For decades, events lived and died by ROI.
Tickets sold, leads captured, revenue tracked, that was the scoreboard.
But 2025 is quietly (and not-so-quietly) rewriting the rules. The industry is moving from counting immediate dollars to measuring long-term value: Return on Relationships, or ROR.
And no, we're not implying that ROR is a rejection of ROI.
That shift changes how events are designed, sold, and measured.
The Numbers That Made Us Sit UpWe'll shoot straight: ROI hasn't vanished. In fact, 9 of 10 teams still say proving ROI is a top priority.
However, proving it is getting trickier, with roughly 38% of planners saying they struggle to quantify ROI cleanly anymore.
Meanwhile, relationship signals are loud and clear:
Three things are pushing this shift.
Yes, spreadsheets, endless calls for minor changes, and late-night edits haven't entirely disappeared, but tools are starting to shoulder some of that load.
First, attendees want connection. A bland schedule and a crowded exhibit hall won't suffice; people want curated conversations, introductions that matter, and formats that enable them to build something real.
When events deliver this, attendees leave trusting the brand and the community.
Second, sponsors are getting picky. They're tired of vanity metrics.
They want qualified meetings, pipeline, and long-term collaboration, not just quick lead counts.As budgets tighten, loyalty and continued engagement are worth more than a stack of business cards.
Third, planners are pushing back against being reduced to spreadsheets.
If your job is to design moments where ideas and people collide, it makes sense to measure the value those collisions create.
The OG Planners understand that ROI is essential for funding, but ROR captures the elements that keep events thriving year after year.
Measuring relationships sounds squishy, but it doesn't have to be.
Mixing numbers with narrative is the way to go:
Do all of the above, and you'll have a story that satisfies the CFO and the communities you're trying to build.
AI tools, such as Mingloft's integration, can transform bullet points into polished descriptions in multiple languages, and chatbots can respond in real-time, so attendees feel seen and heard.
The end result? People don't just attend the event, they experience it in a way that feels custom-built.
You see, that's the kind of engagement that drives satisfaction and, just as important, keeps them coming back.
From our demos, we've realized that long-time planners love ROR because it validates what they've always felt: events are about people.
They get excited about building communities, not just transactions.
However, one thing all planners share in common is that they're realistic: relationship value is harder to quantify, and not every stakeholder "gets it" at first.
So if you are a smart planner, go for both. Report immediate ROI to prove the event's business case, and then layer ROR metrics on top to show long-term value.
Because remember, "ROI gets you the budget. ROR keeps you relevant."
With that said, expect to see more community managers on payroll, more content that lives beyond the event, and platforms like Mingloft that keep conversations moving.
Of course, tech will help: smarter matchmaking, deeper analytics, and tools that tie introductions to business outcomes.
Budgets will then follow the value, not just a one-off sponsorship, but multi-touch programs that reward long-term engagement.
In short, the future belongs to planners who can prove both the immediate returns and the long-term relationships that drive sustained growth.
Yes, ROI still matters. But if you want events that matter for the long run, start measuring who you connect, not just what you sell, and ROR is the metric that makes that possible.
Why One-Off Events Fall Short
A single event can spark interest, but it rarely builds loyalty. Think of a conference or meetup you attended. You probably had a great time, met interesting people, and left feeling inspired. But once the event ended, how easy was it to stay in touch with those people? How often did you hear from the organizers again?
Most of the time, the energy fades within days. Attendees are left with scattered LinkedIn requests, a few notes in their phone, and no real sense of belonging. Organizers lose the chance to nurture that group into something stronger.
This is the weakness of one-off events—they can be exciting, but they rarely create ongoing engagement.
Communities Are What People Really Want
Today, people want more than just an event. They want connection. They want to meet others who share their interests, keep learning, and feel like they are part of something bigger. That is why communities are becoming central to modern event culture.We'll shoot straight: ROI hasn't vanished. In fact, 9 of 10 teams still say proving ROI is a top priority.
However, proving it is getting trickier, with roughly 38% of planners saying they struggle to quantify ROI cleanly anymore.
Meanwhile, relationship signals are loud and clear:
Three things are pushing this shift.
Yes, spreadsheets, endless calls for minor changes, and late-night edits haven't entirely disappeared, but tools are starting to shoulder some of that load.
First, attendees want connection. A bland schedule and a crowded exhibit hall won't suffice; people want curated conversations, introductions that matter, and formats that enable them to build something real.
When events deliver this, attendees leave trusting the brand and the community.
Second, sponsors are getting picky. They're tired of vanity metrics.
They want qualified meetings, pipeline, and long-term collaboration, not just quick lead counts.As budgets tighten, loyalty and continued engagement are worth more than a stack of business cards.
Third, planners are pushing back against being reduced to spreadsheets.
If your job is to design moments where ideas and people collide, it makes sense to measure the value those collisions create.
The OG Planners understand that ROI is essential for funding, but ROR captures the elements that keep events thriving year after year.
Measuring relationships sounds squishy, but it doesn't have to be.
Mixing numbers with narrative is the way to go:
Do all of the above, and you'll have a story that satisfies the CFO and the communities you're trying to build.
AI tools, such as Mingloft's integration, can transform bullet points into polished descriptions in multiple languages, and chatbots can respond in real-time, so attendees feel seen and heard.
The end result? People don't just attend the event, they experience it in a way that feels custom-built.
You see, that's the kind of engagement that drives satisfaction and, just as important, keeps them coming back.
From our demos, we've realized that long-time planners love ROR because it validates what they've always felt: events are about people.
They get excited about building communities, not just transactions.
However, one thing all planners share in common is that they're realistic: relationship value is harder to quantify, and not every stakeholder "gets it" at first.
So if you are a smart planner, go for both. Report immediate ROI to prove the event's business case, and then layer ROR metrics on top to show long-term value.
Because remember, "ROI gets you the budget. ROR keeps you relevant."
With that said, expect to see more community managers on payroll, more content that lives beyond the event, and platforms like Mingloft that keep conversations moving.
Of course, tech will help: smarter matchmaking, deeper analytics, and tools that tie introductions to business outcomes.
Budgets will then follow the value, not just a one-off sponsorship, but multi-touch programs that reward long-term engagement.
In short, the future belongs to planners who can prove both the immediate returns and the long-term relationships that drive sustained growth.
Yes, ROI still matters. But if you want events that matter for the long run, start measuring who you connect, not just what you sell, and ROR is the metric that makes that possible.