Using events to strengthen institutional trust

🛺 Driving Change: Cricket, Collaboration, and Campus Culture… When I took over as Director of Manipal Institute of Technology (MIT) in 2017, we were gearing up for our Diamond Jubilee celebrations. With a year full of academic events, conferences, and sports, we expected a huge influx of guests from across the country. In a small, close-knit educational town like Manipal, the first people these visitors meet are often the auto rickshaw drivers-the unsung ambassadors of our city. Recognizing their pivotal role, the organizing committee proposed a unique initiative: let’s connect with the auto drivers, involve them in our celebrations, and make them feel like valued partners. We invited them to campus, shared our plans, and discussed how their support could help us create a positive experience for our guests. During our discussion, someone floated the idea of hosting a cricket match just for them on our grounds-a chance for them to unwind, connect, and feel appreciated. Despite the rain that weekend, nearly ten teams of drivers turned up, brimming with enthusiasm. Watching them enjoy a day of sport and camaraderie-many reliving their own student days-was incredibly rewarding. It wasn’t just about cricket; it was about trust, respect, and genuine community engagement. After this event, we saw a noticeable shift: the auto drivers went out of their way to help our guests, students, and residents. They returned lost items, ensured safe travel late at night, and became true partners in making Manipal a welcoming place, thanks to the drivers’ newfound sense of partnership. Key Takeaways for Higher Education Leaders: 1. Community stakeholders, however informal, are vital to your institution’s reputation and student experience. 2. Meaningful engagement builds trust and loyalty that goes far beyond transactional relationships. 3. Small gestures-like a friendly cricket match-can create lasting goodwill and support. 4. Listening to and involving local communities can surface creative ideas and foster a sense of shared purpose. I’d love to hear from other leaders: How have you engaged with your local community in ways that made a real difference? What unexpected partnerships have helped your institution thrive? #LeadershipLessons #CommunityEngagement #HigherEducation #Leadership #Manipal #StudentExperience #InstitutionalCulture

I'm probably going to get a lot of push back on this one but can we talk about fundraising events for a second? I feel like we're seeing two very polarized camps at the moment - all in on events v. burn them all down. But I think we need to be honest that there is a lot of grey in the middle here. Yes, I know the kind that take months to plan, burn out your team, and at the end… barely move the needle on long-term support. I’ve actually been there myself, pouring every ounce of energy into silent auctions and gala checklists, only to be left asking: Was this worth it? But here’s what I’ve realized (and what I hear over and over from the 60,000+ fundraisers I’ve coached): I was getting events wrong because I was focused on the wrong outcomes. 👉 Events aren’t inherently bad. But they often reinforce a transactional model of fundraising > chasing one-time donations, measuring success by attendance or dollars-in-the-door, and masking exhaustion as “commitment”. But what happens when events are about building alignment and connection with potential Power Partners—not just collecting checks? Here’s what that could look like: > Design for connection, not just content: Prioritize moments that allow authentic conversations and shared values to emerge. > Ditch the donor performance pressure: You don’t have to wear a mask of perfection to be worthy of investment. > Follow up with alignment, not asks: Use post-event outreach to invite potential partners into deeper relationship (if it’s the right fit). Events can build trust, clarity, and long-term sustainability when they are done right (and when the post event follow-up is really where the magic happens). It isn't all or nothing, it isn't inherently good or bad. It's all what you make it and where you intention lies. Have you ever hosted an event that felt misaligned? What would you change now? #FundraisingEvents #PowerPartners #WhatTheFundraising #NonprofitLeadership

The smartest brands aren’t just chasing attention—they're 𝐛𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐭𝐫𝐮𝐬𝐭. And trust is being built 𝘰𝘧𝘧𝘭𝘪𝘯𝘦 at in-person events. Look at the surge in weekly run clubs, speaker panels, and networking events post-pandemic. People aren’t just attending—they’re showing up in droves to reconnect, learn, and build real communities. Yes, the pandemic made us lonely, but it also exposed something deeper: how fragmented our social fabric has become since quietly secularizing starting in the 1990s. Now, people are actively rebuilding it—together. And this trend isn’t slowing down. In fact, I think AI will accelerate it. With some estimates predicting that 90% of online content will be AI-generated in 2025, where will people turn for trust and real connection? In-person. A study by Freeman found that 80% of event attendees see in-person events as the most trustworthy source of information. Brands need to take note. Your executive’s blog post? It’s drowning in AI-generated SEO content. But the brands that show up in real life—at run clubs, panels, and community gatherings—are the ones winning trust, attention, and loyalty. The only reason marketers hesitate? Attribution is way harder than tracking paid ads. But its clear: in-person events aren’t just back—they’re the most powerful trust-building tool we have.