Not All Value Is Equal: Understanding Every Side of Your Event Community

At their core, events are about people gathering with purpose. But here’s the truth every organiser knows, not all value is equal.

Each side of the event community defines ROI differently.

What feels like “value” to an attendee may not look anything like “value” to a sponsor, a speaker, or even the association hosting the event. If we treat all sides of the community as though they measure success the same way, we miss the chance to deliver real impact.

At SixSides, our mission is to help associations and event organisers create events that spark meaningful connections, strengthen communities, and deliver lasting impact. To do that, we have to acknowledge a simple truth: not all value is equal.

Let’s look at how the six sides of the community define value.

Associations: Building Community and Purpose

For associations, value is measured in mission impact. An event is never just about logistics...it’s about advancing their purpose. Associations define ROI through the strength of relationships formed, the visibility of their cause, and the loyalty created long after the event ends.

They need events to deepen member engagement, attract new supporters, and demonstrate outcomes to boards, funders, and stakeholders. The value they’re seeking is often intangible but incredibly powerful: belonging, purpose, and advocacy. If attendees walk away feeling more connected to the association’s mission, that is real ROI.

Without clear evidence of these outcomes, events risk being seen as a cost centre rather than a growth driver. Associations increasingly need ways to measure connection, awareness, and momentum — the outcomes that matter most to their purpose.

Event Organisers: Smooth Delivery and Measurable ROI

For organisers, value comes from control and evidence. They’re responsible for schedules, logistics, and countless moving parts, but what they truly value is proof that their work created results.

Control means having systems that keep everything running smoothly, even when curveballs arise. Evidence means demonstrating, with data, that attendees were engaged, sponsors were satisfied, and the event achieved its goals. Without that, they’re left with anecdotal feedback and guesswork — which isn’t enough in today’s climate.

Boards demand justification for spend. Sponsors want hard data on ROI. Attendees expect seamless experiences matching the digital world they live in. For organisers, being able to point to real-time insights, engagement metrics, and ROI data is what validates their role as strategic leaders, not just event managers.

Sponsors: Visibility and Leads That Matter

For sponsors, value is ROI but not in the old sense of logos and foot traffic. What they want is meaningful visibility and qualified leads that can turn into future relationships.

Traditional sponsorship often over promises and under delivers. A logo on a lanyard or a booth in the exhibition hall might check the box, but it rarely drives lasting engagement. Sponsors are more discerning now.

They seek authentic interactions, visibility that extends beyond the event, and data that proves they reached the right audience.

Value for sponsors might look like conversations with prospective customers, user-generated content that showcases their brand, or lead lists that highlight genuine interest. Without these, investment is hard to justify. The events that win sponsorship loyalty are those that can capture and report on sponsor engagement — not just attendance.

Speakers: Reach and Recognition

For speakers, value is reach and recognition. Their definition of ROI goes far beyond the applause they get on stage. They want to grow their audience, build credibility, and ensure their message has lasting impact.

A great event gives speakers visibility, meaningful interactions, and authentic content they can share afterwards. Visibility builds their reputation. Connection gives them follow-up opportunities with attendees. Content like photos, quotes, and feedback becomes marketing fuel they can use to amplify their voice long after the event.

If events provide these outcomes, speakers will return and recommend the event to peers. If not, the impact is fleeting. Recognising speakers as stakeholders in ROI is key to attracting top talent again and again.

Attendees: Connection and Learning

For attendees, value comes down to two questions: Did I connect? Did I learn?

Connection means breaking down barriers to meet new people, form relationships, and feel part of something bigger. For many, the difference between a good event and a great one is whether they leave with new contacts or even new friends.

Learning means gaining knowledge and resources they couldn’t get elsewhere. If attendees don’t leave with fresh ideas or practical takeaways, the event risks being forgettable. They also value memories, the moments they share, the stories they tell, the experiences that last long after the event ends.

If attendees can see and feel the impact of their participation, they’ll return and bring others. If not, they’ll look elsewhere.

Volunteers: Belonging and Contribution

For volunteers, value is belonging and recognition. They are the hidden backbone of many events, welcoming attendees, guiding logistics, and supporting organisers.

Volunteers give their time not only to help but to be part of something meaningful. When they are acknowledged, thanked, and integrated into the story of the event, their contribution feels worthwhile. When overlooked, burnout and disengagement quickly follow.

Value for volunteers can be as simple as a thank-you, opportunities to connect with the community, or being included in the event’s narrative. For many, volunteering is also a pathway to deeper involvement in the community. If events recognise that, volunteers become long-term advocates and ambassadors.

Why It Matters

Not all value is equal. If you try to measure every side of the event community with the same yardstick, you’ll always come up short. But when you design experiences intentionally around what each side defines as value, the impact multiplies.

That’s the philosophy we’ve built SixSides on:

• Maximise Engagement – break down barriers so more people connect.
• Deliver Proven ROI – capture and measure what matters to each side.
• Grow Community Beyond the Event – keep the momentum alive year-round.
• Streamline Workflows – give organisers clarity and control without extra admin.
• Tell Your Story – capture and share the moments that show real impact.

And here’s the key: for every piece of functionality we design, we ask one question — how will this create value for every side of the event community?

That discipline is what transforms events from one-off occasions into engines of community growth. Because when every side gets what they truly value, everyone wins.

We'd love to speak to you about your event and the community you are serving.