Leveraging Social Media for Nonprofit Events

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Leveraging Social Media for Nonprofit Events

description

Leveraging social media for nonprofits.

Transcript of Leveraging Social Media for Nonprofit Events

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Leveraging Social Media for Nonprofit Events

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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

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Who is FirstGiving?

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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 [email protected] @ritusharma1

Eventbrite.com/npo

Laura Coltrin

Product Marketing Manager [email protected] @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

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Drive Every “Touch” to Registration

Registration Twitter

Email

Facebook

LinkedIn

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

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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

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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

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Be a part of the FirstGiving Community

Facebook: facebook.com/firstgivingTwitter: @firstgiving

Online Fundraising blog: http://blog.firstgiving.com

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Interested in learning more about FirstGiving?

Contact our Online Fundraising Consultants:

Email: [email protected]: 617-542-0010 x 4

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Ritu Sharma

Co-Founder and Executive Director [email protected] Social Media for Nonprofits

Laura Coltrin

Product Marketing Manager [email protected] Eventbrite