LAURIEN TOWERS began her diversified career of over 30 years as one of the producers of LIVE AID, immediately followed by several other live global telecasts. Laurien has produced and directed multi-cultural events internationally including with Eastern Bloc nations, concerts, animation, film, and theatre. Her expertise includes strategic planning, creative development, and production of special events, benefits, concerts, live global telecasts, animation, documentaries and film festivals.
Ms. Towers has extensive experience in Special Events Production & Management. She has worked internationally with government agencies, non-profit organizations, private companies, performers and media worldwide to create and establish joint business ventures and entertainment co-productions. Laurien has organized, produced, directed and managed the logistics, travel and promotional details for business conferences, benefits, concerts, live global telecasts,theatrical, film and video productions. Additionally, she has managed and represented international musical acts for charitable events and commercial concert venues in the U.S.
Dedicated to promoting cross-cultural understanding and cooperation, Laurien has been involved with the development and production of positive, innovative projects that focus on children, humanitarian, and environmental issues. She has served as Executive Director for Medicine for Humanity, an international non-profit organization dedicated to improving women’s health worldwide, and consults with other non-profit organizations to develop creative projects and mutually beneficial alliances with local venues and businesses for fundraising events.
Interview Transcript
NPE Laurien Towers
Hugh Ballou: Hey friends, welcome to The Nonprofit Exchange. Russ, we got another good guest today, thanks to you. You reached out and talked to Laurien. Russ, how are you today?
Russell Dennis: It’s a fine day here in Aurora, Colorado, right by Denver. We’ve got Laurien Towers. Brilliant lady who has done a lot of events. She is here to share her wisdom with us about how to run an event for your nonprofit. Some of the things that will enhance your success.
Hugh: With that lead-in, Laurien, welcome.
Laurien Towers: Thank you, Hugh and Russ. I am honored and privileged to be here with you. I love what you guys are doing. I’ve watched diligently the past few months. I’ve been an event producer for what feels like my whole life, over 30 years. I have worked on huge events, live global satellite shows. I began with Live Aid. I was in the former Soviet Union for a number of live telecasts and concerts. I did a film project with them. I have worked in the Caribbean. I don’t just do large events. I work with smaller nonprofits. I just came up to Washington to work with one and do an annual one. I have worked with churches and kids’ groups and Save the Whales. I am well-versed and love doing events for causes to help them raise money, awareness, and make a difference and expand the great work they all do.
Hugh: Thank you. We have some specific questions we want to ask you. Before we get into that, I want you to give us some perspective. Why should people have events? Then what is an example of an event that went wrong?
Laurien: How long do you have?
Hugh: I want to get into the questions, so give us a summary.
Laurien: I prefer to focus on the ones that work. In any case, why people do events. The first obvious one is they want to raise money for their cause, organization, church. How can we have a big party and have people come support us? That is not the only reason. Sometimes it is a new organization, or you moved to a new location, so you do it to invite the community into my home to see what I do and what I’m passionate about and hopefully inspire them to be excited about what you care about doing, as I am. A lot of it is about awareness and outreach, expanding your base, whether it’s just community relationships, and your support base, d