Creating a great guest experience

Nonprofit events have so many important moving parts and pieces - guest list tracking and seating, sponsorship fulfillment, vendor management, auction item organization, script and run-of-show development and much more.  While it's critical to excel at managing these big picture guest experience elements, there are also a number of often less top-of-mind things to consider to create a truly outstanding guest experience.  Since a happy guest is also far more likely to be a generous guest, I recommend taking a little extra time and effort to thoughtfully consider if you've done everything you can to make your guests feel comfortable and cared for throughout the event.  

As a start, I recommend a little exercise.  I always close my eyes and imagine my event from the guest perspective, from entry to exit.  Imagine where you'll park, how you'll get to registration, what you'll be handed at registration (a program, name tag, wine glass, etc.), what you'll see when you first enter the event, how you'll know where to go and more.  As you do this, you'll likely not only remember a handful of last logistical things to coordinate or confirm, but you'll also think of the event wholly from the guest perspective, and you may well come up with some great new ideas and small but meaningful touches for putting your attendees in the best frame of mind to support your important cause.

​Below are a few key categories for guest care that can help make the difference between an average event and an incredible one.  I encourage you to consider each of these, and also create your own list relevant to your event.
  
Temperature control - Think about the environmental factors of your event: is it indoors, outdoors or both?  If it gets chilly in the shade or when the sun sets, should you put out a few blankets, offer hand warmers or set up a hot chocolate station?   If you have a tent, are there certain areas, like near entry/exit doors, that will be exposed to cold air and would benefit from extra heaters or a line of thick drape to mitigate the chill?  If high temperatures are predicted - should you provide paper fans, have volunteers circulating with water misters, or have your caterers pass a cool beverage as guests arrive?  If guests will be bringing big winter coats - do you have enough coat check racks and volunteers to staff them?  Also consider designating one of your staff or volunteers as a "temperature monitor" during the event.  It can be helpful to have someone designated to be paying attention to how hot or cold it is in different spaces during the venue, so things can be adjusted as needed.  

Special occasions - In pre-event communication, I suggest asking your guests if they're celebrating a birthday, anniversary or other special occasion at your event, then plan ways to make these guests feel extra special.  Ideas include flagging their registration packet with the event they're celebrating so your registration volunteers can mention it as they enter, leaving a small token or their favorite drink or bottle of wine at their place setting with a card signed by your CEO or staff, making mention of them in the spoken program or on-screen presentation, delivering their favorite dessert during dinner and more.

Transportation and accommodation - It's always nice to help guest navigate how they'll get to your event.  Where appropriate, consider partnering with local taxi or ride sharing services or providing a guest shuttle (you can charge guests for the shuttle, if needed; it's really more about providing the convenience).  If your event goes late into the evening or is in a remote location, you may also want to partner with a local hotel or two.  Ask if they'll provide a discounted room rate for event guests, or any other perks (complimentary breakfast, waived parking fee, etc.).
*Restrooms and seating - Make sure both are plentiful.  Any time guests spend waiting in line for the restroom is time they could be spending enjoying the event, bidding on auction items, etc., so make sure restrooms are in abundance and clearly marked (and obviously clean and stocked).  There are a number of portable restroom calculators online that can help you figure out the right amount.  Having enough guest seating (even at a cocktail or tasting-style event) is also important.  My rule of thumb is to include seating at every third communal or cocktail table.

Staff guest liaisons - When possible, I always assign a few staff "guest liaisons" to check in with tables during a charity lunch or dinner.  These liaisons can help answer questions that wait staff may not have the answers to, and accommodate needs that may arise.  Having these liaisons check in with each table a couple of times throughout the meal not only makes guests feel well taken care of, but also helps nip in the bud and fix any complaints that otherwise may not have surfaced until the post-event survey.  I suggest equipping guest liaisons with a list of all the ingredients in the meal being served, a list of winners in the silent auction (if the auction closed right before the meal) and a timeline of the program.  They should also have an easy way to contact the event's planner to relay any logistical needs (temperature requests, adjusting loud speakers, etc.) 
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Though it can seem daunting to add one more thing to your to do list when you're planning an event, taking extra care to ensure guests have the best experience possible will pay off.  Happy planning!