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

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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

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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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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 Facebook pages, etc.)

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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

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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, 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, 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 youre their status update Be creative and have fun!

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Effective M Eff ti Messaging i

Recruitment Engagement Retention

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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 youre not sure, 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

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Engagement E t

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

Segmented What are the key segments that impacted your events performance last year?
Speak to these segments uniquely And remember that they overlap Focus your current years 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)

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Retention R t ti

Make sure your communication is a two-way dialogue

You spoke, and we listened You spoke listened
Whats 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

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Communication Channels C i ti Ch l
E-mail Facebook Twitter Mobile Devices

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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 youre participating in this years 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!

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Social Media Impact on Returning Participants

Annual Increase in Participant Fundraising Goals and Donations from 2008 to 2009

$300.00 $250.00 $200.00 $200 00 $150.00 $100.00 $ $50.00 $0.00

$256.72 $225.90

Additional S i l M di Additi l Social Media Tools Incentivized Returning Participants

$70.55 $22.97 FundraisingGoal TwitterUsers Twitter Users TotalOnlineDonations NoSocialMedia No Social Media

Returning Participants Using Twitter for the First Time Increased Fundraising Goal 4X Non-Social Media Users.

Increase Fundraising Goals Matched by Increase Fundraising Totals

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Used by Most Successful Fundraisers

FundraisingGoal/Donat tions

$1,400 $1,200 $1,000 $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

AverageGoal AverageDonations

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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

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Profile of Donors Giving through Email vs. 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
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Facebook Steps to Success F b k St t S

Provide a high-level event overview

Keep it simple, informative and engaging simple engaging. Include the dates, locations, and promotions for your event. Include key information for participating. Include your mission to grab constituents with the reason they should participate participate. Include the link to register online!

Keep the buzz alive p

Share information through updates (We just reached 1,000 participants!, weve just hit $50,000 in fundraising!, etc.), RSS feeds from an external site, photos, news stories. Ask questions of your fans, take pollsget the conversations flowing in your hub and across your participants networks.

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Facebook Steps to Success

Extend the invitations!

The biggest social network boon is the ability to tap into your 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 are availableand ask them to involve their networks.

Talk amongst yourselves. g y

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 fansthe more chatter, the bigger the reach. C h Consider asking questions, posting polls, soliciting id id ki ti ti ll li iti ideas. Ask your fans to post information about your event in their status updatesone click by them and your event is broadcast to their entire network. At minimum be prepared to monitor comments respond to questions and comments, participate.

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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, point to the registration page of your site or simply have ongoing one-on-one conversations with 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

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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, registration, event updates, 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

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boundless F d i i by Charity Dynamics b dl Fundraising b Ch it D i

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

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Arthritis Foundation
Sara Orrell Vice President Arthritis Foundation President,

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Arthritis Foundation

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Arthritis Foundation Signature Events

250 Events across the country Over 100,000 participants 5K Walk, 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 Run / Walk Peer to peer fundraising Event Registration fee Additional fundraising encouraged Held late November through December each year

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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

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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

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Requirements

No additional database of participants or donors No additional donation processing Ability to analyze impact with other marketing programs

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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

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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
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Event Logistics Thank You

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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 $24,350 Avg donation amount $40.69

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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

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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

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Boundless Fundraising for Facebook - Results

Jingle Bell Run/Walk Nearly 4,000 or 4% of participants downloading and using the application 442 new participant registrations More than $76,000 was raised through Boundless Fundraising (including $11,000 in registrations), and the average donation through the tool was $31.26 On average, Boundless Fundraising users raised 96% more per person than general participants and users were 14% participants, more likely to achieve their fundraising goal

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How Participants Find Social Media Tools

Email HQ Page Thank you page 1% 6% 26% 67% Auto Responders

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Boundless Fundraising Email Badge

Allow participants to ask for donations with every email they send Badge appears in email signature sent from Outlook, Gmail, etc. Outlook Gmail etc

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Arthritis Foundation Mid-Atlantic Division

Lisa Mauti Vice President Arthritis Foundation Mid Atlantic Division President, Mid-Atlantic

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Focused on making the event a success with logistics, recruiting sponsors, coordinating t iti di ti teams, 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, Facebook posts, Tweets on behalf of the individual events

Event Manager

Event Manager

Event Manager
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Event Manager
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Process and Division of Responsibilities

Division

Request events information on SharePoint Update information on goal location date goal, location, date, time, sponsors C di Coordinate PR email communication, social PR, il i i i l media messaging Developing event on the ground

Event Managers

Division

Event Managers

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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

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Facebook Page

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Facebook Fan Page / Events

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Social Media Policy

Staff postings
All staff should have two accounts one for personal communication and one for accounts, Arthritis Foundation business communications Once you begin posting Arthritis Foundation information on your personal account, its not longer a personal account

Managing Social Media Activity

Unless its derogatory, respond directly to comments just as you would with traditional PR activity If its blatantly offensive and derogatory, post is removed

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QUESTIONS AND ANSWERS

Donna Wilkins: dwilkins@charitydynamics.com dwilkins@charitydynamics com www.charitydynamics.com Sara Orrell & Li M ti S O ll Lisa Mauti: sorrell@arthritis.org lmauti@arthritis.org www.arthritis.org Thank you!

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