How to Use Social Media for Fundraising

How to Use Social Media for Large Scale Events & Fundraising

Gary LarcenaireCEO

Bobbie RathjensHealthcare Social Media Strategist

About the Campaign

● Autism school ● Raise $75k● iPad and other

technologies● Signature campaign, on

autopilot each year

Strategy

● Video the central focus● Make it easy to donate● Custom landing pages● Utilize social media (organic,

boosted, paid ads)● Email marketing● New campaigns to keep it fresh

Challenges

● Staff Turnover● Communication● Social Media Ask● Consistent

Branding

Communication

● Board approval● Communication

between Pingree / Valley staff, Afia, ad agency

● Weekly meetings

Social Media Ask

● Not the same as a typical SM campaign

● Prove our case & incite action (dollars)

● Not over ask - or could lose followers

Consistent Branding

● Brand consistency across all channels

● Web, print, social, etc.

● Following brand standards

Help Children with Autism Speak

Breaking Down the Video Messaging

Compelling facts

Breaking Down the Video Messaging

Put a face to the ask right off the bat

Breaking Down the Video Messaging

Show the children using the technology

Breaking Down the Video Messaging

Parent testimonials

Breaking Down the Video Messaging

Staff solidifying the ask

Breaking Down the Video Messaging

Final call for help; children holding signage

Getting Local Celebs on BoardMichael Banks from Body By Banks

● Michael volunteered his time for events

● His celebrity brought in more people and donations

Making it Easy to Donate

● GoFundMe● PayPal● Checks / Cash● Credit Card

Landing PagesWhat is a Landing Page?

● Any web page that a visitor can arrive, or “land” on

● We used 3 types of landing pages:○ CrowdFunding○ Website○ Paid Ad

Landing PagesCrowdFunding

● The process of raising money contributions from people via the internet

● Popular CrowdFunding Sites:○ GoFundMe○ Kickstarter○ Crowdfunder

Landing PagesCrowdFunding

Landing PagesGoFundMe

● Potential to reach a larger audience

● Social sharing● Takes 7.9% in fees

Landing Pages

Carmen B. Pingree Website

● Integrate credit card terminal on owned website

● Control of content ● Low credit card fees● Experienced web

developer needed

Landing PagesPaid Ads

● Linked off of paid Facebook ads

● A/B Testing to see which versions work best

● Messaging is tight, specific● Subscription to UnBounce,

LeadPages or other provider, or coding skills

Landing PagesPaid Ads Paid

Ad #1Landing Page “A”

Paid Ad #2

Landing Page “B”

Emails

● Used Constant Contact● Promoted campaign events● Encouraged RSVPs to

Facebook event & donations

● Targeted internal employees

Emails

● Call for donations● Messaging clear, concise● Sent to all Valley

supporters and donors● Referred to owned

landing page (website)

Facebook Posts & Ads

#1

#2 #3

Facebook Posts & Ads

● Organic posts are those that are unpaid or unsponsored

● Sometimes you can get lucky and have one go viral

● Better success with paid posts

What is an Organic Post?

Facebook Posts & Ads

● Not an infectious disease● When content catches the

attention of a large amount of people

● Facebook defines viral reach as: “the number of unique people who saw your post from a story published by a friend”

Going “Viral”

Facebook Posts & Ads

● Can boost most any post● Must follow Facebook’s

advertising policies● Can’t edit a boosted post● Appear higher in the

newsfeed● Cost is based on the reach

Boosted Posts

Facebook Posts & Ads

● Choose the audience that will see your ad

● Based on various demographics (location, age, interests, etc.)

● Mobile ads are HUGE● Budgets - daily, life of campaign

Paid Ads

Post Types

Events Images & Video

News & Trending

Education

Campaign SpecificDrive to Facebook

Current Events

StudentsTeachers

Donation Video

Related to OrgNational &Local News

Facts & Information

About Autism

Post Examples

● Event awareness● Keep the campaign in the

minds of supporters● Garner donations● Provide a community

service

Event

Posts

● Keep the campaign in the minds of supporters

● Garner donations● Publicity

News

Posts

● Piggy back on current event interest

● Increase page engagement

● Provide a platform for opinions

Trending Article

Ad examples

Ad Examples

Ad Examples

● Increase page likes● Highly targeted

Page Likes

Campaigns

● Autism Awareness Week● Blue hair extension● Hashtag: #Give2Pingree● Local salon involvement● $10 donation

Blue Your Do

Campaigns

● Idea behind campaign● Increase engagement● Thank our teachers● Profile teachers at

Pingree

Teacher / Mentor

Campaigns

● Midway through campaign donor stepped forward

● Match all donations up to $25k

Donor Match

Successes

● Almost $50k in donations since mid-March

● Awareness● Foundation for campaign

to be replicated each year● Engaged & growing social

media fanbase

How Can CEOs be Brand Ambassadors?

● Be the face of your campaign

● The entire org will follow● Be involved behind the

scenes● Creative input is key

Social Media

How Can CEOs be Brand Ambassadors?

● Know your target audience: internal, external

● Why should you blog? ● Have a strategy

Blogging

How Can CEOs be Brand Ambassadors?

● If time is an issue, have staff author posts

● Provide value in your blog posts

● “What if they don’t like me?”

Blogging