This document summarizes a presentation about using social media to boost fundraising events. It discusses listening to conversations on social media, targeting specific audiences, reaching out to those audiences on platforms like Facebook and Twitter, sharing content from events, and measuring the results of social media efforts. It provides an example of a hospice that used these tactics like creating a flashmob and sharing videos to successfully promote a fundraising walk and increase registrations.
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Using Social Media To Boost Events - Chase 2010 & IoF West Midlands conference
1. IoF West Midlands :
Next generation fundraising
How Social Media can boost your
events
Jonathan Waddingham
Digital Strategist
JustGiving
2. Good morning!
• 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
www.slideshare.net/jwaddingham
3. What *is* social media? And what‟s the point of it?
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
4. Social media is all of this
http://www.flickr.com/photos/marijnversteeg/3181758137/
5. Strategy is important
http://www.flickr.com/photos/intersectionconsulting/4044928121/
13. 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?
17. Reach out – on Facebook
http://www.facebook.com/pages/PDSA-Virgin-London-Marathon
18. Reach out – on Facebook
http://www.facebook.com/partnershipsinaction
19. Reach out – on YouTube
http://www.youtube.com/watch?v=u0imgzBNOqg
20. Reach out – on Twitter
http://twitter.com/scopeevents
http://twitter.com/WhizzKidzEvents
21. Reach out – on Twitter
http://twitter.com/romancircus/status/9257780448
http://twitter.com/childsi/status/6661433240
http://twitter.com/M_R_F/status/6234406070
22. Reach out – on Twitter
http://twitter.com/MichelleDewbs/status/8188051813
36. Look out for the NFPTweetup
http://www.flickr.com/hellobeautifulworld
http://icanhaz.com/tools1
http://nfptweetup.org.uk http://icanhaz.com/tools2
37. Measurement
Depends on the goals you set
What are you trying to achieve? What would success look like?
Is it to get more people to your events so you raise more money?
39. The big event – Manchester Midnight Walk
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
40. Manchester Midnight Walk promotion
Goal: increase awareness of the event and encourage people to register
listen
target
reach out
share
measure
41. How did they record the event?
listen
target
reach out
share
measure
http://www.flickr.com/photos/st-anns-hospice-uk
42. How did other people record the event?
“So how did you hear about this?”
“Facebook – she passed it on to us”
http://www.youtube.com/watch?v=qZ4NEK2ap-4
43. Used other people‟s content on their own channel
listen
target
reach out
share
measure
http://www.youtube.com/user/stannshospiceuk
44. Using a Facebook fan page for the event
38%
http://icanhaz.com/stanns
45. Generating PR
£178k
PR value
(approx)
listen
target
reach out
share
measure
46. Early results
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.
238% listen
target
reach out
share
measure
Goal: increase awareness of the event and encourage people to register
47. After the flashmob… keeping momentum going
Set up the Midnight Walk twitter pages a couple of weeks after the event
Cross promoted everything between St Ann‟s site and Midnight Walk sites
All footage and Press coverage was put on Facebook, Twitter, YouTube and Flickr
48. Social Media use after the launch
Realised the value of investing time & effort building fans and followers
Painstakingly followed lots of Manchester people on Twitter
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
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.
54. Lessons learned
Had a Facebook group, but changed to fan page – lost a few people
Be careful how you set up your Facebook fan page!
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
Look out for opportunities – St Ann‟s have started work with Salford
University students on their Social Media Masters Course
55. Overall results of the Midnight Walk
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
83%
Budgeted for 2,750 so achieved a 20.5% increase on target
56. What‟s next for St Ann‟s
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
57. Catherine‟s advice
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 Williams, Director of Fundraising and
Communications
59. Carry on the conversation…
Jonathan Waddingham
jonathan@justgiving.com
@jon_bedford
http://blog.justgiving.com
slideshare.net/jwaddingham
http://bit.ly/JWblog
http://uk.linkedin.com/in/jonathanwaddingham