Fundraising through Fan-raising More Attendance, Media and Money from Social Media
  @jimharshaw #riotsports  
Philosophy
Two Concepts... <ul><ul><li>Identify your  true  needs.  </li></ul></ul>
What do you need to be successful? <ul><ul><li>More support from AD </li></ul></ul><ul><ul><li>Better facilities </li></ul...
FANS!
  <ul><ul><li>More support from AD </li></ul></ul><ul><ul><li>Better facilities </li></ul></ul><ul><ul><li>More money </li...
Two Concepts... <ul><ul><li>Identify your  true  needs. </li></ul></ul><ul><ul><li>Identify the needs of your fans (or pro...
Building Your Community <ul><li>  </li></ul>
Develop Channels Quality Content  
Develop Channels  
High-Tech  and  High-touch <ul><li>  </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Direct mailing </li></ul></...
Make it Easy <ul><li>  </li></ul>
Events <ul><li>  </li></ul>
Email Marketing
Constant Contact Vertical Response iContact ChimpMail
Building Your List
HTML <!-- Begin MailChimp Signup Form --> <!--[if IE]> <style type=&quot;text/css&quot; media=&quot;screen&quot;>     #mc_...
[email_address] Maria Nolan [email_address] Russ Rose Email Name
links, videos, connect, stories, results
Facebook Not just for kids anymore
Facebook &quot;Page&quot; vs &quot;Group&quot; <ul><li>  </li></ul><ul><li>  </li></ul><ul><li>Why a &quot;Page&quot; is b...
http://www.facebook.com/pages/create.php
Badge HTML <script type=&quot;text/javascript&quot; src=&quot;http://static.ak.connect.facebook.com/js/api_lib/v0.4/Featur...
Public Relations &quot;Reporters are Lazy&quot;
Getting PR <ul><ul><li>Collect contacts. </li></ul></ul><ul><ul><li>Contact them pre-season before you need them.  </li></...
Quality Content  video, text, audio  
What is quality content? Dates, times and locations VS Mission, vision and values
Goals  Personal interest stories  &quot;Where are they now?&quot;  Athlete interviews Parent, fan, admin, sponsor intervie...
Fans into Funds:  4 Ways to  Monetize Your Fan Base
#1: Existing Fundraisers <ul><li>  </li></ul>
#2: Capital Campaign <ul><li>  </li></ul>
#2: Capital Campaign <ul><ul><li>Online Donations  </li></ul></ul><ul><ul><li>Deadline </li></ul></ul><ul><ul><li>List of ...
#3: Annual Campaign <ul><ul><li>Replace or supplement other fundraisers  </li></ul></ul><ul><ul><li>Clear start and end da...
<ul><li>Call to Action Get someone to do something. Donate Volunteer Attend Sign-up/Register Participate </li></ul>
  <ul><li>  </li></ul><ul><li>  &quot;average gifts online are typically 25 percent to 35 percent higher&quot; </li></ul><...
<ul><li>Online Newsletters  Website Facebook Twitter Text </li></ul>
 
#4 Sponsorships <ul><li>  </li></ul>
Benefits of This Approach <ul><li>Get what you need: Money but also fans, community involvement, facilities, participation...
Benefits of This Approach <ul><li>Long-term program development </li></ul>
Benefits of This Approach
Benefits of This Approach <ul><li>Proven model </li></ul>
Benefits of This Approach <ul><li>People want to be a part of a community.  </li></ul>
Social Media Sports Marketing: Examples and Lessons from Case Studies
<ul><li>event attendance increased on average 5-10%  </li></ul><ul><li>We typically have 50-55 athletes come out for team....
<ul><li>&quot;invaluable” at helping them reach their goal </li></ul><ul><li>Cal State Fullerton staff has received calls ...
Riotsportsmarketing.com <ul><li>  </li></ul>
Win a Shirt <ul><li>Text  </li></ul><ul><li>StartaRiot </li></ul><ul><li>To 313131 </li></ul>
www.RiotSportsMarketing.com <ul><li>Free Set-up! </li></ul><ul><li>PROMO CODE:   </li></ul><ul><li>WORLDWIDE VB </li></ul>...
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Getting More Attendance, Media and Money through Social Media

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Using social media sports marketing and fundraising to grow attendance, media coverage and fundraising for amateur (or any) athletic program.

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  • Maslow told us that everyone needs to feel like they belong. Ever wonder why fans are fans or why kids like to join sports teams? They want to be part of something bigger than themselves. They want to be part of a community and feel appreciated. They want to receive and give love. This is a basic need that you and I and everyone else on this rock that we call Earth have.
  • And we have to make it easy for your fans to be fans. If they can&apos;t catch your latest news on the local tv evening news or on the radio on the way to work, then you had better be in their email inbox, on their Facebook profile, Twitter feed and accessible on their smart phone. There are lots of ways to do this. Just pick one and work from there.
  • You can host events (high-touch as opposed to high-tech) to build relationships face-to-face. And, maybe more importantly, you are connecting fans with other fans. You are creating that community that we all want to be a part of.
  • A balance of high-tech and high-touch is key. A handwritten note is the single most effective way to make a person a fan for life!
  • Get help: Intern, boosters, athletes, local paper, etc
  • Once you build this community you can now leverage it to drive fundraisers that you have done in the past. You will sell more cookies, candles, coupon books or whatever the case may be. But, you have to build the community first... not the other way around. Then, remember what I said about &amp;quot;making it easy&amp;quot;. They have to be able to buy in just a few clicks... preferably 3 or less.
  • Better than selling &amp;quot;stuff&amp;quot; where you get 40-50% profit and, between everyone in your organization, you spend hundreds of hours selling, you can launch a capital campaign. A few key points here: Be specific: people tend to rally around a projec t new facility new equipment big event (camp, tournament, etc) Online donation capability is key here. Google it and you&apos;ll find half-dozen ways to do so immediately. Deadlines motivates people so have a start and end date in mind. The 80/20 rule applies here. 80% of your funding will come from 20% of your donors. Identify top 10 prospective donors and cultivate them with phone calls, letters, emails.  Lay the ground work. Then and only then can you ask for significant amount of money.
  • Much like the Capital Campaign, an annual campaign is a more effective way to raise money than by selling &amp;quot;stuff&amp;quot;. Again, you have 100% or very close to 100% profit. Plus you are training your supporters to give every year. A key strategy here: Publish the names of all donors. This little tactic will increase your donation rate by 20% or more. Set a minimum donation amount ($25 or $100 or whatever works for you) to get your name on the list. It is a call to action that works!
  • They are educated and informed. You must first lay the ground work. Now get them to do something.
  • When you build community first then rally them for financial support, you are getting more than just money. You are building long-term success for your organization.
  • Not to mention, you will look like the hero that you are!
  • This is a proven model that is only getting easier with the advent of social media. Every organization can now afford to build a Facebook Page, blog and Twitter page. They&apos;re all free!
  • Finally, as we discussed at the beginning, people want to be a part of something. When they feel like an insider, they want to support. And they want others to join them.
  • Advertising for sponsors Sponsored tweets becoming popular Pro athletes w/ sponsor contracts have quotas including brand endorsements. Larger the network, the more value a sponsor places on it. Both of these teams have leveraged network to increase sponsorships at fundraising events (Golf Outing, Casino Night) raising thousands of dollars more than before. 
  • Advertising for sponsors Sponsored tweets becoming popular Pro athletes w/ sponsor contracts have quotas including brand endorsements. Larger the network, the more value a sponsor places on it. Both of these teams have leveraged network to increase sponsorships at fundraising events (Golf Outing, Casino Night) raising thousands of dollars more than before. 
  • Getting More Attendance, Media and Money through Social Media

    1. 1. Fundraising through Fan-raising More Attendance, Media and Money from Social Media
    2. 2.   @jimharshaw #riotsports  
    3. 3. Philosophy
    4. 4. Two Concepts... <ul><ul><li>Identify your true needs. </li></ul></ul>
    5. 5. What do you need to be successful? <ul><ul><li>More support from AD </li></ul></ul><ul><ul><li>Better facilities </li></ul></ul><ul><ul><li>More money </li></ul></ul><ul><ul><li>Increased community support </li></ul></ul><ul><ul><li>Fewer parents  </li></ul></ul><ul><ul><li>Better equipment </li></ul></ul><ul><ul><li>Student-athletes that... </li></ul></ul>
    6. 6. FANS!
    7. 7.   <ul><ul><li>More support from AD </li></ul></ul><ul><ul><li>Better facilities </li></ul></ul><ul><ul><li>More money </li></ul></ul><ul><ul><li>Increased community support </li></ul></ul><ul><ul><li>Fewer parents  </li></ul></ul><ul><ul><li>Better equipment </li></ul></ul><ul><ul><li>Student-athletes that... </li></ul></ul><ul><ul><li>Media coverage </li></ul></ul>
    8. 8. Two Concepts... <ul><ul><li>Identify your true needs. </li></ul></ul><ul><ul><li>Identify the needs of your fans (or prospective fans). </li></ul></ul>
    9. 9. Building Your Community <ul><li>  </li></ul>
    10. 10. Develop Channels Quality Content  
    11. 11. Develop Channels  
    12. 12. High-Tech and High-touch <ul><li>  </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Direct mailing </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>E-newsletters </li></ul></ul><ul><ul><li>Personal notes </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Phone calls </li></ul></ul>
    13. 13. Make it Easy <ul><li>  </li></ul>
    14. 14. Events <ul><li>  </li></ul>
    15. 15. Email Marketing
    16. 16. Constant Contact Vertical Response iContact ChimpMail
    17. 17. Building Your List
    18. 18. HTML <!-- Begin MailChimp Signup Form --> <!--[if IE]> <style type=&quot;text/css&quot; media=&quot;screen&quot;>     #mc_embed_signup fieldset {position: relative;}     #mc_embed_signup legend {position: absolute; top: </div> <!--End mc_embed_signup-->      
    19. 19. [email_address] Maria Nolan [email_address] Russ Rose Email Name
    20. 20. links, videos, connect, stories, results
    21. 21. Facebook Not just for kids anymore
    22. 22. Facebook &quot;Page&quot; vs &quot;Group&quot; <ul><li>  </li></ul><ul><li>  </li></ul><ul><li>Why a &quot;Page&quot; is better than a &quot;Group&quot; </li></ul><ul><ul><ul><li>Custom URL  (facebook.com/yourteam) </li></ul></ul></ul><ul><ul><ul><li>  Add other applications </li></ul></ul></ul><ul><ul><ul><li>Automatically posts to &quot;Fans&quot; news feed </li></ul></ul></ul>
    23. 23. http://www.facebook.com/pages/create.php
    24. 24. Badge HTML <script type=&quot;text/javascript&quot; src=&quot;http://static.ak.connect.facebook.com/js/api_lib/v0.4/FeatureLoader.js.php/en_US&quot;></script><script type=&quot;text/javascript&quot;>FB.init(&quot;=&quot;95216427205&quot; stream=&quot;&quot; connections=&quot;&quot; width=&quot;300&quot;></fb:fan><div style=&quot;font-size:8px; padding-left:10px&quot;><a href=&quot;http://www.facebook.com/riotsportsmarketing&quot;>Riot Sports Marketing on Facebook</a> </div>    
    25. 25. Public Relations &quot;Reporters are Lazy&quot;
    26. 26. Getting PR <ul><ul><li>Collect contacts. </li></ul></ul><ul><ul><li>Contact them pre-season before you need them.  </li></ul></ul><ul><ul><li>Make their job easy. Give them what they need. </li></ul></ul>
    27. 27. Quality Content video, text, audio  
    28. 28. What is quality content? Dates, times and locations VS Mission, vision and values
    29. 29. Goals Personal interest stories  &quot;Where are they now?&quot;  Athlete interviews Parent, fan, admin, sponsor interviews Other perspectives 
    30. 30. Fans into Funds:  4 Ways to  Monetize Your Fan Base
    31. 31. #1: Existing Fundraisers <ul><li>  </li></ul>
    32. 32. #2: Capital Campaign <ul><li>  </li></ul>
    33. 33. #2: Capital Campaign <ul><ul><li>Online Donations </li></ul></ul><ul><ul><li>Deadline </li></ul></ul><ul><ul><li>List of top prospects </li></ul></ul>
    34. 34. #3: Annual Campaign <ul><ul><li>Replace or supplement other fundraisers </li></ul></ul><ul><ul><li>Clear start and end dates </li></ul></ul><ul><ul><li>Publish names </li></ul></ul><ul><ul><li>Be specific </li></ul></ul>
    35. 35. <ul><li>Call to Action Get someone to do something. Donate Volunteer Attend Sign-up/Register Participate </li></ul>
    36. 36.   <ul><li>  </li></ul><ul><li>  &quot;average gifts online are typically 25 percent to 35 percent higher&quot; </li></ul><ul><li>Fundraisingsuccessmag.com </li></ul>
    37. 37. <ul><li>Online Newsletters  Website Facebook Twitter Text </li></ul>
    38. 38.  
    39. 39. #4 Sponsorships <ul><li>  </li></ul>
    40. 40. Benefits of This Approach <ul><li>Get what you need: Money but also fans, community involvement, facilities, participation, admin support, parental support. </li></ul>
    41. 41. Benefits of This Approach <ul><li>Long-term program development </li></ul>
    42. 42. Benefits of This Approach
    43. 43. Benefits of This Approach <ul><li>Proven model </li></ul>
    44. 44. Benefits of This Approach <ul><li>People want to be a part of a community. </li></ul>
    45. 45. Social Media Sports Marketing: Examples and Lessons from Case Studies
    46. 46. <ul><li>event attendance increased on average 5-10%  </li></ul><ul><li>We typically have 50-55 athletes come out for team. This year we had 78! </li></ul><ul><li>“ Our parents and fans love the weekly email update.“ </li></ul><ul><li>Riot has increased attendance, gate revenue, participation and alumni/fan relations </li></ul><ul><li>golf outing grew from 25 to 34 hole sponsors   </li></ul><ul><li>received larger amounts of donations than ever </li></ul>Quotes from Case Studies
    47. 47. <ul><li>&quot;invaluable” at helping them reach their goal </li></ul><ul><li>Cal State Fullerton staff has received calls from around the country who have seen information about their program in one form or another. </li></ul><ul><li>The result was more people donating time and money to help their cause. </li></ul><ul><li>Riot has helped keep membership. Reducing churn rate is of key importance to organizations dependent upon retaining membership. </li></ul><ul><li>  The very first week we signed up for Riot Sports Marketing, there were three articles in three different newspapers. This thing works. It was so exciting.” </li></ul>Quotes from Case Studies
    48. 48. Riotsportsmarketing.com <ul><li>  </li></ul>
    49. 49. Win a Shirt <ul><li>Text </li></ul><ul><li>StartaRiot </li></ul><ul><li>To 313131 </li></ul>
    50. 50. www.RiotSportsMarketing.com <ul><li>Free Set-up! </li></ul><ul><li>PROMO CODE:   </li></ul><ul><li>WORLDWIDE VB </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
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