The event objective is a simple statement that encapsulates the reason(s) for running the event. It could be as simple as ‘to raise money to repair the church roof, or more complicated – ‘to hold finals of the Reading and Swindon football league and declare a winning team, while raising funds for a new team minibus’.

Your initial task is to give immediate thought to your ‘event objective’. You may have to consult with a governing body, such as a sports league, club president, committee members, or an employer or senior officer who will work with you to establish and define your event objective.

How to define an event objective

This is a simple process – just think through what you are proposing to do and why you are thinking of running the event. Establishing the motivating factor will lead you to your event objective. There are many different motivations, some of which are listed below.

Where possible, make the objective simple and easy to understand. When it has been defined (and where necessary it has been approved by the management or other group), print off simple signs that state the event objective, and give one to everyone involved in planning and organising your event. I usually try to include the objective as a sub-heading on all event documentation as a further reminder. The objective should be kept in mind by all of the organisers and staff, acting both as the driving and controlling force.

But beware – it is very easy to lose sight of your event objective while trying to make the best arrangements you can. For example, if the purpose of the event is to raise funds for a small local charity, don’t spend money on international advertising don’t offer free meals to competitors and exhibitors. Keep yourself tightly focused on the event objective, in this case proposing local advertising and volunteer staff.

Before making any decision, bring the event objective to mind and then review the decision at hand alongside the objective. Make absolutely sure that each and every one of your decisions supports and promotes that objective and/or die health and safety of all concerned.

Be ready to reconsider any decision, if you find or fear that you have drifted off your objective. For example, for our local charity event, do we really need to fly in an ‘A’-list movie star from Hollywood to open the event? It would be more appropriate to get the local MP, mayor or sports celebrity to do it instead, especially as they are often quite keen to get the exposure, to be seen to be associated with, a good cause and willing to come for free.