The document discusses leveraging social media for fundraising and event promotion. It outlines 4 stages: setting up the event, promoting the event, day-of event activities, and post-event analysis. For each stage, specific social media tools and strategies are recommended, such as using hashtags, livestreaming, and analyzing metrics. The goal is to boost attendance, engagement, and overall awareness of the event and organization.
Leveraging social media for fundraising & events by suzanne mc donald
1. Leveraging Social Media
Designated Editor
Speaking Series
for Fundraising & Events
Association of Fundraising Professionals
Suzanne McDonald | Content & Social Strategist
Sue@DesignatedEditor.com
@Sue_DesigEditor
2. suzanne’s experience
Social Media
Strategies professor
6 years Page 1
Masters in Journalism
& Mass Communications BA in Journalism
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4. Challenges we’ll address
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?
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6. 4 stages to leverage new media
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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8. Stage 1 Setting up your event
! 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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12. Stage 2 Promoting your event
! 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
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20. Other ways to get the word out
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21. QR codes: How to make ’em
@Sue_DesigEditor http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/ www.designatededitor.com 21
23. Stage 3 Day-of event
! 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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29. Show your expertise visually or curate others’
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30. Stage 4 Post-event analysis & ROI
! 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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31. Tools to drive blogs & content
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38. Perks: Social media for event planning
! 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
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40. Designated Editor
Speaking Series Leveraging Social Media
for Fundraising & Events
Questions? Happy to help!
Suzanne McDonald | Content & Social Strategist
Sue@DesignatedEditor.com
@Sue_DesigEditor