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8/3/2019 Skill Building Social Media for Events 13
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS
Part 1
,
Sara Orrell, Arthritis Foundation
-
October 22, 2010
, ,
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Session Agenda
Best Practices in Integration
Effective Messaging
Communication Calendars
Measuring Results
Case Study: Arthritis Foundation
Presenter’s Name | Page #2 © 2010 Blackbaud
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
est ract ces n ntegrat onCreating an Integrated Plan
Social Media as a Part of the StrategyCoaching your Participants to Fundraise with Social Media
Presenter’s Name | Page #3 © 2010 Blackbaud
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Create an integrated plan
Reinforce messaging throughout all of the available channels you haveavailable to communicate with current and ros ective artici ants:
Recruitment emails Engagement emails
Website
Participant HQ
Anything else!
Plan ahead!
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Best Practices: Make Your Participants Aware
Use recruiting emails and engagement emails
Promote in HQ and throughout Website
Encourage team captains to promote to their team members
Reminder phone calls
Promote through own social media sites (e.g., event Tweet-ups, organization
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Integrating social media into your strategy
Make sure your emails include links to your
Make sure your postal mailings include your websiteand social media URLs
Make sure your phone calls mention online fundraising and social
media
Make sure your social media presences link people back to yourwebsite – and vice versa
se oo s e s o ma e s ar ng easyfor participants
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Coaching your participants to fundraise with social media
Provide sample fundraising status updates and tweets
Pack a lunch, donate to your lunch $$’s and make a difference: link
Provide mission facts that can be easily shared on Facebook and twitter witha persona
Encourage participants to attach pictures, video, events or a link to their
status update
Publicly thank donors in tweets and updates
Social Media participant contests (e.g., best YouTube video)
Encourage participants to attach pictures, video, events or a link to you’retheir status update
Be creative and have fun!
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
ect ve essag ngRecruitment
Retention
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
ecru tment
Develop a series of messages to recruit participants
Integrated and multi-channel – invest in the channels:• That traditionally show the strongest return
• If you’re not sure, experiment and measure!
.
• Where you know that your participants are active
• Where you have resource availability to strongly utilize them
Segmented – identify the key segments in your participant base so you can focusyour e orts on t e part c pants w o can tru y e p you move t e nee e
Practical – know what your resources will allow you to do
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
ngagement
Develop a series of messages to motivate, inspire and assist your
Segmented – What are the key segments that impacted your event’sperformance last year ?
• Speak to these segments uniquely
• And remember that they overlap
• Focus your current year’s strategy on growing these key segments this year
Consistent – In content and frequency
channels of direct communication)
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
etent on
Make sure your communication is a two-way dialogue
“ ”,
• What’s new on the website this year and why? Use personalized and conditional content in emails based on the information you know
about constituents
• Reason for participating
• Amount of money raised
• Team captains
• Etc!
Thank your participants after the close of your event, and tell them what theyhelped achieve
Offer them a special invitation to participate the next year
Provide an exclusive invitation to register – prior to general registration
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
ommun cat on anne sE-mail
TwitterMobile Devices
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
e a teps to uccess
Vary the type of content, but always include:
- -
• “Sign up today!”• “Send an email to 6 co-workers today asking for support!”
• “Update your status on Facebook to tell all your friends why you’re participating in this year’s”
A quick fundraising tip that can easily be scanned
A mission fact to remind participants of the cause
Empower your participants with new ways to ask for donations:
Communicating impact
A ‘library’ of issue facts
Short URL promotion The power of ‘multiples’
Challenges!
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Social Media Impact on Returning Participants
Annual Increase in Participant Fundraising Goals andDonations from 2008 to 2009
ona oc a e a
Tools IncentivizedReturning Participants$256.72$225.90$250.00
$300.00
Returning Participants
Using Twitter for the FirstTime Increased Fundraising
$70.55
50.00
$100.00
$150.00
.
Goal 4X Non-Social MediaUsers.
.
$0.00
Fundraising Goal Total Online Donations
Twitter Users No Social Media
Increase FundraisingGoals Matched by
Increase FundraisingTotals
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Used by Most Successful Fundraisers
$1,200
$1,400
i o n s
the Highest Goals
$600
$800
$1,000
g G o a l / D
o n a
Social Media Users
Come Closer toReachin their Goals$‐
$200
$400
F u n d r a i s i n
Social Media Users AreYour Top Supporters
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Average Goal Average Donations
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Profile of Participants (Using Social Media)
Top Fundraisers Slackers
Use all tools available
HQ Updates
Will make a couple of clicks touse easy social media
Will not send email, upload a
Video Social Media
Blogging
Go from $0 to low dollarfundraiser
“ ”
Presenter’s Name | Page #16 © 2010 Blackbaud
Offline
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Profile of Donors Giving through Email vs. Social
Email Prospects
Immediate family
Social Networking Prospects
Immediate family
Co-workers
Close friends
Friends of friends
Co-workers
Past co-workers
Presenter’s Name | Page #17 © 2010 Blackbaud
us ness ne wor ng con ac s
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
ace oo teps to uccess
Provide a high-level event overview
, .
Include the dates, locations, and promotions for your event. Include key information for participating.
.
Include the link to register online!
Kee the buzz alive
Share information through updates (We just reached 1,000 participants!, we’ve just hit $50,000 in fundraising!, etc.), RSS feeds from an external site, photos,news stories.
Ask questions of your fans, take polls—get the conversations flowing in your huband across your participants’ networks.
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Extend the invitations!
The bi est social network boon is the abilit to ta into our constituents’ networks. So make sure you invite them to join
you!
Publicize your social network hub on email, websites and offline promotions.
Let your constituents know what connections, tools and information areavailable—and ask them to involve their networks.
Talk amongst yourselves. Remember – when your fans “like”, comment on, or share your posts, it is
broadcast to their networks of friends on Facebook.
Encourage conversations among your fans—the more chatter, the bigger the
reac . ons er as ng ques ons, pos ng po s, so c ng eas. Ask your fans to post information about your event in their status updates—one
click by them and your event is broadcast to their entire network.
Presenter’s Name | Page #19 © 2010 Blackbaud
,participate.
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Steps for Twitter Success
Start a Twitter feed for your event
“ ”
critical stages of your event, point to the registration page ofyour site or simply have ongoing one-on-one conversationswith your constituents.
Encourage your followers to use #hashtags to create groupings
Keep a constant drip of information to your followers
Milestones hit, mission facts, upcoming events Re-tweet
Provide mission facts for followers to re-tweet, with their fundraising page URL
Thank participants for the re-tweet
Encourage “micro-fundraising” pushes Ask your followers to help you raise $200 in 48 hours by donating just $10 each!
Engage your followers: ask questions that pertain to the event or cause
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Steps for Mobile Success
na e o e ea y orms or
Invest in creating mobile-ready content pages for your event boundless Fundraising™ for mobile devices by Charity Dynamics
Application developed to fold fundraising, registration, event updates, and streamsseamlessly via mobile devices (also boundless Fundraising™ for Facebook)
Allows participants to access their headquarters or participant pages and send email ortext appeals from their mobile device
Participants can also access the event map on event day
Supporters can use their mobile devices to make donations
Your organization can send engagement reminders to inspire your participants to,
alerts to participants’ mobile devices
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
oun ess un ra s ng y ar ty ynam cs Application developed to fold fundraising, registration, event updates, and
streams seamlessly into individual Facebook pages
Allow participants to Fundraise directly through Facebook
Participants who download the application: Have stream stories triggered upon receiving a donation or taking action on their…
Application canvas page
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Sara Orrell
,
Presenter’s Name | Page #23 © 2010 Blackbaud
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Arthritis Foundation
Presenter’s Name | Page #24 © 2010 Blackbaud
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Arthritis Foundation Signature Events
127 Events across the country 250 Events across the country
Over 100,000 participants
5K Run / Walk
Peer to eer fundraisin Event
Over 100,000 participants
5K Walk, 1 Mile Walk & Dog Walk
Peer to eer fundraisin Event
Registration fee
Additional fundraising encouraged
Free to participate
$100 fundraising goal to receive T-
December each year Most events held in May (Arthritis
Month)
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Objectives and Goals
Increase participation and fundraising
Enable participants to be as successful as possiblein fundraising on behalf of the Arthritis Foundation
Encourage more participants to become fundraisers
Use social media strategically and in response toparticipant interest
Minimize any increase in work for event managers
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
ey to eer to eer un ra s ng uccess
Make fundraising easy and fun
Increase the number of people participants request to give and join the event
Increase number of asks from a participant to each prospective donor
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Requirements
No additional database of participants or donors
Ability to analyze impact with other marketing programs
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Segment emails based onpar c pa on s a us
Past Participants NOTREGISTERED Receive
RREIGISTRATION MESSAGE
Past & Current ParticipantsREGISTERED Receive
FUNDRAISING MESSAGE
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Email Templates
Email Template Message Timeline for SendingCommittee Recruitment 12 to 6 Months prior to Event
Early Registration 3-6 months prior to event
Form a Team & Register 2-3 Months
Fundraising eNewsletter Weekly or Bi-Weekly for 6 to 12weeks prior to event
Event Logistics Week before Event
Presenter’s Name | Page #30 © 2010 Blackbaud
an ou ee a er ven
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Friends & Family Automated Email
Created to make peer to peerfundraising even easier
Participants receive email within24 hours of registering
Can simply forward thiscustomized email with direct links
back to their individualun ra s ng page
Results to date:
182 registrationsTotal amount so far $24,350Avg donation amount $40.69
Presenter’s Name | Page #31 © 2010 Blackbaud
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Make it easy and consistent for
Promoting Social Networks
each event to tap into social
networks Created email template with logos
Each event edits the link for theirnetworks
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Boundless Fundraising Facebook
reach to their Facebooknetwork
Easy add to connect
Friends Asking Friendsevent to Facebook
Automatically updated
networ w t un ra s ngprogress
Presenter’s Name | Page #33 © 2010 Blackbaud
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Boundless Fundraising for Facebook - Results
Jingle Bell Run/Walk
Nearly 4,000 or 4% of participants downloading and using
the application
More than $76,000 was raised through Boundless
Fundraising (including $11,000 in registrations), and theaverage donation through the tool was $31.26
On average, Boundless Fundraising users raised 96% more,
more likely to achieve their fundraising goal
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
How Participants Find Social Media Tools
Email HQ Page Thank you page Auto Responders
26%
6%
67%
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Boundless Fundraising Email Badge
Allow participants toask for donations withevery email they send
Badge appears in emailsignature sent from
, , .
Presenter’s Name | Page #36 © 2010 Blackbaud
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Arthritis Foundation
Lisa Mauti-
,
Presenter’s Name | Page #37 © 2010 Blackbaud
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Focused on making the event a success with logistics,
Staffing recru ng sponsors, coor na ng eams, e c
4 Offices / 50 Events2 to 3 events / event manager
VP of CommunicationsEvent Manager Event Manager
Responsible for overall communications strategy
Event ManagerEvent Manager
Communications Manager
Sends all email communications, Facebookposts, Tweets on behalf of the individualevents
Event Manager Event Manager
Presenter’s Name | Page #38 © 2010 Blackbaud
Event Manager Event Manager
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Process and Division of Responsibilities
•Division
•Event
Managers
, , ,time, sponsors
Division
• oor nate , ema commun cat on, soc amedia messaging
EventManagers
• Developing event on the ground
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Strengthening National Templates for Mid-Atlantic Division
Compliment with additional messages
event specific activities
n ance message
Add local highlights
Add detail based on need for clarification
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Facebook Page
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Facebook Fan Page / Events
Presenter’s Name | Page #42 © 2010 Blackbaud
S B S M E P
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Social Media Policy
Staff postings
,Arthritis Foundation business communications
Once you begin posting Arthritis Foundation information on your personal account, it’snot longer a personal account
Managing Social Media Activity
Unless it’s derogatory, respond directly to comments just as you would with traditional
If it’s blatantly offensive and derogatory, post is removed
Presenter’s Name | Page #43 © 2010 Blackbaud
S B S M E P 1
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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1
Donna Wilkins:
.
www.charitydynamics.com
ara rre sa au :
Thank ou!
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