Leveraging social media for fundraising & events by suzanne mc donald
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Transcript of Leveraging social media for fundraising & events by suzanne mc donald
Leveraging Social Media for Fundraising & Events
Designated Editor Speaking Series
Suzanne McDonald | Content & Social Strategist
Association of Fundraising Professionals
@Sue_DesigEditor
www.designatededitor.com 2
6 years Page 1
Masters in Journalism & Mass Communications BA in Journalism
Social Media Strategies professor
suzanne’s experience
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Challenges we’ll address
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o Which tools will help me organize my event?
o Which tools are best for promoting my event?
o How can I possibly manage more?
o How can I measure and show ROI?
o How can I grow my attendance?
www.designatededitor.com 5 @Sue_DesigEditor http://blog.eventbrite.com/social-commerce-a-global-look-at-the-numbers/
Traffic sources
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4 stages to leverage new media
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Stage 1 Setting up your event
Stage 2 Promoting your event
Stage 3 Day-of event
Stage 4 Post-event analysis & ROI
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Stage 1 Setting up your event
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! Utilize online ticketing platforms
! Use your target audience’s vocabulary
! Establish an integrated editorial calendar
! Determine which platforms are best
! Choose a distinct but natural hashtag
! Pick venues and suppliers who are active
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Keywords: Your prospects’ vocabulary
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Keywords: Include in Titles and Descriptions
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Editorial calendars
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Stage 2 Promoting your event
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! Think multichannel and integration
! Make your website the information hub
! Share and link back to your blog
! Feature your speakers and guests
! Create social incentives to go together
! Keep in touch with attendees & RSVPs
www.designatededitor.com 13 @Sue_DesigEditor http://www.bitrebels.com/social/social-media-strategy-engage-fans/
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Events
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• Towns & cities • Education • Gender
• Marital status • Interests & Likes • Age
Targeting ads
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http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php @Sue_DesigEditor
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Blog: helpful, not boring
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Groups worth joining?
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Other ways to get the word out
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QR codes: How to make ’em
http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/ @Sue_DesigEditor
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Stage 3 Day-of event
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! Encourage live blogging & sharing
! Be sure to display hashtag everywhere
! Engage and respond, address issues
! Create a lounge for social users to meet
! Take questions via Twitter
! Stream the event via UStream
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Connections
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www.designatededitor.com 28 @Sue_DesigEditor http-_digsandbox.com_blog_2012_02_marketing-with-pinterest-infographic_
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Show your expertise visually or curate others’
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Stage 4 Post-event analysis & ROI
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! Determine power users
! Keep in touch with influencers
! Share upcoming events, offer discounts
! Monitor chatter & assess success
! Publicize event’s impact across all channels
! Compile promo material for next year now
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Tools to drive blogs & content
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who is your audience?
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Stage 4 How are we doing?
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!"#$#%&%"'()(*%+%,$"-%(
Facebook Insights
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Google Analytics
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! Understand & relate to donors
! Boost attendance and awareness
! More efficient & effective
! You’ll know what’s working
! Longer-lasting vs. paid media
! Hear and address issues as they arise
! Broader brand-building boosts awareness
Perks: Social media for event planning
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In-person engagement
Questions?
Designated Editor Speaking Series
Happy to help!
Leveraging Social Media
for Fundraising & Events
Suzanne McDonald | Content & Social Strategist
@Sue_DesigEditor