Recently, I had a fascinating conversation with a fellow online business owner who's been deeply involved in the virtual summit world. She's hosted her own summits and has been a sought-after speaker at numerous others. During our chat, she brought up an intriguing trend where some summit hosts are now asking speakers to pay a "small admin fee" to secure their spot at the event.

This got me thinking.

Is this the new norm? Is it a fair practice? And most importantly, how does it impact the quality and overall success of virtual summits?

We've all seen pay-to-play models in various sections of online and offline business. Sometimes, it's grimy and gross, and we avoid these 'incredible opportunities' at all costs, but other times, people seem to flock to them, willingly paying for a chance to play ball! 

My Experience

Personally, I tend to be in the first group. 

But I've actually paid an admin fee 1 time.

I knew someone associated with the event and was asked to speak at the event. It wasn't until I went to submit my information that I realized there was a fee.

Not gonna lie- I was a little put off by this, but it was said to be necessary for marketing and a paid Facebook Ad campaign for the event. Interested to see how the paid ads would go and the overall flow of the event, I proceeded.

Now, I have no proof of what the fee actually covered or if said marketing was successful, but total disclaimer I didn;t see great results from the summit, which may or may not be related to this at all- I just have no way of knowing. 

Let's talk about the experience of the event.

To be upfront and honest about that experience, it wasn't the best.

It seemed a little off from close to the start, and from then on, everything seemed like a transaction, which I wasn't used to as a host or a speaker. It could have been just the way the organizers set the system, but I felt 'sold' to on more than 1 occasion. And I was super put off on a mandatory call where speakers were hard pitched into a high ticket program... all before the actual event. 👀

The event for attendees seemed to go fine. I'm not sure the speaker lineup was as intentional or targeted as I would have liked, which probably was due to only allowing people willing to pay to join. And personally, I think this is why the audience wasn't as targeted and led to less than great results for myself and possibly most speakers. 

I would also go on a limb and say that this also led to attendees possibly not getting the specifics on how to achieve the event goal 100% as well. 

So while I won't say I'd never do it again, I will say I tend to pass on these pitches as soon as they come in. 

Understanding the "Admin Fee"

The "admin fee" typically covers the logistical and marketing costs. This might include:

• Technical Support: Assisting speakers with technical issues related to their presentation, such as platform integration, slide sharing, and recording.
  • I would say this is the host's responsibility as the one organizing the event. I don't feel great about passing this off on the speakers.
• Marketing and Promotion: Paid marketing efforts to help get more registrations for the summit and /or supporting speakers in promoting their summit appearance to their audience. This could involve providing marketing materials, social media templates, and even dedicated promotional slots within the summit itself.
  • Again, I think this is the host's responsibility. If you need or want to run ads on your event registration page and don't have the budget to do it, then you may need to explore other avenues or recruit sponsorships that can help cover these costs. Speakers should help share about the event, but asking them to help pay for marketing costs is a little much for me. I don't like it at all.
• Speaker Resources: Providing speakers with valuable resources like presentation templates, checklists, and access to a private community for support and networking.
  • If you choose to go the ETRA-EXTRA mile and provide these assets, then there shouldn't be a cost associated with it.

How Has This Been Used?

While the concept of an "admin fee" might seem novel, it's not entirely new. In some industries, speakers at conferences or workshops might be asked to contribute towards venue costs or event production. However, the application of this concept to virtual summits, where many of the logistical costs are significantly lower, raises some interesting questions, including:

• How do "admin fees" for virtual summits compare to traditional conference models? Are they proportionally higher or lower, considering the reduced overhead costs of virtual events?
• What are the ethical considerations of charging speakers for participation in a virtual event, where the primary value exchange is often seen as exposure and audience reach?
• How do "admin fees" impact the accessibility of virtual summit speaking opportunities for emerging or early-stage entrepreneurs?
• Do "admin fees" incentivize summit hosts to prioritize profit over the quality of the speaker lineup and the overall attendee experience?
• How can summit hosts ensure transparency and fairness in the application and collection of "admin fees"?
• What are the alternative models for covering summit-related costs, such as sponsorships, affiliate marketing, or premium ticket options?

I don't have the final answer to these questions, but I think they need to be asked by anyone who explores the idea of adding an admin fee to their event, as well as virtual event hosts in general.

Impact on Summit Quality

It's crucial to remember that the virtual summit landscape is diverse. Some summit hosts may successfully implement "admin fees" while maintaining high-quality speaker lineups. Others may find that the potential drawbacks outweigh the benefits.

Here are the major considerations I think come into play...

• Deterring High-Quality Speakers:
  • Top-tier speakers, especially those with established audiences and strong brand equity, may be less inclined to participate in summits that require them to pay a fee.
  • This can lead to a less impressive speaker lineup, which can ultimately diminish the overall value and appeal of the summit for attendees.
• Creating a "Pay-to-Play" Environment:
  • The perception of a "pay-to-play" environment can damage the reputation of the summit and erode trust among potential speakers.
  • It can create the impression that speaker selection is based on financial contribution rather than the value they bring to the audience.
• Prioritizing Profit Over Value:
  • The focus on generating revenue through "admin fees" can overshadow the core objective of delivering a high-quality and valuable learning experience for attendees.
  • This can lead to decisions that prioritize profit over the quality of the speaker lineup, the production value of the event, and the overall attendee experience.
• Impacting Speaker Diversity:
  • "Admin fees" can disproportionately impact emerging or early-stage entrepreneurs, solopreneurs, and speakers from underrepresented groups who may have limited financial resources.
  • This can hinder the diversity of voices and perspectives within the virtual summit space.
• Negative Impact on Speaker Motivation:
  • Asking speakers to pay for the opportunity to share their expertise can negatively impact their motivation and enthusiasm for the event.
  • This can result in less engaging presentations and a less positive overall speaker experience.

It's important for summit hosts to carefully weigh these potential drawbacks against the potential benefits of implementing "admin fees" and to prioritize the long-term success and reputation of their event.

What Speakers Should Consider

If you're a speaker considering a summit opportunity that involves an "admin fee," here are some questions to ask yourself:

•  What is the fee amount? Is it reasonable and commensurate with the value offered by the summit host?
•  What specific services are included in the fee? Ensure the services provided are valuable and relevant to your needs as a speaker.
•  What is the summit host's reputation? Research the host and their past summits. Are they known for delivering high-quality events and supporting their speakers effectively?
•  What are other speakers saying? Seek feedback from other speakers who have participated in summits hosted by the same organizer.

The Bigger Picture

The "admin fee" trend in virtual summits raises important questions about the evolving relationship between summit hosts and speakers. It's a conversation worth having within the online business community.

Ultimately, the success of any virtual summit hinges on its ability to deliver exceptional value to both attendees and speakers. Summit hosts must carefully consider the potential impact of "admin fees" on this delicate balance.

Moving Forward

As the virtual summit landscape continues to evolve, transparency and open communication between summit hosts and speakers are paramount. Clear and upfront discussions about expectations, costs, and the value exchange are essential for building trust and fostering mutually beneficial relationships.

What are your thoughts on this topic?

Have you encountered "admin fees" as a speaker or summit host? Email us [email protected] and let us know what you think!