Event ROI Calculator

Here at the Killoe Group, we’re a big believer in tools that make our lives easier. Or, as the old expression goes, “plan the work and work the plan.” When looking at an event, make sure you’re calculating the full cost involved – including the planning and staff time.

• Have a thorough budget for the event – including costs for printing, postage, materials, space rental, food, entertainment, etc. All of the ‘hard’ costs that go into the event should be planned out.

• Next, make sure you’re looking at the staff time involved in the event. While you don’t necessarily need to track every hour, come up with some rough estimates. Those all-staff meetings where you discuss and plan for the event? The committee meetings with other organizational staff? The time you spend with senior leadership planning and changing plans? All of that should be captured.

• You should have a general idea of what the event is costing your organization – in hard costs, staff time, and also in missed opportunity costs. Every day you’re working on event logistics is a day you’re not doing other work to advance your mission.

• Talk to some long-time event donors and sponsors. See how they feel about the event. You might be surprised by some of the responses.

• Review the multi-year event trends. Are sponsorships selling out quickly, or are they more difficult to get each year? How is attendance? Are you renewing the same sponsors? Moving them up a ladder?

• Talk to some donors who don’t attend the event to find out why. Not every event will be for every donor, but it’s good to know who is on the sidelines.

• Talk with your Executive Director – Once you know what your event ROI is, try to get alignment on ‘right sizing’ the event. Yes, there are many benefits beyond the fundraising dollars to any given event. But you shouldn’t be losing money on them, or losing the chance to do something more meaningful with your top donors.