ABC’s of Events That Resonate: Always Be Chatting
The best events don’t start with themes or slides. They don’t even start on the day you start planning. Great events begin months earlier, in conversations with your audience.
I’ve learned this firsthand from working on everything from major tech conferences to nonprofit galas. Whether the goal is to announce a product or raise funds, success depends on something simple: understanding your audience. Not just in theory—but deeply, personally, and consistently.
This principle is why Webflow’s conference had remote attendees typing things like, “Why am I crying at a tech conference?” It’s also why the most successful fundraisers never rely on a rubber-chicken dinner to do all the work.
Conversations Make Conferences Feel Personal
Webflow didn’t pull off an emotionally resonant conference by accident. Their team spent the entire year engaging their audience—tracking feature requests, responding to frustrations, and celebrating wins. When the conference launched, attendees weren’t just receiving a product update. They were seeing themselves reflected in the event.
The audience didn’t just feel engaged—they felt known.
Webflow stacked the show with highly relevant product releases and demos. They didn’t bury the lead. They knew why people were tuning in and delivered exactly what their audience came to see.
Even remote attendees felt the emotional connection. The chat exploded with comments like, “I’m in love with this conference” and “Why am I crying at a tech conference?” Those reactions weren’t just about what Webflow announced. They were about how much their community trusted them.
Fundraising Events Live and Die by This Principle
Nowhere is the importance of an ongoing dialogue clearer than in nonprofit fundraising. Fundraising events don’t succeed because of what happens in the room. They succeed because of the work done long before anyone walks in the door.
You can’t expect donors to feel inspired by a gala if that’s the first time they’re hearing from you. The most successful organizations stay in conversation with their donors year-round. They build relationships, show impact, and share how contributions make a difference. This isn’t about asking for money all the time—it’s about earning trust.
I’ve seen this approach work beautifully with buildOn, an organization I’ve worked closely with. They don’t just tell donors about their work; they involve them. Donors are invited to join service projects, to meet the kids whose lives they’re helping to change, and to experience the impact firsthand.
When donors are part of the journey all year, the fundraiser isn’t an introduction—it’s the natural next step. By the time they walk into the event, they’re already connected and committed.
Apply This to Every Kind of Event
This approach works for more than tech conferences and nonprofit galas. Any event that’s meant to inspire, educate, or convert can benefit from staying in constant dialogue with its audience.
When I work with clients, the first step is always the same: understanding their audience. Who are they? What do they care about? What challenges are they facing? The answers to those questions shape the content, structure, and tone of every successful event.
Think of an event as the bottom of a funnel. Your audience’s interest and trust have to be cultivated before they walk into the room. Without that trust, it’s a hard sell—whether you’re pitching a product or a mission. But when you’ve laid the groundwork, the event becomes a moment of celebration, connection, and action.