Courtney Lohmann, CMP, is leading multiple sessions during IMEX America, starting with "Impact rebel: The power of passion, purpose and strategy" as part of She Means Business on Smart Monday (Oct. 7).

In a Q&A focusing on her Oct. 8 IMEX America session, “Authenticity through social impact: A success guide,” Lohmann explains the challenges and stumbling blocks most often encountered by event professionals seeking to create or enhance the social impact of their events.

What first attracted your attention to the social impact and social good potential of events?

The impact we have on communities has been a focus of mine since I first started planning events. I started my career in outdoor festivals and creating a space for communities to come together. There were always aspects of fundraising or support involved and it became a particular part of the planning process that I sought out. I always asked to handle the projects that directly related to community impact. As my career grew, we started to see more and more opportunities around the impact events can have. Once in the corporate event space, I saw how that impact could grow through a multitude of programs. The expanse into how we selected supplier partners and community projects and event speakers for our events allowed us to imagine our impact in more ways. And it always made the planning more inspirational.

What’s one of the biggest mistakes planners and organizations make when integrating—or attempting to integrate—social impact into their event processes?

They forget to start with strategy. Creating impact doesn’t work well unless you strategically or holistically weave it into the fabric of your event. And I usually recommend you take it one step further and weave it into the yearly plan for your events. Carry the same impact thread(s) or commitments through every event you plan for the year. Then, track the engagement, and track the impact you have. Share those findings with all your stakeholders. Tell them how they contributed to creating impact and how they can help more. This is what helps your program grow.

Can you share one or two pieces of advice for event professionals who may be unsure of how best to launch or accelerate the inclusion of social impact in their processes?

First, you want to sit down and understand your organization. Whether your work for a corporation or association, every organization has a vision and mission statement. Most organizations have values and beliefs outlined. Seek those out first. See what the vision, mission and values say about social impact. If there’s a thread you can start with, start there. This helps you tie to something your attendees and stakeholders are already somewhat familiar with.

From there, look at how your event(s) can use that social impact theme in the event setting. Perhaps you want to partner with a national organization or perhaps you want to use the same theme but work with hyper-local partners in each location. Both approaches are fine.

Track all your progress and report on what your impact has been. I think this is the biggest missing piece. Planners implement social impact at most events, but we don’t capture the metrics. We don’t know what our impact is. And therefore, we can’t engage more energy around it.

What’s one of the greatest reasons event professionals do not consider social impact (or only consider it minimally)—and how can that be overcome?

I think for many it still feels like “checking a box” and I think that happens because they start without a strategic approach that includes measuring their impact. Step back from what you’ve been doing and really look at what has worked and what has not. Then, really analyze why. I think most will see that the strategic part, the part around communication early and often with their stakeholders, the part around measurement, will be eye openers and help them see a path to bigger impact and success.

What’s one thing that you hope attendees will take away from your session, “Authenticity through social impact: A success guide”?

I hope they walk away realizing that the strategy I’ve created helps them easily and efficiently implement social impact programming that delivers on their goals and objectives.

Don't miss Courtney Lohmann and the other stellar speakers during She Means Business sessions on Smart Monday (Oct. 7)
"Beyond bias: Who will lead the change for inclusive leadership?"

"Mastering conscious leadership: Achieving results with kindness and compassion" | Sponsored by Hilton

"Impact rebel: The power of passion, purpose and strategy" | Sponsored by Visit Seattle

"Leading in the AI era: Insights and best practices" | Sponsored by Oak View Group