Post on 09-May-2015
description
Leveraging Social Media for Nonprofit Events
How this webinar works
• A link to the slides will be sent after the webinar
• Ask your questions during the webinar by typing them in the Question box on the right side of your screen
• Use the hashtag #fgwebinars to tweet about this webinar @Firstgiving
Who is FirstGiving?
Online Fundraising Solutions
Personal Support for your nonprofit, donors, and fundraisersEasy, tested, and secure transaction processes for the donor
Peer-to-Peer Fundraising Pagesand Event Registrations Online Direct Donations
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Who are we?
Ritu Sharma
Co-Founder & Executive Director ritu@sm4np.org @ritusharma1
Eventbrite.com/npo
Laura Coltrin
Product Marketing Manager laura@eventbrite.com @lauracoltrin
SM4NP.org
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The AgendaUnderstanding 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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Ticketing Lifecycle
On average, fundraiser tickets go on sale 4-6 weeks before the event.
(Hint: People procrastinate. Don’t let them.)
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The AgendaUnderstanding 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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Be ProactiveSet an attendance goal and work backwards
Create a marketing calendar
• 88% of fundraisers sent invites when tickets go on sale, but too many fall silent until the event thereafter
• Over 50% of nonprofits say that frontloading ticket sales is important to them
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Communication & Content Calendar
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
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You can influence the ticketing lifecycle!
Ticketing Lifecycle
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The AgendaUnderstanding 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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Create your Registration Page
Drive Every “Touch” to Registration
Registration Twitter
Pro Tip: Bit.ly is a great website to help you shorten links for posts across different social media channels
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Create a Facebook Event
Further your Facebook Presence
Pro Tip: Integrate ticket purchases in Facebook via apps.
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Don’t Think of Your Event as Just as an Event
Use the event as a data collection opportunity
Consider the long term vs. short term gains
Create direct donation option for non-attendees
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Let 1,000 Flowers BloomInvite all your friends and followers on respective platforms
Invite via multiple channels: Email, LinkedIn, Facebook
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1 “Share” =
$6.00
in future
donations + 11 views of your event page
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Understand the Value of a Share
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pre-pur-
chase 40%
post-pur-
chase 60%
The motivation to share is higher once the purchase has been made.
Facebook Shares
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Promote1. 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
The Scoop on #hashtags
• Hashtag is a word preceded by # sign – keep it short! (6 – 8 characters)
• Unifies tweets from multiple people on same subject
• Brand all posts about your event with the same hashtag
#Prouty
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Keep the Conversation GoingDuring the event:• Provide a twitter wall• Prominently display the
#hashtag• Display the conversation• Use free services like
tweetchat.com or twitterfall.com
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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
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The AgendaUnderstanding 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 Sources1 2
• 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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Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very selective)
Do not use for Facebook!
Productivity Tools:
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Productivity Tools:Sprout Social
Manage conversations with one tool
Publish and schedule update across multiple social channels
Measure efforts with reporting and analytics
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Simply Measured/RowFeeder/Exportly
Gather data rich worksheets
See who is following you
Productivity Tools:
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Wrap Up• Decide which channels are right for you and your organization
• Incent early ticket purchasing to get the wheel in motion
• Collect donations from those who can’t attend
• Encourage post-purchase sharing – it is most powerful
• Give attendees reason to engage before, during and after your
event
• Analyze which social media efforts are most effective
Be a part of the FirstGiving Community
Facebook: facebook.com/firstgivingTwitter: @firstgiving
Online Fundraising blog: http://blog.firstgiving.com
Interested in learning more about FirstGiving?
Contact our Online Fundraising Consultants:
Email: sales@firstgiving.comTelephone: 617-542-0010 x 4
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Ritu Sharma
Co-Founder and Executive Director ritu@sm4np.org Social Media for Nonprofits
Laura Coltrin
Product Marketing Manager laura@eventbrite.com Eventbrite