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This was originally presented at the CHASE 2010 conference, before being updated for the IoF West Midlands Next Generation Fundraising conference in April 2010. It shows how charities can use social media to attract more people to their events and help them raise more money.
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IoF West Midlands :Next generation fundraising
How Social Media can boost your events
Jonathan WaddinghamDigital StrategistJustGiving
• Digital Strategist at JustGiving
• Work with charities to make best use of the web
• Research online giving trends to provide insight
• Manage JustGiving‟s social media strategy
Good morning!
www.slideshare.net/jwaddingham
It‟s a way for people to share and discuss information online
The point of it is people – anyone now has the power to create content online
From a charity perspective, it‟s a great way to engage supporters and tell your story
You can get your supporters to tell your story
What *is* social media? And what‟s the point of it?
Social media is all of this
http://www.flickr.com/photos/marijnversteeg/3181758137/
Strategy is important
http://www.flickr.com/photos/intersectionconsulting/4044928121/
What‟s the approach?
listen
target
reach out
share
measure
What‟s the approach?
listen
target
reach out
share
measure
Google alerts
Technorati search
Tweetscan
Backtype alerts
Delicious search
Flickr search
Your
Toolkit
How to listen
Monitoring sites: http://addictomatic.com
Monitoring sites: http://socialmention.com
Monitoring sites: http://www.samepoint.com
What‟s the approach?
listen
target
reach out
share
measure
Target - where is your audience?
What does your average supporter look like?
What brings the most traffic to your website?
Where are the conversations about you taking place?
Learning more about your audience
http://icanhaz.com/socialtech
Do you need to segment your audience?
http://www.forrester.com/Groundswell/profile_tool.html
What‟s the approach?
listen
target
reach out
share
measure
Reach out – on Facebook
http://www.facebook.com/pages/PDSA-Virgin-London-Marathon
Reach out – on Facebook
http://www.facebook.com/partnershipsinaction
Reach out – on YouTube
http://www.youtube.com/watch?v=u0imgzBNOqg
Reach out – on Twitter
http://twitter.com/scopeevents
http://twitter.com/WhizzKidzEvents
Reach out – on Twitter
http://twitter.com/M_R_F/status/6234406070
http://twitter.com/childsi/status/6661433240
http://twitter.com/romancircus/status/9257780448
Reach out – on Twitter
http://twitter.com/MichelleDewbs/status/8188051813
What‟s the approach?
listen
target
reach out
share
measure
www.facebook.com/yorkshirecancerresearch
Share your events on Facebook
Share photos of your events – on flickr
www.flickr.com/photos/breastcancercare/sets
www.facebook.com/kidneyresearchuk
Share photos of your events – on Facebook
Share videos of your events – on YouTube
http://www.youtube.com/user/cancerresearchuk
http://icanhaz.com/frplaylist
Share videos you didn‟t even record on YouTube
What‟s the approach?
listen
target
reach out
share
measure
Measurement – on Facebook (insights)
https://analytics.postrank.com/
http://viralheat.com/
http://bit.ly/
Measurement – on social media
Measurement – on Twitter
http://bit.ly/info/SMguide
Look out for the NFPTweetup
http://icanhaz.com/tools1
http://icanhaz.com/tools2http://nfptweetup.org.uk
http://www.flickr.com/hellobeautifulworld
Measurement
Depends on the goals you set
Is it to get more people to your events so you raise more money?
What are you trying to achieve? What would success look like?
St Ann‟s Hospice – case study
www.sah.org.uk
Promoted the launch of the walk by holding a flashmob
A flashmob is a large group of people who assemble suddenly in a public place,
perform an unusual action for a brief time, then quickly disperse (wikipedia)
St Ann‟s did supplementary work with generic Hospice pages on Facebook and
Twitter to advertise the FlashMob and drive traffic to the main hospice pages/groups
The big event – Manchester Midnight Walk
Goal: increase awareness of the event and encourage people to register
Manchester Midnight Walk promotion
listen
target
reach out
share
measure
How did they record the event?
http://www.flickr.com/photos/st-anns-hospice-uk
listen
target
reach out
share
measure
How did other people record the event?
http://www.youtube.com/watch?v=qZ4NEK2ap-4
“So how did you hear about this?”
“Facebook – she passed it on to us”
Used other people‟s content on their own channel
http://www.youtube.com/user/stannshospiceuk
listen
target
reach out
share
measure
38%
Using a Facebook fan page for the event
http://icanhaz.com/stanns
£178k
PR value
(approx)
Generating PR
listen
target
reach out
share
measure
238%
Only 6 weeks into opening registration for the event for the „early birds‟ in April, St
Ann‟s already had 1,340 registrants (from a total target of 3,000) for an event that
didn‟t take place until June.
Early results
Goal: increase awareness of the event and encourage people to register
listen
target
reach out
share
measure
Set up the Midnight Walk twitter pages a couple of weeks after the event
All footage and Press coverage was put on Facebook, Twitter, YouTube and Flickr
After the flashmob… keeping momentum going
Cross promoted everything between St Ann‟s site and Midnight Walk sites
Realised the value of investing time & effort building fans and followers
Painstakingly followed lots of Manchester people on Twitter
They are also building into their Content Management System the ability to
flag up which pages they want to tweet to help manage the process.
Social Media use after the launch
Promoted it on their website, in their newsletters and enewsletters, and put
permanent links on the front page of their website and every other page too
Promoting Social Media
Promoting Social Media
New - supporting their supporters
http://icanhaz.com/fundraisingguides
http://bit.ly/SMguide
(JustGiving guide to social media fundraising)
Had a Facebook group, but changed to fan page – lost a few people
Be careful how you set up your Facebook fan page!
Look out for opportunities – St Ann‟s have started work with Salford
University students on their Social Media Masters Course
Lessons learned
Generating content is often hard, but there are always great stories around
Finding the right people on Twitter to follow – looked at the Forever
Manchester site to find local people
Now using Twitter lists to find Manchester people
83%
Total net raised so far is £231,890 (last year £175,000).
17.5% higher than budgeted and 32.5% higher than last year
1,485 more walkers signed up than last year, a total of 3,285
Budgeted for 2,750 so achieved a 20.5% increase on target
Overall results of the Midnight Walk
Challenge is tracking FB & Twitter accurately
More YouTube – getting help on design and structure of NFP YouTube page
Growing the Facebook fan page
Having more conversations about their services through social media
Added links to social media on every page of website
What‟s next for St Ann‟s
If I could give one tip it would be: do one thing now –
you don‟t need a strategy in place, just try it out!
For example, set up a Facebook group/event or a
Twitter site and actively promote it on your emails –
see what happens as a result!
Catherine‟s advice
Catherine Williams, Director of Fundraising and
Communications
Remember the approach...
listen
target
reach out
share
measure
Jonathan Waddingham
@jon_bedford
http://blog.justgiving.com
slideshare.net/jwaddingham
http://bit.ly/JWblog
http://uk.linkedin.com/in/jonathanwaddingham
Carry on the conversation…
