Producing successful events for associations

For associations, membership bodies & not-for-profit organisations

A specialist in-house training course

Creating and developing events for associations, membership bodies and not-for-profit organisations can be fantastically rewarding. You have an established membership who already buy into your organisation. Members are interested in the information and services you provide, are keen to have a relationship with you and probably prefer you to your commercial rivals.

Yet, all too often, these events are driven by committees who do not really understand events or their value. The events are out of touch with what members want and make little money.

This course has been designed to show you how to develop events which address members needs and are commercially successful. Case studies and practical example are used through out the course to demonstrate how you can successfully develop commercial events for your organisation.

98% of our delegates would recommend our courses

This course is run as an
in-house programme.
Please call +44 (0)208 374 1712 if you would like further information.

Understanding the position of your events within your external commercial environment

  • Understanding what your members really want and what their key challenges are
  • Evaluating the structure of your organisation to ensure the optimum delivery of information and events
  • Using strategic gap analysis to identify opportunities

Setting objectives to get the most from your events

  • Why objectives are so important
  • Determining which criteria you should use to measure event success
  • Knowing when not to run an event

Choosing the right model and type of event to really add value to your members

  • Assessing the pro’s and con’s of different types of events
  • Reviewing alternative formats and on-line delivery for events
  • Making the most of your events and making sure your members get the most out of them

The make up and management of a great events team

  • What is the ideal events team?
  • 10 steps to ensure all your processes add value to your events and members
  • Avoiding ruts and embracing change
  • Assessing the benefits of outsourcing your events

Effectively managing and gaining the support of committees

  • Using objective setting to facilitate your work with committees
  • Engaging with committees to maximise their support but avoiding interference

Making the most of your event with dynamic sales and marketing

  • Moving from information to sales marketing
  • Evaluating your data and how to build on it
  • Develop a considered pricing strategy which works for your market place

Concentrating on costs to maximise profitability

  • Understanding your negotiating position
  • Do’s and don’t of negotiating and contracting with venues
  • Reducing costs to increase profitability


Heads and Directors of Commercial Business, Heads and Directors Members Services, as well as strategic Event Managers. If you work for an association, membership body, charity or other not-for-profit organisation and are responsible for your events then this course has been developed specifically for you.


This course is only run as an in-house course, please contact for further information.

When and where?

This course is run as an
in-house programme.
Please call +44 (0)208 374 1712 if you would like further information.

How long?

One day: 09:00–17:00

Find out more about in-house training

Didn’t expect to learn as much as I did. Very useful! Very interesting and “eye-opening” – on Legal and contractual issues.

Major Events Organiser, Council of Mortgage Lenders

The trainer was great and captured our attention for the whole day.

Meeting Planner, ICSC Global Association for Retail Property

Some of our clients