Leveraging social media for nonprofit events


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Ritu Sharma and Dawn Andreas share how to host great events for nonprofits with Eventbrite and Social Media for Nonprofits

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  • Early Bird SpecialsAllow people to buy tickets early for a 5 or 10% discountCreate a Referral ProgramAllow your audience to sell more tickets for you via affiliate / referral codes that gives them discounts or rewardsCan you give something away for a milestone ticket sale?T-Shirts for the first 30 people that buy their tickets?VIP Reception Upgrade Then we can jump into the ticketing environment itself and show you what it looks like from the ticket buyer’s perspective. Finally, we’ll show show you how easy it is to create and make changes to your ticketing page and manage your overall ticketing process. We can keep this informal, feel free to stop me if you have any questions, I would prefer this to be more of a discussion than a presentation.
  • Know your Audience.- Gather information on your attendees - Geography - Demographics - Survey Questions- Access all data through our real time reports- View charts, graphs and heat maps for visual representation of ticket sales data - Page views - Overall ticket sales - Sales by ticket type- Track which buyers are buying through which channelsOne thing every organizer wants to know is who is their audience? Eventbrite empowers event organizers with visibility and control over your guest list with graphical dashboards to track sales and attendees. Some of the capabilities are:Capturing demographic information (city-level)Creating custom survey questions – how did you hear about this event? Capture email or any other data?Segmenting buyers based on ticket type (VIP, GA, Early Bird, etc.) – Send custom messages to different ticket buyersMembership Great way to gain insight on your attendeesThink about the long tail approach of your organizationWhat Data can I collect at my event to make this organization be more effective, responsive, and smarterMost organizations will choose the path of least resistance and then wish they were able to have collected certain information after the fact.Is Your Event Free?Ask for a donation!
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  • With tracking links you’ll know what marketing channels are driving the most sales and be able to adapt your marketing strategy as needed. Eventbrite makes it easy to quickly create and assign unique tracking links for email campaigns, Facebook Advertisements, or anything else requiring online analytics.
  • Leveraging social media for nonprofit events

    1. 1. Welcome to Great Events! 1
    2. 2. Leveraging Social Media for Nonprofit EventsWith Ritu Sharma and Dawn AndreasHosted by Evonne Heyning
    3. 3. Who are we?Ritu Sharma Dawn AndreasCo-Founder & Executive Director Marketing Program Managerritu@sm4np.org dawn@eventbrite.com@ritusharma1 @britedawnSM4NP.org Eventbrite.com/npo 3
    4. 4. The AgendaUnderstanding the event ticketing lifecycleSocial media tips, tricks and time savers to maximizeengagementLeveraging social media before, during and after youreventTying it all together with data 4
    5. 5. Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 5
    6. 6. Ticketing LifecycleOn average, fundraiser tickets go on sale 4-6 weeks before the event. 6
    7. 7. Ticket LifecycleAt what point has an event sold ½ its tickets? 2 weeks prior In the week to the event prior to the event 29% 38% 1 week prior to the event 33% 7
    8. 8. Events are Inherently Social Increase your reach Relatively low cost Viral effect: Reach friends of friends | Networks 8
    9. 9. The AgendaUnderstanding the event ticketing lifecycleSocial media tips, tricks and time savers to maximizeengagementLeveraging social media before, during and after youreventTying it all together with data 9
    10. 10. Be ProactiveSet an attendance goal and work backwardsCreate a marketing calendar• 88% of fundraisers sent invites when tickets go on sale, but too many fall silent until the event thereafter• Over 50% of nonprofits say that frontloading ticket sales is important to them 10
    11. 11. Open CommunicationCreate a communication plan• Work backwards from the date of the event until the first invite goes outWhat are the strategic times to email people?• 9-11am, Tuesday-ThursdayWhere to post information?• Your website, Facebook, Twitter, LinkedIn, local community calendars 11
    12. 12. The AgendaUnderstanding the event ticketing lifecycleSocial media tips, tricks and time savers to maximizeengagementLeveraging social media before, during and after youreventTying it all together with data 12
    13. 13. Create your Registration Page 13
    14. 14. Create a Facebook Event 14
    15. 15. Create a LinkedIn Event 15
    16. 16. Don’t Think of Your Event as Just as an EventUse the event as a data collection opportunityConsider the long term vs. short term gainsCreate direct donation option for non-attendees 2 16
    17. 17. Let 1,000 Flowers BloomInvite all your friends and followers on respectiveplatformsInvite via multiple channels: Email, LinkedIn,Facebook 17
    18. 18. More Social, More Revenue On average, 1 Facebook share generates $2.52 in future sales and 11 page views back to your event page; however… Prompt attendees to share event information with a powerful call to actionTicket sales per share Event type 18
    19. 19. Promote1. Post regular updates: Pictures, performers, VIPs,auction items, partners and even attendee stories2. Post more pictures & videos (cute stuff helps!)3. Invite attendees to RSVP as they register4. Be sure to tag attendees, VIPs, partners, and others 19
    20. 20. PromoteFacebook AdsTarget your demographic narrowlyTarget each VIP / Key partner organizationTarget all nonprofits (relevant)Target based on Facebook Insights 20
    21. 21. Facebook Shares pre- purchase post- 40% purchase 60% The motivation to share is higher once the purchase has been made. 21
    22. 22. Promote Create a hashtag for your event (“SM4NP”)www.twubs.com www.tagal.us 22
    23. 23. Hashtag =• A word preceded by a #sign – Used to unify tweets from multiple people on the same subject• Easy to search and catalogs your event• Keep it short!• Brand all posts about your event with the same hashtag• Encourage attendee participation!• 23
    24. 24. It’s About the ConversationSchedule regular event or important deadline-related tweetsPost tweets that showcase the work/organizations of yourpartners, speakers, attendees and sponsorsReTweet and reply (@) religiously! 24
    25. 25. 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 25
    26. 26. The Conversation Lives OnAfter 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 26
    27. 27. The AgendaUnderstanding the event ticketing lifecycleSocial media tips, tricks and time savers to maximizeengagementLeveraging social media before, during and after youreventTying it all together with data 27
    28. 28. Track your Sales Sources1 2 3 28
    29. 29. Productivity Tools: Hootsuite Automatic scheduling Mass tweeting (Only when appropriate) Mass direct messaging (Be very selective) Do not use for Facebook! 29
    30. 30. Productivity Tools: Sprout Social Manage conversations with one tool Publish and schedule update across multiple social channels Measure efforts with reporting and analytics 30
    31. 31. Productivity Tools: Simply Measured/RowFeeder/Exportly Gather data rich worksheets See who is following you 31
    32. 32. Wrap Up• Decide which channels are right for you and your organization• Incent early ticket purchasing to get the wheel in motion• Collect donations from those who can’t attend• Encourage post-purchase sharing – it is most powerful• Give attendees reason to engage before, during and after your event• Analyze which social media efforts are most effective 32
    33. 33. Dawn AndreasMarketing Program Managerdawn@eventbrite.comEventbriteRitu SharmaCo-Founder and ExecutiveDirector ritu@sm4np.orgSocial Media for Nonprofits 33
    34. 34. Questions? Thank you for joining us!Please take a moment to fill out the post-event survey and ask anyQuestions in the TechSoup Forums for help with your great events 34