During the summer 2015 MHCA conference in San Diego, California Valley Behavioral Health CEO Gary Larcenaire and Healthcare Social Media Strategist Bobbie Rathjens discussed how they raised thousands of dollars for non-verbal children affected by autism so they could each have iPad technology to communicate.

1. How to Use Social Media for
Large Scale Events & Fundraising
Gary Larcenaire
CEO
Bobbie Rathjens
Healthcare Social
Media Strategist

2. About the Campaign
● Autism school
● Raise $75k
● iPad and other
technologies
● Signature campaign, on
autopilot each year

3. Strategy
● Video the central focus
● Make it easy to donate
● Custom landing pages
● Utilize social media (organic,
boosted, paid ads)
● Email marketing
● New campaigns to keep it fresh

4. Challenges
● Staff Turnover
● Communication
● Social Media Ask
● Consistent
Branding

5. Communication
● Board approval
● Communication
between Pingree /
Valley staff, Afia, ad
agency
● Weekly meetings

6. Social Media Ask
● Not the same as a
typical SM campaign
● Prove our case &
incite action (dollars)
● Not over ask - or
could lose followers

7. Consistent Branding
● Brand consistency
across all channels
● Web, print, social,
etc.
● Following brand
standards

8. Help Children with Autism Speak

12. Breaking Down the Video Messaging
Compelling
facts

13. Breaking Down the Video Messaging
Put a face to
the ask right
off the bat

14. Breaking Down the Video Messaging
Show the
children using
the technology

15. Breaking Down the Video Messaging
Parent
testimonials

16. Breaking Down the Video Messaging
Staff
solidifying
the ask

17. Breaking Down the Video Messaging
Final call for
help; children
holding
signage

18. Getting Local Celebs on Board
Michael Banks from
Body By Banks
● Michael volunteered
his time for events
● His celebrity brought
in more people and
donations

19. Making it Easy to Donate
● GoFundMe
● PayPal
● Checks / Cash
● Credit Card

20. Landing Pages
What is a Landing Page?
● Any web page that a visitor
can arrive, or “land” on
● We used 3 types of landing
pages:
○ CrowdFunding
○ Website
○ Paid Ad

21. Landing Pages
CrowdFunding
● The process of raising money
contributions from people via
the internet
● Popular CrowdFunding Sites:
○ GoFundMe
○ Kickstarter
○ Crowdfunder

22. Landing Pages
CrowdFunding

23. Landing Pages
GoFundMe
● Potential to reach a
larger audience
● Social sharing
● Takes 7.9% in fees

24. Landing Pages
Carmen B. Pingree Website
● Integrate credit card
terminal on owned
website
● Control of content
● Low credit card fees
● Experienced web
developer needed

25. Landing Pages
Paid Ads
● Linked off of paid Facebook
ads
● A/B Testing to see which
versions work best
● Messaging is tight, specific
● Subscription to UnBounce,
LeadPages or other
provider, or coding skills

26. Landing Pages
Paid Ads Paid
Ad #1
Landing
Page “A”
Paid
Ad #2
Landing
Page “B”

27. Emails
● Used Constant Contact
● Promoted campaign events
● Encouraged RSVPs to
Facebook event &
donations
● Targeted internal
employees

28. Emails
● Call for donations
● Messaging clear, concise
● Sent to all Valley
supporters and donors
● Referred to owned
landing page (website)

29. Facebook Posts & Ads
#1
#2
#3

30. Facebook Posts & Ads
● Organic posts are those that
are unpaid or unsponsored
● Sometimes you can get lucky
and have one go viral
● Better success with paid
posts
What is an Organic Post?

31. Facebook Posts & Ads
● Not an infectious disease
● When content catches the
attention of a large amount of
people
● Facebook defines viral reach as:
“the number of unique people
who saw your post from a story
published by a friend”
Going “Viral”

32. Facebook Posts & Ads
● Can boost most any post
● Must follow Facebook’s
advertising policies
● Can’t edit a boosted post
● Appear higher in the
newsfeed
● Cost is based on the reach
Boosted Posts

33. Facebook Posts & Ads
● Choose the audience that will
see your ad
● Based on various demographics
(location, age, interests, etc.)
● Mobile ads are HUGE
● Budgets - daily, life of campaign
Paid Ads

34. Post Types
Events Images
& Video
News &
Trending
Education
Campaign Specific
Drive to Facebook
Current Events
Students
Teachers
Donation Video
Related to Org
National &
Local News
Facts &
Information
About Autism

35. Post Examples
● Event awareness
● Keep the campaign in the
minds of supporters
● Garner donations
● Provide a community
service
Event

36. Posts
● Keep the campaign in the
minds of supporters
● Garner donations
● Publicity
News

37. Posts
● Piggy back on current
event interest
● Increase page
engagement
● Provide a platform for
opinions
Trending Article

38. Ad examples

39. Ad Examples

40. Ad Examples
● Increase page likes
● Highly targeted
Page Likes

41. Campaigns
● Autism Awareness Week
● Blue hair extension
● Hashtag: #Give2Pingree
● Local salon involvement
● $10 donation
Blue Your Do

42. Campaigns
● Idea behind campaign
● Increase engagement
● Thank our teachers
● Profile teachers at
Pingree
Teacher / Mentor

43. Campaigns
● Midway through
campaign donor
stepped forward
● Match all donations
up to $25k
Donor Match

44. Successes
● Almost $50k in donations
since mid-March
● Awareness
● Foundation for campaign
to be replicated each year
● Engaged & growing social
media fanbase

45. How Can CEOs be Brand Ambassadors?
● Be the face of your
campaign
● The entire org will follow
● Be involved behind the
scenes
● Creative input is key
Social Media

46. How Can CEOs be Brand Ambassadors?
● Know your target
audience: internal,
external
● Why should you blog?
● Have a strategy
Blogging

47. How Can CEOs be Brand Ambassadors?
● If time is an issue, have
staff author posts
● Provide value in your
blog posts
● “What if they don’t like
me?”
Blogging