1. How to Increase Attendance and
Membership, Raise Money and Reach New
Audiences through Social Media Marketing

2. Welcome to
Getting Started
with Social Media
Marketing
Fundraising through Social Media?

3. Welcome to
Getting Started
with Social Media
Marketing

4. Welcome to
Getting Started
with Social Media
Marketing
Conventional Fundraising
1.Cultivating donors
2.Asking for contributions
Social Media = Cultivating Donors

5. Welcome to
Getting Started
with Social Media
Marketing
Cultivating Donors through Social Media
Potential donors learn more about your organization
Potential donors joins discussion about your cause
Potential donors can easily share information about you
Potential donors become more involved with your cause

6. Welcome to
Getting Started
with Social Media
Marketing
Today’s Program
Cultivating Donors, Members and
Supporters through Social Media

7. Welcome to
Getting Started
with Social Media
Marketing
Increase Online Visibility
Drive Traffic to Social Media Platforms
Fundraising Integration
Call to Action
Campaign Coordination
Message Development
Social Media Plan

8. Welcome to
Getting Started
with Social Media
Marketing
Increase Online Visibility

9. Welcome to
Getting Started
with Social Media
Marketing
Start a Blog
Increase Online Visibility

10. Welcome to
Getting Started
with Social Media
Marketing
Increase Online Visibility
Embed Images and Videos

11. Welcome to
Getting Started
with Social Media
Marketing
Increase Online Visibility
Enable Sharing Options

12. Welcome to
Getting Started
with Social Media
Marketing
Tag
Increase Online Visibility

13. Welcome to
Getting Started
with Social Media
Marketing
Increase Online Visibility

14. Welcome to
Getting Started
with Social Media
Marketing
Increase Online Visibility
Participate in Groups

15. Welcome to
Getting Started
with Social Media
Marketing
Drive Traffic to Social
Media Platforms

16. Welcome to
Getting Started
with Social Media
Marketing
Drive Traffic to Social
Media Platforms

17. Welcome to
Getting Started
with Social Media
Marketing
Drive Traffic to Social
Media Platforms

18. Welcome to
Getting Started
with Social Media
Marketing
Drive Traffic to Social
Media Platforms
www.facebook.com/toyota

19. Welcome to
Getting Started
with Social Media
Marketing
Drive Traffic to Social
Media Platforms

20. Welcome to
Getting Started
with Social Media
Marketing
Fundraising Integration

21. Welcome to
Getting Started
with Social Media
Marketing
Fundraising Integration

22. Welcome to
Getting Started
with Social Media
Marketing

23. Welcome to
Getting Started
with Social Media
Marketing

24. Welcome to
Getting Started
with Social Media
Marketing

25. Welcome to
Getting Started
with Social Media
Marketing

26. Welcome to
Getting Started
with Social Media
Marketing
A specific call to action
An immediate means to donate funds
A social media sharing tool

27. Welcome to
Getting Started
with Social Media
Marketing
“thanks to 2,104 generous donors we’d
reached our next target of £30,000!”

28. Welcome to
Getting Started
with Social Media
Marketing

29. Welcome to
Getting Started
with Social Media
Marketing

30. Welcome to
Getting Started
with Social Media
Marketing

31. Welcome to
Getting Started
with Social Media
Marketing
Call to Action

32. Welcome to
Getting Started
with Social Media
Marketing
Call to Action
Stay Connected

33. Welcome to
Getting Started
with Social Media
Marketing
Call to Action
Stay Connected

34. Welcome to
Getting Started
with Social Media
Marketing
Call to Action
Generate Attendance

35. Welcome to
Getting Started
with Social Media
Marketing
Call to Action
Generate Interest and Contact

36. Welcome to
Getting Started
with Social Media
Marketing
Call to Action
Generate Interest and Contact

37. Welcome to
Getting Started
with Social Media
Marketing
Effective:
Visit our Fan Page at Facebook to download a family
discount coupon.
Visit our Facebook page for a behind-the-scenes tour
of our upcoming exhibit.
“Like” our Facebook Page for a chance to win tickets
to the opening of our next exhibit.
Ineffective:
Visit us at Facebook.
Follow us at Twitter

38. Welcome to
Getting Started
with Social Media
Marketing
Campaign Coordination

39. Welcome to
Getting Started
with Social Media
Marketing
Campaign Coordination
Multiple Platforms - One Message

40. Welcome to
Getting Started
with Social Media
Marketing
Message Development

41. Welcome to
Getting Started
with Social Media
Marketing
Message Development
Audience-Driven Content
All Audiences
• Donors
• Members
• Businesses
• Employees
• Volunteers
• Elected Officials
• Neighbor
• Media Representatives
• Vendors
• Employers

42. Welcome to
Getting Started
with Social Media
Marketing
Consistent Givers
Driven by Conscience
Top Givers
Committed to Giving
Not There Yet
Waiting for the right
opportunity
Spirit Gives
Occasional –
motivated by
circumstance

43. Welcome to
Getting Started
with Social Media
Marketing
• Choose the media most likely to reach your
target audience
• Do not forget conventional media channels
• Focus on gaining advocates first and donors
second
• Do not treat social as a substitute to other
fundraising techniques

44. Welcome to
Getting Started
with Social Media
Marketing

45. Welcome to
Getting Started
with Social Media
Marketing
• Highlight Donors and Sponsors
• Share a story of someone who’s benefitted from the
organization’s support
• Share pictures from previous events
• Post information about upcoming events
• Tell of other ways to support than by giving money

46. Welcome to
Getting Started
with Social Media
Marketing
• Tell how donations make a difference – in great detail.
• Where does the money go?
• Tell how your organization meets its mission
• Provide seasonal tips, i.e. tax season advice
• Give information on charitable giving tax news from the
IRS

47. Welcome to
Getting Started
with Social Media
Marketing

48. Welcome to
Getting Started
with Social Media
Marketing

49. Welcome to
Getting Started
with Social Media
Marketing

50. Welcome to
Getting Started
with Social Media
Marketing

51. Welcome to
Getting Started
with Social Media
Marketing

52. Welcome to
Getting Started
with Social Media
Marketing

53. Welcome to
Getting Started
with Social Media
Marketing

54. Welcome to
Getting Started
with Social Media
Marketing

55. Welcome to
Getting Started
with Social Media
Marketing

56. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Know your Objectives
Awareness - Attendance – Membership – Volunteers - Engagement

57. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Know your Audience

58. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Determine Calls to Action

59. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Tools and Resources
Choice of Platforms • Knowledge • Staff

60. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Execute & Experiment

61. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Measure

62. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Measure

63. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Measure

64. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Measure

65. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Measure

66. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Measure

67. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Measure

68. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Measure

69. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Adapt

70. Welcome to
Getting Started
with Social Media
Marketing
Social Media Plan
Slideshare.net:
Search for “Museum Social Media Planning Worksheet”
Minnesota Historical Society