Abila, along with Darian Rodriguez Heyman of Social Media for Nonprofits and Laura Huddle of Eventbrite present a session about how Social Media Tools can be leveraged for Fundraising.

1. Leveraging Social Media for Your
Next Fundraising Event

2. Who are we?
Darian Rodriguez Heyman
Laura Huddle
Co-Founder
darian@sm4np.org
@dheyman
Sr. Marketing Manager
laura@eventbrite.com
@lauracoltrin
Eventbrite.com/npo
www.sm4np.org
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3. 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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4. Defining Event & Social Media ROI
ROI = Increasing donations + Raising
awareness + Maximizing ticket sales
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5. Average Ticketing Lifecycle
On average, fundraiser
tickets go on sale 4-6 weeks
before the event.
(Hint: People procrastinate. Don’t let them.)
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6. Ticketing Lifecycle
You can influence
the ticketing
lifecycle!
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7. Communication & Content
Calendar
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
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8. Sample Content Calendar
Event Date: June 25th, Calendar Highlights Content Plan Leading up to the Event.

9. Create your Registration Page
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10. Drive Every “Touch” to
Registration
Facebook
LinkedIn
Registration
Twitter
Email
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11. Create a Facebook Event
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12. Further your Facebook Presence
Pro Tip: Integrate ticket purchases in Facebook via apps.
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13. 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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14. Promote
1. Post regular updates: Pictures, performers, VIPs,
auction items, partners and even attendee stories
2. Post more pictures & videos (cute stuff helps!)
3. Invite attendees to RSVP as they register
4. Be sure to tag attendees, VIPs, partners, and others
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15. Facebook Shares
post-purchase
60%
pre-purchase
40%
The motivation to share is higher once
the purchase has been made.
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16. • Post 6-7 times a day
• Reach out to influencers
#sm4np
• Retweet & thank!
• Use a Hashtag- a word preceded
by # sign – keep it short! (6 – 8 characters)
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17. Twitter Direct Message Campaign
Hootsuite Publisher Window
Download all your twitter followers in an excel sheet & segment
by location.
Step 1: Create Twitter List

18. Twitter Direct Message Campaign
d @Twitteruser Join us in Chicago for our 2nd Social Media Marketing Conf
9/19, save $20 w/code SM4NP http://bit.ly/sfshoih33
Step 2: Draft Direct
Message

19. Twitter Direct Message Campaign
Step 3: Upload to
Hootsuite

20. • Create Groups & Cultivate Community for
your Members
• Pre-approve/Invite all Attendees to LI
• Share Exclusive Content on LI
• Host Post Event Chats/Discussions
• Participate in Industry Groups

21. 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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22. Keep the Conversation Going
During the event:
•
•
•
•
Provide a twitter wall
Prominently display the #hashtag
Display the conversation
Use free services like
tweetchat.com or
twitterfall.com to display tweets
about the event
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23. The Conversation 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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24. 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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25. 1
Track your Sales Sources
• Create unique links for each of
your sales sources
• Monitor throughout the
promotion process
• Review which sources not only
brought in traffic, but ultimately
sales and donations
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26. Productivity Tools
Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very selective)
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27. Productivity Tools
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28. Wrap Up
• 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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29. Laura Coltrin
Product Marketing Manager
laura@eventbrite.com
Eventbrite
Darian Rodriguez Heyman
Co-Founder
darian@sm4np.org
Social Media for Nonprofits
John Clese
Director of Marketing, Strategic Initiatives
jclese@avectra.com
Abila
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