leveraging social media for your next fundraising event
DESCRIPTION
Abila, along with Darian Rodriguez Heyman of Social Media for Nonprofits and Laura Huddle of Eventbrite present a session about how Social Media Tools can be leveraged for Fundraising.TRANSCRIPT
Leveraging Social Media for Your
Next Fundraising Event
Who are we?
Darian Rodriguez Heyman
Co-Founder
@dheyman
www.sm4np.org
2
Laura Huddle
Sr. Marketing Manager
@lauracoltrin
Eventbrite.com/npo
The Agenda Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize engagement
Leveraging social media before, during and after your event
Tying it all together with data
3
Defining Event & Social Media ROI
ROI = Increasing donations + Raising
awareness + Maximizing ticket sales
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Average Ticketing Lifecycle
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On average, fundraiser
tickets go on sale 4-6 weeks
before the event.
(Hint: People procrastinate. Don’t let them.)
Ticketing Lifecycle
You can influence the ticketing lifecycle!
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Communication & Content Calendar
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Create a communication plan
• Work backwards from the date of the event until the first invite
goes out
What are the strategic times to email people?
• 9-11am, Tuesday-Thursday
Where to post information?
• Your website, Facebook, Twitter, LinkedIn, local community
calendars
Sample Content Calendar
Event Date: June 25th, Calendar Highlights Content Plan Leading up to the Event.
Create your Registration Page
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Drive Every “Touch” to Registration
Registration
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Create a Facebook Event
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Further your Facebook Presence
Pro Tip: Integrate ticket purchases in Facebook via apps. 12
The Agenda Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
engagement
Leveraging social media before, during and after your event
Tying it all together with data
13
Promote
1. Post regular updates: Pictures, performers, VIPs, auction items, partners and even attendee stories
2. Post more pictures & videos (cute stuff helps!)
3. Invite attendees to RSVP as they register
4. Be sure to tag attendees, VIPs, partners, and others
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pre-purchase 40%
post-purchase 60%
The motivation to share is higher once
the purchase has been made.
Facebook Shares
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• Post 6-7 times a day
• Reach out to influencers
• Retweet & thank!
• Use a Hashtag- a word preceded
by # sign – keep it short! (6 – 8 characters)
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#sm4np
Twitter Direct Message Campaign
Step 1: Create Twitter List
Hootsuite Publisher Window
Download all your twitter followers in an excel sheet & segment by location.
Step 2: Draft Direct
Message
Twitter Direct Message Campaign
d @Twitteruser Join us in Chicago for our 2nd Social Media Marketing Conf 9/19, save $20 w/code SM4NP http://bit.ly/sfshoih33
Step 3: Upload to
Hootsuite
Twitter Direct Message Campaign
• Create Groups & Cultivate Community for your Members
• Pre-approve/Invite all Attendees to LI
• Share Exclusive Content on LI
• Host Post Event Chats/Discussions
• Participate in Industry Groups
The Agenda Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
engagement
Leveraging social media before, during and after your
event
Tying it all together with data
21
Keep the Conversation Going During the event:
• Provide a twitter wall
• Prominently display the #hashtag
• Display the conversation
• Use free services like
tweetchat.com or twitterfall.com to display tweets
about the event
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The Conversation Lives On
After the event:
• Ask for feedback, share a
survey
• Create and share recaps
• Post event pictures
• Use platforms like Storify to
summarize event experience
• Review your tracking and
analytics to know which social
channels were most effective
23
The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize engagement
Leveraging social media before, during and after your event
Tying it all together with data
24
Track your Sales Sources 1
• Create unique links for each of
your sales sources
• Monitor throughout the
promotion process
• Review which sources not only
brought in traffic, but ultimately sales and donations
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Productivity Tools
Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very selective)
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Productivity Tools
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Wrap Up
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• Decide which channels are right for you and your organization
• Encourage early ticket purchasing to get the wheel in motion
• Collect donations from those who can’t attend
• Encourage post-purchase sharing
• Give attendees reason to engage before, during and after your
event
• Analyze which social media efforts are most effective
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Darian Rodriguez Heyman
Co-Founder
Social Media for Nonprofits
John Clese
Director of Marketing, Strategic Initiatives
Abila
Laura Coltrin
Product Marketing Manager
Eventbrite