Association professionals put so much thought, effort, time, and money into planning exceptional conference experiences. There are many reasons why members—and nonmembers—choose to attend. They come to network, discover new places, and catch up with old friends and colleagues.

The learning and the speaker lineups are also big draws. The scary truth is that even when attendees enjoy a session, they quickly forget what they learned. According to cognitive scientists Henry Roediger and Mark McDaniel in their book Make It Stick, “In very short order we lose something like 70 percent of what we've just heard or read.” How can we help conference-goers retain what they learn so they take back ideas they can apply to their jobs? 

We can start with the popular learning pyramid, which indicates that retention is highest when people discuss the content and teach what they have learned. The School Nutrition Association (SNA) applied some best practices from this framework in January 2022 when we welcomed approximately 400 attendees to our first in-person conference since the start of COVID-19.

Many more organizations are returning to in-person conferences, and the stakes are high as people venture out to attend even as the pandemic persists—which is why it’s more important than ever to help participants retain what they have learned.  

Based on our experience at SNA’s recent conference, here is a roadmap to help attendees retain learning. 

Create a Framework

Spend time considering the learning objectives for the conference and how attendees should apply the learning from the event. For our meeting, we surveyed registrants to ensure that the in-person experience had the right mix of topics and idea-sharing to make it worth their while.

Additionally, we asked participants to identify their goals at the outset of the conference, helping them determine the primary reasons they attended and what they hoped to gain. At the opening session, we encouraged them to outline their goals and keep those goals in mind for the entire conference. It’s essential to reinforce attendees’ critical role in their own choices and learning.  

Develop Valuable Content

Gone are the days of people simply sitting back and listening to a keynote speech. Engage attendees in the content and ask them to share their perspectives and ideas. Following the learning pyramid framework, help participants process what they heard and apply the learning by discussing what the speaker shared.

Gather up the key takeaways and big ideas from the conference into a handy reference summarizing what attendees have learned.

“To make meaningful learning and change in the field, conferences should be rethought in terms of their role in serving a community of practice. Ownership of the knowledge must go to the entire community and not just the speakers on the stage,” said Josh Yavelberg, Ph.D., CEO and chief solutions architect at Flying Cloud Solutions.

Take advantage of the widespread use of digital devices by using a conference app to support learning and enrich the conference experience. An app is a great way to promote idea-sharing through chat and online networking.

Even though conference attendees are away from their offices, their phones and other devices can pull their attention away at any time. As Jeanine Turner, Ph.D., a professor at Georgetown University, states in her book Being Present, “Everyone around you is carrying a device…that reminds you that the attention of your audience is never guaranteed.” 

Capture Key Takeaways

Gather up the key takeaways and big ideas from the conference into a handy reference summarizing what attendees have learned. This reference can be sent out after the event and is an excellent way to add value and reinforce the learning. 

During the conference, carve out time to encourage attendees to reflect on what they have learned and what ideas they will take back to their teams. End the meeting with a session where people reflect and look forward. This approach is an effective way to come together, compare notes, and help people process everything they have learned. 

According to the learning pyramid, the best way to learn is to teach. Encourage attendees to share their new knowledge with their teams. Recommend that they set up a session with colleagues after the conference to walk through presentations or key handouts. 

Schedule Follow-Ups

Make the most of your keynote speakers. In addition to requesting teaser videos to be used before the event, request takeaway videos to be shared with attendees afterwards. Use the videos to jog their memory and remind them about what they learned. 

Our in-person conference included a virtual component a week later featuring session highlights from the in-person event. It was positioned as a virtual-only experience for virtual-only attendees. It was also an add-on benefit for those who paid the higher price to attend the in-person conference. Several people who attended in person joined the virtual conference to hear some of their favorite sessions again or listen to sessions they may have missed, keeping the learning going.

It takes courage to come to an in-person conference after months or years away from the format, especially as the ongoing pandemic continues to drive concerns about health and safety. Conference planners can help attendees see the return on their investment in event experiences by ensuring the learning lasts well beyond the conference.