Your reporting data can do much more than just meet your organization’s state funding requirements and tell you how many people showed up to your events. It can be a valuable insight into the great successes or unfortunate failures of the programs you host or spaces your offer. Here are some of the items your team should review often to improve the patron’s experience and help your staff make important decisions about event operations.
Review the attendance of your events monthly with your team. Attendance is your key data indicator of whether you should continue certain events or reevaluate the interest and timing. Attendance for similar events or a series can also show your team the best days and locations to host each event.
Transactions should be reviewed weekly by administrators to check for any discrepancies, verify correct routing to banks for each event (if multiple accounts/banks are being used), and keep track of fund transfers to your institutions and refunds to patrons. Transactions will also allow you to re-evaluate ticket prices for popular events or see if you should be charging for other events.
2020 has been the year for virtual events. Keep track of how many you are hosting each month and where you are hosting them (Zoom, FB Live, YouTube videos, etc.). This data, along with signups, will let you know what is working best for your organization and your patrons. Which virtual events get the most signups? Which events get more signups, in person or virtual? Virtual events are only going to go up in popularity, make sure you are tracking all of your virtual data points from here on out.
What percentage of spots did you have remaining for each event? Was it because of last-minute refunds or cancellations, or maybe people were just not signing up? You might try marketing the event more on social media or highlight in your next newsletter or email to see if it can get more signups. Tracking this data over time will give you the answers you need to make changes to your events and schedules.
How many patrons were on your waitlist for each event that never made it onto the guest list? Do you need to add on additional event dates to accommodate all of the interest? Add these wait-listers to an email list to let them know of similar events you are hosting or when you are hosting that event again.
What equipment is being reserved often by patrons? Check your room reservation report to see if you have enough equipment to fill the demands of patrons and available booking spaces. It may be time to invest in additional projectors, coffee machines, or TVs.
How many refunds are your organization processing for its events each month? Is it enough to impact your bottom line? Evaluate and discuss with your team regularly why there are so many refunds. Is it due to double booking errors, guests’ unregistering, event cancellations, or other reasons that can be remedied by a few simple changes, or could it just be unforeseen circumstances? If refunds are impacting your organization’s finances, review these items weekly to find short term and long-term solutions.
If your events are created and hosted by different departments within your organization (that may not communicate with each other regularly), your event reports can let you know if events are reaching and servicing groups of all ages within your community. Review these data points often with your organization administrators. Maybe it’s time to consider adding more events for seniors, toddlers, or teens.
Reporting data, when used correctly and looked at often, can tell you a lot about your events and patron experience. Use the reporting items above to analyze and improve event dates, minimize refunds & cancellations, and improve the quality and experience of your events.
LocalHop offers reporting for events, room management, and transactions. See more of what LocalHop has to offer your organization.