Guess Where the Money is: Communities or Events?

For years social good has produced a plethora of events – fully systemizing the effort to produce more and more revenue. Except, it didn’t work. Acquisition kept getting harder. Retention kept getting lower. Event leadership kept losing their jobs. Why? Turns out we were systematizing the wrong thing. We should have been systematizing the building of communities. Communities sometimes hold events. Events rarely hold communities. We had it backwards and our results prove it.