This past weekend, my husband, George, and I had the honor of co-chairing the annual Urban Campout fundraiser for the San Diego and Imperial County Girl Scouts. The theme—Defy Gravity—was a joyful invitation to dream big, and we loved seeing the many creative ways guests embraced the theme, from whimsical outfits to bold splashes of Girl Scout green.
Girl Scouts is a cause I hold close to my heart. Friday night was a powerful reminder of the importance of empowering young women and investing in their leadership, confidence, and voice. But the purpose of this blog isn’t to share our personal connection to the mission; it’s to reflect on what events can and should do for organizations, staff, and donors.
Events as Strategic Tools
Each of us is deeply connected to the missions we serve. But in the whirlwind of planning, logistics, and execution, it’s easy to lose sight of the strategic power events hold. At their best, events are brand builders: they create emotional resonance, deepen relationships, and showcase impact — impact that we can utilize to fuel strategic conversations. At their worst, they can become time sumps, draining advancement teams without delivering meaningful return.
Friday night’s event was inspiring, fun, and full of energy. But the real work, both for us as co-chairs and for the staff, begins now. The follow-up is where transformation happens.
The Follow-Up That Matters
To truly leverage the momentum of an event, we must commit to intentional, timely outreach:
- Messages of gratitude that make attendees feel seen and appreciated
- Messages of “we missed you” to those who support us but could not attend
- Messages of engagement that invite deeper connection
- Messages of impact that reinforce the mission and outcomes
- Initiation of action that will lead to next steps in our relationship strategies
- And most importantly, messages of invitation—to give, to volunteer, to advocate, or to return
On Friday night, the CEO spoke with vulnerability and honesty about the challenges facing the organization. That directness, followed by the hope, promise, and the tangible impact Girl Scouts continues to have in our community laid an important foundation for meaningful follow up conversations.
From Event to Enduring Connection
The completion and success of an event is an important milestone, but more importantly, it is the post event strategy that will ensure those who attended continue to feel a deep connection to what they experienced. Events are not endpoints; they’re launchpads for lasting engagement.
Many of you are in the midst of your own event season. So, I’ll ask: What will you do differently this year to encourage, engage, and invite strategic, generous follow through? We’d love to hear what’s working for you. Please reach out and share your ideas.
And thank you for all that you do to build brand, foster connection, and ensure that every event is more than a moment; but a strategic and well thought out movement.
