Online event marketing for non profits


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Plan, promote and communicate your event. Engage with your attendees and measure your success.

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  • Today’s presentation will cover the following topics: We will discuss the many benefits of using on-line registration to track and analyze participation. We will also cover many of the varied ways you can keep in touch with your constituents, encourage participation and reach those people that are not currently part of your contact list. We will touch on ways you can measure the success of your event and how you can use this information to plan even better, more robust events in the future. I will finish by sharing Event Marketing Best Practices.
  • Professional looking communications improve the reputation of the organization. Sending informative emails about the event and your cause makes you trusted resource and builds credibility for the work you are doing.
  • Text to Join – you can now offer your customers an easy way to join your Constant Contact mailing list via mobile. Text messaging – also known as Short Message Service or SMS – is growing. 250 million Americans use mobile phones and more than half of them communicate with SMS.Customer Robert Turley, Airport Plaza Bowl, St. Louis AreaList growth 112% with Text to JoinOffer encouraged people to stay longerIncreased good will of customer baseEz Texting Client example for events: Secret Cinemas is a mobile outdoor movie company (think a moving drive-in). They provide outdoor movies in parks, schools, at companies, and even backyards for groups of 100 to 1000 people. They bring the screen, projector, and sound system to any location with electricity and open space. Secret Cinemas was looking to find a way to both capture contact info for those in attendance for future marketing as well as setting up a notification list so they could let people know where and when their upcoming shows are. Secret Cinemas has implemented several capture methods to gather opt-ins. By far their best one is a simple banner placed at each show location by the road stating text their keyword to be notified about upcoming shows and entered to win a free movie night. This is "one heck of a prize" that they draw for once a year and it is a good incentive to sign-up. Every day the banner is up they get several new signups during peak drive times.They also have forms on their website and Facebook page that gather people. In addition, before their shows they have several slides with basically the same wording as their banners to get people in attendance to sign up. That, teamed up with some announcements, usually creates a flood of new entries before every show.Secret Cinemas has successfully built quite a list of outdoor movie attendees. This serves as a benefit for everyone. The attendees benefit by being better informed of upcoming events. Their sponsors benefit from improved attendance. Above all, they have become the movie provider of choice because they have built their own following.
  • Here’s an example of an organization that used the online calendar feature for success. Challenge: Getting volunteers to help their mission dedicated to growing a healthy, livable community in the Sacramento, CA region. The Sacramento Tree Foundation was concerned about getting the right number and type of volunteers to help. By using registration questions, the organization used the responses to appropriately group volunteers and create teams that contained experienced members, leading to a more productive event. By using EvM, they did have number of volunteers needed for each project and were able to identify specific skill sets that made for a more productive event. They were able to support their mission by fulfilling all volunteer dates. This is also an opportunity to follow-up with unsatisfied customers.
  • The fun part is promoting your event, so “Let them know and they’ll show!” Let’s start with Invitations: Don’t forget to always send a “Save the Date!” Personal invitations to pre-existing networks of donors and friends through multiple channels have been rated as the most effective methods for communicating. Website: Here, provide the event details and don’t forget a “Join my mailing list” button.Social Media: Keep audience engaged throughout the promotion process by highlighting exciting new speakers and keeping them informed of interesting changes/additions to the program. We’ll further discuss Social Media in today’s presentation and provide context to using it. Remember, communicate where your audience is listening, and they are on Social Media. Attendees who feel more engaged and connected with the organization are less likely to cancel.
  • Using Event Marketing from Constant Contact, we’ll see that it’s 1) Time Saving, 2) Easy to use, 3) An online place for centralized information and ultimately will mean a better and smoother event for you and your attendees. In the past, manual registrationand a high number of people paying “at the door” resulted in an organization having to make a “best guess” in regards to food and facility size. Pre-registration reduces waste of precious time, money and resources, something nonprofits are constantly seeking. Another time saver is that info is more accurate, since participants self-register.EvM is also so easy to use, volunteers who are new to using CTCT, are able to quickly step-in and help.In addition, CTCT allows you Plan a better event when you know who is coming. Based on the registration “title” field, a lecture-type session could become a CEO Roundtable discussion, delivering more value to the participants. All of these benefits make for a smoother, more efficiently run conference, fundraiser or special event. Simply put, you get better event planning with Constant Contact Event Marketing.
  • For example,some of the challenges Allston Village Main Streets faced were that manual registration makes it difficult to register attendees and get a proper headcount. Having to overestimate a head count, means needlessly paying for meals that are not necessary, or booking a location that is larger and more expensive. Attendees are directed to an easy to use online registration page. Better registration management means spending less money to host the event. Another recommendation: The look and feel of the registration page should underscore the event theme or cause, and we’ll see how to accomplish this using Event Marketing.
  • Online event marketing for non profits

    2. 2. Agenda Plan  Setting Objectives  Using Objectives  Ask for information you need Promote & Communicate  Promote to the right people  Let the people you know promote for you  Leverage Social Media and Mobile  Be found on the web Engage with attendees  Registration  Acknowledge and communicate  Before Event  During Event  Post Event Measure your success  Reports  Feedback Extras  Worksheets 2Copyright © 2011 Constant Contact Inc.
    3. 3. Plan- Setting ObjectivesWhat do you want to accomplish?Determine the ultimate purpose of the event and whyare you hosting.Type of eventRight contentRight people to attend What action do you want from them What will participants take away?  Learn more about the organization  How their support helps those you serve  The effect of your fundraisingHow to measure success-Return on Investment  You want a return so you must calculate how much to invest and create a budget.  Will attendees be a referral engine if they leave satisfied?  Free event vs. Free admission – avoid last moment discounts to attend.Copyright © 2011 ConstantContact, Inc. 3
    4. 4. Plan- Setting Objectives For the attendee, what do they want? What is in it for me? -The tangible benefit for spending my time/money. What motivates for participation?  What do they learn?  Networking  Making a difference Create a Top 3 attendee take-away list What are the different messages and “hot button issues” for discussion?Copyright ©2011 Constant 4Contact, Inc.
    5. 5. Plan- Setting ObjectivesWhat they want? Freshen a stale fundraising event Fundraise for Sindney M. Oman Cancer CenterWhat attendees want? Something interesting to do while giving back Attending an “It” event
    6. 6. Results- Setting ObjectivesWhat was achieved: 7,800 attendees 250 volunteers profit of $150,000 Increase engagementWhat attendees got: A good time while doing something good “…I used your Event Marketing tool to promote a New wines and a way to be wine festival to benefit charity. We ended up attracting 7800 attendees and raising $150,000 for involved cancer research. With Constant Contact, this cost Motivation & resources for me $30. If I‟d done online registration with the other guys, I (or my attendees) would have paid next event thousands of dollars in fees – instead, that money is going to fight cancer. It was a no-brainer to choose you.“ – Roland Davis, Chesapeake Virginia Wine Festival
    7. 7. Plan- Using ObjectivesAre you not sure what to plan? Ask!Use the Event Planning & Feedback sectionof the Survey tool to gather data.From a two-minute survey you learn: ■ The type of event ■ How to promote ■ If the event should be public ■ The right audience for the right events (matching objectives) ■ What the audiences considers a success/valuable Ask the uncomfortable question about a previous event: “What didn’t you like about our last event?” Copyright © 2011 Constant 7 Contact, Inc.
    8. 8. Plan- Using ObjectivesSample Questions to try  How much do you expect to pay for an event?  Which types of our events have you attended in the past?  What is your primary reason for attending an event?  What is the most convenient time to have an event?  What types of events would you be interested in attending?  Which generation are you? (Gen Y, Gen X, Baby Boomer, etc.) -Actual questions from Downtown Woman’s ClubCopyright ©2011 Constant 8Contact, Inc.
    9. 9. Plan- Using Objectives For a successful event, identify your audience’s goals, as well as your own Audience Goal Your Goal Size of Event Participate, but not faceless attendee Increase attendance Value of Event Make connections and learn Organizing and Loyalty Content Focus Learn from experts Correctly set level of intensity and delivery of content Considerations for attendees Time of Day Other community events  Age 55+ prefer mornings ■ Can you piggy-back off something else?  Parents prefer lunch ■ Be sure your event is not scheduled at the same time as another  Singles prefer evenings Event execution Location ■ Assign a back-up person and have contingency plans  Traffic ■ Prepare staff in case of questions or issues (Fire Drill)  Public transportation ■ Include enough breaks in the agenda  Parking ■ Provide WIFI if not already available  Wheelchair accessCopyright © 2011 Constant Contact, Inc. 9
    11. 11. Are you promoting to the right people?Who do you want to come?-create an “ideal” attendee profile of those both new and familiar with your organization and know why they come.  Demographic  Past giving behavior  Age , Geography  Industry, Educational background  Influence in networks (local and social) Where do they spend time?  Online: Social Media, industry blogs, websites, virtual trade-shows, etc.  Offline: Social groups, cafes, Meet up, Chamber meetings, etc.  Print: Newspapers, trade publications, magazines Where do they look for information about events?  Local calendar listings, local media outlets (,  List in your own event calendar on your site   Get included in radio or TV listings “Forward to a Friend” Invites Use the Event Planning &  Word of Mouth Feedback section of the Survey  Search Engines and Social Media tool to gather data. 11
    12. 12. Foundation from those who know you Get their attention with email invites for those who know your organization Brand is important -79% of respondents said they hit the "report spam" button when they dont know who the sender is. -Email Sender and Provider Coalition (2007) Use Subject Lines that get you opened Write a headline that captures and keeps attention Show your personality Personalize message to recipient –the same invite does not need to go to everyone on your list How do they know you? Use this to make the invite relevant Segment the content of the message -56% of consumers consider marketing messages from known senders to be Spam if the message is “just not interesting to me.” - Q Interactive, 2007 12
    13. 13. Good Invitations cause interest and actionInclude:  Why do I or should I care?  Simple step-by-step easy registration or RSVP -How do I say yes or no -If no, can I still donate to cause?  When and where?  How do I get there?  Is there a cost?  Who do they contact for more information or to ask questions?  Add list of upcoming events  Content is Share worthy – “Forward to a Friend”-email – Share button for posting social media Copyright © 2011 Constant Contact, Inc. 13
    14. 14. Invitations cause interest and actionWhat about your invites? Do they do more than ask people to come? Goals:  Increase awareness  Improve activism/volunteerism  Improve performance of donor base  Strengthen community relationship How do you know if your invites did their job? 14Copyright © 2011 Constant Contact, Inc.
    15. 15. Success with Event InvitationsThe Salem AthenaeumTheir challenge: Maintaining support for the organization’s mission “Event Marketing allows us to gauge Attracting both new and former registration numbers in advance. attendees I know how many people should staff the event, if I am going to have enoughWith Event Marketing: space for the attendees, and what the Send informative email invitations audience expectations are for the Professional looking event homepage event.”– Jean Marie Procious, Director Online registration to confirm of The Salem Athenaeum commitmentTheir results: Payment in advance encourages attendance Increased attendance meant more revenue from the fundraiser 15Copyright © 2011 Constant Contact Inc.
    16. 16. Does this invite work?What works Headline captures attention and sense of urgency Visuals match event themeWhat does not work •No way to RSVP on line –Created sense of urgency but no way to take immediate action •Unclear how to sign up for event •No personalization •No map for directions on how do I get there •No way to share –Missing out the power of word of mouth and social media marketing
    17. 17. Beyond one event invitationShare upcoming events in your emailnewsletters to increase awareness. “Attend My Events” button appears in the Insert menu Clicking this option will feature: –Event Name –Start/End date and time –Event Description (if given) –Location Event names link to Event Homepage/Registration page Track what readers are interested in what events 17Copyright © 2011 Constant Contact Inc.
    18. 18. Leverage Social Media MarketingExpand the reach of your invitationthrough social media Use Simple Share to promote the event on Facebook and Twitter at the same time ■ Customize the message for each site ■ Include an image (optional) ■ Easily share to all your Facebook and Twitter profiles Copyright © 2011 Constant 18 Contact, Inc.
    19. 19. Leverage Social Media MarketingGet more attendees by sharing the event on Facebook & Twitter.Whether you send aninvite or not, promotethe event on SocialMedia! Here’s how:  Establish a hashtag (e.g. #B2Bevent) to track buzz around the event.  Tweet your event and watch how your followers retweet the details.  Do not forget to ask them to retweet, asking and saying “Please” really does work.Promote the event on a The Facebook post can contain aschedule: custom message to•Weekly encourage attendance and will include a link to register.•The day before•An hour before
    20. 20. Leverage Social Media Marketing How can you use it?Foursquare  Do you have a venue? Create a location to check in.  Co-marketing with local business? Drive traffic to each other.  Leave a tip about your event  Leave a To Do about your event  Scavenger hunt around event- – Hints in tips area  Understand interests of people checking in-profile info
    21. 21. Leverage Text MarketingText to Join from Constant Contact:  Customer texts keyword to a short code (similar to a phone number), receives reply and is asked to submit email address; added to your list Ez Texting (Constant Contact partner):  Send group texts to give your customers exclusive info on events, discounts or deals  Text marketing for events – Secret Cinema 250 million Americans are mobile phone users, 56% of mobile users, or 141 million people, are SMS users. -Gfk/NOP Research conducted for mobile entertainment community Copyright © Limbo 2010 Constant Contact, Inc.
    22. 22. Get Started With Social MediaGo to and get help with: Social Media 101 Facebook Twitter LinkedIn Blogs YouTube Location-based marketingCopyright © 2011 Constant Contact, Inc.
    23. 23. Leverage Social Media Marketing Built-in Promotions with Social Media and Search Engine Optimization ■ Help your event be found in online searches by using keywords  Topics, speakers, theme, locati on ■ Create an event hashtag to encourage conversation about the event ■ The hashtag is automatically featured in event communicationsCopyright ©2011 Constant 23Contact, Inc.
    24. 24. Can your event be found on the Web? Do you have an event homepage? Use homepage for more promotional details and drive desire to attend. Match the branding and colors of your website to your event homepage. “The homepage flexibility provides a fantastic outlet for other complementary marketing strategies such as posting for social networking and affiliates websites.” -Shannon Beth Harrington, SB Cre8tiveCopyright © 2011 Constant Contact, Inc. 24
    25. 25. Can your event be found on the Web? Talk About Content  List the sessions offered/Agenda  Link to guest speaker bios, websites, book reviews  Showcase new products or services Enable Interaction  Provide event contact’s information for questions  Feature testimonials of former attendees  Create and update a “What’s New” section  Display pictures from past events or featured speakers  Join My Mailing List for future events Include Fine Print  Post items for sale for fundraiser  State cancellation and refund policy (if applicable) and make it fair and friendly “It „s more seamless for people and easier for everyone. For people signing up for the events they don‟t have to bounce from a Tips: newsletter, to our website, to PayPal and back-it‟s so flawless and -Keep your branding consistent easy. What we were hoping for is what we got and so much -Make the page easy to share and be more.”-Leslie Sturgeon, Women Inspiring Woman found in Social Media -Use the words that attendees use, not internal jargonCopyright © 2011 Constant Contact, Inc. 25
    26. 26. Can your event be found on the Web? Promote events on your website with “Attend My Events” Widget.Providing a list on your website: ■ Increases awareness of your upcoming events ■ Helps improve attendance or increase the number of volunteers ■ Increase SEO value 26 Copyright © 2011 Constant Contact, Inc.
    27. 27. Online Event Calendar Sacramento Tree Foundation Their challenge:  Getting the right number and type of volunteers to help With Event Marketing:  Invitations provide information regarding upcoming volunteer opportunities  Asking for best times/dates in invite Their result:  Had the number of volunteers needed for each project  Identified skill sets for a more productive event  Able to support mission by fulfilling all 27 volunteer datesCopyright © 2011 Constant Contact Inc.
    28. 28. Boost attendance with promotional varietyLet them know and they’ll show! Invitations Homepage Social Media Send personalized Create a unique event Engage those following invitations with a homepage you to boost attendance personal appeal and awareness Make sure to include: Make sure to include: Make sure to include: Important event information Information about the event, Updates about the event To ask recipients to forward the mission, and success stories in (Examples: new speakers, email to friends and family one place discount offers, etc.) A list of upcoming events Regular updates on the Link to registration for the event Encourage to talk about event homepage, with our easy to from all posts and tweets in Facebook and Twitter update homepage Encourage those who have Links to register-automatically A “Join my Mailing List” box, to registered to post or tweet they done for you with Event keep the connected are attending-automatically done Marketing Use the “Attend my Event for you with Event Marketing Widget” to promote upcoming events on your websiteRemember: communicate where your audience is listening! Copyright © 2011 Constant Contact Inc. 28
    30. 30. Step 1: RegistrationEasy to use self registration  Decreases errors  Attendees register when and how they wantCentralized Information and Professional Looking  One place for all event information  Same branding for all event communications  Track and see the details registrant provide  Have a better event when you know who is comingTime Saving  Manual registration = Hours of time vs. Online = time saving  One person can run the show  Easy for anyone to manage, even new volunteers 30Copyright © 2011 Constant Contact Inc.
    31. 31. How registration engagesAllston Village Main StreetsTheir challenge: Difficult to get a proper headcount Mixed expectations of events Over-ordering or booking a location that is too small/large Collecting payment from registrantsWith Event Marketing: Easy to use online registration page All information is collected in one place Registrants pre-pay online through PayPalTheir results: Knowledge what all the attendees expect Saved time and money by knowing the right amount of space and amenities necessary Easier registration process for all involved “It takes the guessing out of Event updates go out on time to the right people running good events.” -Katie Reed, Executive DirectorCopyright ©2011 Constant 31Contact Inc.
    32. 32. Step 2: Acknowledge and Communicate Confirmation Message  Keep it short and concise  Include link to pre-event survey or poll to understand expectations  Provide contact information for the individual who can answer questions  Feature quotes from attendees in the past to similar events  Reference the “Add to my Calendar” Confirmation feature Landing Page and emailCopyright © 2011 Constant Contact, Inc. 32
    33. 33. Step 2: Acknowledge and CommunicateAsk registrants to share the event information. Jump start the wordof mouth buzz around your event. Once registered, attendees can spread the word about the event by sharing on Facebook or Twitter. Note: Facebook users have on average 130 friends* *Facebook FAQ’sCopyright ©2011 Constant 33Contact Inc.
    34. 34. Step 2: Acknowledge and communicateCapture Donations Those unable to attend can still show their support by donating. Make giving easy: Suggested donation amounts Allow them to enter any amount Simple payment process After the event, send a special “Thank You” email to those who donated!Copyright © 2011 Constant Contact, Inc.
    35. 35. Step 2: Acknowledge and CommunicateSending Save the Dates and Reminders How many days/hours of notice and registration time do they need?  5-6 weeks before the event: Send the personalized invite “announcement”  3 weeks before: Send email “reminder” -Include new offer/special discounts -Feature any special guests who are attending  2 days before: Send final “don’t miss” email with date/time/location Tips:  One announcement and two reminders  Create messages and schedule sends before the event  Include the event info in your newsletter  Send a follow up to those that did register and also to those that did not register 35 Copyright © 2011 Constant Contact, Inc.
    36. 36. Step 2: Acknowledge and Communicate Reminder communications  Increase % that show  Show count down until event  Include a link to a pre-event survey or poll, then near event start date or at start of event review results  Provide hints to guess secret guest speaker/feature  Tweet event information and include event #hashtag in the tweet  Share event details on your Facebook wall  Make it easy to share with “Forward to friend” link and Social Share buttonCopyright ©2011 ConstantContact, Inc. 36
    37. 37. During the EventEvent Check-in Display a list Android iPhone of registrants for any event. "Check-in" your registrants to mark them as attended. Email an individual event registrant by tapping their email address. Easy attendance Tracking on your mobile phone!
    38. 38. During the Event Encourage attendees to tweet about what they are experiencing during the event under the event #hashtag. People who are interested and could not make it can be part of event following a twitter feed. Encourage attendees to post photos and videos from mobile devices to Twitter with tools like TwitpicAs of Dec 2010, 27% of all mobile phones are smartphones, by end of 2011 over 50% will be smartphones. -ComScore’s “2010 Mobile Year in Review”Twitter has 165 Million Users – 50% of them use Twitter Mobile. –, “Mobile by the Numbers”
    39. 39. During the Event Consider using QR Codes to keep the interaction going Free QR Code generator sites: Direct to website information via mobile device Get feedback via a poll or short survey that people can access via mobile device Post video content that is complementary to the event objectives to view via a mobile device How do I build? - ■ QR Code Section Add- .qr at end of shortened url
    40. 40. During the Event How can you use it? Watch how many and who has checked in. – Know when the people you want to connect with have arrived. Watch the comments, tips and to do’s left by attendees. – Gain a clear understanding of what popular/trending in your event. Watch for instant feedback. – Negative comments about the food ■ Location-Based Services Section – Problems with the facility
    41. 41. During the EventEZ Texting-Text Marketing How can you use it?  Attendees  Reminders  Real-time updates on schedules, weather delays  Staff & volunteers  Communication the day of your event  Send out real-time info: schedules, questions, staffing needs
    43. 43. Post event email and homepage ■ Thank attendees ■ Post quotes and photos from attendees ■ Provide links to materials distributed at the event. – Consider hosting them via Slide Share ■ Provide contact information for the individual who can answer questions ■ Give participants a way to stay connected through the “Join Our Mailing List” link or social media sites ■ Include link to post-event surveyCopyright ©2011 Constant 43Contact, Inc.
    44. 44. Collect Post Event FeedbackUse a Survey Ask about satisfaction with content, facilities, etc. How likely are they to come again?  Over 60 templates to start with to meet your objective How likely are they to tell others  Includes good questions about your events?  You can edit, remove, add, and re-order questions  You can add your logo, colors and images Ask questions that get answers you can act upon.  Example: “What didn’t you like about our last event?”
    45. 45. Collect Post Event FeedbackReview the comments and conversations on your Facebook wall.Review the comments via Twitter about your event by searching under the event #hashtag.
    46. 46. Feedback and Data for next event Leverage details from your registration data to help identify the right segments of people to invite to your next event. Use the information they have shared to personalize your future communications. Details such as who paid, how they paid, demographic, etc.
    47. 47. Did you meet the objectives?Measure your objectives by: Measure attendee objectives by: The number of people who  Conversations about event in attendee social media networks Donations raised  Feedback in surveys Data collected via reports and  Show rate of individuals survey registered Measure fundraising revenue
    48. 48. Best Next Steps Try Online Event Marketing For Free Check out a Live Product Tour Register for the live “Event Marketing Product Demo” Questions? You have a consultant here to help at 1-855-816-6508 48Copyright © 2011 Constant Contact, Inc.
    49. 49. On Twitter:@ctcteventFacebook: US ON SOCIAL MEDIA 49
    50. 50. Plan- Using ObjectivesShare your story: Recent or Upcoming Event Attendee Objective Your Objective Value and Content Focus of event Audience Goal Your GoalSize of EventValue of EventContent Focus
    51. 51. Are you promoting to the right people?Attendee Worksheet:Attendees-Who is perfect for Where do they spend time? Where do they seek eventyour event? information?In common What is Real Life Online Real Life Online different• • • • • •• • • • • •• • • • • •