Note: This post is the first in a series of three on preparing and evaluating conferences. Part 1 is about the need to evaluate, part 2 about a case study doing so, and part 3 on some of the lessons learned.
by Quentin Wodon
Many organizations, including firms, NGOs, professional associations, as well as service clubs, organize annual conferences. These conferences are essential not only for running the business of the organization, but also for building team work among the members of the organization. It is not clear however whether these annual conferences are evaluated properly.
In the case of Rotary, a global service club organization founded in 1905 which has today 1.2 million members, a global annual convention is organized typically in June of each year. But what may matter more are the conferences organized by each of the 530 or so districts in the world. These district conferences are annual events to which Rotarians from the district are invited to participate. They represent the main event where Rotarians from different clubs belonging to a common geographic area can meet each other and exchange their experiences.
It is important for an organization such as Rotary International to pay attention to district conferences not only because they are essential events in the life of clubs and districts, but also because the resources invested in the conferences are substantial, in terms of both time and money. Right now is the time when many Rotary districts are actively preparing their next annual conference, since these events are typically held in April or May before the end of the Rotary year.
This first post in a series of three on preparing and evaluating great conferences provides quick and dirty “back of the envelope” calculations of the potential investments made in district conferences every year. Because this investment is rather large, the conferences should be evaluated seriously.
Investments in Time
Consider first the allocation of time. To provide a very rough estimate of the time that may be invested every year in preparing and attending district conferences, data from the last three conferences organized by District 7620 can be used. The first conference was organized by district 7620 jointly with district 7630 in 2012. Together the two districts cover the states of Maryland and Delaware, as well as the District of Columbia (that is, the capital city Washington, DC). For the second conference, district 7610 in Northern Virginia joined in as well. The third conference was organized solely by district 7620.
The total attendance at the three conferences combined was estimated at about 1,050 Rotarians and guests. If one considers that activities at the conference go on for up to ten hours per day, and if we assume that participants on average spend 2.5 days attending the conferences (including travel time), with 1050 participants this would represent an investment in time of 26,250 hours. Together, the two districts that organized the joint conference in 2012 have about 4,000 Rotarians, and when the three districts are included for the 2013 conference, membership is above 6,000. For district 7620 in 2014, the membership was at about 2,350. Over the three years, this represents a potential attendance at the conference of close to 12,400 Rotarians. Therefore the amount of time allocated on average for the two conferences was then approximately 2.12 hours per Rotarian per year.
Multiplying this estimate by the number of Rotarians in the world yields an allocation of about 2.54 million hours per year for Rotary worldwide just for Rotarians to attend district conferences. This estimate may well be on the low side given that the attendance rate at the two conferences evaluated in this report, at about 8.5 percent on average for the three years using the approach just outlined, may be lower than is typical in other districts.
In addition, one should include the time spent by district leadership teams and conference committee members as well as district executive secretaries in preparing the conferences. It is not unrealistic to suggest that for any given district at least 30 Rotarians will volunteer time to help prepare various aspects of the conferences, including preparing their own presentations. Some of these Rotarians will spend a very large amount of time on the conferences, especially if they are part of the core organizing committee, while others will spend less time.
Just for the sake of the argument, consider an average of 25 hours spent by each of the 30 Rotarians for preparing various aspects of the conference (this is probably a rather low estimate). With some 530 Rotary districts worldwide, this would generate another 400,000 volunteer hours for preparation. Thus, possibly three million hours are allocated to district conferences every year by Rotarians, and this may well be a conservative estimate. The bottom line is that clearly a large amount of time is allocated to prepare and attend these conferences, so that making these conferences a success does matter for all those involved.
Consider next the question of cost. Most of the costs of district conferences are borne by participants who pay their hotel bill as well as a fee for attending the conference to cover meals and other costs. A typical fee in the United States to attend a district conference will run at a few hundred dollars including meals and hotel rooms.
District conferences tend to be organized in major hotels or resorts, at least in the United States, so that even when special rates are obtained, room fees will typically be in the $100 to $150 per night. Some Rotarians stay for three or more nights, others for only one or two nights, and some just come for a day. Guests are likely to have additional expenses both at the site of the conference and to get to the conference site.
Assume, again for the sake of the argument, that on average the total cost of the conference per attendee is of the order $600 – it will often be higher for those staying three nights, but it will be lower for those coming just for one day without staying any night in the hotel or resort. Even based on the somewhat low attendance rate of about 8.5 percent mentioned above for the three conferences considered here, with 1.2 million Rotarians worldwide, this would generate a cost of $61 million per year.
This might be too high because the cost of district conferences may be lower in other countries than it is in the United States. But on the other hand, this does not include special costs for the attendance of high level Rotary officials (whether those are paid for by districts or Rotary International) and other invited speakers. This estimate does not include the cost at Rotary headquarters to oversee and monitor district conferences and it also does not include the cost of the annual Rotary convention that typically welcomes more than 20,000 Rotarians from all over the world each year and could in a way be considered as a super district conference.
This cost estimate also does not factor in the opportunity cost of the time allocated by Rotarians to prepare and attend the conferences (that opportunity cost could be very high if estimated as is normal practice at the wage rate of those involved). Overall, the costs of district conferences are likely to be substantial, and could be higher than those indicated here depending on conference participation rates.
Major investments in time and money are made every year by Rotarians to prepare and attend district conferences. These conferences are the highlight of the Rotary year in each district. They should be evaluated well. The second post in this series will show how this can be done professionally at very low cost with a case study, and the third post will discuss lessons from the evaluation of the last three conferences of district 7620.
Note: Part of this blog post is adapted from a section in a book published by the author entitled Membership in Service Clubs: Rotary’s Experience (Palgrave Macmillan, 2014).