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Improve Your Event Marketing Strategies by Leveraging What Already Works

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Shannon almost had
to shut down her
organization…
Shannon Christensen
CEO

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● Overnight Mamas for Mamas
raised over $220,000
● This success was due to their
strategic marketing tactics
Success throu...

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What should you do if you don’t
have a large email list or lots of
followers on social media?

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Improve Your Event Marketing Strategies by Leveraging What Already Works

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Hosted by TechSoup Connect BC on February 9, 2022.
https://events.techsoup.org/e/mcm6tz/

Not every organization is going to have success using the same strategies--which is why we don’t preach that we have the be-all, end-all of event marketing advice. Instead, we will provide you with tactics and guides to improve your current strategies and results, and show you how to determine what is working for your specific donors, your specific event, and your specific organization.

We will answer questions like: What if I don’t have a big email list or social media following? When and how should I use different marketing channels? And the most important question of all...How can I learn what worked and what to put more effort towards when marketing my next event?

Our session is delivered through specific tactics, clear how-tos, and real life examples. You’ll leave with actionable takeaways to implement immediately and examples from other successful organizations to use a blueprint. Get ready to launch yourself into your organization’s event marketing hall of fame!

Learning Outcomes:

Specific tactics to add to your event marketing schedule (plus a schedule outline)
Necessary social post elements to increase reach and conversions (plus a real life example to use as a guide)
What to do if you don’t have a big email list or social media following
How to leverage your event partners, sponsors, and supports to reach a wider audience
How to track your efforts and use data to make smarter marketing decisions
Target Audience:

Fundraising professionals
Charities, non-profits, foundations, etc. (in Canada or the USA)
All levels - intro, mid, experienced

Hosted by TechSoup Connect BC on February 9, 2022.
https://events.techsoup.org/e/mcm6tz/

Not every organization is going to have success using the same strategies--which is why we don’t preach that we have the be-all, end-all of event marketing advice. Instead, we will provide you with tactics and guides to improve your current strategies and results, and show you how to determine what is working for your specific donors, your specific event, and your specific organization.

We will answer questions like: What if I don’t have a big email list or social media following? When and how should I use different marketing channels? And the most important question of all...How can I learn what worked and what to put more effort towards when marketing my next event?

Our session is delivered through specific tactics, clear how-tos, and real life examples. You’ll leave with actionable takeaways to implement immediately and examples from other successful organizations to use a blueprint. Get ready to launch yourself into your organization’s event marketing hall of fame!

Learning Outcomes:

Specific tactics to add to your event marketing schedule (plus a schedule outline)
Necessary social post elements to increase reach and conversions (plus a real life example to use as a guide)
What to do if you don’t have a big email list or social media following
How to leverage your event partners, sponsors, and supports to reach a wider audience
How to track your efforts and use data to make smarter marketing decisions
Target Audience:

Fundraising professionals
Charities, non-profits, foundations, etc. (in Canada or the USA)
All levels - intro, mid, experienced

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Improve Your Event Marketing Strategies by Leveraging What Already Works

  1. 1. Shannon almost had to shut down her organization… Shannon Christensen CEO
  2. 2. ● Overnight Mamas for Mamas raised over $220,000 ● This success was due to their strategic marketing tactics Success through marketing. Shannon Christensen CEO
  3. 3. What should you do if you don’t have a large email list or lots of followers on social media?
  4. 4. Here’s where we’re going. 1. Event marketing schedule 2. How to build a click-worthy social post 3. Utilizing your event partners to grow reach 4. Data tracking to improve your marketing
  5. 5. Get your copy! bit.ly/techsoup-trellis-guide Get ready for... ● How to build a click-worthy social media post ● Utilizing your event partners ● Growing your email list ● Using data to make smarter marketing decisions ● A fill in the blank brainstorming page ● Actionable next steps to help you succeed
  6. 6. Hi, we’re trellis. Your all-in-one event fundraising platform. Rebecca Alfred (she / her) Fundraising Specialist rebecca@trellis.org Syilx Nation In the chat! Zoe (she / her) Emily (she / her)
  7. 7. First up. 1. Event marketing schedule 2. How to build a click-worthy social post 3. Utilizing your event partners to grow reach 4. Data tracking to improve your marketing
  8. 8. Event marketing schedule.
  9. 9. Screenshot this tactic! - You could involve your sponsors by asking them to donate bottles of wine. Then, your first 100 ticket purchasers receive a complimentary bottle of wine to enjoy at their table during your event, or to enjoy while watching your event virtually! More ideas here: bit.ly/techsoup-trellis-guide
  10. 10. Coming up next. 1. Event marketing schedule 2. How to build a click-worthy social post 3. Utilizing your event partners to grow reach 4. Data tracking to improve your marketing
  11. 11. Is social media a struggle for your organization? Or is it something that's succeeding?
  12. 12. The 5 Elements of a Click Worthy Post 1. Catchy and clear CTA 2. Shortened link 3. Engaging photo 4. Attention grabbing caption 5. Tagging event partners
  13. 13. Create a Click-Worthy Social Post & Sell Out Your Next Fundraising Event Download the guide for a social media post template. bit.ly/techsoup-trellis-guide
  14. 14. Coming up next. 1. Event marketing schedule 2. How to build a click-worthy social post 3. Utilizing your event partners to grow reach 4. Data tracking to improve your marketing
  15. 15. Types of event partners. 1. Sponsors ○ Auction item sponsor ○ Food sponsor 2. Organization Supporters ○ Volunteers ○ Board members 3. Talent ○ Speaker ○ Entertainment 4. Fundraising Professionals ○ AV Company ○ Event Planner Find more examples of event partners in the guide. bit.ly/techsoup-trellis-guide
  16. 16. Make it Easy and Set the Expectation 1. Tag your partners on social media 2. Make it easy for them to share 3. Include promotion in your partner contract Specific examples bit.ly/techsoup-trellis-guide
  17. 17. Screenshot this tactic! - Make inviting people to the event a game. Create a leaderboard, give each person an affiliate link and keep track of who sells the most tickets to their network. At the end, don’t forget to give your winner a prize! More ideas here: bit.ly/techsoup-trellis-guide
  18. 18. Email communication is key. 1. Remind donors to buy tickets 2. Keep donors updated about the event 3. Keep them engaged and excited More ways to engage your event partners within! bit.ly/techsoup-trellis-guide
  19. 19. Wrapping it up. 1. Event marketing schedule 2. How to build a click-worthy social post 3. Utilizing your event partners to grow reach 4. Data tracking to improve your marketing
  20. 20. Track and learn which of your marketing efforts are working. 1. Custom checkout questions 2. Growing your email list
  21. 21. Custom Checkout Questions. “Where did you hear about our fundraiser?” ● Option 1: A friend/family member ● Option 2: Social media ● Option 3: Event partner
  22. 22. Screenshot this tactic! - If right at the beginning you notice everybody is coming from social media, use that early information to steer how you keep promoting your event. You don’t have to wait until the end of your fundraiser to learn from the data being collected. More ideas here: bit.ly/techsoup-trellis-guide
  23. 23. Utilizing Affiliate Links. 1. Create specific links for different platforms 2. See what channels drove the most engagement
  24. 24. Growing your email list. 1. Add a note in the ticket saying you agree to be added to our email list 2. Add a custom checkout question asking if they wish to be added to the email list
  25. 25. Let’s Review. 1. Event marketing schedule 2. How to build a click-worthy social post 3. Utilizing your event partners to grow reach 4. Data tracking to improve your marketing 5. But there’s one last key piece
  26. 26. Software Must-Haves. 1. Custom checkout fields to ask your donors questions and get their email addresses
  27. 27. Software Must-Haves. 2. Tools for social media posting and social sharing links
  28. 28. Software Must-Haves. 3. Affiliate marketing links to track who is sharing your posts
  29. 29. Software Must-Haves. 4. Event analytic tools to learn more about what worked after the event
  30. 30. Questions? Rebecca Alfred rebecca@trellis.org Signup for a demo at bit.ly/techsoup-trellis-meet Download your copy! bit.ly/techsoup-trellis-guide
  31. 31. Looking for a software solution? Signup for a demo at bit.ly/techsoup-trellis-meet

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