Skill Building Social Media for Events 13

8/3/2019 Skill Building Social Media for Events 13

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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS

Part 1

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Sara Orrell, Arthritis Foundation

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October 22, 2010

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SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1

Session Agenda

Best Practices in Integration

Effective Messaging

Communication Calendars

Measuring Results

Case Study: Arthritis Foundation

Presenter’s Name | Page #2 © 2010 Blackbaud




est ract ces n ntegrat onCreating an Integrated Plan

Social Media as a Part of the StrategyCoaching your Participants to Fundraise with Social Media





Create an integrated plan

Reinforce messaging throughout all of the available channels you haveavailable to communicate with current and ros ective artici ants:

Recruitment emails Engagement emails

Website

Participant HQ

Twitter

Anything else!

Plan ahead!





Best Practices: Make Your Participants Aware

Use recruiting emails and engagement emails

Promote in HQ and throughout Website

Encourage team captains to promote to their team members

Reminder phone calls

Promote through own social media sites (e.g., event Tweet-ups, organization





Integrating social media into your strategy

Make sure your emails include links to your

Make sure your postal mailings include your websiteand social media URLs

Make sure your phone calls mention online fundraising and social

media

Make sure your social media presences link people back to yourwebsite – and vice versa

se oo s e s o ma e s ar ng easyfor participants





Coaching your participants to fundraise with social media

Provide sample fundraising status updates and tweets

Pack a lunch, donate to your lunch $$’s and make a difference: link

Provide mission facts that can be easily shared on Facebook and twitter witha persona

Encourage participants to attach pictures, video, events or a link to their

status update

Publicly thank donors in tweets and updates

Social Media participant contests (e.g., best YouTube video)

Encourage participants to attach pictures, video, events or a link to you’retheir status update

Be creative and have fun!





ect ve essag ngRecruitment

Retention





ecru tment

Develop a series of messages to recruit participants

Integrated and multi-channel – invest in the channels:• That traditionally show the strongest return

• If you’re not sure, experiment and measure!

.

• Where you know that your participants are active

• Where you have resource availability to strongly utilize them

Segmented – identify the key segments in your participant base so you can focusyour e orts on t e part c pants w o can tru y e p you move t e nee e

Practical – know what your resources will allow you to do





ngagement

Develop a series of messages to motivate, inspire and assist your

Segmented – What are the key segments that impacted your event’sperformance last year ?

• Speak to these segments uniquely

• And remember that they overlap

• Focus your current year’s strategy on growing these key segments this year

Consistent – In content and frequency

channels of direct communication)





etent on

Make sure your communication is a two-way dialogue

“ ”,

• What’s new on the website this year and why? Use personalized and conditional content in emails based on the information you know

about constituents

• Reason for participating

• Amount of money raised

• Team captains

• Etc!

Thank your participants after the close of your event, and tell them what theyhelped achieve

Offer them a special invitation to participate the next year

Provide an exclusive invitation to register – prior to general registration





ommun cat on anne sE-mail

TwitterMobile Devices





e a teps to uccess

Vary the type of content, but always include:

- -

• “Sign up today!”• “Send an email to 6 co-workers today asking for support!”

• “Update your status on Facebook to tell all your friends why you’re participating in this year’s”

A quick fundraising tip that can easily be scanned

A mission fact to remind participants of the cause

Empower your participants with new ways to ask for donations:

Communicating impact

A ‘library’ of issue facts

Short URL promotion The power of ‘multiples’

Challenges!





Social Media Impact on Returning Participants

Annual Increase in Participant Fundraising Goals andDonations from 2008 to 2009

ona oc a e a

Tools IncentivizedReturning Participants$256.72$225.90$250.00

$300.00

Returning Participants

Using Twitter for the FirstTime Increased Fundraising

$70.55

50.00

$100.00

$150.00

.

Goal 4X Non-Social MediaUsers.

.

$0.00

Fundraising Goal Total Online Donations

Twitter Users No Social Media

Increase FundraisingGoals Matched by

Increase FundraisingTotals





Used by Most Successful Fundraisers

$1,200

$1,400

i o n s

the Highest Goals

$600

$800

$1,000

g G o a l / D

o n a

Social Media Users

Come Closer toReachin their Goals$‐

$200

$400

F u n d r a i s i n

Social Media Users AreYour Top Supporters


Average Goal Average Donations




Profile of Participants (Using Social Media)

Top Fundraisers Slackers

Use all tools available

Email

HQ Updates

Will make a couple of clicks touse easy social media

Will not send email, upload a

Video Social Media

Blogging

Go from $0 to low dollarfundraiser

“ ”


Offline




Profile of Donors Giving through Email vs. Social

Email Prospects

Immediate family

Social Networking Prospects

Immediate family

Co-workers

Close friends

Friends of friends

Co-workers

Past co-workers


us ness ne wor ng con ac s




ace oo teps to uccess

Provide a high-level event overview

, .

Include the dates, locations, and promotions for your event. Include key information for participating.

.

Include the link to register online!

Kee the buzz alive

Share information through updates (We just reached 1,000 participants!, we’ve just hit $50,000 in fundraising!, etc.), RSS feeds from an external site, photos,news stories.

Ask questions of your fans, take polls—get the conversations flowing in your huband across your participants’ networks.





Extend the invitations!

The bi est social network boon is the abilit to ta into our constituents’ networks. So make sure you invite them to join

you!

Publicize your social network hub on email, websites and offline promotions.

Let your constituents know what connections, tools and information areavailable—and ask them to involve their networks.

Talk amongst yourselves. Remember – when your fans “like”, comment on, or share your posts, it is

broadcast to their networks of friends on Facebook.

Encourage conversations among your fans—the more chatter, the bigger the

reac . ons er as ng ques ons, pos ng po s, so c ng eas. Ask your fans to post information about your event in their status updates—one

click by them and your event is broadcast to their entire network.


,participate.




Steps for Twitter Success

Start a Twitter feed for your event

“ ”

critical stages of your event, point to the registration page ofyour site or simply have ongoing one-on-one conversationswith your constituents.

Encourage your followers to use #hashtags to create groupings

Keep a constant drip of information to your followers

Milestones hit, mission facts, upcoming events Re-tweet

Provide mission facts for followers to re-tweet, with their fundraising page URL

Thank participants for the re-tweet

Encourage “micro-fundraising” pushes Ask your followers to help you raise $200 in 48 hours by donating just $10 each!

Engage your followers: ask questions that pertain to the event or cause





Steps for Mobile Success

na e o e ea y orms or

Invest in creating mobile-ready content pages for your event boundless Fundraising™ for mobile devices by Charity Dynamics

Application developed to fold fundraising, registration, event updates, and streamsseamlessly via mobile devices (also boundless Fundraising™ for Facebook)

Allows participants to access their headquarters or participant pages and send email ortext appeals from their mobile device

Participants can also access the event map on event day

Supporters can use their mobile devices to make donations

Your organization can send engagement reminders to inspire your participants to,

alerts to participants’ mobile devices





oun ess un ra s ng y ar ty ynam cs Application developed to fold fundraising, registration, event updates, and

streams seamlessly into individual Facebook pages

Allow participants to Fundraise directly through Facebook

Participants who download the application: Have stream stories triggered upon receiving a donation or taking action on their…

Application canvas page





Sara Orrell

,





Arthritis Foundation





Arthritis Foundation Signature Events

127 Events across the country 250 Events across the country

Over 100,000 participants

5K Run / Walk

Peer to eer fundraisin Event

Over 100,000 participants

5K Walk, 1 Mile Walk & Dog Walk

Peer to eer fundraisin Event

Registration fee

Additional fundraising encouraged

Free to participate

$100 fundraising goal to receive T-

December each year Most events held in May (Arthritis

Month)





Objectives and Goals

Increase participation and fundraising

Enable participants to be as successful as possiblein fundraising on behalf of the Arthritis Foundation

Encourage more participants to become fundraisers

Use social media strategically and in response toparticipant interest

Minimize any increase in work for event managers





ey to eer to eer un ra s ng uccess

Make fundraising easy and fun

Increase the number of people participants request to give and join the event

Increase number of asks from a participant to each prospective donor





Requirements

No additional database of participants or donors

Ability to analyze impact with other marketing programs





Segment emails based onpar c pa on s a us

Past Participants NOTREGISTERED Receive

RREIGISTRATION MESSAGE

Past & Current ParticipantsREGISTERED Receive

FUNDRAISING MESSAGE





Email Templates

Email Template Message Timeline for SendingCommittee Recruitment 12 to 6 Months prior to Event

Early Registration 3-6 months prior to event

Form a Team & Register 2-3 Months

Fundraising eNewsletter Weekly or Bi-Weekly for 6 to 12weeks prior to event

Event Logistics Week before Event


an ou ee a er ven




Friends & Family Automated Email

Created to make peer to peerfundraising even easier

Participants receive email within24 hours of registering

Can simply forward thiscustomized email with direct links

back to their individualun ra s ng page

Results to date:

182 registrationsTotal amount so far $24,350Avg donation amount $40.69





Make it easy and consistent for

Promoting Social Networks

each event to tap into social

networks Created email template with logos

Each event edits the link for theirnetworks





Boundless Fundraising Facebook

reach to their Facebooknetwork

Easy add to connect

Friends Asking Friendsevent to Facebook

Automatically updated

networ w t un ra s ngprogress





Boundless Fundraising for Facebook - Results

Jingle Bell Run/Walk

Nearly 4,000 or 4% of participants downloading and using

the application

More than $76,000 was raised through Boundless

Fundraising (including $11,000 in registrations), and theaverage donation through the tool was $31.26

On average, Boundless Fundraising users raised 96% more,

more likely to achieve their fundraising goal





How Participants Find Social Media Tools

Email HQ Page Thank you page Auto Responders

26%

6%

67%





Boundless Fundraising Email Badge

Allow participants toask for donations withevery email they send

Badge appears in emailsignature sent from

, , .





Arthritis Foundation

Lisa Mauti-

,





Focused on making the event a success with logistics,

Staffing recru ng sponsors, coor na ng eams, e c

4 Offices / 50 Events2 to 3 events / event manager

VP of CommunicationsEvent Manager Event Manager

Responsible for overall communications strategy

Event ManagerEvent Manager

Communications Manager

Sends all email communications, Facebookposts, Tweets on behalf of the individualevents

Event Manager Event Manager


Event Manager Event Manager




Process and Division of Responsibilities

•Division

•Event

Managers

, , ,time, sponsors

Division

• oor nate , ema commun cat on, soc amedia messaging

EventManagers

• Developing event on the ground





Strengthening National Templates for Mid-Atlantic Division

Compliment with additional messages

event specific activities

n ance message

Add local highlights

Add detail based on need for clarification





Facebook Page





Facebook Fan Page / Events


S B S M E P




Social Media Policy

Staff postings

,Arthritis Foundation business communications

Once you begin posting Arthritis Foundation information on your personal account, it’snot longer a personal account

Managing Social Media Activity

Unless it’s derogatory, respond directly to comments just as you would with traditional

If it’s blatantly offensive and derogatory, post is removed


S B S M E P 1




Donna Wilkins:

.

www.charitydynamics.com

ara rre sa au :

[email protected]

[email protected]

Thank ou!


Skill Building Social Media for Events 13

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