how to use social media for fundraising
TRANSCRIPT
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How to Use Social Media for Large Scale Events & Fundraising
Gary LarcenaireCEO
Bobbie RathjensHealthcare Social Media Strategist
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About the Campaign
● Autism school ● Raise $75k● iPad and other
technologies● Signature campaign, on
autopilot each year
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Strategy
● Video the central focus● Make it easy to donate● Custom landing pages● Utilize social media (organic,
boosted, paid ads)● Email marketing● New campaigns to keep it fresh
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Challenges
● Staff Turnover● Communication● Social Media Ask● Consistent
Branding
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Communication
● Board approval● Communication
between Pingree / Valley staff, Afia, ad agency
● Weekly meetings
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Social Media Ask
● Not the same as a typical SM campaign
● Prove our case & incite action (dollars)
● Not over ask - or could lose followers
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Consistent Branding
● Brand consistency across all channels
● Web, print, social, etc.
● Following brand standards
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Breaking Down the Video Messaging
Compelling facts
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Breaking Down the Video Messaging
Put a face to the ask right off the bat
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Breaking Down the Video Messaging
Show the children using the technology
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Breaking Down the Video Messaging
Parent testimonials
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Breaking Down the Video Messaging
Staff solidifying the ask
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Breaking Down the Video Messaging
Final call for help; children holding signage
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Getting Local Celebs on BoardMichael Banks from Body By Banks
● Michael volunteered his time for events
● His celebrity brought in more people and donations
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Making it Easy to Donate
● GoFundMe● PayPal● Checks / Cash● Credit Card
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Landing PagesWhat is a Landing Page?
● Any web page that a visitor can arrive, or “land” on
● We used 3 types of landing pages:○ CrowdFunding○ Website○ Paid Ad
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Landing PagesCrowdFunding
● The process of raising money contributions from people via the internet
● Popular CrowdFunding Sites:○ GoFundMe○ Kickstarter○ Crowdfunder
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Landing PagesCrowdFunding
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Landing PagesGoFundMe
● Potential to reach a larger audience
● Social sharing● Takes 7.9% in fees
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Landing Pages
Carmen B. Pingree Website
● Integrate credit card terminal on owned website
● Control of content ● Low credit card fees● Experienced web
developer needed
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Landing PagesPaid Ads
● Linked off of paid Facebook ads
● A/B Testing to see which versions work best
● Messaging is tight, specific● Subscription to UnBounce,
LeadPages or other provider, or coding skills
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Landing PagesPaid Ads Paid
Ad #1Landing Page “A”
Paid Ad #2
Landing Page “B”
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Emails
● Used Constant Contact● Promoted campaign events● Encouraged RSVPs to
Facebook event & donations
● Targeted internal employees
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Emails
● Call for donations● Messaging clear, concise● Sent to all Valley
supporters and donors● Referred to owned
landing page (website)
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Facebook Posts & Ads
#1
#2 #3
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Facebook Posts & Ads
● Organic posts are those that are unpaid or unsponsored
● Sometimes you can get lucky and have one go viral
● Better success with paid posts
What is an Organic Post?
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Facebook Posts & Ads
● Not an infectious disease● When content catches the
attention of a large amount of people
● Facebook defines viral reach as: “the number of unique people who saw your post from a story published by a friend”
Going “Viral”
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Facebook Posts & Ads
● Can boost most any post● Must follow Facebook’s
advertising policies● Can’t edit a boosted post● Appear higher in the
newsfeed● Cost is based on the reach
Boosted Posts
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Facebook Posts & Ads
● Choose the audience that will see your ad
● Based on various demographics (location, age, interests, etc.)
● Mobile ads are HUGE● Budgets - daily, life of campaign
Paid Ads
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Post Types
Events Images & Video
News & Trending
Education
Campaign SpecificDrive to Facebook
Current Events
StudentsTeachers
Donation Video
Related to OrgNational &Local News
Facts & Information
About Autism
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Post Examples
● Event awareness● Keep the campaign in the
minds of supporters● Garner donations● Provide a community
service
Event
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Posts
● Keep the campaign in the minds of supporters
● Garner donations● Publicity
News
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Posts
● Piggy back on current event interest
● Increase page engagement
● Provide a platform for opinions
Trending Article
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Ad examples
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Ad Examples
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Ad Examples
● Increase page likes● Highly targeted
Page Likes
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Campaigns
● Autism Awareness Week● Blue hair extension● Hashtag: #Give2Pingree● Local salon involvement● $10 donation
Blue Your Do
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Campaigns
● Idea behind campaign● Increase engagement● Thank our teachers● Profile teachers at
Pingree
Teacher / Mentor
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Campaigns
● Midway through campaign donor stepped forward
● Match all donations up to $25k
Donor Match
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Successes
● Almost $50k in donations since mid-March
● Awareness● Foundation for campaign
to be replicated each year● Engaged & growing social
media fanbase
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How Can CEOs be Brand Ambassadors?
● Be the face of your campaign
● The entire org will follow● Be involved behind the
scenes● Creative input is key
Social Media
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How Can CEOs be Brand Ambassadors?
● Know your target audience: internal, external
● Why should you blog? ● Have a strategy
Blogging
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How Can CEOs be Brand Ambassadors?
● If time is an issue, have staff author posts
● Provide value in your blog posts
● “What if they don’t like me?”
Blogging