EVENTS THAT MATTER
A Spirit & Place Toolkit
What’s Our WHY?
Since 1996, Spirit & Place has worked with the community to host the annual Spirit & Place Festival and other events. Our mission is to catalyze civic engagement through the power of the arts, humanities, and religion, all the while building the capacity of others.
That “building capacity” part is one of the most satisfying aspects of our work. It is a big part of our WHY. Dreaming big and working with others to make something magical happen for the public is our love language. Creating opportunities that bring diverse groups of people together to share ideas, emotions, and experiences is powerful and important work. Especially in a pluralistic society in which far too many people feel isolated, and loneliness is a growing epidemic.
Celebrating our 30th year, we are delighted to share lessons we have learned and tools we have developed on how to best design and execute events. Many of these lessons were taught to us by others and we have done our best to acknowledge them when we can. Whether designing an event for the Spirit & Place Festival or on your own, we hope this guide will help spark some creative magic while also providing practical tools.
Erin Kelley Program Director, Spirit & Place
OUR VALUES
The core values driving Spirit & Place’s work – our WHY – are rooted in community engagement principles that call us to be people-centered, to show up, invest time, actively listen, weave networks, take risks, share resources, and nurture an ecosystem that allows us all to evolve and grow.
FREE YOUR IMAGINATION SECTION
Before hosting an event, you need to design it.
Unpacking WHY you’re doing the event, WHO you’re doing it for, and WHAT THEY NEED will help you design the best event possible.
Let’s kickstart some creative ideas by freeing your imagination, unpacking your intentionality, encouraging collaboration, and defining your audience. By slowing down and taking these steps, you will be able to make decisions that remain grounded in your purpose and values. You will also be better prepared to keep the community centered in your planning when crossroads and barriers pop up. (Something ALWAYS pops up with events!)
The final section of this toolkit contains practical resources to help with all your event logistics.
Take what you need and adapt to suit your circumstances!
OTHER RESOURCES
Visit spiritandplace.org to find additional event planning resources including a collection of short video tutorials on event design, accessibility, and promotions.
What’s Your BIG idea?
At Spirit & Place, we believe in the transformational power of thoughtfully designed events, especially those that use the arts, humanities, and/or religion to unlock fresh perspectives. Use this worksheet and our civic tools to free your imagination! Worry about what’s practical later.
1 Start Simple.
I want to create an event about
and the event format will be a
*Example: I want to create an event about local parks and the event format will be a panel discussion.
2 Add a Civic Tool.
Add a civic tool and write down a creative connection that pops into your mind. Don’t over think it! Don’t worry if it seems unrealistic or even weird at first.
Examples:
1. Local Parks + Arts = Plein air painting demonstration
2. Local Parks + Religion = Interfaith tree planting ceremony
3. Local Parks + Humanities = Nature-themed literature
3 Be Bold!
• Where is the funkiest or most unexpected place to host this event?
• Who would be the most thought-provoking speaker or performer to invite?
• What kinds of activities would surprise and delight your audience?
• At the end of the event, what would be the best compliment to receive?
WHAT IS A CIVIC TOOL?
We believe in the power of the arts, humanities, and religion as “civic tools.” That is, tools that help build and strengthen a shared sense of community. We think the inclusion of one or more of these tools in ANY event, will make it a richer and more memorable experience. Why?
The ARTS open our senses and liberate our imaginations.
The HUMANITIES help us understand complex interactions between people, places, and time. (Humanities = history, sociology, economics, philosophy, literature, etc.)
The world’s RELIGIOUS and SPIRITUAL traditions invite us to examine what it means to be human and how to live in relationship with one another.
Is all that possible?
Probably not. And that’s okay!
Your dream speaker might have a speaking fee well beyond your budget. That old warehouse on the other side of town with great architecture but no electricity? That’s likely not a practical venue choice. Your idea for an audience activity might be logistically impossible. But if you truly examine:
WHY you are drawn to a particular speaker (besides their star power); WHY that venue would enhance the experience; and WHY surprising and delighting your audience would reinforce your message
You will be better able to design for those things to happen.
Also, hey, you don’t know unless you ask! Some of your wildest ideas might be possible if you have the courage to propose them.
Don’t be afraid to think big. Let your imagination roam. Tiny sparks can lead to big things.
Build on your idea and re-write your event statement to include a new element (civic tool, venue, interactive idea, etc.) that moves your event into the realm of something big and bold.
MY BIG & BOLD IDEA FOR AN EVENT IS
I am naturally creative, resourceful, and whole.
In 2017, during the POWER themed year of the Spirit & Place Festival, event creators Christopher Nunn and Darren Chittick designed an event that posed powerful questions to attendees and then invited them to record their answers through a printmaking activity. Underlying the endeavor was something they learned from the Co-Activate Training Institute – that is, “All people are naturally creative, resourceful, and whole.”
In other words, you can come up with BIG AND CREATIVE IDEAS. You are creative. You are imaginative. You can do this!
Intentionality
After freeing your imagination and outlining new ideas – SLOW DOWN Take a step back and assess your intentions. In other words, know your WHY.
WHAT’S YOUR WHY? MAKE A LIST OF ALL THE REASONS YOU ARE DOING THIS EVENT.
NAME THE UNDERLYING VALUES DRIVING YOU AND WHAT YOU MOST HOPE TO ACCOMPLISH.
ARE YOU THE RIGHT PERSON TO DO THIS WORK?
KNOW YOUR LANE. IF THIS IDEA STRETCHES BEYOND YOUR AREA OF EXPERTISE OR COMMUNITY TRUST, WHO ELSE MIGHT YOU WORK WITH?
Great events are collaborative. Discuss the above with your team or community partners.
• Does everyone share the same WHY and core values?
• What do others long to accomplish?
• Which values and goals need clarified to avoid misunderstanding and potential harm?
• How might your WHY impact others?
WHAT’S
YOUR INTENTIONALITY?
This is a key question often heard from Imhotep Adisa, co-founder of the Kheprw Institute and mentor to Spirit & Place. There is no better question that drills down on your why and its potential impact in a community.
Collaboration & Community
Collaboration always makes for better events! We find the most rewarding collaborations are built on community engagement principles that are people-centered, flexible, and share authority. Why invest this much time and energy?
Community engagement helps:
• Build trust
• Center the voices and experiences of others
• Awaken to new & different perspectives
• Make a real impact
What does it mean to be “people-centered?”
Doing this work well requires:
• Being people-centered
• Adaptability & flexibility
• Willingness to share authority
• Commitment to the “long haul”
Being people-centered shifts the perspective from outreach to community engagement Outreach work often “reaches out” into the community as a target. Community engagement embraces a reciprocal and ongoing relationship. While outreach is about going out into the community, community engagement invites the community in and asks the question, “How do we build ‘this’ together?” In this model, time is the most critical investment. Being present at crucial community conversations is important and so is listening without expectation or agenda.
Why is adaptability and flexibility crucial?
We all have ways of doing things. That’s fine to a point, but inflexibility can be harmful. For example, ignoring community rhythms with rigid deadlines and event dates may cause more harm than good. When working with – not for – communities, flexibility and adaptability are essential to building lasting relationships.
Shared Authority.
Sharing authority builds trust and overall capacity. Weaving together new relationships built on mutual support leads to exciting opportunities for fresh voices to emerge and for new ways of seeing and doing to occur. It may also mean using your access to resources and networks to support the work of others.
This all takes time!
People-centered community engagement is a means, not an end. It solidifies links between people, organizations, and the places they call home. It should never become just a box to check off a “to do” list.
MAKING THE CHANGE Beginning in 2015, under the efforts of then Community Engagement Director
LaShawnda Crowe Storm, Spirit & Place began moving away from an outreach model to one rooted in community engagement principles. Storm is responsible for helping build some of the most meaningful, diverse, and impactful community relationships in Spirit & Place’s history. This kind of work often involves difficult conversations. If there is one resource Storm would recommend to help with those conversations, it is The Little Book of Dialogue for Difficult Subjects by Lisa Schirich and David Campt.
Who is your audience?
You won’t have much impact if you don’t identify WHO your event is for and consider their unique needs.
Identifying demographics and other characteristics of your audience is not exclusionary. It is a recognition that we cannot be everything for everyone. It is also an important step in understanding why we may not be attracting the audience we would like.
Close your eyes, picture the audience you’d love to see at your event. Describe them in detail:
Let’s just consider the age of the audience you have described. Choose the age group(s) of your audience and work through this chart.
WHAT ACTIVITIES MIGHT BE MOST APPEALING?
WHAT IS NEEDED FOR THIS GROUP TO FEEL WELCOMED AND CARED FOR?
WHAT UNIQUE SCHEDULING CHALLENGES MIGHT THIS GROUP HAVE?
When it comes to family groups, what ages can you serve? Pre-schoolers have different needs than teenagers, after all! What about young adults starting their careers? Beyond event topics, what kind of experience might they be looking for? How about adults in their 40s to 50s? What might these folks with jobs, kids, aging parents, and other responsibilities need? Like some senior citizens who no longer drive at night, might they benefit from livestreamed options?
Everyone Welcome?
When it comes to inclusive events, we wish it were enough to simply say, “Everyone welcome!”
The public is young and old. Black, white, and a multitude of beautiful shades in between. Some people love highly interactive and hands-on events. Others are introverts who like listening to smart people talk about smart stuff. Our community includes people with disabilities and their allies. It is made up of parents with young kids and empty nesters. Some of our neighbors can afford to buy event tickets and others cannot. Many might drive while others rely on bicycles or public transit.
Welcoming environments must be carefully created. Consider the day of the week and the start time of your event. Be mindful of your venue’s location to public transit and accessibility features. Know the community you are serving and how they feel about the venue and partners involved. Just because it’s good for you doesn’t mean it is good for everyone.
Audience Care
Intergenerational Events
Welcoming multiple generations to an event is wonderful!
However, designing activities for people of different generations takes work. Intergenerational programming should aim to carefully increase cooperation, interaction, and exchanges between generations. Just having multiple generations in the same room won’t accomplish real learning and sharing. You must design and plan for that exchange to happen.
When creating events about or for audience groups you or your organization are not a part of, you should work in partnership with others. A co-branding or cross-promotional effort might diversify your audience slightly for that single event, but it will not turn you into a trusted community partner. Invest the time needed to develop authentic relationships built on respect, reciprocity, and genuine audience care.
Beyond Demographics: Learning Styles & Traits
Learning styles are how we make sense of new information. How we sort and organize new data to use later. Based on the event you’re planning, which learning styles below are being met? How might you engage more than one learning style?
Visual. Visual learners learn through visual images. Auditory. These individuals learn through listening. Reading/Writing. Some people learn best through the written word. Kinesthetic. Others learn best through their senses/hands-on activities.
Jot down a few of your event ideas and which learning style is being met:
Don’t make assumptions. Yes, kids seem to learn more through hands-on activities, but plenty of grownups do too. How can you give these adults a chance to connect on a deeper learning level?
How might you enhance or expand the learning styles you’re meeting?
Audience Traits
Another activity that might spark creative inspiration is thinking about the traits, preferences, and values of your audience. Mark all the (most likely) characteristics associated with your audience:
ADVENTURE SEEKERS _____
NATURE LOVERS _____
FAITHFUL/SPIRITUAL _____
TRADITIONAL _____
CREATIVES/ARTISTS _____ LIFE-LONG LEARNERS _____
KNOWLEDGE SEEKERS _____ SKILL-BUILDERS _____
POLITICALLY CONSCIOUS _____
_____
OTHER(S) _________________________________________________________________
How might you engage an audience with these characteristics? What can you design for them to experience?
storytelling mindset
Spirit & Place has had the pleasure of working with storyteller Sally Perkins on many occasions. In 2021 Sally led a workshop on how to use storytelling elements to design events. With great appreciation, here are a few of her takeaway messages.
1 Conscious & Primal Minds
The conscious mind is the part of the brain that processes information. When activated, the language centers (which are relatively small) light up. The primal mind is driven by feelings. When activated, the motor cortex, sensory cortex, and insula –the parts of the brain connected to our senses, emotions, and memories – light up. Facts and chronologies only engage the conscious mind. Memorable events must also
engage the primal mind.
2 What is a Story?
Marketing research says we only have 8 seconds to engage an audience and convince them that what we have to share is worth their time. Stories light up the primal mind, but not everything is a story. Stories have a setting (time & place), characters, an object of desire (something the character wants), and obstacles.
3 Sticky Stories
Memorable stories have vivid and identifiable characters, suspense, and concrete sensory images. They also don’t burn time! They get to the good stuff people care about.
How might you use the elements of a good story to inform your event design? How might you incorporate a storytelling format into what you are planning?
THINKING THEATRICALLY
Another fabulous partner Spirit & Place has been privileged to collaborate with is The Sapphire Theatre Company. Their lessons on “thinking theatrically” have served us well!
• Rule of 3. Not every line is important. Cut whatever fails to help the audience experience, remember, or walk away with what you want them to.
• Shake it up! Incorporate ways to shift energy and keep the audience engaged.
• Rehearsal is Key. Rehearsals create collaboration, cohesion, context, and confidence.
• In Their Shoes. Directors often sit in different places in a theatre during rehearsals to literally experience a variety of viewpoints. What are you doing to put yourself in your audience’s shoes?
does your event have oomph?
What’s oomph? It’s that spark that elevates your event and has the power to make it transformative. Events with oomph often have:
1 Clarity. Memorable, oomph-laden events have a clarity of purpose and their intentionality shines.
2 Strong Roots. Events rooted in strong partnerships that share both authority and goals tend to stand out.
3 Surprising Juxtapositions. Whether pairing unlikely speakers or providing a moment of levity at an otherwise serious event, exceptional events often provide moments of contrast.
4 Audience Care. Event creators who care about their audience and shape events around an audience’s needs make the most impact.
5 Invitation to Bring Your Whole Self. Events that invite panelists, speakers, performers, and even the audience to bring their whole selves – their artistic sides, inquisitive minds, and spirituality – into the process are some of the most magical.
6 Fresh Approaches and Smart Partnerships. Events with oomph are unafraid to bring in partners with new points of view.
7 Sense of Curiosity. Awesome events that ooze with curiosity tend to stick in the community’s mind.
8 Thoughtful Location. Audiences love experiencing new places, but also familiar places presented in a new light. The oomph comes from helping people feel more connected to the places and spaces that surround them.
9 An Element of Risk. New event formats, partners, and points of view excite people!
10 Commitment Beyond Self. Value-driven events build a sense of community and are the hallmark of an event with oomph.
Frankly, oomph is hard to define!
Back in 2022, Spirit & Place Festival committee members and event creators Kathi Ridley-Merriweather, Sara Hindi, Aaron Welcher, and Darren Chittick, helped us outline our “elements of oomph.”
What do you think? How might you give your event a little more oomph?
Time to Design!
Your audience will not think, feel, or do anything unless you plan for it.
Remember your WHY
Consider a civic tool Center your audience’s needs
Now list at least one thing you want folks to:
• THINK: • feel: • do:
How might you share information or pose provocative questions to get the audience to think about your specific idea or topic?
What would it look like to use music, artwork, poetry, or a storytelling element to help the audience feel more connected to each other or the topic?
What prompts, hands-on elements, or physical activities would help attendees reflect on the message of your event or spur them to action?
audience delight
Lectures and panel discussions are good for some, but not all. The same goes for hands-on and interactive events.
Knowing your audience will help you decide the best event format. Within any format, however, you can and should design for deep reflection, connection, and even delight.
Audiences are often delighted by surprising juxtapositions of speakers, ideas, and art forms. They love opportunities to connect with each other in clever ways. New venues – or familiar venues presented in new ways – leave lasting impressions. As does presenting your event through a storytelling lens. That is, with a clear beginning, middle, and end with personal elements audiences can relate to sprinkled throughout.
Imaginative events just don’t throw new stuff in for the sake of newness though. They serve to reinforce your WHY, show care for your audience, and provide intentional moments of genuine connection, reflection, and delight.
What are some ways you might delight your audience?
In Their Shoes
Caring for your audience means putting yourself into their shoes.
Close your eyes again. (Yes, we’re big on visualization.) Try to imagine everything your audience needs. Yes, everything!
• Does your event description clearly describe what can be expected?
• Do guests know where to park and which entrances to use? It may seem minor, but confusion here can lead to frustration and hinder their ability to fully enjoy and engage with your event.
• Will people with mobility concerns or service animals have easy access to seating?
• Has the sound system been tested and have speakers been instructed to use the microphones?
Event Accessibility
Accessibility should never be an afterthought. Be proactive and don’t wait for those with disabilities to ask for service.
Promotions & Confirmation Materials
Truly accessible events send a welcoming message before the event even occurs. Include the following in your event description to help people know they are welcome.
• Whether the venue is ADA compliant.
• If accessible parking is available.
• Whether ASL interpretation, assistive listening devices, audio description services, or other accommodations will be offered.
• Welcome requests for accommodation by calling or emailing. (It’s important to offer multiple communication options.)
EXAMPLE:
We welcome people of all abilities to Spirit & Place events. This event is free and located in an ADA compliant facility. Accessible parking is found in the west parking lot, ASL interpretation will be offered, and large font event programs are available upon request. For questions about accessibility, contact festival@iu.edu or 317-274-2462 within 72 hours of the event.
Venue & Event Accommodation
Physically walk your venue (inside & out) to identify accessibility barriers.
• Are sidewalks, ramps, and accessible parking spaces free of obstructions?
• Is there clear directional signage?
• Are the walkways well lit?
• Does your PowerPoint presentation use 22 pt+ font and dark text on a light background?
VENUE RESOURCES. Does your venue have assistive listening devices, guest wheelchairs, or audio description services? Find out and make these assets available. Don’t bury accessibility info at the bottom of your materials or squeeze it in using a tiny font. This sends the message that those with disabilities are an afterthought.
• Has seating been reserved for those with wheelchairs, service animals, and in need of clear sight lines to an ASL interpreter?
• Are tables at wheelchair accessible height?
• Have you prepared large print (18 pt font) versions of printed materials?
Volunteers & Staff
Have conversations with volunteers and staff regarding how they should handle requests for accommodation and respectfully serve guests with disabilities.
3 3 3 3 3
Always use “person first” language. (i.e., person with a visual impairment, not blind person).
Train volunteers and staff to know where all the accessible entrances, seating, and restrooms are located.
Make sure everyone knows how to operate assistive listening devices, courtesy wheelchairs, etc.
Do not segregate! Let guests know special seating exists but allow them to sit wherever they choose.
Offer help but never assume someone needs it. Never touch a person without permission.
Spirit & Place consulted with Indiana Disability Rights (IndianaDisabilityRights.org) several years ago to understand what we could do to make our events more accessible. Planning for accessibility is still very much a part of our journey, but we have committed to only hosting events in ADA compliant facilities, employing ASL interpreters for our larger events, and having large font versions of printed materials available upon request.
Among the resources shared by Indiana Disability Rights was a “Planning Accessible Meetings and Events Toolkit” from the American Bar Association. Check it out!
TOOLS
essential event tips
Design with Intention
• Venue &/or Platform Options. Is your venue a convenient and welcoming space for the audience you want to reach? For virtual events, consider whether it is more effective to have both speakers and attendees on camera or to just focus on the speakers.
• Mood Setting. Assign friendly volunteers as greeters and use visuals or music – such as a PowerPoint loop with audio – to set the tone for both in-person and virtual events.
• Interaction. Design question prompts and other activities to help guests connect.
Communication
• Event Description. Clearly state what the event is and what can be expected.
• Confirmation Message. Share important logistical details about parking, entry doors, login times, whether folks will be on camera, etc.
• Reminders. Send event reminders 2 – 3 days in advance and again on the event day.
• Follow-up. Send attendees a thank you message. Include summary notes, a recording, or survey.
Prep Work
• Shared Vision & Understanding. Make sure everyone – planning team, speakers, etc.
– understand why this event is happening and what the goals are.
• Build Rapport. Gather the presenters a week or two in advance to build rapport. In-person is best, but a virtual meeting works too.
• Test the Tech. Whether in-person or virtual, check all technology, sound, and AV equipment.
Hosting Tips
• Welcome & Greeting. Thank everyone who needs to be thanked, consider an icebreaker exercise or centering activity, but be mindful not to burn too much time.
• Accessibility Reminders. Remind speakers to use microphones. (Presenters who are preparing PowerPoints should also be given tips about accessible font sizes and colors.)
• Community Agreement. Consider using a community agreement if tackling a difficult issue.
WHY REMIND EVERYONE TO USE A MICROPHONE?
We have all been to events where a speaker insists they don’t need to use a microphone. This puts audience members with hearing impairments in an unfair position of having to advocate for an equal experience as everyone else. Microphone use is about equity and access – use them!
tips for virtual events
• Avoid Background Distractions. Ask presenters to speak from a quiet space with minimal distractions. Presenting from a moving vehicle or noisy space is distracting to your audience.
• Camera Position & Sound. Keep the camera at eye level to avoid “up the nose” views! Encourage speakers to avoid sitting in front of windows to prevent backlighting. Offer to set up a time to critique different camera angles, lighting options, and to check sound quality.
• Login Time. Verify an early log in time to make technical adjustments and review the event flow.
• Screen Sharing, Breakout Rooms, Private Chats, etc. Does the speaker or moderator need to run a PowerPoint or otherwise share the screen? Will there be breakout rooms? Do they want chat features enabled? Know all the tools and features you need to enable.
• Captioning. Turn on captioning for those in the deaf community or with hearing impairments.
• Opening Remarks & Event Flow. Ensure everyone is clear on the event’s structure. Who kicks things off? How will speakers be cued? Have a clear plan in place to avoid awkward moments, like unsure starts or pauses.
Venue Checklist
Venue Name:
Room Name:
Address:
Contact Name, Email, and Phone:
Parking Notes:
AV
& EQUIPMENT
Can the venue supply what do you need? If not, who will provide the equipment?
m Laptop
m LCD Projector
m Lectern
m Microphone
Podium Mic
Handheld
Standing Mic
Panel Table Mics
m Speakers (*Not only for microphones, but laptop audio too.)
m Screen
m Flip Charts
m Easels
m Markers
m Sign-In Table
m Chairs
ROOM/STAGE SET-UP, SIGNAGE, & HOSPITALITY
Room Set-Up:
m Theater style
m Classroom style
m (Semi) Circle
m U-Shape
m Hollow-Square
m Other:
Number of Chairs:
Audience:
Stage:
Sign-In Table: YES NO
Location:
Stage Set-Up:
m Panel Tables
m Seated/Conversational (no tables)
m Podium/Lectern
What time can you arrive for set-up? _______
What time do you need to be out? ______
Speaker & Presenter Worksheet
Speaker Name:
*Verify spelling and preferred titles and pronouns.
Honoraria Amount:
Email:
Cell Phone:
After they agree, confirm the following:
m Event Date & Time
m Arrival Time to Venue
m Presentation Title (if applicable)
m Meal Provided? (Ask about dietary needs)
m Transportation
m On their own
m Pick-up time & address
m Accommodations
m Hotel Name & Address
m Check-in & Check-out times
m AV Needs
m Laptop
m LCD Projector
m Screen
m Microphone
Speaker Bio:
1 Be clear and precise. Are you asking this person to give a PRESENTATION, be in DIALOGUE with others, MODERATE a panel, or FACILITATE some other kind of activity?
2 Draft a SHORT STATEMENT outlining what you expect the speaker’s expertise to bring to the event. This will guide your expectations and help with drafting the eventual event description.
3 Bring up SPEAKING FEES early. There is no point wasting your time or theirs if fees are beyond your budget.
Title:
Date & Time:
Venue Address:
Primary Contact Name & Cell:
sample run of show
TIME RUN-OF-SHOW (ROS)
1 PM Staff arrive to finalize the room set-up.
1:30 PM AV Support arrives to set up equipment. Volunteers arrive.
2 PM Presenters arrive. *Who else should arrive early? ASL interpreters? Photographer? Event partners? Who will greet or orient them?
2:15 PM Microphone & tech check with presenters.
2:30 PM Doors Open. PPT loops thanking sponsors & promoting upcoming events begins.
3 PM Welcome & Opening Remarks by __________.
3:05 PM The moderator introduces the panel.
3:10 PM Panel discussion begins.
4 PM Audience Q&A begins.
4:20 PM Audience Q&A ends/Final speaker remarks.
4:30 PM Event ends.
5 PM Venue closes/clean-up complete.
Add a few detailed NOTES to help your team further plan.
PRESENTERS: Use door #6 where a staff member will greet you. A sound check will begin promptly at 2:15PM.
AV/TECH: Lapel mics are preferred over handheld mics for the speakers. One handheld is needed for the audience Q&A. LCD & screen for display PPT needed. Upon arrival ask for ______________.
VOLUNTEERS:
Volunteers should check in at the info desk for a brief orientation given by ______________.
MISC:
Moderator Tip Sheet
• Share event goals and establish expectations early.
• Own any discomfort. If addressing a contentious topic, name it, reinforce the importance of adventurous civility, and use community agreements.
• Prepare cutoff phrases ahead of time. If a panelist is not giving enough time for others to speak, interject with, “You have a great point, but I think we need to hear from _____.” Or “Thank you for that perspective. I’m curious to hear what ____ might think.”
• Good follow-up questions are open-ended and can be used to ...
• Add clarification: What did you mean by that? Could you elaborate? Can you give an example?
• Bring in new perspectives: That’s an interesting point. What do the rest of you think?
• Bridge ideas: Can we talk about the commonalities between these ideas?
• Dig deeper: That’s an intriguing idea. Can you unpack it a little more?
• Close with a call to action. Challenge your audience to stay engaged and to learn more.
In the summer of 2015, Spirit & Place partnered with legal scholars and others to explore the freedoms protected by the First Amendment through a series called Talking About Freedoms without Freaking Out. Our invaluable partners at Indiana Humanities, particularly then Program Director Leah Nahmias, helped us create our first-ever moderator tip sheet.
What Audiences Want from Moderators
• Clarity and guidance.
The moderator’s questions, though thoughtful, were too complicated and long.
The moderator didn’t seem to have a plan to lead the discussion anywhere and threw questions at the panel that they were unprepared for.
I was looking for more structural guidance from the moderator and clarity of the questions.
• Someone who remembers they are in the room too.
One of the panelists was less verbal than the others and should have been invited to speak more by the moderator [for our benefit].
Questions should be repeated by the moderator.
The moderator should remind the panelist to use the microphone.
• To be heard and to share experiences.
Great discussion, just wish there was a little more time for panel Q&A.
Would have been nice for attendees to talk informally afterwards. Perhaps breaking into groups to share thoughts, ideas, etc.
Quotes are from Spirit & Place Festival audience surveys.
Kevin Armstrong “TEN THOUGHTS I thunked”
by
1 The moderator’s principal role is to allow each panelist to be their best self.
2 If possible, talk individually with the panelists before the event and talk together with the group for at least an hour before the presentation. I usually provide the first question (only the first) to everyone before the event so they can hear one another’s answers and get a feel for one another’s tone and perspective.
3 Avoid formal introductions. A printed program may already provide a biographical sketch. And even in the absence of printed material, it takes no more than 90 seconds to introduce each person. The audience has come to hear from the participants, not about them.
4 Stand up for and involve the audience. If there is a Q&A, remind the audience to ask questions rather than make speeches. Somewhere between 25–30% of the conversation should involve the audience. Anymore and they run out of good questions. Any less and they feel sidelined. If the audience cannot hear the question, repeat it. If people do not understand the question, rephrase it.
5 Be neutral and objective. It is important to be provocative but if you have a dog in the fight, you should be on the panel rather than moderating it.
6 Be informed and prepared. You should have a general understanding of the subject to create a logical flow to the conversation. Have a set of possible questions, quotes, and conversation starters. Good answers generally arise from good questions. Then, be prepared to abandon them all if the conversation takes an interesting turn.
7 Ask the question everyone has on his or her mind but is not asking. If a panelist has been in the news, or is notable for a particular belief or practice, get it out on the table early so you can move on.
8 Once you’ve asked a question, look at the audience and look at the other panelists. The panelist shouldn’t be talking to you but to the audience and to any other panelists.
9 Be attentive to three things at once: The conversation that is going on. Where the panelists seem to be taking the conversation. How the audience is responding.
10 Say Thank you. To the panelists. To the audience. To your sponsors.
Kevin Armstrong was a longtime moderator of the Spirit & Place Festival’s signature event, The Public Conversation. We are deeply grateful for his generosity and skillful advice.
Marketing Tips
Bohlsen Group is a full-service marketing agency that has been working with Spirit & Place for close to 25 years. We are so grateful for their contributions to this toolkit!
Top 5 PR Actions
1 Have all your information readily available. Opportunities to promote your event could arise at any moment. Assemble a basic media kit that includes a fact sheet—name, date, time, location, and description. Gather logos, photos, head shots, and speaker/presenter bios.
2 Engage on social media. Beginning six weeks out, create social media graphics and a timeline to promote your event. Focus on posts that tag partners, speakers, and presenters for the best engagement. Encourage others to share and interact with posts to boost visibility.
3 Identify a spokesperson. Choose someone knowledgeable about the event, comfortable speaking with the media, and who has the flexibility to participate in an interview.
4 Reach out to local media and post on community calendars. Where do you go to learn about events? Contact those outlets with key messages about your event and follow up with your media kit.
5 Collect images during your event. Just because your event is over doesn’t mean media opportunities have ended. Maybe something amazing happened at your event that deserves further coverage. At the very least, capturing images and videos will help build up resources to help promote future events.
Social Media Tips
1 Facebook. Post 1-2 times per week leading up to your event, keeping copy between 100-250 characters. Include the registration link and tag partners to help cross-promote.
2 Instagram. Keep Instagram posts under 125 characters for easy readability. Use relevant hashtags to boost discoverability, but don’t overdo it. And remember, Instagram is image-driven!
3 Use Other Social Media Platforms. Regardless of the platform— X, Bluesky, LinkedIn, etc.—use graphics or photos when possible. Keep the copy short and engaging, respond to questions in the comments, and ask others to share.
Choosing an Event Image
In today’s highly visual world, you need good event images to use in social media posts, enewsletter, and media kits.
Tips:
• Choose an image that is evocative of your event and tells its story.
• Images, rather than logos, are the most effective.
• Consider how your image will be used.
o Images often get shrunk when put into other design pieces. What works well in one format may not work well in another. Be mindful about images with text as the text might not always be readable.
• Secure use permissions! Do not assume you have the right to use images without permission.
• If using a crowd shot, make it a good one. A photo of people’s backs is not very compelling.
Resources:
If searching for images outside of your own collection, look for images shared with a Creative Commons License.
Examples include
• Freerange at freerangestock.com
• Unsplash at unsplash.com
• Pexels at pexels.com
• Life of Pix at lifeofpix.com
• Reshot at reshot.com
• Gratisogrpahy at gratisography.com
Always read the fine print, verify use permissions, and credit when needed.
quick PR checklist
Have you done the following to promote your event?
m Updated your website
m Post on community calendars
m Create a Facebook event page
m Share images on Instagram
m Use LinkedIn & other social media platforms
m Extend personal invitations
m Board
m Volunteers
m Members
m Friends & Colleagues
m Feature in an e-newsletter
m Send out a press release
SOCIAL MEDIA TIPS:
• Create at least one post a week for the 4 to 6 weeks leading to your event.
• Tag your event partners to increase exposure.
• Ask your presenter for images! (Facebook and Instagram LOVE images.)
ENEWS & TARGETED EMAILS:
• 6 weeks out: Send a “Save the Date”
• 2 to 3 weeks out: Feature your speaker (or film, book, etc.)
in more detail
• 3 to 5 days out: “Still time to register” reminder.
PR Matrix
All events need thoughtful promotion, but marketing need not be expensive. You, your partners, and allies can spread the word far and wide if you give yourselves the time to plan and execute this basic plan. (Tip: Start promoting your event at least 4 to 6 weeks out.)
WEBSITE
Which partners & allies will post info on their website?
LEAD PARTNER
COLLABORATING PARTNERS
SOCIAL MEDIA
Who will use social media? Which platforms?
E-NEWS
Who can include info in their e-news? What are their deadlines?
Lead Partner: That’s you!
Collaborating Partners: These are the groups most closely connected to the event. Allies: These are groups who may not be officially involved, but who share your values and, if asked, will probably help promote.
PERSONAL INVITES
Which partners & allies will encourage staff, volunteers, board members, and friends to attend?
PRESS RELEASE
Who can write and send a press release?
FLIERS
Who can create & distribute fliers? How many?
COMMUNITY CALENDARS
Who can populate online calendars?
Sample Community Agreements
Spirit & Place often holds space for challenging dialogues. Community (or Common) Agreements invite the audience to take ownership by agreeing on how to collaborate and hold each other accountable.
The agreement below was made by Spirit & Place and its community partners for its Powerful Conversation on Race series. Please feel free to modify as needed.
• Be respectful.
• Meet people where they are.
• No racial slurs or derogatory names.
• Be present. (Turn off phones & email.)
• One diva, one mic.
• Give space, take space.
• Listen to understand, speak to be understood.
• Stories stay, lessons leave.
• Brave space.
• Suggestions?
Need a little clarity?
• Meeting people where they are means recognizing we all have different perspectives. It’s okay to challenge ideas, but not individuals.
• One diva, one mic is about sharing space. Allow whoever has the floor to have the floor. But . . .
• Be mindful about stepping back so others can speak. Another familiar agreement is, “Me & then Three,” meaning speak and wait until at least three others to contribute before jumping back in.
• Someone may share their story, and that story belongs to them. The lesson it provides can be shared, but it should not be retold without explicit permission.•
• Brave spaces are spaces where we can put our ideas on the table, but we expect to be challenged and pushed to our growing edge. Brave spaces ask us to sit with discomfort.
Adventurous civility moves beyond politeness by embracing discomfort, keeping an open and curious mind, and creating space for honest dialogue. Thanks to Krista Tippett for this wonderful concept!
We humbly thank everyone who provided insights, edits, and critical feedback not only on this publication, but on various workshops, video tutorials, and other capacity building activities created by Spirit & Place over the past 10 years.
Who inspires us?
These pages are shaped by years of experience, trial and error, and the thoughtful insights of others. We hope you’ve gained something new and feel inspired. For additional inspiration and practical guidance, we recommend the following resources.
The Art of Gathering: How We Meet and Why it Matters by Priya Parker (2018)
Emergent Strategies: Shaping Change, Changing Worlds by adrienne maree brown (2017)
The Little Books of Justice and Peacebuilding Series is a cooperative effort between the Center for Justice and Peacebuilding of Eastern Mennonite University and the publisher Good Books. If you’re organizing events on challenging topics, we highly recommend:
• The Little Book of Dialogue for Difficult Subjects: A Practical, Hands-On Guide by Lisa Schirch and David Campt (2007)
• The Little Book of Cool Tools for Hot Topics: Group Tools to Facilitate Meetings When Things are Hot by Ron Kraybill and Evelyn Wright (2006)
Stanford University’s d.school has the mission to help people unlock their creative abilities through design principles. Program Director Erin Kelley especially suggests:
• Design for Belonging: How to Build Inclusion and Collaboration in Your Communities by Susie Wise (2022)
• Make Possibilities Happen: How to Transform Ideas into Reality by Grace Hawthorne (2023)
• This is a Prototype? The Curious Craft of Exploring New ideas by Scott Witthoft (2022)
Start with Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek (2009)
Spirit & Place Director Pam Blevins Hinkle, a practicing musician, recommends that those using the arts as a civic tool explore Animating Democracy’s online resource “Aesthetic Perspectives” for guidance on turning creative expression into social action.
Imhotep Adisa
Kevin Armstrong
Vicki Bohlsen
Darren Chittick
Jon Greenhoe
Sara Hindi
George Kelley
Andrea Lott Haney
Bonnie Mill
Leah Nahmias
Christopher Nunn
Sally Perkins
Kathi Ridley-Merriweather
Mark Szobody
Aaron Welcher
Michelle Wickham
spiritandplace.org