Leveraging Social Media for
Fundraising Events
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
5
On average, fundraiser
tickets go on sale 4-6
weeks before the event.
(Hint: People procrast...
Ticketing Lifecycle
You can
influence the
ticketing
lifecycle!
6
Communication &
Content Calendar
7
Create a communication plan
•  Work backwards from the date of the event until the first...
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
Registration Twitter
Email
Facebook
LinkedIn
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 m...
pre-
purchase
40%post-
purchase
60%
The motivation to share is higher
once the purchase has been
made.
Facebook Shares
15
•  Post 6-7 times a day
•  Reach out to
influencers
•  Retweet & thank!
•  Use a Hashtag- a word
preceded by # sign – keep ...
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 Conte...
The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
engagement
Le...
Keep the Conversation
GoingDuring the event:
•  Provide a twitter wall
•  Prominently display the
#hashtag
•  Display the ...
•  Easy way to set up an HTML mobile app
•  Tapcanvas is a freemium product
Doubledutch is pricier; includes more
features...
Benefits
•  Convenience for attendees
•  Extra revenue from sponsorships
•  More visits for presenters
•  Added interactiv...
Social & Mobile Tools
25
•  Bid on mobile phones
during event using tools
like Bidpal,
BiddingforGood,
AuctionsbyCellular ...
26
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 proces...
Productivity Tools
Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very sel...
Productivity Tools
30
Wrap Up
31
•  Decide which channels are right for you and your organization
•  Encourage early ticket purchasing to get th...
32
Ritu Sharma
Co-Founder and Executive Director
ritu@sm4np.org
Social Media for Nonprofits
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Leveraging Social Media for Your Next Fundraising Event

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Transcript of "Leveraging Social Media for Your Next Fundraising Event"

  1. 1. Leveraging Social Media for Fundraising Events
  2. 2. 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
  3. 3. Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 4
  4. 4. Average Ticketing Lifecycle 5 On average, fundraiser tickets go on sale 4-6 weeks before the event. (Hint: People procrastinate. Don’t let them.)
  5. 5. Ticketing Lifecycle You can influence the ticketing lifecycle! 6
  6. 6. Communication & Content Calendar 7 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. 7. Sample Content Calendar Event Date: June 25th, Calendar Highlights Content Plan Leading up to the Event.
  8. 8. Create your Registration Page 9
  9. 9. Drive Every “Touch” to Registration Registration Twitter Email Facebook LinkedIn 10
  10. 10. Create a Facebook Event 11
  11. 11. Further your Facebook Presence Pro Tip: Integrate ticket purchases in Facebook via apps. 12
  12. 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
  13. 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
  14. 14. pre- purchase 40%post- purchase 60% The motivation to share is higher once the purchase has been made. Facebook Shares 15
  15. 15. •  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) 16 #sm4np
  16. 16. Twitter Direct Message Campaign Step 1: Create Twitter List Hootsuite Publisher Window Download all your twitter followers in an excel sheet & segment by location.
  17. 17. 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
  18. 18. Step 3: Upload to Hootsuite Twitter Direct Message Campaign
  19. 19. •  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
  20. 20. 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
  21. 21. Keep the Conversation GoingDuring 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
  22. 22. •  Easy way to set up an HTML mobile app •  Tapcanvas is a freemium product Doubledutch is pricier; includes more features HTML Mobile App Creation
  23. 23. Benefits •  Convenience for attendees •  Extra revenue from sponsorships •  More visits for presenters •  Added interactivity What should be in your guide? •  Schedule •  Presenter Listings •  Social Media •  Maps •  News •  Feedback Mobile Event Guide
  24. 24. Social & Mobile Tools 25 •  Bid on mobile phones during event using tools like Bidpal, BiddingforGood, AuctionsbyCellular etc. •  Live updates on progress and deadline •  Payouts at end of event              NP  Charity  Ball  
  25. 25. 26
  26. 26. 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 27
  27. 27. Track your Sales Sources1 •  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 28
  28. 28. Productivity Tools Hootsuite Automatic scheduling Mass tweeting (Only when appropriate) Mass direct messaging (Be very selective) 29
  29. 29. Productivity Tools 30
  30. 30. Wrap Up 31 •  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
  31. 31. 32 Ritu Sharma Co-Founder and Executive Director ritu@sm4np.org Social Media for Nonprofits
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