IoF West Midlands :
Next generation fundraising

How Social Media can boost your
events

Jonathan Waddingham
Digital Strat...
Good morning!


•   Digital Strategist at JustGiving
•   Work with charities to make best use of the web
•   Research onli...
What *is* social media? And what‟s the point of it?


  It‟s a way for people to share and discuss information online

  T...
Social media is all of this




                              http://www.flickr.com/photos/marijnversteeg/3181758137/
Strategy is important




          http://www.flickr.com/photos/intersectionconsulting/4044928121/
What‟s the approach?


                 listen
                 target
               reach out
                share
    ...
What‟s the approach?


                 listen
                 target
               reach out
                share
    ...
How to listen


Google alerts
                     Your
                    Toolkit
Backtype alerts

Tweetscan

Technorati...
Monitoring sites: http://addictomatic.com
Monitoring sites: http://socialmention.com
Monitoring sites: http://www.samepoint.com
What‟s the approach?


                 listen
                 target
               reach out
                share
    ...
Target - where is your audience?

 What does your average supporter look like?

 What brings the most traffic to your webs...
Learning more about your audience




              http://icanhaz.com/socialtech
Do you need to segment your audience?




      http://www.forrester.com/Groundswell/profile_tool.html
What‟s the approach?


                 listen
                 target
               reach out
                share
    ...
Reach out – on Facebook




        http://www.facebook.com/pages/PDSA-Virgin-London-Marathon
Reach out – on Facebook




           http://www.facebook.com/partnershipsinaction
Reach out – on YouTube




           http://www.youtube.com/watch?v=u0imgzBNOqg
Reach out – on Twitter




 http://twitter.com/scopeevents


                                  http://twitter.com/WhizzKid...
Reach out – on Twitter




      http://twitter.com/romancircus/status/9257780448
      http://twitter.com/childsi/status/...
Reach out – on Twitter




         http://twitter.com/MichelleDewbs/status/8188051813
What‟s the approach?


                 listen
                 target
               reach out
                share
    ...
Share your events on Facebook




           www.facebook.com/yorkshirecancerresearch
Share photos of your events – on flickr




         www.flickr.com/photos/breastcancercare/sets
Share photos of your events – on Facebook




           www.facebook.com/kidneyresearchuk
Share videos of your events – on YouTube




         http://www.youtube.com/user/cancerresearchuk
Share videos you didn‟t even record on YouTube




            http://icanhaz.com/frplaylist
What‟s the approach?


                 listen
                 target
               reach out
                share
    ...
Measurement – on Facebook (insights)
Measurement – on social media




https://analytics.postrank.com/




http://viralheat.com/




http://bit.ly/
Measurement – using PostRank




              https://analytics.postrank.com/
Measurement – using ViralHeat




                  http://viralheat.com/
Measurement – on Twitter

http://bit.ly/info/SMguide
Measurement – on Twitter




                  http://tweetreach.com
Look out for the NFPTweetup




     http://www.flickr.com/hellobeautifulworld

                                       htt...
Measurement

Depends on the goals you set

What are you trying to achieve? What would success look like?

Is it to get mor...
St Ann‟s Hospice – case study




                    www.sah.org.uk
The big event – Manchester Midnight Walk

Promoted the launch of the walk by holding a flashmob


A flashmob is a large gr...
Manchester Midnight Walk promotion
Goal: increase awareness of the event and encourage people to register




            ...
How did they record the event?




                                                            listen
                    ...
How did other people record the event?




                                                   “So how did you hear about t...
Used other people‟s content on their own channel




                                                      listen
        ...
Using a Facebook fan page for the event




38%




                   http://icanhaz.com/stanns
Generating PR


                 £178k
                PR value
                (approx)




                 listen
     ...
Early results
  Only 6 weeks into opening registration for the event for the „early birds‟ in April, St
  Ann‟s already ha...
After the flashmob… keeping momentum going

Set up the Midnight Walk twitter pages a couple of weeks after the event

Cros...
Social Media use after the launch

Realised the value of investing time & effort building fans and followers


Painstaking...
Promoting Social Media




           www.sah.org.uk (their most visited page)
Promoting Social Media
Promoting Social Media
New - supporting their supporters




            http://icanhaz.com/fundraisingguides
(JustGiving guide to social media fundraising)




http://bit.ly/SMguide
Lessons learned
Had a Facebook group, but changed to fan page – lost a few people


Be careful how you set up your Faceboo...
Overall results of the Midnight Walk

Total net raised so far is £231,890 (last year £175,000).


17.5% higher than budget...
What‟s next for St Ann‟s

 Challenge is tracking FB & Twitter accurately

 More YouTube – getting help on design and struc...
Catherine‟s advice


 If I could give one tip it would be: do one thing now –
 you don‟t need a strategy in place, just tr...
Remember the approach...


                 listen
                 target
              reach out
                share
 ...
Carry on the conversation…

Jonathan Waddingham

jonathan@justgiving.com

       @jon_bedford
http://blog.justgiving.com

...
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Using Social Media To Boost Events - Chase 2010 & IoF West Midlands conference

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This was originally presented at the CHASE 2010 conference, before being updated for the IoF West Midlands Next Generation Fundraising conference in April 2010. It shows how charities can use social media to attract more people to their events and help them raise more money.

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Using Social Media To Boost Events - Chase 2010 & IoF West Midlands conference

  1. 1. IoF West Midlands : Next generation fundraising How Social Media can boost your events Jonathan Waddingham Digital Strategist JustGiving
  2. 2. Good morning! • Digital Strategist at JustGiving • Work with charities to make best use of the web • Research online giving trends to provide insight • Manage JustGiving‟s social media strategy www.slideshare.net/jwaddingham
  3. 3. What *is* social media? And what‟s the point of it? It‟s a way for people to share and discuss information online The point of it is people – anyone now has the power to create content online From a charity perspective, it‟s a great way to engage supporters and tell your story You can get your supporters to tell your story
  4. 4. Social media is all of this http://www.flickr.com/photos/marijnversteeg/3181758137/
  5. 5. Strategy is important http://www.flickr.com/photos/intersectionconsulting/4044928121/
  6. 6. What‟s the approach? listen target reach out share measure
  7. 7. What‟s the approach? listen target reach out share measure
  8. 8. How to listen Google alerts Your Toolkit Backtype alerts Tweetscan Technorati search Delicious search Flickr search
  9. 9. Monitoring sites: http://addictomatic.com
  10. 10. Monitoring sites: http://socialmention.com
  11. 11. Monitoring sites: http://www.samepoint.com
  12. 12. What‟s the approach? listen target reach out share measure
  13. 13. Target - where is your audience? What does your average supporter look like? What brings the most traffic to your website? Where are the conversations about you taking place?
  14. 14. Learning more about your audience http://icanhaz.com/socialtech
  15. 15. Do you need to segment your audience? http://www.forrester.com/Groundswell/profile_tool.html
  16. 16. What‟s the approach? listen target reach out share measure
  17. 17. Reach out – on Facebook http://www.facebook.com/pages/PDSA-Virgin-London-Marathon
  18. 18. Reach out – on Facebook http://www.facebook.com/partnershipsinaction
  19. 19. Reach out – on YouTube http://www.youtube.com/watch?v=u0imgzBNOqg
  20. 20. Reach out – on Twitter http://twitter.com/scopeevents http://twitter.com/WhizzKidzEvents
  21. 21. Reach out – on Twitter http://twitter.com/romancircus/status/9257780448 http://twitter.com/childsi/status/6661433240 http://twitter.com/M_R_F/status/6234406070
  22. 22. Reach out – on Twitter http://twitter.com/MichelleDewbs/status/8188051813
  23. 23. What‟s the approach? listen target reach out share measure
  24. 24. Share your events on Facebook www.facebook.com/yorkshirecancerresearch
  25. 25. Share photos of your events – on flickr www.flickr.com/photos/breastcancercare/sets
  26. 26. Share photos of your events – on Facebook www.facebook.com/kidneyresearchuk
  27. 27. Share videos of your events – on YouTube http://www.youtube.com/user/cancerresearchuk
  28. 28. Share videos you didn‟t even record on YouTube http://icanhaz.com/frplaylist
  29. 29. What‟s the approach? listen target reach out share measure
  30. 30. Measurement – on Facebook (insights)
  31. 31. Measurement – on social media https://analytics.postrank.com/ http://viralheat.com/ http://bit.ly/
  32. 32. Measurement – using PostRank https://analytics.postrank.com/
  33. 33. Measurement – using ViralHeat http://viralheat.com/
  34. 34. Measurement – on Twitter http://bit.ly/info/SMguide
  35. 35. Measurement – on Twitter http://tweetreach.com
  36. 36. Look out for the NFPTweetup http://www.flickr.com/hellobeautifulworld http://icanhaz.com/tools1 http://nfptweetup.org.uk http://icanhaz.com/tools2
  37. 37. Measurement Depends on the goals you set What are you trying to achieve? What would success look like? Is it to get more people to your events so you raise more money?
  38. 38. St Ann‟s Hospice – case study www.sah.org.uk
  39. 39. The big event – Manchester Midnight Walk Promoted the launch of the walk by holding a flashmob A flashmob is a large group of people who assemble suddenly in a public place, perform an unusual action for a brief time, then quickly disperse (wikipedia) St Ann‟s did supplementary work with generic Hospice pages on Facebook and Twitter to advertise the FlashMob and drive traffic to the main hospice pages/groups
  40. 40. Manchester Midnight Walk promotion Goal: increase awareness of the event and encourage people to register listen target reach out share measure
  41. 41. How did they record the event? listen target reach out share measure http://www.flickr.com/photos/st-anns-hospice-uk
  42. 42. How did other people record the event? “So how did you hear about this?” “Facebook – she passed it on to us” http://www.youtube.com/watch?v=qZ4NEK2ap-4
  43. 43. Used other people‟s content on their own channel listen target reach out share measure http://www.youtube.com/user/stannshospiceuk
  44. 44. Using a Facebook fan page for the event 38% http://icanhaz.com/stanns
  45. 45. Generating PR £178k PR value (approx) listen target reach out share measure
  46. 46. Early results Only 6 weeks into opening registration for the event for the „early birds‟ in April, St Ann‟s already had 1,340 registrants (from a total target of 3,000) for an event that didn‟t take place until June. 238% listen target reach out share measure Goal: increase awareness of the event and encourage people to register
  47. 47. After the flashmob… keeping momentum going Set up the Midnight Walk twitter pages a couple of weeks after the event Cross promoted everything between St Ann‟s site and Midnight Walk sites All footage and Press coverage was put on Facebook, Twitter, YouTube and Flickr
  48. 48. Social Media use after the launch Realised the value of investing time & effort building fans and followers Painstakingly followed lots of Manchester people on Twitter Promoted it on their website, in their newsletters and enewsletters, and put permanent links on the front page of their website and every other page too They are also building into their Content Management System the ability to flag up which pages they want to tweet to help manage the process.
  49. 49. Promoting Social Media www.sah.org.uk (their most visited page)
  50. 50. Promoting Social Media
  51. 51. Promoting Social Media
  52. 52. New - supporting their supporters http://icanhaz.com/fundraisingguides
  53. 53. (JustGiving guide to social media fundraising) http://bit.ly/SMguide
  54. 54. Lessons learned Had a Facebook group, but changed to fan page – lost a few people Be careful how you set up your Facebook fan page! Generating content is often hard, but there are always great stories around Finding the right people on Twitter to follow – looked at the Forever Manchester site to find local people Now using Twitter lists to find Manchester people Look out for opportunities – St Ann‟s have started work with Salford University students on their Social Media Masters Course
  55. 55. Overall results of the Midnight Walk Total net raised so far is £231,890 (last year £175,000). 17.5% higher than budgeted and 32.5% higher than last year 1,485 more walkers signed up than last year, a total of 3,285 83% Budgeted for 2,750 so achieved a 20.5% increase on target
  56. 56. What‟s next for St Ann‟s Challenge is tracking FB & Twitter accurately More YouTube – getting help on design and structure of NFP YouTube page Growing the Facebook fan page Having more conversations about their services through social media Added links to social media on every page of website
  57. 57. Catherine‟s advice If I could give one tip it would be: do one thing now – you don‟t need a strategy in place, just try it out! For example, set up a Facebook group/event or a Twitter site and actively promote it on your emails – see what happens as a result! Catherine Williams, Director of Fundraising and Communications
  58. 58. Remember the approach... listen target reach out share measure
  59. 59. Carry on the conversation… Jonathan Waddingham jonathan@justgiving.com @jon_bedford http://blog.justgiving.com slideshare.net/jwaddingham http://bit.ly/JWblog http://uk.linkedin.com/in/jonathanwaddingham
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