The summer started with such promise. Vaccination numbers were rising; COVID-19 cases were plummeting. Lockdowns were lifted, and many of us took flight, mentally and physically. We allowed ourselves to dream of a fall that looked a lot like normal. But then came July, and then August, and here we go, in the wrong direction.

As we head full steam into… can I say it now? …The end? Give me 60 seconds not to wax poetic or get too sentimental, but to discuss what we got right this past year.

Well before the pandemic wreaked havoc on the nonprofit event world, our corporate partners were already scrutinizing how their event sponsorship dollars were being spent. Over the last few years, I increasingly heard from concerned development teams weary of the growing chorus of voices saying, “We no longer pay for parties.”

Doesn’t that line speak volumes to the job, perhaps the poor job, we have done demonstrating that our events are a vital part of our development, public relations and marketing strategies?

It’s been a slow boil, but nonprofit events’ day of reckoning has come. Profit margins hit the roof in 2020, scaling previously unattainable levels. Long-time donors and newly philanthropic-minded patrons stepped up to exceed our original revenue goals, while most of the live event expenses went by the wayside. Chances are that “perfect” storm is not happening again any time soon.

Undoubtedly, the success of our 2020 virtual campaigns complicates the pivot back to live events. And now is the time to rally support for our return to live. The spotlight has never shone brighter on what we do next.

So what is next?

Events need to do more good. We must be vigilant on staying mission centric and goal focused and exhibit an openness to spread the love and share the spotlight with others who have a similar mission and values.

The good news: it is not hard. I have been preaching this and putting it into practice for years. First, start with a clean slate and don’t concern yourself with what your audience, sponsors and partners have come to expect. Ultimately, we want them to expect more than our pre-pandemic best, and then deliver something even better.

Sure, I had the pity party. First I threw one for myself, and then I attended those of many of my clients. We collectively lamented those lost live events, those save-the-dates that were in the mail, those venue and vendor contracts soon to be rescheduled only to be cancelled a month later. The menus, the hosts, the speakers, and those shimmering ball gowns in the closet all would have to wait … but for how long?

I make no apologies for my love of superhero movies, all of them. The Marvel Cinematic Universe? Oh, I am a frequent flyer. People have asked me over the years just what my fascination is with these movies.

I love watching, even in a fictional sense, what people do when they have the capacity to change (or, in some cases, save) the world. How motivating and empowering—and daunting as well.

However, you don’t need to go to the movies to see how that works, do you? If we’ve learned anything from countless stories near and far, it’s that one person with modest means, no road map, and just a passion or a keen awareness of a need can positively impact the lives of many.