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Congrats on identifying and establishing your primary and secondary event goals! If you have any management experience in your past, you likely have heard the phrase that is the title of this tip. If not, please repeat ten times and internalize: "If you can't measure it, you can't manage it!" As you establish your goals ask yourself, your committee or boss, how this will be measured?
Something monetary such as:
"Benefit Concert will yield $15,000 gross in revenue including sponsorships, and ticket sales" is good and specific.
"Benefit Concert will yield $10,800 net in revenue for the Harrison family after all costs associated with event including..."
This is how you'll know if you were a smashing success and have cause for celebration or a big fat flop! If you don't have these measurements in place up front, people don't have that target to aim at or know how they are trending.
Have you heard the quote, "If you aim at nothing, you hit it everytime!" Decide as specifically as possible how you will measure your goals. People need to have clearly defined expectations.
If you walked up to virtually any one of your friends or family members and said, "Come with me!" eventually they are going to ask, "Where are we going?" Your volunteers/co-workers/subordinates need to know the exact same thing!
Will two stories with photos on the front page of the local newspaper make you extremely jubilant? Do you want your event to be the lead story for the local news that night at 10:00 p.m.?
Have clearly defined targets; the more specific the better!