Dual-purpose events have emerged as one of the most effective formats for growing and sustaining engaged communities. These events blend two core goals—community-building and knowledge-sharing—into a single experience. The result? Deeper relationships, greater value for participants, and stronger long-term engagement.
Whether you’re leading a professional network, running a brand community, or growing a member-driven initiative, dual-purpose events can help you deliver more impact in less time—without sacrificing either relational or educational outcomes.
What are dual-purpose events?
A dual-purpose event is any gathering—physical, digital, or hybrid—that serves both relational and informational goals.
For example:
A webinar followed by a breakout session for peer networking
A live panel discussion with a community-led Q&A
A virtual workshop paired with small-group reflection
A product demo that doubles as a meet-and-greet for users
A conference that integrates expert talks with open community forums
The core idea is this: people come for the knowledge, but they stay for the relationships. Dual-purpose events acknowledge this dynamic and design for it from the outset.
Why they matter in community building
Most communities operate across two dimensions:
The functional: learning something, solving a problem, accessing value
The social: meeting people, sharing stories, feeling connected
Traditional event formats often prioritise one at the expense of the other. A training webinar may deliver knowledge but leave attendees passive and disconnected. A social mixer might build relationships, but without a central theme or takeaway.
Dual-purpose events fill the gap between those extremes. They create space for both learning and belonging—the two ingredients that make a community meaningful and sticky.
Here’s why that matters:
They increase participation: Attendees have more reasons to show up when events offer tangible takeaways and the chance to connect with others.
They deepen engagement: Conversations extend beyond the event itself, into community forums, chats, and future collaborations.
They support diverse member needs: Not everyone joins a community for the same reason. These events appeal to different motivations at once.
They foster co-creation: When members contribute knowledge or perspectives, they’re no longer just consumers—they become co-owners.
Designing a dual-purpose event: key elements
The success of any dual-purpose event lies in intentional design. You don’t just bolt on a networking session after a webinar and hope it works. You design the event as an integrated experience.
Here’s what that looks like in practice.
1. Define both outcomes
Start by asking:
What should participants learn or walk away with?
What kind of connections do we want them to make?
Set clear outcomes for both dimensions. For example, “gain a practical understanding of community metrics” (knowledge goal) and “meet 3 other community managers” (relational goal).
2. Build the agenda around transitions
A dual-purpose event should feel like one coherent journey—not two separate segments stitched together. Create natural transitions between formats:
Use live polls or icebreakers to shift from presentation to conversation
Break long content segments with small-group discussions
Use shared notes or whiteboards to blend knowledge and dialogue
Think about pacing. Attention spans differ between absorbing information and socialising. Build space for both.
3. Create multiple layers of participation
Not all attendees will engage in the same way. Design for:
Passive learners (great content, replays, summaries)
Active participants (live chat, polls, Q&A)
Social connectors (breakouts, open forums, follow-ups)
This tiered approach allows for accessibility without compromising depth.
4. Leverage technology intentionally
The right tools can make or break a dual-purpose event:
Webinars or video platforms for presentations
Breakout rooms or discussion boards for connection
Live chat, reactions, or polls for engagement
Ideally, use platforms that allow for seamless switching between formats—reducing friction and boosting participation.
5. Follow through post-event
The event isn’t over when the Zoom call ends. Post-event actions sustain engagement:
Share highlights or key learnings
Encourage continued discussion in your community space
Tag or feature contributors to increase visibility
Run follow-up events or open office hours to continue momentum
A well-executed follow-up can convert first-time attendees into active community members.
Examples of dual-purpose events in action
Here are a few use cases across different types of communities:
Creator community: A monthly AMA (ask me anything) where the creator shares behind-the-scenes insights, followed by small breakout rooms where members discuss what they learned and connect over shared interests.
Professional network: A skills workshop on using a new tool, combined with peer-to-peer mentoring sessions for accountability and application.
Brand community: A product update session followed by customer roundtables to discuss use cases, give feedback, and build trust.
Nonprofit initiative: A panel on sustainability with breakout ideation rooms where members can pitch or co-create community projects.
These formats don’t just educate—they activate. They turn attendees into contributors. And contributors into community anchors.
Strategic benefits for community leaders
Dual-purpose events are more than just a smart format—they’re a strategic asset for community growth and retention. When done right, they help:
Build stronger relationships without needing constant one-on-one engagement
Reduce churn by giving members more value in less time
Scale onboarding by combining orientation with peer introduction
Test content and topics through real-time feedback and discussion
Spot potential leaders who step up during interactive sessions
They also offer measurable signals—like engagement rates, repeat attendance, or post-event contributions—that can guide future programming decisions.
Final thoughts
Communities are built on shared value and shared experience. Dual-purpose events bring those two forces together in a single, high-leverage format.
They create moments that are not just informative—but transformative.
If you’re building a community and looking to deepen engagement without adding more complexity to your programming, consider this: Instead of doing more events, design better ones.
FAQs: Dual-purpose events
What makes an event “dual-purpose”?
A dual-purpose event is defined by its intention to serve two distinct but complementary goals—usually knowledge-sharing and relationship-building. Unlike single-focus events that aim only to inform or only to socialise, dual-purpose events combine these into a single cohesive experience, offering both educational content and opportunities for interaction.
How long should a dual-purpose event be?
There’s no fixed length, but the ideal duration depends on your audience and goals. A common structure is 60–90 minutes, with around 60% of time dedicated to content (e.g. keynote, presentation) and 40% to interaction (e.g. Q&A, breakout rooms). Shorter formats (30–45 minutes) can work well for recurring sessions, while longer events (2–3 hours) may suit deep-dive workshops or conferences.
Are dual-purpose events suitable for asynchronous communities?
Yes, but they require additional planning. For asynchronous communities, dual-purpose events can be designed as live sessions with asynchronous follow-ups, or entirely asynchronous using tools like discussion threads, pre-recorded videos, and collaborative boards. The goal remains the same: deliver value through content and enable participation—just not always in real-time.
What platforms are best for hosting dual-purpose events?
The best platforms depend on your format, but effective tools often combine content delivery with real-time interaction. Some options include:
Zoom or Google Meet with breakout rooms and chat
Hopin or Airmeet for hybrid event features
Circle, Discord, or Slack for post-event engagement and community integration
Mighty Networks or tchop™ for native community-event experiences
Choose a platform that reduces friction between learning and interaction.
Can dual-purpose events be used for onboarding?
Absolutely. Dual-purpose formats are highly effective for onboarding new members. They allow newcomers to:
Learn about the community’s purpose, culture, or tools
Meet other members or mentors
Ask questions in real time This approach speeds up integration and encourages early participation—key to long-term retention.
