In an ideal world, every event you planned to host would go off without a hitch. But in rare cases, your team may have to make the difficult decision to cancel an event. In this article, we'll cover how to announce "event canceled" the right way—so you can minimize any inconvenience for attendees or loss of trust in your business.
When your event marketing team has a strategy in mind and is committed to running successful events, canceling should be your last resort. But in some situations, calling it off may be the best option. Consider canceling an in-person or virtual event in scenarios like these: To make the right decision for your team, speakers, and attendees, consider the risks of cancellation carefully. If attendees or speakers depended on your event to make connections or get information, a canceled event could create a major inconvenience or compromise trust. Calling off an event can also have a negative effect on partnerships, especially for co-marketed events. For in-person events, last-minute venue cancellations can lead to substantial fees. You've planned a summit or even a seminar but unfortunately you have to cancel your event. Before announcing your decision to cancel the event, ensure you've exhausted all other options. For example:When to consider canceling an event
Event canceled vs. postponed: When to reschedule an event
Remember that cancellation is a relatively final decision that implies the event will never happen. Is postponing a possibility? Consider rescheduling if:
Are you ready to move forward with an event cancellation? Follow these steps. First, hold an in-person or virtual meeting with key stakeholders. While your events team may lead the meeting, they shouldn't be the only people in attendance.How to cancel your event in 7 steps
1. Discuss the decision with stakeholders
It's also a good idea to invite your level team so you can assess risks properly. You may also opt to invite speakers, especially if you plan to reschedule the event. Come to a conclusion that everyone can agree upon. Ensure your decision and next steps align with your organization's event marketing strategy. Work with your events team to craft clear messaging about the cancellation. Use this general framework as a guide, and use the templates below for more specific messaging: Remember that the framework above is a good place to start informing attendees. When updating speakers or presenters, make sure to thank them for the time they invested and tell them how they can participate in the next event. Once you've decided on a message, send it to attendees. The process for this step varies based on the event type (i.e., virtual or in-person) and the software you used for registration. For example, if you use Livestorm for virtual events, you can easily create an email template to send to attendees. You can use dynamic copy to customize the template efficiently.2. Create messaging with clear reasoning
3. Send event cancellation emails to attendees
Make sure to send this message before canceling the event in Livestorm. Don't rely on email alone. To ensure that everyone affected knows the event is canceled, publish an announcement on your website, social media, and other relevant channels. While you may change the wording slightly to fit the channel, keep the messaging the same. Share a brief apology, provide a clear reason, and clarify next steps. Next, complete the cancellation process. For in-person events, follow the steps provided by the venue you booked. For virtual events, the process is much easier. If you use virtual event software like Livestorm, you can cancel an event with one click.4. Publish an "event canceled" announcement
5. Complete the cancellation via software or venue
Alternatively, you can update the timing for the event if you already decided on a new date. If the event required paid tickets, take steps to refund them as quickly as possible. Contact your payment processor to complete refunds promptly so you can retain trust and avoid negative feedback. If you plan to reschedule the event, make an announcement as soon as you confirm a new date. Engage attendees who registered for the original event as early as possible in the process. For example, you may want to extend a special early bird ticket sale or send an exclusive announcement to the event's original attendees. Using this approach, you can increase attendance quickly while building trust with your audience. Can't figure out how to phrase your announcement? Use these event cancellation email examples as a framework for your own message. We're sending this message to inform you that we've made the difficult decision to cancel (event name). Weather reports for (date) reflect a high likelihood of (weather), and we must put the safety of speakers and attendees first. We're as disappointed as you are about this turn of events. We sincerely apologize for any inconvenience this cancellation may cause. We look forward to welcoming you at next year's event, the dates for which we intend to confirm very soon. It's with a heavy heart that we must announce (event) is canceled due to (health and safety concern). We understand how important this event is for many (industry) business owners year after year. While it won't be possible to host this event in person in (year), we're committed to hosting virtual events throughout the year. Please look forward to more details about these events. We hope to see you online. We regret to inform you that after careful consideration, (event) has been canceled due to (problem with venue). (Organizer) understands that this change in plans may cause significant inconvenience for your team. We want to express how disappointed we are by this turn of events. However, these circ*mstances are beyond our control. If you have any questions about how you can participate in our next event, please visit our FAQ page here: (link). With regret, we must inform you that (organizer) has made the decision to cancel (event). Unfortunately, (reason) will prevent us from holding the event as planned. All ticket holders will receive a full refund using the original payment method within 10 business days. In the event that (organizer) is able to reschedule the event, all original ticket holders will receive a presale code for the purchase of a new ticket. We thank you for your support and hope to connect with you soon. Please reply directly to this message with any questions or concerns. We're writing with good news and bad news. First, the bad news: we've had to postpone (event). Due to (reason), we believe this decision is in the attendees' best interest. Now for the good news: we've already secured an alternative date. (Event) will now take place exactly three weeks later, on (date). Sessions and speakers will remain the same. Please mark your calendar to reflect this updated timeline. We look forward to welcoming you to (event). It's going to be an event to remember! When you host virtual events, you need software that adapts to meet your needs—including schedule changes. With Livestorm, you can host online conferences, webinars, and meetings. Livestorm can simplify your virtual event workflow and help you leverage the latest event marketing trends by offering:6. Refund ticket sales for paid events
7. Reschedule the event if appropriate
5 Event cancellation email templates
Weather-related event cancellation email template
Health and safety-related event cancellation email template
Venue-related event cancellation email template
Event cancellation email template with refund information
Rescheduled event email template
Livestorm for your next virtual event
