With the end of summer comes conference season. And that season sees charities and groups laying out big money on events around the fringe of the various party conferences. Some events succeed. Most will draw only a handful of delegates, often in search of food or refreshments. So what questions should you ask yourself before you lay out hard-won cash?

Who are you trying to reach?

If it is two or three specific MPs or even their advisers, then a public panel probably isn’t the answer. A private meeting or even a small dinner is likely to be more useful. Conference, for the main parties at least, is crowded, schedules are packed, and busy people take the path of least resistance to what they need.

What do you want them to do?

Any event, fringe or otherwise, without a clear ask is just a money pit rather than a campaign. Agree ahead of time what you want guests to say or do after they leave. What’s the take-home message?

Can you follow up?

Most value comes from any conference in the weeks afterwards. Pre-plan your follow-up letters, calls, meetings, or briefings before you even book the venue. If you don’t have the resources for those follow-ups, save the money and skip the event altogether.