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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
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
