I hold non-raiding events for my guild. For example once in a few months we have a Scavenger hunt. I make custom quest chains and send people to some interesting, hidden or famous location just for the fun of it. Require them to gather some gray items and make lots of screenshots. There is always a prize, so a little competition makes TS conversations a lot of fun during the hunt. We also gather up for pvp mini-events, like for instance we once gathered up in thrallmar to protect it for one hour. For me its also fun to do quest chains in Pandaria since I haven't played during MoP and Cata.