Like any entrepreneur, it is understandable that you want to fulfill every promise you make to clientele. Ideally, when you announce an upcoming event, you must ensure you go through with it. However, some situations can make cancellation a much better option. In this position, you must address the problem in a way that assures your audience that you have their best interests in mind. This article gives you a guide on how to do this.
When should you cancel an event?
Reliability is the hallmark of any successful business, so cancellations must only come as a last resort. Admittedly, some unforeseen situations can cause you to choose between disappointing your audience or putting out a poor-quality event, which can be just as damaging to your brand. Here are some situations that can help you decide if you should cancel an event:
- You can't guarantee the safety and comfort of attendees due to health concerns or other technical issues and wish to take precautions.
- Natural disasters will likely interfere with attendance and put your audience in danger.
- Schedule conflicts or travel delays will prevent guest speakers who are supposed to engage attendees from arriving at the venue.
Note that you can still find good reasons to postpone the event in some situations rather than needing to cancel it outright.
Steps to canceling an event with little backlash
Before deciding to cancel the event, it's important to discuss it with key stakeholders such as speakers, team members charged with organizing the event, and investors. When a decision is reached on cancellation, you can use the steps below to ensure everyone receives notification in good faith.
- Draft a clear message apologising for the cancellation and explaining the reason. If money is involved, explain how and when you will issue refunds, and if there is hope for rescheduling, you can also point that out.
- Send out the cancellation message on time to prevent further inconvenience, such as attendees booking hotels and making fruitless travel arrangements. Last-minute messages will be more of a negative.
- Publish an 'event canceled' announcement on your web page and social media platforms to reach out to those who barely read emails.
- Make arrangements for a full refund quickly; the process should be hitch-free and transparent. Offering a bonus on your product or services can help you regain trust and goodwill.
- Continue to engage your audience by updating them with news on rescheduling as soon as possible.
‘Event canceled’ email templates you can use
The key to a good event cancelled email is paying attention to detail and being specific when necessary. Each phrase should be polite and imply your remorse about canceling. Also, update them on any next steps. Here are some event cancellation email templates you can use as a framework for your message.
Template #1: General cancellation
We regret to inform you that we must cancel [event name] scheduled for [date] due to unforeseen events. We sincerely apologise for any disruptions in your plans as we explore options for rescheduling. Please accept our apologies for the inconvenience caused. We remain grateful for your continued support and understanding.
Template #2: Weather-related
We regretfully announce the cancellation of [event name] planned for [date] due to inclement weather forecasts. As disappointing as this is, it is a step that is necessary to guarantee your safety and well-being, which is our utmost priority. We are actively working on rescheduling options and will keep you updated on any developments.
Template #3: Community event
We are disappointed to announce the cancellation of the [event name] scheduled for [date]. Please know that this decision was reached after careful consideration of the well-being of our community members. While we're saddened about the necessity of this cancellation, we will keep exploring appropriate alternatives and update you as soon as possible on any rescheduling details.
Template #4: Vendor specific
We regret to inform you that we must cancel the [event name] scheduled for [date] due to unforeseen circumstances. As a result, we must cancel your participation as a vendor in this event. We sincerely apologise for any disruption to your plans and will contact you with reschedule details once they are available. Thank you for your understanding and cooperation.
Template #5: Corporate event
We deeply regret that we must announce the cancellation of the [event name] scheduled for [date]. After careful consideration and assessment, we have decided on the cancellation, and we understand the disappointment and inconvenience this may cause. Further updates regarding any rescheduling will be communicated as soon as possible.
Frequently Asked Questions
Are there normally refunds for canceled events or changes in plans?
If the event is paid, there will be provisions for a refund. If, on the other hand, the organisers choose to reschedule, then arrangements will be made to use your payment for future events.
When is it right to postpone an event?
It would help if you considered postponing an event when circumstances make delivering the quality content you promised impossible. Be sure you customise the cancellation email and communications considerately to retain trust from your registrants.
How can you regain the trust of customers after canceling an event?
You can start by making refunds to accommodate the interest of registrants, keeping prospective attendees updated on new information, ensuring you don't cancel future events or offering a reward or incentive with future events.
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