Many organizations rely on events to drive donor investment. Without a standard of measuring investment, however, it might be difficult to gauge an event’s success.

During “Where Did Those Prospects Go: Optimizing ROI of Successful Events” at the 2015 Association of Healthcare Philanthropy Conference, Jan W. Wood, president and chief development officer of the Anne Arundel Medical Center Foundation in Annapolis, Md., shared four possible metrics to measure the success of events.

* The number of new donors at your event. These are individuals who have not given to your organization outside of event tickets and auctions;

* Track how many new prospects are in attendance, individuals who have yet to provide a major gift;

* The number of prospects assigned to each giving officer on your team; and,

* Have an each conversion goal for each of the groups above and analyze whether those goals are met.