1. Leveraging Social Media for
Fundraising Events

2. The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to
maximize engagement
Leveraging social media before, during and
after your event
Tying it all together with data
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3. Defining Event & Social
Media ROI
ROI = Increasing donations +
Raising awareness + Maximizing
ticket sales
4

4. Average Ticketing
Lifecycle
5
On average, fundraiser
tickets go on sale 4-6
weeks before the event.
(Hint: People procrastinate. Don’t let them.)

5. Ticketing Lifecycle
You can
influence the
ticketing
lifecycle!
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6. Communication &
Content Calendar
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Create a communication plan
• Work backwards from the date of the event until the first
invite goes out
What are the strategic times to email people?
• 9-11am, Tuesday-Thursday
Where to post information?
• Your website, Facebook, Twitter, LinkedIn, local
community calendars

7. Sample Content Calendar
Event Date: June 25th, Calendar Highlights Content Plan Leading up to
the Event.

8. Create your Registration Page
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9. Drive Every “Touch” to
Registration
Registration Twitter
Email
Facebook
LinkedIn
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10. Create a Facebook Event
11

11. Further your Facebook
Presence
Pro Tip: Integrate ticket purchases in Facebook via apps.
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12. The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
engagement
Leveraging social media before, during and after your
event
Tying it all together with data
13

13. Promote
1. Post regular updates: Pictures, performers, VIPs,
auction items, partners and even attendee stories
2. Post more pictures & videos (cute stuff helps!)
3. Invite attendees to RSVP as they register
4. Be sure to tag attendees, VIPs, partners, and others

14. pre-
purchase
40%post-
purchase
60%
The motivation to share is higher
once the purchase has been
made.
Facebook Shares
15

15. • Post 6-7 times a day
• Reach out to
influencers
• Retweet & thank!
• Use a Hashtag- a word
preceded by # sign – keep it short! (6
– 8 characters)
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#sm4np

16. Twitter Direct Message
Campaign
Step 1: Create Twitter List
Hootsuite Publisher
Window
Download all your twitter followers in an
excel sheet & segment by location.

17. Step 2: Draft Direct
Message
Twitter Direct Message Campaign
d @Twitteruser Join us in Chicago for our 2nd Social
Media Marketing Conf 9/19, save $20 w/code SM4NP
http://bit.ly/sfshoih33

18. Step 3: Upload to
Hootsuite
Twitter Direct Message Campaign

19. • Create Groups & Cultivate Community for
your Members
• Pre-approve/Invite all Attendees to LI
• Share Exclusive Content on LI
• Host Post Event Chats/Discussions
• Participate in Industry Groups

20. The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
engagement
Leveraging social media before, during and after
your event
Tying it all together with data
21

21. 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 to
display tweets about the
event
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22. • Easy way to set up an HTML mobile app
• Tapcanvas is a freemium product
Doubledutch is pricier; includes more
features
HTML Mobile App Creation

23. Benefits
• Convenience for attendees
• Extra revenue from sponsorships
• More visits for presenters
• Added interactivity
What should be in your guide?
• Schedule
• Presenter Listings
• Social Media
• Maps
• News
• Feedback
Mobile Event Guide

24. Social & Mobile Tools
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• Bid on mobile phones
during event using tools
like Bidpal,
BiddingforGood,
AuctionsbyCellular etc.
• Live updates on progress
and deadline
• Payouts at end of event
NP
Charity
Ball

25. 26

26. The Agenda
Understanding the event ticketing lifecycle
Social media tips, tricks and time savers to maximize
engagement
Leveraging social media before, during and after your
event
Tying it all together with data
27

27. Track your Sales Sources1
• Create unique links for
each of your sales sources
• Monitor
throughout the
promotion process
• Review which sources
not only brought in
traffic, but ultimately
sales and donations
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28. Productivity Tools
Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very selective)
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29. Productivity Tools
30

30. Wrap Up
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• Decide which channels are right for you and your organization
• Encourage early ticket purchasing to get the wheel in motion
• Collect donations from those who can’t attend
• Encourage post-purchase sharing
• Give attendees reason to engage before, during and after your
event
• Analyze which social media efforts are most effective

31. 32
Ritu Sharma
Co-Founder and Executive Director
ritu@sm4np.org
Social Media for Nonprofits