We should all be at the beach. But if we aren’t…

Summer has a reputation for being slow.

And in some ways it is. Inboxes thin out. Meetings get pushed. The pace shifts.

But here's what I've noticed after nearly two decades of producing events for nonprofit organizations: the ones that do their best fall and spring events aren't resting in July. They're planning.

Not the stressful part - the fun, thoughtful, creative part. Planning - with the kind of calm intentionality that the rest of the year rarely allows.

Summer is actually the best time to make the decisions that matter most. The ones that seem small but aren't.

The date. Chosen thoughtfully - not around what's left on the calendar but around what gives your community the best chance of showing up.

The venue. Sourced early enough to have real options, not just whatever's still available in September.

The format. Decided with intention - what does this gathering actually need to be to fulfill its purpose? A gala? A summit? An intimate donor series? The answer should come from strategy, not habit.

The guest list. Built around who specifically needs to be in that room — not just who you can get, but who you need.

These decisions compound. Make them well in summer and everything that follows gets easier - the design, the sponsorships, the outreach, the execution.