Leveraging Social Media for Faith-Based Fundraising Events

           Who  are  we?  

Darian Rodriguez Heyman Co-Founder

darian@sm4np.org @dheyman

www.sm4np.org

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Laura Huddle

Sr. Marketing Manager laura@eventbrite.com

@lauracoltrin

Eventbrite.com/npo

The  Agenda  Understanding the event ticketing lifecycle Social media tips, tricks and time savers to maximize engagement Leveraging social media before, during and after your event Tying it all together with data

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Defining  Event  &  Social  Media  ROI  

ROI = Increasing donations + Raising awareness + Maximizing ticket sales

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Average  Ticke>ng  Lifecycle  

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On average, fundraiser tickets go on sale 4-6 weeks before the event.

(Hint: People procrastinate. Don’t let them.)

Ticke>ng  Lifecycle  

You  can  influence  the  1cke1ng  lifecycle!

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Editorial/Content  Calendar  

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Create a communication plan •  Work backwards from the date of the event until the first

invite goes out

What are the strategic times to email people? •  9-11am, Tuesday-Thursday

Where to post information? •  Your website, Facebook, Twitter, LinkedIn, local

community calendars

Sample  Content  Calendar  

Event Date: June 25th, Calendar Highlights Content Plan Leading up to the Event.

Create  your  Registra>on  Page  

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Drive Every “Touch” to Registration

Registration Twitter

Email

Facebook

LinkedIn

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Create  a  Facebook  Event  

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Further  your  Facebook  Presence  

Pro Tip: Integrate ticket purchases in Facebook via apps 12

The  Agenda  Understanding the event ticketing lifecycle

Social media tips, tricks and time savers to maximize engagement

Leveraging social media before, during and after your event

Tying it all together with data

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Promote  1.  Post  regular  updates:  Pictures,  performers,  VIPs,  

auc1on  items,  partners  and  even  aHendee  stories  

2.  Post  more  pictures  &  videos  (cute  stuff  helps!)  

3.  Invite  aHendees  to  RSVP  as  they  register  

4.  Be  sure  to  tag  aHendees,  VIPs,  partners,  and  others  

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pre-purchase 40%

post-purchase 60%

The motivation to share is higher once the purchase has been made.

Facebook  Shares  

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•  Post 6-7 times a day

•  Reach out to influencers

•  Retweet & thank!

•  Use a Hashtag- a word preceded by # sign – keep it short! (6 – 8 characters)

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#sm4np

TwiKer  Direct  Message  Campaign  

Step 1: Create Twitter List

Hootsuite  Publisher  Window    

Download  all  your  twiHer  followers  in  an  excel  sheet  &  segment  by  loca1on.  

Step 2: Draft Direct Message

TwiKer  Direct  Message  Campaign  

d  @TwiHeruser  Join  us  in  Chicago  for  our  2nd  Social  Media  Marke1ng  Conf  9/19,  save  $20  w/code  SM4NP  hHp://bit.ly/sfshoih33  

Step 3: Upload to Hootsuite

TwiKer  Direct  Message  Campaign  

•  Create  Groups  &  Cul1vate  Community  for    your  Members  

•  Pre-­‐approve/Invite  all  AHendees  to  LI  •  Share  Exclusive  Content  on  LI  •  Host  Post  Event  Chats/Discussions  •  Par1cipate  in  Industry  Groups  

Ask Questions

Become a Curator

Think    50/50  

Timing is Everything • Morning:  8  –  9AM  • Lunch:  12  –  1PM  • End  of  Day:  4:30  –  6PM  • Night:  9:30  –  11PM  • Weekends  vs.  Wednesday  

Committees & Captains • Goals,  Training,  Materials  • 5  Minutes/Week  • Mapped  to  Impact  

• Facebook  • TwiKer  • TBD  

The  Agenda  Understanding the event ticketing lifecycle

Social media tips, tricks and time savers to maximize engagement

Leveraging social media before, during and after your event

Tying it all together with data

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Keep  the  Conversa>on  Going  During the event: •  Provide a twitter wall •  Prominently display the #hashtag •  Display the conversation •  Use free services like

tweetchat.com or twiHerfall.com  to display tweets about the event

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The  Conversa>on  Lives  On  

After the event: •  Ask for feedback, share a

survey •  Create and share recaps •  Post event pictures •  Use platforms like Storify to

summarize event experience •  Review your tracking and

analytics to know which social channels were most effective

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The  Agenda  Understanding the event ticketing lifecycle

Social media tips, tricks and time savers to maximize engagement

Leveraging social media before, during and after your event

Tying it all together with data

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Track your Sales Sources 1

•  Create  unique links for each of your sales sources

•  Monitor  throughout  the  promo1on  process  

•  Review  which  sources  not  only  brought  in  traffic,  but  ul1mately  sales  and  dona1ons  

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Produc>vity  Tools  Hootsuite

Automatic scheduling

Mass tweeting (Only when appropriate)

Mass direct messaging (Be very selective)

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Schedule  icon  

Facebook Scheduling

Produc>vity  Tools  

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Wrap  Up  

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•  Decide which channels are right for you and your organization

•  Encourage early ticket purchasing to get the wheel in motion

•  Collect donations from those who can’t attend

•  Encourage post-purchase sharing

•  Give attendees reason to engage before, during and after your

event

•  Analyze which social media efforts are most effective

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Darian Rodriguez Heyman Co-Founder darian@sm4np.org Social Media for Nonprofits

Laura Coltrin Product Marketing Manager laura@eventbrite.com Eventbrite