Social Media for Nonprofits and Eventbrite will present clear strategies, tactics, and resources for using social media to ensure the success of nonprofit events.

1. Leveraging Social Media for Nonprofit Events
Dawn Andreas & Ritu Sharma
August 15, 2012
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2. INTEGRATED PLANNING
Advising nonprofits in: www.synthesispartnership.com
• Strategy
• Planning (617) 969-1881
• Organizational Development info@synthesispartnership.com
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3. www.mission.do
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4. Today’s Speakers
Dawn Andreas Ritu Sharma
Event Evanglist Program Manager Co-Founder & Executive Director
Eventbrite Social Media for Nonprofits
Assisting with chat questions: Hosting:
Jamie Maloney, Nonprofit Webinars Tara Jensen, Good Done Great
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5. Leveraging Social Media for
Nonprofit Events

6. Who are we?
Ritu Sharma Dawn Andreas
Co-Founder & Executive Director Marketing Program Manager
ritu@sm4np.org dawn@eventbrite.com
@ritusharma1 @britedawn
SM4NP.org Eventbrite.com/npo
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7. 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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8. Defining Event & Social Media
ROI
ROI = Increasing donations
+ Raising awareness +
Maximizing ticket sales
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9. Ticketing Lifecycle
On average, fundraiser tickets go on sale 4-6
weeks before the event.
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10. Ticket Lifecycle
At what point has an event sold ½ its tickets?
2 weeks prior
In the week to the event
prior to the
event 29%
38%
1 week prior to the
event
33%
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11. Events are Inherently Social
Increase your reach
Relatively low cost
Viral effect: Reach friends of
friends | Networks
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12. 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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13. Be Proactive
Set an attendance goal and work backwards
Create a marketing calendar
• 88% of fundraisers sent invites when tickets go on
sale, but too many fall silent until the event
thereafter
• Over 50% of nonprofits say that frontloading ticket
sales is important to them
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14. Open Communication
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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15. 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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16. Create your Registration Page
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17. Create a Facebook Event
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18. Create a LinkedIn Event
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19. Don’t Think of Your Event as
Just as an Event
Use the event as a data collection opportunity
Consider the long term vs. short term gains
Create direct donation option for non-attendees
2
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20. Let 1,000 Flowers Bloom
Invite all your friends and followers on respective
platforms
Invite via multiple channels: Email, LinkedIn,
Facebook
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21. More Social, More Revenue
On average, 1 Facebook share generates $2.52 in future sales and 11 page
views back to your event page; however…
Prompt attendees to share event information with a powerful call to action
Ticket sales per share
Event type
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22. 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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23. Promote
Facebook Ads
Target your demographic narrowly
Target each VIP / Key partner organization
Target all nonprofits (relevant)
Target based on Facebook Insights
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24. Facebook Shares
pre-
purchase
post- 40%
purchase
60%
The motivation to share is
higher once the purchase has
been made.
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25. Promote
Create a hashtag for your event (“SM4NP”)
www.twubs.com
www.tagal.us
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26. Hashtag =
• A word preceded by a #sign
– Used to unify tweets from multiple people on the same subject
• Easy to search and catalogs your event
• Keep it short!
• Brand all posts about your event with the same hashtag
• Encourage attendee participation!
•
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27. It’s About the Conversation
Schedule regular event or important deadline-related tweets
Post tweets that showcase the work/organizations of your
partners, speakers, attendees and sponsors
ReTweet and reply (@) religiously!
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28. 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
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29. 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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30. 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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31. Track your Sales Sources
1 2 3
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32. Productivity Tools:
Hootsuite
Automatic scheduling
Mass tweeting (Only when appropriate)
Mass direct messaging (Be very selective)
Do not use for Facebook!
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33. Productivity Tools:
Sprout Social
Manage conversations with one tool
Publish and schedule update across multiple social channels
Measure efforts with reporting and analytics
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34. Productivity Tools:
Simply Measured/RowFeeder/Exportly
Gather data rich worksheets
See who is following you
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35. Wrap Up
• Decide which channels are right for you and your organization
• Incent early ticket purchasing to get the wheel in motion
• Collect donations from those who can’t attend
• Encourage post-purchase sharing – it is most powerful
• Give attendees reason to engage before, during and after your event
• Analyze which social media efforts are most effective
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36. Dawn Andreas
Marketing Program Manager
dawn@eventbrite.com
Eventbrite
Ritu Sharma
Co-Founder and Executive
Director ritu@sm4np.org
Social Media for Nonprofits
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37. Find listings for our current season
of webinars and register at:
NonprofitWebinars.com
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