External Relations

• Assess whether the event met its stated objectives and KPIs.
• Review the effectiveness of logistics, including venue, catering, AV, signage, and registration processes.
• Understand the attendee experience and overall satisfaction.
• Evaluate the performance of internal and external suppliers.
• Identify areas for improvement and recommendations for future events.

Attendee Feedback

Collecting feedback from attendees provides insight into their experience and helps measure the event's success.

• Use survey tools such as Microsoft Forms, Qualtrics, SurveyMonkey, or Eventbrite.
• Issue the survey within 24–48 hours of the event, ideally as part of a thank‑you email.
• Keep surveys concise and include a mix of rating scales and open‑ended questions.
• Ensure all data collection complies with GDPR and includes the organisation’s privacy statement.

Stakeholder and Supplier Debriefs

Internal colleagues, hosts, speakers, and suppliers can provide operational feedback that attendees may not see.

• Hold a debrief meeting within one week of the event.
• Review the event briefing document and note any deviations from the planned running order.
• Ask each service area (Estates, AV, Catering, Security, etc.) to comment on their experience and any issues encountered.
• Capture feedback on communication, timings, set‑up, and on‑the‑day coordination.

VIPs, Speakers, and Partners

High‑profile guests and speakers may offer valuable reflections on the event’s organisation and audience engagement.

• Follow up with a personalised email or short call.
• Request comments on logistics, hospitality, and the overall experience.
• Include relevant feedback in the final evaluation report.

Data and Analytics

Quantitative data helps build a complete picture of event performance.

• Registration vs attendance numbers (supported by the toolkit's emphasis on maintaining accurate attendee lists).
• Website traffic to event pages.
• Email open and click‑through rates.
• Social media engagement.
• Budget vs. actual spend.
• AV or technical incident logs.
• Catering numbers and waste levels.

Staff and Volunteer Observations

Event staff and volunteers often notice operational issues that guests may not.

• Request short written reflections immediately after the event.
• Capture observations on registration flow, signage, accessibility, and guest movement.
• Note any issues that required on‑the‑day adjustments, reflecting the toolkit’s guidance on communicating changes to suppliers.

A post‑event report should summarise outcomes, highlight successes, and document lessons learned. It should be shared with senior stakeholders, hosts, and relevant colleagues.

Recommended Structure

• Executive Summary — overview of the event purpose, attendance, and key outcomes.
• Objectives and KPIs — evaluation of whether objectives were met.
• Audience Profile and Attendance Data — registration numbers, attendance rates, and demographic insights.
• Programme and Content Review — feedback on speakers, themes, and audience engagement.
• Operational Review — venue, AV, catering, signage, registration, accessibility, and supplier performance.
• Marketing and Communications — website traffic, email metrics, social media engagement, and press coverage.
• Budget Summary — planned vs. actual spend with notes on variances.
• Stakeholder and Attendee Feedback — survey results, quotes, and key themes.
• Risks and Issues — incidents, how they were managed, and future mitigation strategies.
• Recommendations — clear actions for improving future events.

Tools to Support Evaluation

• Microsoft Forms / Office 365 — secure, GDPR‑compliant surveys for internal and external audiences.
• Qualtrics — advanced survey logic and analytics.
• SurveyMonkey — simple, user‑friendly survey creation.
• Eventbrite — integrated post‑event survey and attendance analytics.
• Teams or Zoom — for stakeholder debrief meetings.
• Excel — for analysing attendance, budget, and engagement data.
• CRM systems — for tracking follow‑up actions and long‑term engagement.