"We get a great turnout when we put on a lecture with a big name speaker, but we struggle to get people along to other kinds of events" said the NGO comms lead I was chatting to the other day.

It got me thinking about what kind of events go beyond raising awareness and actually catalyse change in society.

In this article I'm thinking aloud, based on my own experience and what I've heard from others, rather than any structured research. I'd welcome your thoughts feedback on my partially formed ideas! Here goes…

Big name speakers

That people turn out to hear big name speakers suggests that people are hungry for new ideas and positive visions that offer hope.

A good speaker can certainly offer that. They can help make sense of what's going on in the world and can suggest what needs to change, how things can be done differently.

But the call to action at these kinds of events is often disappointing:

• Encouraged to take personal actions, that later in the cold light of day feel inadequate.

• Join to support the organisation, and then endless e-actions and donation requests.

• Buy and read the book, get more knowledge and inspiration, but struggle to put any of it into practice.

Workshops and discussions

I'm less sure what the poor turn out for workshops and discussions tells us. Perhaps the invitations aren't clear and compelling? Perhaps it's a fear of an endless talking shop or having to engage with people we don't know?

But given that people do turn out for big name speakers, perhaps these kinds of events don't offer a similar clear vision and a sense of hope?

And that's a great pity, because workshops, discussions, volunteer working groups and other kinds of participative, in person events can not only offer a very positive experience, they can also drive real change.

That's because, done well, these kinds of events can provide:

• A sense of belonging and community.

• A feeling of working towards a shared vision.

• Mutual support, both emotional and practical.

• All of which reduce barriers to action and develop confidence and agency.

• Positive feedback loops where action inspires hope, and hope inspires action.

Time to think differently about events?

If we want to create meaningful change in the world, perhaps it's time to think differently about events, and see if we can create something combines the attraction of big name speakers with the sense of agency that participative workshops can offer.

And I think there are (at least) three things here. First, thinking about one off events with big name speakers:

• As before, use the speaker to both attract people and offer the clear vision, but then

• Include opportunities for participants to discuss the ideas with each other, and

• Invite participants to share what they would like to do next and what would help them do it.

(Of course, it may take resources to support participants to take action – but if resources aren't immediately available, their responses could provide evidence for funding applications.)

Second, for one off workshops and discussions, find a way of offering a clear vision without a big name speaker – in the invites and at the event itself.

Third, instead of thinking about one-off events, think about how you could offer a series of events that build on each other to attract, engage and support participants. Perhaps:

• A big name speaker to attract people and offer a compelling vision, including some discussion about what they would like to do next and what would help them (as above).

• A follow up workshop, shortly afterwards, designed to provide the support participants have identified, that:

  • builds a sense of collective agency

  • provides opportunities for action

  • helps with the skills and resources needed

• Optionally, ongoing meetings, using an action learning structure, for mutual support.

Easy to say…

Of course, it's easy for me to say this. I don't have targets to meet and budgets to manage.

But, regardless of the details of my tentative thoughts and suggestions above, it seems to me that too often organisations keep on rolling out the same kind of events year after year without questioning if they are really delivering the most impact for the resources invested.

What do you think? Time to rethink the Annual Lecture and the like?