1. Leveraging Social Media for Nonprofit Events August 21, 2014

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3. This seminar will be available on the TechSoup website along with past webinar presentations: www.techsoup.org/community/events- webinars You will receive a link to this presentation, recording, and links. Twitter hashtag: #techsoup or #sm4np You are being recorded…

4. Leveraging Social Media for Nonprofit Events With Ritu Sharma, Social Media for Nonprofits and Tracy Kosolcharoen, Eventbrite August 21, 2014

5. Presenters Becky Wiegand Webinar Program Manager TechSoup Assisting with chat: Ale Bezdikian, TechSoup Ritu Sharma Co-Founder and ED Social Media for Nonprofits Tracy Kosolcharoen Marketing Manager, Nonprofits Eventbrite

6. Introduction to TechSoup Participant Polls Understanding the Event Ticketing Lifecycle Leveraging Social Media Before, During, After Tying It All Together with Data Q&A Today’s Agenda:

7. TechSoup is a 501(c)(3) nonprofit with a clear focus: connecting fellow nonprofits, charities, public libraries, and foundations with tech products and services, plus learning resources to make informed decisions about technology. Who Is TechSoup?

8. Since 1987, TechSoup donation programs have served more than 210,000 charitable organizations. We’ve distributed more than 11 million software and hardware donations and enabled recipients to save more than US$3.75 billion in IT expenses in 60+ countries around the world. We reach more than 400,000 nonprofit, library, and philanthropy subscribers in the United States with our newsletters each year.

9. What’s New at TechSoup? Consulting Services Thinking about updating software, investing in new computers, or deploying a network or server? TechSoup now offers consulting services to help! QuickBooks 2014 Want more time in your day? Automate your bookkeeping by using QuickBooks. Windows 8.1 Support for Windows XP has ended so make sure you’re ready to upgrade.

11. What are the primary events your nonprofit organizes? – Fundraisers & Galas – Trainings – Conferences – Small Community Gatherings – Other (comment in chat) Participant Poll

12. How many people attend your events on average: – under 100 – 100-300 – 300 and above Participant Poll

13. Leveraging Social Media for Nonprofit Events

14. Who are We? Ritu Sharma Co-Founder & E.D. ritu@sm4np.org @ritusharma1 ritu@sm4np.org @ritusharma1 SM4NP.org 14 Tracy Kosolcharoen Marketing Manager, Nonprofits tracy@eventbrite.com @tkosol tracy@eventbrite.com @tkosol Eventbrite.com

15. The Agenda Understanding the event ticketing lifecycle Leveraging social media before, during and after your event Tying it all together with data Resources 15

16. Defining Event & Social Media ROI ROI = Increasing donations + Raising awareness + Maximizing ticket sales 16

17. Average Ticketing Lifecycle 17 On average, fundraiser tickets go on sale 4-6 weeks before the event. (Hint: People procrastinate. Don’t let them.)

18. Ticketing Lifecycle You can influence the ticketing lifecycle! 18

19. Before the Event

20. Communication & Content Calendar 20 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 Sample at: http://bit.ly/sm4npevents http://bit.ly/sm4npevents

21. Sample Content Calendar Event Date: June 25 th, Calendar Highlights Content Plan Leading up to the Event.

22. Create your Registration Page

23. Create a Facebook Page or Event 23 Pro Tip: Integrate ticket purchases in Facebook via apps.

24. Drive Every “Touch” to Registration Registration Twitter Email Facebook LinkedIn 24

25. Before the Event

26. 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 26

27. The motivation to share is higher once the purchase has been made. Social Media Shares 27

28. Post 6-7 times a day Reach out to influencers Retweet & thank! Use “Direct Message” Campaign for last minute reminders Use a Hashtag- a word preceded by # sign – keep it short! (6 – 8 characters) 28 #sm4np

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

30. Pro Tips: Before the Event Engage with Influencers Create and Promote Event Hashtag Write & Place Guest Blogs with Aggregators Design Memes & Visuals Social Media Evangelists & Committees List of Resources at: http://bit.ly/sm4npeventshttp://bit.ly/sm4npevents

31. During the Event

32. 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 32

33. What should be in your guide? Schedule Presenter Listings Social Media Maps News Feedback Benefits Convenience for attendees Extra revenue from sponsorships More visits for presenters Added interactivity Mobile Event Guide

34. Mobile Fundraising Tools

35. Live Polls & Engagement Tools

36. Pro Tips: During the Event Setup Social Command Station Engage with Tweeters Setup Step & Repeat + Creative Photo Stations Record & Post 1 Min Q&A for Instagram Vlogs Use Mobile Tools for Live Auctions & Live Polling to Engage & Amplify Social Actions List of Resources at: http://bit.ly/sm4npeventshttp://bit.ly/sm4npevents

37. After the Event

38. Track your Sales Sources 1 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 38

39. Wrap Up 39 Decide which channels are right for you and your organization Encourage early ticket purchasing to get the wheel in motion Encourage post-purchase sharing Give attendees reason & tools to engage before, during and after your event Analyze which social media efforts are most effective

40. 40 Ritu Sharma Co-Founder and Executive Director ritu@sm4np.org @ritusharma1 Social Media for Nonprofits Tracy Kosolcharoen Marketing Manager, Nonprofits tracy@eventbrite.com @tkosol Eventbrite

41. Q & A Please type your questions in the chat window. Follow-up questions can be posted in the community forum: www.techsoup.org/community

42. 8/27: Storymakers Super-Short Videos: Vine, Instagram, and More!Storymakers Super-Short Videos: Vine, Instagram, and More! 9/4: #GivingTuesday and End-of-Year Fundraising#GivingTuesday and End-of-Year Fundraising 9/4: Storymakers Global Tweet ChatStorymakers Global Tweet Chat 9/10: Storymakers Get Your Story Noticed!Storymakers Get Your Story Noticed! 9/17: Storymakers: Tell Your Library’s StoryStorymakers: Tell Your Library’s Story 9/18: Funding Rural America: Finding Support for Small CommunitiesFunding Rural America: Finding Support for Small Communities Find upcoming and archived events at www.techsoup.org/community/events-webinars www.techsoup.org/community/events-webinars Upcoming Webinars

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