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Suzanne McDonald of Designated Editor explains how Fundraising can be more effective with the utilization of social media. Suzanne explains many easy methods to use social media to maximize your return on investment (ROI) in your non-profit fundraising efforts.
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Leveraging Social Media for Fundraising & Events
Designated Editor Speaking Series
Suzanne McDonald | Content & Social Strategist
Association of Fundraising Professionals
@Sue_DesigEditor
www.designatededitor.com 2
6 years Page 1
Masters in Journalism & Mass Communications BA in Journalism
Social Media Strategies professor
suzanne’s experience
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Challenges we’ll address
@Sue_DesigEditor
o Which tools will help me organize my event?
o Which tools are best for promoting my event?
o How can I possibly manage more?
o How can I measure and show ROI?
o How can I grow my attendance?
www.designatededitor.com 5 @Sue_DesigEditor http://blog.eventbrite.com/social-commerce-a-global-look-at-the-numbers/
Traffic sources
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4 stages to leverage new media
@Sue_DesigEditor
Stage 1 Setting up your event
Stage 2 Promoting your event
Stage 3 Day-of event
Stage 4 Post-event analysis & ROI
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Stage 1 Setting up your event
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! Utilize online ticketing platforms
! Use your target audience’s vocabulary
! Establish an integrated editorial calendar
! Determine which platforms are best
! Choose a distinct but natural hashtag
! Pick venues and suppliers who are active
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Keywords: Your prospects’ vocabulary
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Keywords: Include in Titles and Descriptions
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Editorial calendars
@Sue_DesigEditor
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Stage 2 Promoting your event
@Sue_DesigEditor
! Think multichannel and integration
! Make your website the information hub
! Share and link back to your blog
! Feature your speakers and guests
! Create social incentives to go together
! Keep in touch with attendees & RSVPs
www.designatededitor.com 13 @Sue_DesigEditor http://www.bitrebels.com/social/social-media-strategy-engage-fans/
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Events
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• Towns & cities • Education • Gender
• Marital status • Interests & Likes • Age
Targeting ads
@Sue_DesigEditor
www.designatededitor.com 16 @Sue_DesigEditor http://visual.ly/google-plus-killer-facts-and-statistics
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http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php @Sue_DesigEditor
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Blog: helpful, not boring
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Groups worth joining?
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Other ways to get the word out
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QR codes: How to make ’em
http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/ @Sue_DesigEditor
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Stage 3 Day-of event
@Sue_DesigEditor
! Encourage live blogging & sharing
! Be sure to display hashtag everywhere
! Engage and respond, address issues
! Create a lounge for social users to meet
! Take questions via Twitter
! Stream the event via UStream
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Connections
www.designatededitor.com 26 @Sue_DesigEditor http://mashable.com/2012/05/06/instagram-america/
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www.designatededitor.com 28 @Sue_DesigEditor http-_digsandbox.com_blog_2012_02_marketing-with-pinterest-infographic_
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Show your expertise visually or curate others’
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Stage 4 Post-event analysis & ROI
@Sue_DesigEditor
! Determine power users
! Keep in touch with influencers
! Share upcoming events, offer discounts
! Monitor chatter & assess success
! Publicize event’s impact across all channels
! Compile promo material for next year now
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Tools to drive blogs & content
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who is your audience?
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Stage 4 How are we doing?
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!"#$#%&%"'()(*%+%,$"-%(
Facebook Insights
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Google Analytics
@Sue_DesigEditor
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! Understand & relate to donors
! Boost attendance and awareness
! More efficient & effective
! You’ll know what’s working
! Longer-lasting vs. paid media
! Hear and address issues as they arise
! Broader brand-building boosts awareness
Perks: Social media for event planning
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In-person engagement
Questions?
Designated Editor Speaking Series
Happy to help!
Leveraging Social Media
for Fundraising & Events
Suzanne McDonald | Content & Social Strategist
@Sue_DesigEditor