Start With the Slots, Not the Names
Most advice on how to find speakers for an event starts with lists of names. Start with the program instead. A keynote that opens a 2,000-person convention, a technical session for specialists and a member panel at a regional meeting need different people, found in different places, approached in different ways and paid on different terms.
For every slot in your draft program, write down:
- The audience in the room and what they should leave with
- The format: keynote, session talk, panel, workshop or fireside chat
- The kind of credibility the slot needs: first-hand practice, research, a well-known name, or a story
- Your budget for the slot, including travel and accommodation
- The date by which the speaker must be confirmed for marketing
| Aspect | Keynote speaker | Session speaker |
|---|---|---|
| Role in the program | Sets the theme and draws registrations | Delivers practical, specific content to a narrower audience |
| Where they come from | Direct invitation or a speaker bureau | Open call, member network, partner referrals, direct invitation |
| Lead time | Often six months or more | Usually a few months |
| Compensation | Usually a fee plus travel, or an all-inclusive fee | Often complimentary registration; sometimes an honorarium or travel support |
| What they need from you | Contract, travel details, AV and stage specifics, audience brief | Session brief, slot details, slide template, speaker agreement |
Where to Find Event Speakers
Good programs draw from several sources at once. Relying on one, usually the organizer's personal network, produces the same faces every year.
| Source | Good for | How to approach |
|---|---|---|
| Members, customers and past attendees | Practitioner case studies and panels | Ask chapter leaders and committees for names doing notable work |
| Past speakers and session chairs | Referrals to peers with similar quality | Ask each to suggest two people they would like to hear |
| An open call for speakers | Fresh voices and a broad pool of session topics | Publish tracks, formats and criteria; see our call for speakers guide |
| Partner associations and publications | Specialists outside your usual network | Ask partners to share your call or nominate experts |
| Researchers and university faculty | Evidence-based sessions and trend talks | Approach department or research center contacts directly |
| Authors, podcast hosts and webinar presenters | Speakers already practiced at explaining ideas | Reference the specific work that made you think of them |
| Sponsors and exhibitors | Technical expertise and customer stories | Ask for a customer co-presenter and set a clear no-pitch rule |
| Speaker bureaus and agencies | Keynote speakers and celebrity names | Send a brief with date, location, audience, format and budget range |
How to Approach a Speaker
Busy speakers decide quickly whether an invitation is worth reading. The ones that get a yes are short, specific and clearly written for that person.
- 1
Do the Research
Read or watch something they have recently published or presented, so you can say exactly why you thought of them.
- 2
Find a Warm Route In
A short introduction from a mutual contact, a member or a past speaker gets more replies than a cold message.
- 3
Make a Specific Ask
Name the event, date, city, audience, format, topic, length and what you offer. A vague invitation to speak gets a vague answer or none.
- 4
Follow Up Once
Send one polite follow-up after a week or so. If there is still no answer, move to the next name on your shortlist.
- 5
Confirm in Writing
Confirm the yes by email with the session details and deadlines, then send the speaker agreement for signature.
Speaker Fees and Expenses: How They Are Structured
Speaker fees are less about a single number than about structure. Two speakers quoting the same headline fee can cost you very different amounts once travel, accommodation and extras are added. Agree the structure first, then the amount.
| Structure | What it means | Commonly used for |
|---|---|---|
| No fee | The speaker receives complimentary registration and visibility | Session speakers from an open call, member speakers |
| Honorarium | A modest thank-you payment, not a market rate | Academic, nonprofit and association speakers |
| Fee plus expenses | A speaking fee, with travel and accommodation paid or reimbursed separately | Keynote speakers and featured experts |
| All-inclusive fee | One amount that covers the fee and the speaker's own travel | Keynotes booked through a bureau |
| Travel support only | You cover travel and accommodation, with no fee | Invited session speakers and panelists |
- The speaker's profile and how much demand there is for them
- Travel distance, class of travel and number of nights
- The date, especially peak conference season, and how much notice you give
- Length and number of appearances, such as a keynote plus a breakout or a VIP reception
- Recording, streaming and rights to reuse the session afterwards
- Exclusivity or restrictions on speaking at similar events
- Extras such as book signings, meet-and-greets or customized research
Speaker Outreach Email Template
Adapt this outreach email for direct invitations. Replace every bracketed placeholder, and cut anything that does not apply. Keep it short enough to read on a phone.
Subject: Invitation to speak at [EVENT NAME], [EVENT DATES] Hi [FIRST NAME], [ONE SENTENCE ON WHY YOU THOUGHT OF THEM, e.g. I read your piece on reducing equipment downtime and it is exactly what our members are asking about.] I am [YOUR NAME], [YOUR ROLE] for [EVENT NAME], which brings together [NUMBER AND DESCRIPTION OF ATTENDEES] in [CITY] on [EVENT DATES]. We would like to invite you to give a [FORMAT AND LENGTH, e.g. 45-minute session] on [TOPIC] for [AUDIENCE]. We are hoping attendees leave with [ONE OR TWO OUTCOMES]. What we offer: [e.g. complimentary full registration / an honorarium of [AMOUNT] / a fee to be agreed, plus travel and two nights' accommodation]. We need to confirm speakers by [DATE]. If you are interested, a short reply is all we need, and I will send the details. If the timing does not work, I would be grateful for the name of a colleague who might be a good fit. Thank you for considering it. [YOUR NAME] [TITLE, EVENT NAME] [PHONE]
Subject: Re: Invitation to speak at [EVENT NAME] Hi [FIRST NAME], I wanted to follow up on my note about speaking at [EVENT NAME] on [EVENT DATES]. We are finalizing the program by [DATE] and would love to include your perspective on [TOPIC]. If it is not the right fit this year, no problem at all. Just let me know and I will keep you in mind for the future. [YOUR NAME]
After the Yes: Confirm, Collect and Avoid These Mistakes
A yes is the start of the work. Collect everything you need in one request with one deadline, and keep it all in a single record so your team, your printed program and your event app use the same details.
- Signed speaker agreement covering fee, expenses, recording rights and cancellation
- A bio and headshot in the format you publish; send our speaker bio template
- Final session title, description and learning outcomes
- AV needs, accessibility needs and any special room setup
- Travel and accommodation details, or the booking process you use
- Pronunciation of their name and the introduction they would like
Tracking dozens of speakers in a spreadsheet works until the first title change. Speaker management software keeps profiles and sessions in one place and lets speakers update their own details.
- Inviting speakers before the program structure is agreed
- Sending a generic invitation that could have gone to anyone
- Leaving fees and expenses vague until after the speaker has said yes
- Announcing a speaker before the agreement is signed
- Booking only names from your own network, so the program repeats each year
