Orchid Connect

Using Salesforce for Event Management: A Guide for Associations

Using Salesforce for event management can greatly streamline the process for associations, from planning to execution. Here’s a guide to help associations leverage Salesforce for effective event management:

1. Assess Your Event Needs:

  • Define the goals and objectives of your events. Be concrete and measurable here. 
  • Identify the type of events you host, such as conferences, webinars, or workshops. Think of each as a template to make repetition make sense and ease creation.
  • Determine the data you need to collect for each event. Consistency here will help with measuring success and member engagement.

2. Set Up Salesforce Event Management:

  • Utilize Salesforce’s Event object to track and manage events. Try to work within the system’s limitations; avoiding customization wherever possible. 
  • Customize event fields to capture relevant information, such as date, location, and registration details.

3. Integrate with Marketing Cloud:

  • Integrate Salesforce with Marketing Cloud for seamless promotion and communication. This will be key to engaging membership effectively.
  • Use Marketing Cloud to create and send targeted event invitations, newsletters, and promotional emails.

4. Create a Registration Process:

  • Implement Salesforce Communities for member self-registration.
  • Customize registration forms to collect necessary attendee information.
  • Set up automation for confirmation emails and reminders.

5. Manage Attendee Information:

  • Utilize Salesforce Campaigns to track attendees.
  • Create custom reports and dashboards to monitor registration numbers, attendee demographics, and engagement.

6. Facilitate Payment Processing:

  • Integrate payment processing tools or use Salesforce Billing for paid events.
  • Set up automated payment reminders and confirmations.

7. Leverage Salesforce Mobile App:

  • Enable staff to access event information on the go with the Salesforce mobile app.
  • Use the app for real-time updates, check-ins, and communication.

8. Coordinate Logistics with Salesforce Chatter:

  • Utilize Chatter, Salesforce’s collaboration tool, for internal communication.
  • Create event-specific Chatter groups for teams to collaborate on logistics, updates, and troubleshooting.

9. Manage Speakers and Sessions:

  • Use Salesforce to manage speaker details and session schedules.
  • Utilize custom objects or fields to track session topics, speaker bios, and presentation materials.

10. Post-Event Engagement:

  • Continue engagement after the event with post-event surveys and feedback forms.
  • Use the information gathered to improve future events and tailor content to members’ interests.

11. Utilize Automation:

  • Implement automation for routine tasks, such as sending confirmation emails, updating attendee records, and generating post-event reports.

12. Integrate with Third-Party Apps:

  • Explore and integrate third-party apps available on the Salesforce AppExchange to enhance event management capabilities.

13. Train Staff and Users:

  • Provide training for staff members and event organizers on using Salesforce for event management.
  • Create documentation and resources for easy reference.

14. Evaluate and Iterate:

  • After each event, conduct a thorough evaluation.
  • Use the insights gained to iterate and improve your event management processes for future events.

This is a guide for best practices when utilizing Salesforce for event management. By following this guide, associations can maximize the capabilities of Salesforce for event management, resulting in more efficient processes, better engagement, and improved overall event experiences for both organizers and attendees.


Orchid Connect is a woman-owned Salesforce implementation firm with 30 years of experience serving associations, non-profits and small/medium businesses. We specialize in strategic and implementation services, go-to-market support, and ongoing support. To learn more, reach us at reachout@orchidconnect.com.