As part of GuideStar USA's webinar series, Social Media for Nonprofits and Eventbrite will present clear strategies, tactics, and resources for using social media to ensure the success of nonprofit events. Join us for this free webinar and learn: How to use Facebook, Twitter, LinkedIn, and other tools to maximize results for fundraising events. Practical recommendations to implement before, during, and after your event. How to use scheduling, analysis, and optimization tools to help you work more efficiently and drive performance. Sign up now for this free, interactive workshop and learn how to harness the power of social media to drive results in the real world! Presenters: Ritu Sharma, Co-Founder & Executive Director, Social Media for Nonprofits; Laura Huddle, Senior Category Manager, Eventbrite; and Lindsay J.K. Nichols, Communications Director, GuideStar USA (moderator)

1. Leveraging Social Media for
Nonprofit Events

2. Who are we?
Ritu Sharma
Laura Coltrin
Co-Founder & Executive Director
ritu@sm4np.org
@ritusharma1
Product Marketing Manager
laura@eventbrite.com
@lauracoltrin
SM4NP.org
Eventbrite.com/
npo
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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. 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. 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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7. 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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8. 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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9. Ticketing Lifecycle
You can
influence the
ticketing
lifecycle!
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10. 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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11. Create your Registration
Page
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12. Drive Every “Touch” to
Registration
Facebook
LinkedIn
Pro Tip: Bit.ly is a
great website to help
you shorten links for
posts across different
social media channels
Registration
Twitter
Email
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13. Create a Facebook Event
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14. Further your Facebook
Presence
Pro Tip: Integrate ticket purchases in
Facebook via apps.
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15. 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
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16. 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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17. Understand the Value of a
Share
1 “Share” =
$6.00
in future
donations
+ 11 views of your event page
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17

18. Facebook Shares
postpurchase
60%
prepurchase
40%
The motivation to share is
higher once the purchase has
been made.
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19. 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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20. • Post 6-7 times a day
• Reach out to influencers
• Retweet & thank!
• Use a Hashtag- a word
#sm4np
preceded by # sign –
keep it short! (6 – 8
characters)
• Unifies tweets from
mul2ple
people
on
same
subject
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21. 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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22. 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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23. 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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24. 1
Track your Sales Sources
2
• Create unique links for each of
your sales sources
• Monitor throughout
the
promo2on
process
• Review which
sources
not
only
brought
in
traffic,
but
ul2mately
sales
and
dona2ons
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25. 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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26. 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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27. Productivity Tools:
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28. 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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29. Laura Coltrin
Product Marketing Manager
laura@eventbrite.com
Eventbrite
Ritu Sharma
Co-Founder and Executive Director
ritu@sm4np.org
Social Media for Nonprofits
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