Why Create a New Event Element?

There are many reasons to introduce something new into your P2P fundraising event. You might be responding to a shift in your organization or audience demographics. As your organization grows and changes, your events should reflect that evolution. 

This could mean adjusting your message, focus or event activities to better align with what your organization is now. Perhaps you’re rebranding, or your event has taken on a new identity. In that case, a fresh event element can help communicate the new direction and give your participants a tangible experience of what your organization stands for today. 

If you’re managing a legacy event, it’s important to keep things from feeling stagnant. A revamped event experience can breathe new life into a long-standing tradition, attracting both new and returning participants by adding an element of surprise and delight.

The Importance of the Event Experience

Why does adding a new element matter so much? Because it directly impacts the participant experience, which drives four key factors.

Awareness. When participants experience something fresh and innovative, it increases awareness of your mission. A new element could capture the attention of media outlets, spark conversations on social media and make your event stand out in a sea of P2P fundraisers.

Action. A thoughtfully designed event element encourages participants to act. Whether fundraising, donating, or sharing your cause with others, a dynamic experience inspires people to act and share that experience through word of mouth or social media.

Engagement. The deeper the connection participants feel with your event, the more engaged they’ll become. By engaging multiple senses — taste, touch, sound and smell — you can create an immersive environment that pulls people in and makes them feel part of something bigger.

Renewal. A great experience increases the likelihood that participants will return year after year. And let’s face it — retaining loyal participants is just as important as attracting new ones. A well-executed event leaves a lasting impression that will have them marking their calendars for next year.

How to Plan Your New Event Element

Creating a new element doesn’t happen overnight. It takes careful planning, which starts with asking the right questions. 

• Who is this new element for? Consider your audience—participants, top fundraisers, teams, sponsors, kids, VIPs and stakeholders. The more targeted and thoughtful your element is, the more impactful it will be. 
• What’s the story you’re telling with this new addition? Tie your element back to your organization’s mission, its history and the future you’re working toward. 
• How can you engage all the senses? Think beyond traditional event setups. What will participants taste, touch, hear, smell or feel? Can they create something together? How can sound or storytelling set the mood? 
• How to create the importance of space? Create an environment that draws people in, whether that’s by using creative structures, hanging elements or designing an immersive space that feels more like an experience than just another tent. 
• What’s the big idea you’ve always wanted to try but never had the chance to implement? Now’s your moment to add the “wow factor.” But make sure your big idea doesn’t stray too far from the core of your event. Your sacred cows — the values and elements that define your event — should stay intact while your new element enhances the overall experience.

The Off-Season Advantage

The key to making all this happen? Taking advantage of the off-season. This is your time to step back, reflect and get creative. Use this time to break the process into manageable pieces and plan your new element with intention. So, embrace the opportunity to add something fresh, get creative and wow your participants. The time you spend now will pay off in dividends when your next event rolls around — and your participants will thank you for it.

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.