Getting More Attendance, Media and Money through Social Media
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Using social media sports marketing and fundraising to grow attendance, media coverage and fundraising for amateur (or any) athletic program.
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Getting More Attendance, Media and Money through Social Media
- 1. Fundraising through Fan-raising More Attendance, Media and Money from Social Media
- 3. Philosophy
- 6. FANS!
- 10. Develop Channels Quality Content
- 11. Develop Channels
- 15. Email Marketing
- 16. Constant Contact Vertical Response iContact ChimpMail
- 18. HTML <!-- Begin MailChimp Signup Form --> <!--[if IE]> <style type="text/css" media="screen"> #mc_embed_signup fieldset {position: relative;} #mc_embed_signup legend {position: absolute; top: </div> <!--End mc_embed_signup-->
- 19. [email_address] Maria Nolan [email_address] Russ Rose Email Name
- 20. links, videos, connect, stories, results
- 21. Facebook Not just for kids anymore
- 24. Badge HTML <script type="text/javascript" src="http://static.ak.connect.facebook.com/js/api_lib/v0.4/FeatureLoader.js.php/en_US"></script><script type="text/javascript">FB.init("="95216427205" stream="" connections="" width="300"></fb:fan><div style="font-size:8px; padding-left:10px"><a href="http://www.facebook.com/riotsportsmarketing">Riot Sports Marketing on Facebook</a> </div>
- 25. Public Relations "Reporters are Lazy"
- 27. Quality Content video, text, audio
- 28. What is quality content? Dates, times and locations VS Mission, vision and values
- 29. Goals Personal interest stories "Where are they now?" Athlete interviews Parent, fan, admin, sponsor interviews Other perspectives
- 30. Fans into Funds: 4 Ways to Monetize Your Fan Base
- 42. Benefits of This Approach
- 45. Social Media Sports Marketing: Examples and Lessons from Case Studies
Editor's Notes
- Maslow told us that everyone needs to feel like they belong. Ever wonder why fans are fans or why kids like to join sports teams? They want to be part of something bigger than themselves. They want to be part of a community and feel appreciated. They want to receive and give love. This is a basic need that you and I and everyone else on this rock that we call Earth have.
- And we have to make it easy for your fans to be fans. If they can't catch your latest news on the local tv evening news or on the radio on the way to work, then you had better be in their email inbox, on their Facebook profile, Twitter feed and accessible on their smart phone. There are lots of ways to do this. Just pick one and work from there.
- You can host events (high-touch as opposed to high-tech) to build relationships face-to-face. And, maybe more importantly, you are connecting fans with other fans. You are creating that community that we all want to be a part of.
- A balance of high-tech and high-touch is key. A handwritten note is the single most effective way to make a person a fan for life!
- Get help: Intern, boosters, athletes, local paper, etc
- Once you build this community you can now leverage it to drive fundraisers that you have done in the past. You will sell more cookies, candles, coupon books or whatever the case may be. But, you have to build the community first... not the other way around. Then, remember what I said about &quot;making it easy&quot;. They have to be able to buy in just a few clicks... preferably 3 or less.
- Better than selling &quot;stuff&quot; where you get 40-50% profit and, between everyone in your organization, you spend hundreds of hours selling, you can launch a capital campaign. A few key points here: Be specific: people tend to rally around a projec t new facility new equipment big event (camp, tournament, etc) Online donation capability is key here. Google it and you'll find half-dozen ways to do so immediately. Deadlines motivates people so have a start and end date in mind. The 80/20 rule applies here. 80% of your funding will come from 20% of your donors. Identify top 10 prospective donors and cultivate them with phone calls, letters, emails. Lay the ground work. Then and only then can you ask for significant amount of money.
- Much like the Capital Campaign, an annual campaign is a more effective way to raise money than by selling &quot;stuff&quot;. Again, you have 100% or very close to 100% profit. Plus you are training your supporters to give every year. A key strategy here: Publish the names of all donors. This little tactic will increase your donation rate by 20% or more. Set a minimum donation amount ($25 or $100 or whatever works for you) to get your name on the list. It is a call to action that works!
- They are educated and informed. You must first lay the ground work. Now get them to do something.
- When you build community first then rally them for financial support, you are getting more than just money. You are building long-term success for your organization.
- Not to mention, you will look like the hero that you are!
- This is a proven model that is only getting easier with the advent of social media. Every organization can now afford to build a Facebook Page, blog and Twitter page. They're all free!
- Finally, as we discussed at the beginning, people want to be a part of something. When they feel like an insider, they want to support. And they want others to join them.
- Advertising for sponsors Sponsored tweets becoming popular Pro athletes w/ sponsor contracts have quotas including brand endorsements. Larger the network, the more value a sponsor places on it. Both of these teams have leveraged network to increase sponsorships at fundraising events (Golf Outing, Casino Night) raising thousands of dollars more than before.
- Advertising for sponsors Sponsored tweets becoming popular Pro athletes w/ sponsor contracts have quotas including brand endorsements. Larger the network, the more value a sponsor places on it. Both of these teams have leveraged network to increase sponsorships at fundraising events (Golf Outing, Casino Night) raising thousands of dollars more than before.