Session 8A - Making Events Matter: A S.M.A.R.T. Events Strategy

Thursday, September 20, 2012
4:00 p.m. - 5:00 p.m.

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Description: Special events can be effective development tools or, without an comprehensive strategy, a waste of an organization’s time and resources.

Making events matter requires every event an organization executes to be Strategic, Measurable, Achievable, Results-oriented, and Thorough (S.M.A.R.T.). Through a demonstration of the S.M.A.R.T. strategy components, session attendees will learn how to minimize event waste by developing an event evaluation process, setting objectives, and making S.M.A.R.T. decisions. Attendees will also learn how to maximize event impact by selecting the right audience, creating a meaningful brand and message, strategically following up with attendees, and using metrics to understand the event’s value.

Sector: Higher Education
Expertise Level: Suitable for all levels
Shop Size: Suitable for any size shop
Subject Focus: Special Events/Engagement



Speaker Bio: Sarah Gould-Stotts

Sarah Gould-Stotts began her event planning career as a college first-year, working as an Assistant Event Planner for Southwestern University. Through assisting with plans for the annual honors convocation, December recognition ceremony, homecoming, and commencement, Sarah’s love for event planning was immediate.  Upon graduation, Sarah relocated to Charlottesville, Virginia with her husband and began working as a Development Coordinator for the Charlottesville Senior Center. After a year in development, Sarah found the perfect culmination of her event planning and development experience as the Special Events Coordinator for the College and Graduate School of Arts & Sciences at the University of Virginia. Over the past year, Sarah has developed and implemented her S.M.A.R.T. events strategy in the Arts & Sciences Development office in addition to planning numerous cultivation events, board meetings, dedication ceremonies, and donor recognition events.