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Social Media for Nonprofits and Eventbrite is presenting a FREE workshop offering clear strategies, tactics, and resources for using social media to ensure the success of nonprofit fundraising events. If your nonprofit is planning an upcoming gala or fundraiser, this webinar is not to be missed! Join industry experts for straight talk and helpful tools for posting and promoting your upcoming event; learn how to use Facebook, Twitter, and LinkedIn to maximize the success of your fundraisers; and find out how free scheduling, analysis, and optimization tools can help you save tons of time and work smarter, not harder.
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Sponsored by:
Leveraging Social Media for Nonprofit Fundraising Events
Darian Rodriguez Heyman
and
Laura Huddle
October 1, 2013
Use Twitter Hashtag #4Glearn
Part
Of:
Sponsored by:
Protecting and Preserving the
Institutional Memories of
Nonprofits Since 1993
www.cjwconsulting.com
(866) 598-0430
Part
Of:
Sponsored by: Part
Of:
Coming Soon
Sponsored by:
Today’s Speakers
Darian Rodriguez Heyman Co-founder
Social Media for Nonprofits
Hosting:
Cheri J Weissman, CJW Consulting & Services, Inc. Assisting with chat questions: Jamie Maloney, Nonprofit Webinars
Laura Huddle Senior Category Marketing Manager
Eventbrite
Part
Of:
Leveraging Social Media for Your
Next Fundraising Event
Who are we?
Darian Rodriguez Heyman
Co-Founder
@dheyman
www.sm4np.org
6
Laura Huddle
Sr. Marketing Manager
@lauracoltrin
Eventbrite.com/npo
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
7
Defining Event & Social Media ROI
ROI = Increasing donations + Raising
awareness + Maximizing ticket sales
8
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!
10
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
13
Drive Every “Touch” to Registration
Registration
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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. 16
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
17
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
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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)
20
#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
25
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
26
The Conversation Lives On
After the event:
• Ask for feedback, share a
survey
• Create and share recaps
• Post event pictures
• Use platforms like Storify to
summarize event experience
• Review your tracking and
analytics to know which social
channels were most effective
27
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
28
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
29
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
33
Ritu Sharma
Co-Founder and Executive Director
Social Media for Nonprofits
Laura Coltrin
Product Marketing Manager
Eventbrite
