0
Sponsored by:
Leveraging Social Media for Nonprofit
Fundraising Events
Darian Rodriguez Heyman
and
Laura Huddle
October 1,...
Sponsored by:
Protecting and Preserving the
Institutional Memories of
Nonprofits Since 1993
www.cjwconsulting.com
(866) 59...
Sponsored by:Part
Of:
Coming Soon
Sponsored by:
Today’s Speakers
Darian Rodriguez Heyman
Co-founder
Social Media for Nonprofits
Hosting:
Cheri J Weissman, C...
Leveraging Social Media for Your
Next Fundraising Event
Who are we?
Darian Rodriguez Heyman
Co-Founder
darian@sm4np.org
@dheyman
www.sm4np.org
6
Laura Huddle
Sr. Marketing Manage...
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
8
Average Ticketing Lifecycle
9
On average, fundraiser
tickets go on sale 4-6 weeks
before the event.
(Hint: People procrast...
Ticketing Lifecycle
You can influence
the ticketing
lifecycle!
10
Communication & Content
Calendar
11
Create a communication plan
• Work backwards from the date of the event until the firs...
Sample Content Calendar
Event Date: June 25th, Calendar Highlights Content Plan Leading up to the Event.
Create your Registration Page
13
Drive Every “Touch” to
Registration
Registration Twitter
Email
Facebook
LinkedIn
14
Create a Facebook Event
15
Further your Facebook Presence
Pro Tip: Integrate ticket purchases in Facebook via apps.
16
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...
pre-purchase
40%
post-purchase
60%
The motivation to share is higher once
the purchase has been made.
Facebook Shares
19
• Post 6-7 times a day
• Reach out to influencers
• Retweet & thank!
• Use a Hashtag- a word preceded
by # sign – keep it ...
Twitter Direct Message Campaign
Step 1: Create Twitter List
Hootsuite Publisher Window
Download all your twitter followers...
Step 2: Draft Direct
Message
Twitter Direct Message Campaign
d @Twitteruser Join us in Chicago for our 2nd Social Media Ma...
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 ...
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 co...
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...
Track your Sales Sources1
• Create unique links for each of
your sales sources
• Monitor throughout the
promotion process
...
Productivity Tools
Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very sel...
Productivity Tools
31
Wrap Up
32
• Decide which channels are right for you and your organization
• Encourage early ticket purchasing to get the ...
33
Ritu Sharma
Co-Founder and Executive Director
ritu@sm4np.org
Social Media for Nonprofits
Laura Coltrin
Product Marketin...
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Leveraging Social Media for Nonprofit Fundraising Events

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Social Media for Nonprofits and Eventbrite is presenting a FREE workshop offering clear strategies, tactics, and resources for using social media to ensure the success of nonprofit fundraising events. If your nonprofit is planning an upcoming gala or fundraiser, this webinar is not to be missed!

Join industry experts for straight talk and helpful tools for posting and promoting your upcoming event; learn how to use Facebook, Twitter, and LinkedIn to maximize the success of your fundraisers; and find out how free scheduling, analysis, and optimization tools can help you save tons of time and work smarter, not harder.

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Transcript of "Leveraging Social Media for Nonprofit Fundraising Events"

  1. 1. Sponsored by: Leveraging Social Media for Nonprofit Fundraising Events Darian Rodriguez Heyman and Laura Huddle October 1, 2013 Use Twitter Hashtag #4Glearn Part Of:
  2. 2. Sponsored by: Protecting and Preserving the Institutional Memories of Nonprofits Since 1993 www.cjwconsulting.com (866) 598-0430 info@cjwconsulting.com Part Of:
  3. 3. Sponsored by:Part Of: Coming Soon
  4. 4. Sponsored by: Today’s Speakers Darian Rodriguez Heyman Co-founder Social Media for Nonprofits Hosting: Cheri J Weissman, CJW Consulting & Services, Inc. Assisting with chat questions: Jamie Maloney, Nonprofit Webinars Laura Huddle Senior Category Marketing Manager Eventbrite Part Of:
  5. 5. Leveraging Social Media for Your Next Fundraising Event
  6. 6. Who are we? Darian Rodriguez Heyman Co-Founder darian@sm4np.org @dheyman www.sm4np.org 6 Laura Huddle Sr. Marketing Manager laura@eventbrite.com @lauracoltrin Eventbrite.com/npo
  7. 7. 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 7
  8. 8. Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 8
  9. 9. Average Ticketing Lifecycle 9 On average, fundraiser tickets go on sale 4-6 weeks before the event. (Hint: People procrastinate. Don’t let them.)
  10. 10. Ticketing Lifecycle You can influence the ticketing lifecycle! 10
  11. 11. Communication & Content Calendar 11 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
  12. 12. Sample Content Calendar Event Date: June 25th, Calendar Highlights Content Plan Leading up to the Event.
  13. 13. Create your Registration Page 13
  14. 14. Drive Every “Touch” to Registration Registration Twitter Email Facebook LinkedIn 14
  15. 15. Create a Facebook Event 15
  16. 16. Further your Facebook Presence Pro Tip: Integrate ticket purchases in Facebook via apps. 16
  17. 17. 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 17
  18. 18. 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 18
  19. 19. pre-purchase 40% post-purchase 60% The motivation to share is higher once the purchase has been made. Facebook Shares 19
  20. 20. • 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) 20 #sm4np
  21. 21. Twitter Direct Message Campaign Step 1: Create Twitter List Hootsuite Publisher Window Download all your twitter followers in an excel sheet & segment by location.
  22. 22. 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
  23. 23. Step 3: Upload to Hootsuite Twitter Direct Message Campaign
  24. 24. • 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
  25. 25. 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 25
  26. 26. 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 26
  27. 27. 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 27
  28. 28. 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 28
  29. 29. Track your Sales Sources1 • Create unique links for each of your sales sources • Monitor throughout the promotion process • Reviewwhich sources not only brought in traffic, but ultimately sales and donations 29
  30. 30. Productivity Tools Hootsuite Automatic scheduling Mass tweeting (Only when appropriate) Mass direct messaging (Be very selective) 30
  31. 31. Productivity Tools 31
  32. 32. Wrap Up 32 • 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
  33. 33. 33 Ritu Sharma Co-Founder and Executive Director ritu@sm4np.org Social Media for Nonprofits Laura Coltrin Product Marketing Manager laura@eventbrite.com Eventbrite
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