Why should you evaluate your events? As I've alluded to above, evaluating your events can help you make future events better (more effective) and ensure that they are closely aligned with their purpose (as well as the mission of the organization, another important consideration). In addition, and perhaps most importantly, the evaluation process may help you increase the chances that your event will be successful.

Assuming that you've recognized the value of evaluating your event, and made the conscious decision to do so, what next? What should you be evaluating? How and when should you be evaluating? Is this something to be done after the event is over, or should you be evaluating your progress along the way? Finally, how can you take what you've learned throughout the entire process of planning, staging, and evaluating your event, and use it to keep the momentum going long after the event is over? You've made a significant investment in this activity; what can you do to capitalize on this, and get the most out of it?

These points and more will be addressed throughout the rest of this article.

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