Yen-sight #1: It takes time to build a relationship

This past weekend was a blast in more ways than one. It wasn't the 18-minute fireworks show capping off another great Canada Day but the awesome entertainment and activities a group of eager university students put on for their community. The past four years I have been involved with the largest Canada Day celebrations in Waterloo Region as a coordinator on the steering committee. Hosted by the University of Waterloo, I have been able to build relationships with key community partners over the past few years to recruit and retain some amazing not-for-profit organizations to be part of our children's activities and showcase their programs.

uWaterloo Canada Day 2012 - Children's Stage and Activity World

I've learned that the first year you tackle a project will be the year where you learn the most - whether that means following reports created by your predecessors, following protocol set out by your managers... you don't exactly have the knowledge or experience to "play around" with the rules just yet.
As you introduce yourself to previous supporters, they are working with you to make the event successful. My second year on the committee was the year I branched out, took the time to research various family-oriented organizations that attend other community festivals and fairs. By years three and four, I have been able to retain most of the organizations who have continued to support uWaterloo Canada Day the past decade as well as recruit new organizations that already have a place in our community (the Kitchener Rangers Street Team tent you see above is a key example. I've always seen them at other community events and thought it would be great to extend an invitation since they always attract large crowds). These individuals "know the ropes" (their words not mine) so when I follow-up on their progress and confirm details, they are always eager to call me personally for a quick chat.

There's no formula to "building a relationship" - I would say that it all happened naturally but they key would be my 3 C's: communicate, cater to their needs, and consider feedback. As an event manager, you want to ensure everything is in tip top shape and you've covered all aspects of the event - especially when you're working with external parties (it's all about maintaining your image and retaining the folks who make your event a success!)

My tips to building relationships with your supporters who help make your event a success:

• Maintain your communications throughout the planning process and post-event - Always ensure they are aware of the general event details, information specific to their area or organization and always follow up! Even after the event, the communications don't stop. You have to thank your supporters for their time, efforts and contributions as well as request feedback to learn and develop the program in subsequent years.
• Cater to their needs (to a certain extent) - If your stakeholders do not pay for participation (like my not-for-profit community partners who provide activities on Canada Day), they are not making a profit from their participation at your event. They are at the event to showcase their services and programs to the community... and in the end, it's their ability to provide a unique service that makes your event worthwhile to your audience. Assisting with set-up, clean-up, providing extra volunteers, and doing water runs are small ways that you can ease the workload in their area... and put a smile on their face as they know you care about their needs.
• Request feedback and make note of their comments because they see a different side of the event than you or your committee will see - Luckily the groups I've dealt with have provided constructive feedback that have catered to the needs of all groups in the latter years I've been involved with the committee. While you may be an "expert" in your specific area, others will see the event from a different vantage point as they are "on the other side" and their feedback will not only help you build your relationship with them but also provide a better experience for all stakeholders.