Leveraging social media for fundraising & events by suzanne mc donald

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Suzanne McDonald of Designated Editor explains how Fundraising can be more effective with the utilization of social media. Suzanne explains many easy methods to use social media to maximize your return on investment (ROI) in your non-profit fundraising efforts.

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Leveraging social media for fundraising & events by suzanne mc donald

  1. 1. Leveraging Social MediaDesignated EditorSpeaking Series for Fundraising & Events Association of Fundraising Professionals Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor
  2. 2. suzanne’s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
  3. 3. www.designatededitor.com 3
  4. 4. Challenges we’ll addresso  Which tools will help me organize my event?o  Which tools are best for promoting my event?o  How can I possibly manage more?o  How can I measure and show ROI?o  How can I grow my attendance? @Sue_DesigEditor www.designatededitor.com 4
  5. 5. Traffic sources@Sue_DesigEditor http://blog.eventbrite.com/social-commerce-a-global-look-at-the-numbers/ www.designatededitor.com 5
  6. 6. 4 stages to leverage new mediaStage 1 Setting up your eventStage 2 Promoting your eventStage 3 Day-of eventStage 4 Post-event analysis & ROI@Sue_DesigEditor www.designatededitor.com 6
  7. 7. @Sue_DesigEditor www.designatededitor.com 7
  8. 8. Stage 1 Setting up your event !  Utilize online ticketing platforms !  Use your target audience’s vocabulary !  Establish an integrated editorial calendar !  Determine which platforms are best !  Choose a distinct but natural hashtag !  Pick venues and suppliers who are active @Sue_DesigEditor www.designatededitor.com 8
  9. 9. Keywords: Your prospects’ vocabulary@Sue_DesigEditor www.designatededitor.com 9
  10. 10. Keywords: Include in Titles and Descriptions @Sue_DesigEditor www.designatededitor.com 10
  11. 11. Editorial calendars @Sue_DesigEditor www.designatededitor.com 11
  12. 12. Stage 2 Promoting your event !  Think multichannel and integration !  Make your website the information hub !  Share and link back to your blog !  Feature your speakers and guests !  Create social incentives to go together !  Keep in touch with attendees & RSVPs@Sue_DesigEditor www.designatededitor.com 12
  13. 13. @Sue_DesigEditor http://www.bitrebels.com/social/social-media-strategy-engage-fans/ www.designatededitor.com 13
  14. 14. Events www.designatededitor.com 14
  15. 15. Targeting ads•  Towns & cities •  Marital status•  Education •  Interests & Likes•  Gender •  Age@Sue_DesigEditor www.designatededitor.com 15
  16. 16. @Sue_DesigEditor http://visual.ly/google-plus-killer-facts-and-statistics www.designatededitor.com 16
  17. 17. email@Sue_DesigEditor http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php www.designatededitor.com 17
  18. 18. Blog: helpful, not boring @Sue_DesigEditor www.designatededitor.com 18
  19. 19. Groups worth joining?@Sue_DesigEditor www.designatededitor.com 19
  20. 20. Other ways to get the word out@Sue_DesigEditor www.designatededitor.com 20
  21. 21. QR codes: How to make ’em@Sue_DesigEditor http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/ www.designatededitor.com 21
  22. 22. www.designatededitor.com 22
  23. 23. Stage 3 Day-of event !  Encourage live blogging & sharing !  Be sure to display hashtag everywhere !  Engage and respond, address issues !  Create a lounge for social users to meet !  Take questions via Twitter !  Stream the event via UStream@Sue_DesigEditor www.designatededitor.com 23
  24. 24. @Sue_DesigEditor www.designatededitor.com 24
  25. 25. Connections www.designatededitor.com 25
  26. 26. @Sue_DesigEditor http://mashable.com/2012/05/06/instagram-america/ www.designatededitor.com 26
  27. 27. @Sue_DesigEditor www.designatededitor.com 27
  28. 28. @Sue_DesigEditor http-_digsandbox.com_blog_2012_02_marketing-with-pinterest-infographic_ www.designatededitor.com 28
  29. 29. Show your expertise visually or curate others’ @Sue_DesigEditor www.designatededitor.com 29
  30. 30. Stage 4 Post-event analysis & ROI !  Determine power users !  Keep in touch with influencers !  Share upcoming events, offer discounts !  Monitor chatter & assess success !  Publicize event’s impact across all channels !  Compile promo material for next year now@Sue_DesigEditor www.designatededitor.com 30
  31. 31. Tools to drive blogs & content@Sue_DesigEditor www.designatededitor.com 31
  32. 32. @Sue_DesigEditor www.designatededitor.com 32
  33. 33. who is your audience?@Sue_DesigEditor www.designatededitor.com 33
  34. 34. @Sue_DesigEditor www.designatededitor.com 34
  35. 35. Stage 4 How are we doing?@Sue_DesigEditor www.designatededitor.com 35
  36. 36. Facebook Insights!"#$#%&%"()(*%+%,$"-%( www.designatededitor.com 36
  37. 37. Google Analytics@Sue_DesigEditor www.designatededitor.com 37
  38. 38. Perks: Social media for event planning !  Understand & relate to donors !  Boost attendance and awareness !  More efficient & effective !  You’ll know what’s working !  Longer-lasting vs. paid media !  Hear and address issues as they arise !  Broader brand-building boosts awareness@Sue_DesigEditor www.designatededitor.com 38
  39. 39. In-person engagement www.designatededitor.com 39
  40. 40. Designated EditorSpeaking Series Leveraging Social Media for Fundraising & Events Questions? Happy to help! Suzanne McDonald | Content & Social Strategist Sue@DesignatedEditor.com @Sue_DesigEditor

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