leveraging social media for your next fundraising event

Leveraging Social Media for

Fundraising Events

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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Defining Event & Social

Media ROI

ROI = Increasing donations + Raising awareness + Maximizing

ticket sales

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Average Ticketing

Lifecycle

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On average, fundraiser tickets go on sale 4-6 weeks before the event.

(Hint: People procrastinate. Don’t let them.)

Ticketing Lifecycle

You can

influence the

ticketing

lifecycle!

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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

Sample Content Calendar

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

Create your Registration Page

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Drive Every “Touch” to

Registration

Registration

Twitter

Email

Facebook

LinkedIn

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Create a Facebook Event

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Further your Facebook

Presence

Pro Tip: Integrate ticket purchases in Facebook via apps. 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

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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

pre-purchase

40% post-purchase

60%

The motivation to share is higher once the purchase has been made.

Facebook Shares

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•  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

Twitter Direct Message

Campaign

Step 1: Create Twitter List

Hootsuite Publisher

Window

Download all your twitter followers in an

excel sheet & segment by location.

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

Step 3: Upload to

Hootsuite

Twitter Direct Message Campaign

•  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

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

Keep the Conversation

Going During 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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•  Easy way to set up an HTML mobile app •  Tapcanvas is a freemium product

Doubledutch is pricier; includes more features

HTML Mobile App Creation

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

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  

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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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Track your Sales Sources 1

•  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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Productivity Tools

Hootsuite

Automatic scheduling

Mass tweeting (Only when appropriate)

Mass direct messaging (Be very selective)

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Productivity Tools

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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

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Ritu Sharma

Co-Founder and Executive Director ritu@sm4np.org Social Media for Nonprofits