How to write a post-event report for a client
A good report fits on two pages and answers the questions the client will ask: who came, what it cost, what worked and what to change next time.
In short: A post-event report should cover attendance against target, budget against actual spend, engagement, guest feedback and three recommendations for next time. Send it within a few days, while the event is fresh.
The structure
- Summary. Three sentences: what the event was, whether it met its goal, and the headline number.
- Attendance. Invited, RSVP'd yes, checked in, and the no-show rate. For conferences, attendance by session.
- Budget. Budget against actual by category, with reasons for any variance.
- Revenue. For ticketed events and galas: tickets, tables and sponsorships sold.
- Engagement. Poll responses, quiz participation, feedback scores.
- What worked and what didn't. Be specific and honest.
- Three recommendations for the next event.
Where the numbers come from
Attend records RSVPs, check-ins, budget against spend, ticket sales and engagement for each event, and collects feedback after it. Pull them into the report instead of rebuilding them from chats. Attend for corporate events.
Frequently asked questions
What should a post-event report include?
A summary, attendance against target, budget against actual spend, revenue if ticketed, engagement, feedback and recommendations.
When should I send a post-event report?
Within a few days of the event, while details are fresh for you and the client.