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SocialMedia for Special Event Success
Presenter: Mary Beth Harrington CVA, Passionate Nonprofit Expert
501c³ - Taking Nonprofits to the Third Power972-839-9960
mbharrington@nonprofitpassion.comwww.mbharrington501c3.com
Spoiler Alert!• Target Audience: Donors, volunteers,
sponsors….• Current Tools: Billboards, direct mail,
advertising• These tools take time and money but limited
audience• Social media, saves time and money by
allowing you to touch your audience and everyone that they know!
• Social media is a conversation not advertising!
Social Media Marketing:What is It and Why Bother?
What is Social Media?
Social Media Marketing is…
Building your social network of fans,
followers, and connections, using relevant
and interesting content that is shared,
allowing you to reach and engage more
people and drive more people to your
organization.
The Cookie Jar
• Facebook – Launched in 2004
• Twitter - Launched in 2006.
• LinkedIn – Launched in 2003
• E-Mail Newsletters
The Recipe
• One person posts information on their
organization’s Facebook page and
Twitter account
The Recipe
A few friends share or retweet…
That Reaches a few friends!
The Recipe
However, if the first person, empowered
everyone they know to post on their own
Facebook and Twitter accounts…
Not only would they reach the people they
know…
The Recipe
…But the people they do not know!
THIS is the real POWER of Social Media!
The Dough
Concerns…
Using inbound marketing tools sound great, but … I never have anything good to write.
Paying attention to what’s being said on
social media sounds useful, but …
I’ll never have a dedicated staff to do it right.
I hear about new tools everyday, but …
I just don’t have the time to stay current.
You can successfully market your special
event because you have …
❖ Loyal, happy stakeholders
❖ An excellent customer experience
❖ Interesting and important things to say!
Building Brand Loyalty
Cookie Sales!
Marketing 101
At its core, marketing is
about eliciting a
physical and
measurable response.
Your Shopping List
• Registration Page – drive everyone here!
• Event Theme
• Organization’s Website
• Facebook Event Page
– When they join the event, it’ll show up in their
friends’ news feeds.
– they can invite their friends with the click of a
button
Your Shopping List
• Build a List of Key Connectors
• Post Regularly
• Use Mostly Pictures and Videos
• Invite Participants to RSVP
• Tag!
– VIPs, attendees, partners & others so that
their friends will see the post
Social Media Strategies
The “Top” Social Media Networks
Create an Event Page
Post this:
How often?
Reach large audiences, advertising platform
Benefit
What is it?Largest social sharing site for users and organizations
Text, links, photos and videos that engage, inform and promote
1-2 X per day
What is it?
Post this:
How often?
Content about your event, your expertise, curated content
At least 2 X per week
Social networking
Establish your expertise,
network within your industryBenefit
Links to news and blog posts, photos, videos
What is it?
Post this:
How often? At least 5 X per day
Social conversation and information sharing
Fastest way to reach your
audience, customer service
Benefit
Photos and videos of your event, products and people
What is it?
Post this:
How often?
Benefit
At least 1 X per day
Mobile app for photo and video sharing
Followers get to know you and your biz through images
50%30%
20%Share interesting and entertaining
event posts. Offer helpful information.
Promote or
advertise
Repurpose and Reuse Content
Expand Your Network
Invite your email list
Add social icons to …
• Website
• Email campaigns
• Outgoing email signature
• Business Card
• Printed collateral: mailers, flyers, invoices, etc.
• Voicemail
#Hashtags
Event Mascots!
Giving Days
• #GivingTuesday 2015 raised 63% more
than 2014.
• Donors are 34% more likely to give on
responsive websites.
• Email fundraising accounts in 1/3 of all
revenue raised online
• 60% of millennials donate an average of
$481 to nonprofits each year.
Giving Days
Special Events Online
Comment
Listen!!!
Invite direction and
feedback, and really
LISTEN!!!
Is Email Dead?
What is Email Marketing?
What can it do for your event?
What can it do for your event?
Q: What is the #1 app on cell
phones?
Why Regular Email Doesn’t work
– Limited # of emails sent at
once
– No formatting control
– List break up more susceptible
to filters
– No cohesive branding
– Potential SPAM complaints
– No tracking and reporting of
email results
Email Marketing
How Do I Get Opened?
Where to Start…
When
should I
send
email?
What should
I write
about?
Where to Start?
When to Send?
Managing Your Time
53
Event To Do List
1. Develop your timeline TODAY!!
2. Identify a similar event and ask what worked for
them
3. Check on and update your Facebook and Twitter
accounts.
4. Clean up your donor database to ensure
everything is accurate
54
Event To Do List
1. Start soliciting stakeholders
to participate, maybe
schedule some trainings to
get them ready!
2. Frame your message and
start developing your
announcements
3. Set up your HootSuite or
other generic tweets and
posts
55
A word of advice from Gail Goodman,
CEO of Constant Contact:
“Keep your time spent in check;
doing social media right
does not mean doing it a lot.”
It is important to stay active!
15 minutes a day, 3 times per week is more than most
small organizations.
56
Event Time Management Tools
• Google Alerts
• HootSuite
• TweetDeck
• RSS
• NutshellMail
• MarketMe Suite
57
After the Event
• Social media is not done - lay the groundwork for
the future.
• Start by posting all of your event coverage
• Post engaging event multimedia
• Use social media to spread the love to your event
volunteers and donors - tag them in the posts
• How has your organization used social media to
leverage your fundraising event?
Resources!
59
Mary Beth Harrington, CVA❖ 10 years corporate marketing, public relations, advertising
(psychiatric hospitals, DFW Tourism, cinnamon rolls)
❖ Carter BloodCare, Marketing Director
❖ Dallas Zoo, Graphics Specialist
❖ Dallas Public Library, Volunteer Coordinator
❖ Volunteer Center of North Texas, Agency Relations Director
❖ Austin Public Library Foundation, Executive Director
❖ TANO, Community Outreach Director
❖ San Antonio Area Foundation, Curriculum Development Director
❖ 501c³ - Taking Nonprofits to the Third Power, President
❖ Constant Contact Authorized Local Expert
❖ Leadership Texas Class of 2015 Leadership America Class of 2016
60
• Habitat for Humanity Intl.
• Texas CASA
• US Tennis Association
Meals on Wheels of
America
• Texas Association of
Museums
• Habitat for Humanity
Texas
• Arkansas Literacy
Coalition
61
• Keep Texas Beautiful
• Literacy Texas
• Texas Library Association
• Healy Murphy Center
• San Antonio Nonprofit Council
• Texas Association of Nonprofit Organizations (TANO)
• Florida Festivals and Events Association
Mary Beth Harrington, CVA
Passionate Nonprofit Expert
501c³ - Taking Nonprofits to the Third Power
mbharrington64@hotmail.com
www.mbharrington501c3.com
972-839-9960
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