SKILL BUILDING: SOCIAL MEDIA FOR EVENTS

Part 1

Donna Wilkins Charity Dynamics Wilkins, Sara Orrell, Arthritis Foundation Lisa Mauti Arthritis Foundation, Mid-Atlantic Region Mauti, Foundation
October 22, 2010

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1

Session Agenda

Best Practices in Integration Effective Messaging Communication Channels Communication Calendars Measuring Results Successful Strategy Tips Case Study: Arthritis Foundation

Presenter’s Name | Page #2

© 2010 Blackbaud

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1

Best Practices i Integration B tP ti in I t ti
Creating an Integrated Plan Making your Participants Aware Social Media as a Part of the Strategy Coaching your Participants to Fundraise with Social Media

Presenter’s Name | Page #3

© 2010 Blackbaud

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1

Create an integrated plan

Reinforce messaging throughout all of the available channels you have available to communicate with current and prospective p p p participants: p  Recruitment emails  Engagement emails  Phone calls  Website  Participant HQ  Facebook  Twitter  Anything else! Plan ahead!

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© 2010 Blackbaud

organization Facebook pages.g..) Presenter’s Name | Page #5 © 2010 Blackbaud .SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 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. event Tweet-ups. etc.

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Integrating social media into your strategy  Make sure your emails include links to your social media presences Make sure your postal mailings include your website and social media URLs Make sure your phone calls mention online fundraising and social media Make sure your social media presences link people back to your website – and vice versa Use tools like U t l lik “Add This” t make sharing easy Thi ” to k h i for participants     Presenter’s Name | Page #6 © 2010 Blackbaud .

donate to your lunch $$’s and make a difference: link  Provide mission facts that can be easily shared on Facebook and twitter with a personal URL l Encourage participants to attach pictures. video.. best YouTube video) Encourage participants to attach pictures.g.SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Coaching your participants to fundraise with social media  Provide sample fundraising status updates and tweets  Skip Starbucks and support my fundraising efforts! Donate today: link  Pack a lunch. video. events or a link to their status update Publicly thank donors in tweets and updates Social Media participant contests (e. events or a link to you’re their status update Be creative and have fun!      Presenter’s Name | Page #7 © 2010 Blackbaud .

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Effective M Eff ti Messaging i Recruitment Engagement Retention Presenter’s Name | Page #8 © 2010 Blackbaud .

experiment and measure! • Think about next year this year. year • 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 focus your efforts on the participants who can truly help you ‘ ff t th ti i t h t l h l ‘move th needle’ the dl ’  Practical – know what your resources will allow you to do Presenter’s Name | Page #9 © 2010 Blackbaud .SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Recruitment R it t  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.

inspire and assist your participants  Segmented – What are the key segments that impacted your event’s performance 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 • Set the expectation for how often participants will be hearing from you via email (and any other channels of direct communication) Presenter’s Name | Page #10 © 2010 Blackbaud .SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Engagement E t  Develop a series of messages to motivate.

and we listened” You spoke listened • 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 they helped achieve Offer them a special invitation to participate the next year  Provide an exclusive invitation to register – prior to general registration  Consider a registration discount for returning participants  Presenter’s Name | Page #11 © 2010 Blackbaud .SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Retention R t ti  Make sure your communication is a two-way dialogue  “You spoke.

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Communication Channels C i ti Ch l E-mail Facebook Twitter Mobile Devices Presenter’s Name | Page #12 © 2010 Blackbaud .

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 eMail Steps to Success M il St t S  Vary the type of content. but always include:  A clear and concrete call-to-action • “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 event! event!”  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! Presenter’s Name | Page #13 © 2010 Blackbaud .

55 $22.00 $200 00 $150.00 $256.00 $100.00 $250.00 $0.00 $ $50.72 $225.90 Additional S i l M di Additi l Social Media Tools Incentivized Returning Participants $70.97 Fundraising Goal Twitter Users Twitter Users Total Online Donations No Social Media No Social Media Returning Participants Using Twitter for the First Time Increased Fundraising Goal 4X Non-Social Media Users.SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Social Media Impact on Returning Participants Annual Increase in Participant Fundraising Goals and Donations from 2008 to 2009 $300. Increase Fundraising Goals Matched by Increase Fundraising Totals Presenter’s Name | Page #14 © 2010 Blackbaud .00 $200.

000  $800  $600  $400  $200  $‐ Social Media Users Set the Highest Goals Social Media Users Come Closer to Reaching their Goals g Social Media Users Are Your Top Supporters Average Goal Average Donations Presenter’s Name | Page #15 © 2010 Blackbaud .200  $1.SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Used by Most Successful Fundraisers Fundraising Goal / Donat tions $1.400  $1.

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Profile of Participants (Using Social Media)  Top Fundraisers  Use all tools available  Email  HQ Updates  Video  Social Media  Blogging  Offline  Slackers  Will make a couple of clicks to use easy social media  Will not send email. upload a picture  Go from $0 to low dollar fundraiser  The “Coolness Factor” Coolness Factor Presenter’s Name | Page #16 © 2010 Blackbaud .

Social Email Prospects    Social Networking Prospects         Immediate family Close friends Co-workers Immediate family Extended family Close friends Friends of friends College / high school classmates Co-workers Past co-workers Business networking contacts B i t ki t t © 2010 Blackbaud Presenter’s Name | Page #17 .SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Profile of Donors Giving through Email vs.

take polls—get the conversations flowing in your hub and across your participants’ networks. Presenter’s Name | Page #18 © 2010 Blackbaud . photos.000 in fundraising!. and promotions for your event. RSS feeds from an external site. etc. Include your mission to grab constituents with the reason they should participate participate. Include the dates.  Ask questions of your fans. locations. informative and engaging simple engaging. Include key information for participating. we’ve just hit $50. Include the link to register online!  Keep the buzz alive p  Share information through updates (We just reached 1.SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Facebook Steps to Success F b k St t S  Provide a high-level event overview      Keep it simple.000 participants!. news stories.).

 Talk amongst yourselves. participate. the bigger the reach. C h Consider asking questions. Presenter’s Name | Page #19 © 2010 Blackbaud . posting polls. tools and information are available—and ask them to involve their networks. it is broadcast to their networks of friends on Facebook. comment on. websites and offline promotions. So make sure you invite them to join you!  Publicize your social network hub on email. g y  Remember – when your fans “like”. or share your posts. soliciting id id ki ti ti ll li iti ideas.  Encourage conversations among your fans—the more chatter.  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.  At minimum be prepared to monitor comments respond to questions and comments.SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Facebook Steps to Success  Extend the invitations!  The biggest social network boon is the ability to tap into your constituents’ networks.  Let your constituents know what connections.

mission facts. 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 Presenter’s Name | Page #20 © 2010 Blackbaud .  Encourage your followers to use #hashtags to create groupings  Keep a constant drip of information to your followers  Milestones hit. upcoming events  Re-tweet  Provide mission facts for followers to re-tweet. point to the registration page of your site or simply have ongoing one-on-one conversations with your constituents.SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Steps for Twitter Success  Start a Twitter feed for your event  You can use individual posts or “tweets” to call attention to tweets critical stages of your event.

event updates. registration. and streams i i d d seamlessly via mobile devices (also boundless Fundraising™ for Facebook)  Allows participants to access their headquarters or participant pages and send email or text 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 creative excitement around reaching their goals as well as send updates and news goals. alerts to participants’ mobile devices Presenter’s Name | Page #21 © 2010 Blackbaud .SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Steps for Mobile Success    Enable Mobile Ready forms f FAF E bl M bil R d f for Invest in creating mobile-ready content pages for your event boundless Fundraising™ for mobile devices by Charity Dynamics  A li i d Application developed to f ld f d i i l d fold fundraising.

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 Presenter’s Name | Page #22 © 2010 Blackbaud .SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 boundless F d i i ™ by Charity Dynamics b dl Fundraising™ b Ch it D i    Application developed to fold fundraising. registration.

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Arthritis Foundation Sara Orrell Vice President Arthritis Foundation President. Presenter’s Name | Page #23 © 2010 Blackbaud .

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Arthritis Foundation Presenter’s Name | Page #24 © 2010 Blackbaud .

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Arthritis Foundation Signature Events  250 Events across the country  Over 100.000 participants 5K Run / Walk Peer to peer fundraising Event Registration fee Additional fundraising encouraged Held late November through December each year Presenter’s Name | Page #25 © 2010 Blackbaud . 1 Mile Walk & Dog Walk  Peer to peer fundraising Event  Free to participate  $100 fundraising goal to receive Tshirt  Most events held in May (Arthritis Month)        127 Events across the country Over 100.000 participants  5K Walk.

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Objectives and Goals      Increase participation and fundraising Enable participants to be as successful as possible in fundraising on behalf of the Arthritis Foundation Encourage more participants to become fundraisers Use social media strategically and in response to participant interest Minimize any increase in work for event managers Presenter’s Name | Page #26 © 2010 Blackbaud .

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Key to Peer t P K t P to Peer F d i i Success Fundraising S    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 p p p p prospective donor Presenter’s Name | Page #27 © 2010 Blackbaud .

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Requirements    No additional database of participants or donors No additional donation processing Ability to analyze impact with other marketing programs Presenter’s Name | Page #28 © 2010 Blackbaud .

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Segment emails based on participation status ti i ti t t Past Participants NOT REGISTERED Receive RREIGISTRATION MESSAGE Past & Current Participants REGISTERED Receive FUNDRAISING MESSAGE Presenter’s Name | Page #29 © 2010 Blackbaud .

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Email Templates Email Template Message Timeline for Sending Committee Recruitment 12 to 6 Months prior to Event Early Registration Form a Team & Register Fundraising eNewsletter 3-6 months prior to event 2-3 Months Weekly or Bi-Weekly for 6 to 12 weeks prior to event Week before Event Week after Event © 2010 Blackbaud Event Logistics Thank You Presenter’s Name | Page #30 .

350 Avg donation amount $40.SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Friends & Family Automated Email Created to make peer to peer fundraising even easier Participants receive email within 24 hours of registering Can simply forward this customized email with direct links back to their individual fundraising f d i i page Results to date: 490 donations 182 registrations Total amount so far $24.69 Presenter’s Name | Page #31 © 2010 Blackbaud .

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Promoting Social Networks    Make it easy and consistent for each event to tap into social networks Created email template with logos of top social networks Each event edits the link for their networks Presenter’s Name | Page #32 © 2010 Blackbaud .

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Boundless Fundraising Facebook    Extend participants reach to their Facebook network Easy add to connect Friends Asking Friends event to Facebook Automatically updated network with f d i i k i h fundraising progress Presenter’s Name | Page #33 © 2010 Blackbaud .

000 in registrations).000 was raised through Boundless Fundraising (including $11. and the average donation through the tool was $31.Results     Jingle Bell Run/Walk Nearly 4. more likely to achieve their fundraising goal Presenter’s Name | Page #34 © 2010 Blackbaud .000 or 4% of participants downloading and using the application 442 new participant registrations More than $76. Boundless Fundraising users raised 96% more per person than general participants and users were 14% participants.26 On average.SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Boundless Fundraising for Facebook .

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 How Participants Find Social Media Tools Email HQ Page Thank you page 1% 6% 26% 67% Auto Responders Presenter’s Name | Page #35 © 2010 Blackbaud .

Outlook Gmail etc Presenter’s Name | Page #36 © 2010 Blackbaud . etc. Gmail.SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Boundless Fundraising Email Badge   Allow participants to ask for donations with every email they send Badge appears in email signature sent from Outlook.

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Arthritis Foundation Mid-Atlantic Division Lisa Mauti Vice President Arthritis Foundation Mid Atlantic Division President. Mid-Atlantic Presenter’s Name | Page #37 © 2010 Blackbaud .

Tweets on behalf of the individual events Event Manager Event Manager Event Manager Presenter’s Name | Page #38 Event Manager © 2010 Blackbaud .SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Focused on making the event a success with logistics. coordinating t iti di ti teams. Facebook posts. etc t Staffing 4 Offices / 50 Events 2 to 3 events / event manager VP of Communications Event Manager Responsible for overall communications strategy Event Manager Event Manager Communications Manager Event Manager Sends all email communications. recruiting sponsors.

location. il i i i l media messaging • Developing event on the ground Event Managers Division Event Managers Presenter’s Name | Page #39 © 2010 Blackbaud .SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Process and Division of Responsibilities Division • Request events information on SharePoint • Update information on goal location date goal. time. sponsors • C di Coordinate PR email communication. social PR. date.

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Strengthening National Templates for Mid-Atlantic Division  Compliment with additional messages  Add additional messages for division and event specific activities  Enhance message  Add local highlights  Add detail based on need for clarification Presenter’s Name | Page #40 © 2010 Blackbaud .

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Facebook Page Presenter’s Name | Page #41 © 2010 Blackbaud .

SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Facebook Fan Page / Events Presenter’s Name | Page #42 © 2010 Blackbaud .

Arthritis Foundation business communications  Once you begin posting Arthritis Foundation information on your personal account.SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 Social Media Policy  Staff postings  All staff should have two accounts one for personal communication and one for accounts. post is removed Presenter’s Name | Page #43 © 2010 Blackbaud . respond directly to comments just as you would with traditional PR activity  If it’s blatantly offensive and derogatory. it’s not longer a personal account  Managing Social Media Activity  Unless it’s derogatory.

org lmauti@arthritis.org Thank you! Presenter’s Name | Page #44 © 2010 Blackbaud .SKILL BUILDING: SOCIAL MEDIA FOR EVENTS – PART 1 QUESTIONS AND ANSWERS Donna Wilkins: dwilkins@charitydynamics.org www.arthritis.com Sara Orrell & Li M ti S O ll Lisa Mauti: sorrell@arthritis.com dwilkins@charitydynamics com www.charitydynamics.

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