Leveraging Social Media for Your
Next Fundraising Event
Who are we?

Darian Rodriguez Heyman

Laura Huddle

Co-Founder
darian@sm4np.org
@dheyman

Sr. Marketing Manager
laura@even...
The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
engagement
Le...
Defining Event & Social Media ROI
ROI = Increasing donations + Raising
awareness + Maximizing ticket sales

4
Average Ticketing Lifecycle
On average, fundraiser
tickets go on sale 4-6 weeks
before the event.

(Hint: People procrasti...
Ticketing Lifecycle

You can influence
the ticketing
lifecycle!

6
Communication & Content
Calendar
Create a communication plan
• Work backwards from the date of the event until the first i...
Sample Content Calendar

Event Date: June 25th, Calendar Highlights Content Plan Leading up to the Event.
Create your Registration Page

9
Drive Every “Touch” to
Registration
Facebook

LinkedIn

Registration

Twitter

Email

10
Create a Facebook Event

11
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
Le...
Promote
1. Post regular updates: Pictures, performers, VIPs,
auction items, partners and even attendee stories
2. Post mor...
Facebook Shares

post-purchase
60%

pre-purchase
40%

The motivation to share is higher once
the purchase has been made.

...
• Post 6-7 times a day
• Reach out to influencers

#sm4np

• Retweet & thank!

• Use a Hashtag- a word preceded
by # sign ...
Twitter Direct Message Campaign
Hootsuite Publisher Window

Download all your twitter followers in an excel sheet & segmen...
Twitter Direct Message Campaign

d @Twitteruser Join us in Chicago for our 2nd Social Media Marketing Conf
9/19, save $20 ...
Twitter Direct Message Campaign

Step 3: Upload to
Hootsuite
• Create Groups & Cultivate Community for
your Members
• Pre-approve/Invite all Attendees to LI
• Share Exclusive Content ...
The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
engagement
Le...
Keep the Conversation Going
During the event:
•
•
•
•

Provide a twitter wall
Prominently display the #hashtag
Display the...
The Conversation Lives On
After the event:
• Ask for feedback, share a
survey
• Create and share recaps
• Post event pictu...
The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize engagement
Le...
1

Track your Sales Sources

• Create unique links for each of
your sales sources

• Monitor throughout the
promotion proc...
Productivity Tools
Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very sel...
Productivity Tools

27
Wrap Up
• Decide which channels are right for you and your organization
• Encourage early ticket purchasing to get the whe...
Laura Coltrin
Product Marketing Manager
laura@eventbrite.com
Eventbrite
Darian Rodriguez Heyman
Co-Founder
darian@sm4np.or...
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Leveraging Social Media for Your Next Fundraising Event

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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.

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Leveraging Social Media for Your Next Fundraising Event

  1. 1. Leveraging Social Media for Your Next Fundraising Event
  2. 2. Who are we? Darian Rodriguez Heyman Laura Huddle Co-Founder darian@sm4np.org @dheyman Sr. Marketing Manager laura@eventbrite.com @lauracoltrin Eventbrite.com/npo www.sm4np.org 2
  3. 3. 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
  4. 4. Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 4
  5. 5. Average Ticketing Lifecycle On average, fundraiser tickets go on sale 4-6 weeks before the event. (Hint: People procrastinate. Don’t let them.) 5
  6. 6. Ticketing Lifecycle You can influence the ticketing lifecycle! 6
  7. 7. Communication & Content Calendar 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 7
  8. 8. Sample Content Calendar Event Date: June 25th, Calendar Highlights Content Plan Leading up to the Event.
  9. 9. Create your Registration Page 9
  10. 10. Drive Every “Touch” to Registration Facebook LinkedIn Registration Twitter Email 10
  11. 11. Create a Facebook Event 11
  12. 12. Further your Facebook Presence Pro Tip: Integrate ticket purchases in Facebook via apps. 12
  13. 13. 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
  14. 14. 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 14
  15. 15. Facebook Shares post-purchase 60% pre-purchase 40% The motivation to share is higher once the purchase has been made. 15
  16. 16. • Post 6-7 times a day • Reach out to influencers #sm4np • Retweet & thank! • Use a Hashtag- a word preceded by # sign – keep it short! (6 – 8 characters) 16
  17. 17. Twitter Direct Message Campaign Hootsuite Publisher Window Download all your twitter followers in an excel sheet & segment by location. Step 1: Create Twitter List
  18. 18. 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 2: Draft Direct Message
  19. 19. Twitter Direct Message Campaign Step 3: Upload to Hootsuite
  20. 20. • 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
  21. 21. 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
  22. 22. 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 22
  23. 23. 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
  24. 24. 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
  25. 25. 1 Track your Sales Sources • 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 25
  26. 26. Productivity Tools Hootsuite Automatic scheduling Mass tweeting (Only when appropriate) Mass direct messaging (Be very selective) 26
  27. 27. Productivity Tools 27
  28. 28. Wrap Up • 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 28
  29. 29. Laura Coltrin Product Marketing Manager laura@eventbrite.com Eventbrite Darian Rodriguez Heyman Co-Founder darian@sm4np.org Social Media for Nonprofits John Clese Director of Marketing, Strategic Initiatives jclese@avectra.com Abila 29
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