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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.

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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  • 1. Leveraging Social Media for Your Next Fundraising Event
  • 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. 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. Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 4
  • 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. Ticketing Lifecycle You can influence the ticketing lifecycle! 6
  • 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. Sample Content Calendar Event Date: June 25th, Calendar Highlights Content Plan Leading up to the Event.
  • 9. Create your Registration Page 9
  • 10. Drive Every “Touch” to Registration Facebook LinkedIn Registration Twitter Email 10
  • 11. Create a Facebook Event 11
  • 12. Further your Facebook Presence Pro Tip: Integrate ticket purchases in Facebook via apps. 12
  • 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. 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. Facebook Shares post-purchase 60% pre-purchase 40% The motivation to share is higher once the purchase has been made. 15
  • 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. 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. 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. Twitter Direct Message Campaign Step 3: Upload to Hootsuite
  • 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. 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. 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. 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. 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. 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. Productivity Tools Hootsuite Automatic scheduling Mass tweeting (Only when appropriate) Mass direct messaging (Be very selective) 26
  • 27. Productivity Tools 27
  • 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. 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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