Session two social media

How to Increase Attendance and Membership, Raise Money and Reach New Audiences through Social Media Marketing

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Getting Started with Social Media

Marketing

Fundraising through Social Media?

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Getting Started with Social Media

Marketing

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Getting Started with Social Media

Marketing

Conventional Fundraising

1.Cultivating donors2.Asking for contributions

Social Media = Cultivating Donors

Welcome to

Getting Started with Social Media

Marketing

Cultivating Donors through Social Media

Potential donors learn more about your organization

Potential donors joins discussion about your cause

Potential donors can easily share information about you

Potential donors become more involved with your cause

Welcome to

Getting Started with Social Media

Marketing

Today’s Program

Cultivating Donors, Members and Supporters through Social Media

Welcome to

Getting Started with Social Media

Marketing

Increase Online Visibility

Drive Traffic to Social Media Platforms

Fundraising Integration

Call to Action

Campaign Coordination

Message Development

Social Media Plan

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Getting Started with Social Media

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Increase Online Visibility

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Getting Started with Social Media

Marketing

Start a Blog

Increase Online Visibility

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Getting Started with Social Media

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Increase Online Visibility

Embed Images and Videos

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Getting Started with Social Media

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Increase Online VisibilityEnable Sharing Options

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Getting Started with Social Media

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TagIncrease Online Visibility

Welcome to

Getting Started with Social Media

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Increase Online Visibility

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Getting Started with Social Media

Marketing

Increase Online VisibilityParticipate in Groups

Welcome to

Getting Started with Social Media

Marketing

Drive Traffic to Social Media Platforms

Welcome to

Getting Started with Social Media

Marketing

Drive Traffic to Social Media Platforms

Welcome to

Getting Started with Social Media

Marketing

Drive Traffic to Social Media Platforms

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Getting Started with Social Media

Marketing

Drive Traffic to Social Media Platforms

www.facebook.com/toyota

Welcome to

Getting Started with Social Media

Marketing

Drive Traffic to Social Media Platforms

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Getting Started with Social Media

Marketing

Fundraising Integration

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Getting Started with Social Media

Marketing

Fundraising Integration

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Getting Started with Social Media

Marketing

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Getting Started with Social Media

Marketing

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Getting Started with Social Media

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Getting Started with Social Media

MarketingA specific call to actionAn immediate means to donate fundsA social media sharing tool

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Getting Started with Social Media

Marketing“thanks to 2,104 generous donors we’d reached our next target of £30,000!”

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Getting Started with Social Media

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Getting Started with Social Media

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Getting Started with Social Media

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Getting Started with Social Media

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Call to Action

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Getting Started with Social Media

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Call to Action

Stay Connected

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Getting Started with Social Media

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Call to Action

Stay Connected

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Getting Started with Social Media

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Call to Action

Generate Attendance

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Getting Started with Social Media

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Call to Action

Generate Interest and Contact

Welcome to

Getting Started with Social Media

Marketing

Call to Action

Generate Interest and Contact

Welcome to

Getting Started with Social Media

Marketing

Effective:

Visit our Fan Page at Facebook to download a family discount coupon.

Visit our Facebook page for a behind-the-scenes tour of our upcoming exhibit.

“Like” our Facebook Page for a chance to win tickets to the opening of our next exhibit.

Ineffective:

Visit us at Facebook.Follow us at Twitter

Welcome to

Getting Started with Social Media

Marketing

Campaign Coordination

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Getting Started with Social Media

Marketing

Campaign Coordination

Multiple Platforms - One Message

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Getting Started with Social Media

Marketing

Message Development

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Getting Started with Social Media

Marketing

Message Development

Audience-Driven Content

All Audiences

• Donors• Members• Businesses• Employees• Volunteers• Elected Officials

• Neighbor• Media Representatives• Vendors• Employers

Welcome to

Getting Started with Social Media

Marketing

Consistent Givers

Driven by Conscience

Top Givers

Committed to Giving

Not There Yet

Waiting for the right opportunity

Spirit Gives

Occasional – motivated by circumstance

Welcome to

Getting Started with Social Media

Marketing

• Choose the media most likely to reach your target audience

• Do not forget conventional media channels

• Focus on gaining advocates first and donors second

• Do not treat social as a substitute to other fundraising techniques

Welcome to

Getting Started with Social Media

Marketing

Welcome to

Getting Started with Social Media

Marketing

• Highlight Donors and Sponsors• Share a story of someone who’s benefitted from the

organization’s support• Share pictures from previous events• Post information about upcoming events• Tell of other ways to support than by giving money

Welcome to

Getting Started with Social Media

Marketing

• Tell how donations make a difference – in great detail. • Where does the money go?• Tell how your organization meets its mission• Provide seasonal tips, i.e. tax season advice• Give information on charitable giving tax news from the

IRS

Welcome to

Getting Started with Social Media

Marketing

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Getting Started with Social Media

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Getting Started with Social Media

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Getting Started with Social Media

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Getting Started with Social Media

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Getting Started with Social Media

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Getting Started with Social Media

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Getting Started with Social Media

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Social Media PlanKnow your Objectives

Awareness - Attendance – Membership – Volunteers - Engagement

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Getting Started with Social Media

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Social Media PlanKnow your Audience

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Getting Started with Social Media

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Social Media PlanDetermine Calls to Action

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Getting Started with Social Media

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Social Media PlanTools and Resources

Choice of Platforms • Knowledge • Staff

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Getting Started with Social Media

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Social Media PlanExecute & Experiment

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Getting Started with Social Media

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Social Media PlanMeasure

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Getting Started with Social Media

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Social Media PlanMeasure

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Getting Started with Social Media

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Social Media PlanMeasure

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Getting Started with Social Media

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Social Media PlanMeasure

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Getting Started with Social Media

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Social Media PlanMeasure

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Getting Started with Social Media

Marketing

Social Media PlanMeasure

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Getting Started with Social Media

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Social Media PlanMeasure

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Getting Started with Social Media

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Social Media PlanMeasure

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Getting Started with Social Media

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Social Media PlanAdapt

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Getting Started with Social Media

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Social Media Plan

Slideshare.net: Search for “Museum Social Media Planning Worksheet”Minnesota Historical Society