In the upper Midwest, February can be a tough month. Winter has worn out its welcome and spring doesn't dare reveal its promise. The days are longer, but sub-zero temps are still possible. Even the snow looks tired.

And yet, we are reminded that beauty still exists. After all, beauty is more than a visual aesthetic, it's an attitude. Wherever we are, whatever the season, we search for beauty all year long.

From the exquisite gala to the unglamorous gathering, we spend a lot of time at Reach Partners researching and thinking about the unsung aspects of events.

One question we ask every single time we design an event is essential. Why will (or should) a person attend the event? Time is a rare and limited resource. If we want someone to spend precious minutes at our gathering or get-together, we better understand and communicate why they should do so.

 At Reach, we always stress that purpose is the driver for any event. When that purpose is well defined, creatively and accurately articulated, it informs the language we use for everything else. It becomes part of the call to action – what we want our attendees to do.

 How you will get people to an event, a gathering, or a meeting is very important. After all, if you can’t get people to your event, everything else is pointless. And the “how” sets the tone. To begin with, how you get people interested your gathering must be part of the communication plan. This helps to set and manage expectations, provides context, and builds excitement. Part of this plan includes a strong understanding how you will ask people to participate.

When we make that call to action, we also have choices. Simply, will our call to action be passive or active? When we ask people to attend, will we invite or recruit? Which method we choose sets up different expectations for the attendees – and those hosting the event.

Passive Request: An Invitation

Issuing an invitation is appropriate for many events. This is the typical request where the host wants and encourages your presence, your attendance, or your participation. The main distinction is the event is not specifically for you. You are most certainly a valued guest, but the host is the one who gets the most out of your participation.

In these cases where the event is most meaningful to the host (think: wedding or party, fundraiser, marketing event or activity, awards ceremony, or even a football game) the attendee’s purpose is to witness, observe, demonstrate loyalty, or give.

Of course, the attendee likely will (and should!) absorb some benefits from attending. Maybe he or she expands their network, learns a new skill, enjoys a nice meal, or earns bragging rights for being part of something big. That said, the attendee is called to something and that call is passive.

Some common passive forms of invitation are social media or traditional media campaigns, broadcast email, direct mail, postcards, and invitations.

Active Request: A Recruitment

When recruited to an event or gathering, you are called for something (active).

This is quite different compared to an invitation. Recruitment suggests the event is first meaningful to the attendee. Its relevance to the audience is customized for the recruited. Some examples: networking, board meetings, learning and training.

In these cases, the host recruits a person specifically. He or she has skills, experiences, funds, or assets that will contribute to the success of an event, gathering, or meeting.

Some active forms of recruitment include a phone call, a handwritten note, bespoke email campaign, direct marketing, or an application. Whatever form it takes, recruitment is personal and personalized. It’s a tailored effort to get that special person involved.

The important thing to remember is that whether you invite or recruit is irrelevant. What matters is that as an event planner or organizer you are intentional about your choice. It sets the stage for everything else to come.

 – Rachel