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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
3
Defining Event & Social
Media ROI
ROI = Increasing donations + Raising awareness + Maximizing
ticket sales
4
Average Ticketing
Lifecycle
5
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!
6
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
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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
13
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
26
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
27
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
