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How to Increase Attendance and Membership, Raise Money and Reach New Audiences through Social Media Marketing
Welcome to
Getting Started with Social Media
Marketing
Fundraising through Social Media?
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Conventional Fundraising
1.Cultivating donors2.Asking for contributions
Social Media = Cultivating Donors
Welcome to
Getting Started with Social Media
Marketing
Cultivating Donors through Social Media
Potential donors learn more about your organization
Potential donors joins discussion about your cause
Potential donors can easily share information about you
Potential donors become more involved with your cause
Welcome to
Getting Started with Social Media
Marketing
Today’s Program
Cultivating Donors, Members and Supporters through Social Media
Welcome to
Getting Started with Social Media
Marketing
Increase Online Visibility
Drive Traffic to Social Media Platforms
Fundraising Integration
Call to Action
Campaign Coordination
Message Development
Social Media Plan
Welcome to
Getting Started with Social Media
Marketing
Increase Online Visibility
Welcome to
Getting Started with Social Media
Marketing
Start a Blog
Increase Online Visibility
Welcome to
Getting Started with Social Media
Marketing
Increase Online Visibility
Embed Images and Videos
Welcome to
Getting Started with Social Media
Marketing
Increase Online VisibilityEnable Sharing Options
Welcome to
Getting Started with Social Media
Marketing
TagIncrease Online Visibility
Welcome to
Getting Started with Social Media
Marketing
Increase Online Visibility
Welcome to
Getting Started with Social Media
Marketing
Increase Online VisibilityParticipate in Groups
Welcome to
Getting Started with Social Media
Marketing
Drive Traffic to Social Media Platforms
Welcome to
Getting Started with Social Media
Marketing
Drive Traffic to Social Media Platforms
Welcome to
Getting Started with Social Media
Marketing
Drive Traffic to Social Media Platforms
Welcome to
Getting Started with Social Media
Marketing
Drive Traffic to Social Media Platforms
www.facebook.com/toyota
Welcome to
Getting Started with Social Media
Marketing
Drive Traffic to Social Media Platforms
Welcome to
Getting Started with Social Media
Marketing
Fundraising Integration
Welcome to
Getting Started with Social Media
Marketing
Fundraising Integration
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
MarketingA specific call to actionAn immediate means to donate fundsA social media sharing tool
Welcome to
Getting Started with Social Media
Marketing“thanks to 2,104 generous donors we’d reached our next target of £30,000!”
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Call to Action
Welcome to
Getting Started with Social Media
Marketing
Call to Action
Stay Connected
Welcome to
Getting Started with Social Media
Marketing
Call to Action
Stay Connected
Welcome to
Getting Started with Social Media
Marketing
Call to Action
Generate Attendance
Welcome to
Getting Started with Social Media
Marketing
Call to Action
Generate Interest and Contact
Welcome to
Getting Started with Social Media
Marketing
Call to Action
Generate Interest and Contact
Welcome to
Getting Started with Social Media
Marketing
Effective:
Visit our Fan Page at Facebook to download a family discount coupon.
Visit our Facebook page for a behind-the-scenes tour of our upcoming exhibit.
“Like” our Facebook Page for a chance to win tickets to the opening of our next exhibit.
Ineffective:
Visit us at Facebook.Follow us at Twitter
Welcome to
Getting Started with Social Media
Marketing
Campaign Coordination
Welcome to
Getting Started with Social Media
Marketing
Campaign Coordination
Multiple Platforms - One Message
Welcome to
Getting Started with Social Media
Marketing
Message Development
Welcome to
Getting Started with Social Media
Marketing
Message Development
Audience-Driven Content
All Audiences
• Donors• Members• Businesses• Employees• Volunteers• Elected Officials
• Neighbor• Media Representatives• Vendors• Employers
Welcome to
Getting Started with Social Media
Marketing
Consistent Givers
Driven by Conscience
Top Givers
Committed to Giving
Not There Yet
Waiting for the right opportunity
Spirit Gives
Occasional – motivated by circumstance
Welcome to
Getting Started with Social Media
Marketing
• Choose the media most likely to reach your target audience
• Do not forget conventional media channels
• Focus on gaining advocates first and donors second
• Do not treat social as a substitute to other fundraising techniques
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
• Highlight Donors and Sponsors• Share a story of someone who’s benefitted from the
organization’s support• Share pictures from previous events• Post information about upcoming events• Tell of other ways to support than by giving money
Welcome to
Getting Started with Social Media
Marketing
• Tell how donations make a difference – in great detail. • Where does the money go?• Tell how your organization meets its mission• Provide seasonal tips, i.e. tax season advice• Give information on charitable giving tax news from the
IRS
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Welcome to
Getting Started with Social Media
Marketing
Social Media PlanKnow your Objectives
Awareness - Attendance – Membership – Volunteers - Engagement
Welcome to
Getting Started with Social Media
Marketing
Social Media PlanKnow your Audience
Welcome to
Getting Started with Social Media
Marketing
Social Media PlanDetermine Calls to Action
Welcome to
Getting Started with Social Media
Marketing
Social Media PlanTools and Resources
Choice of Platforms • Knowledge • Staff
Welcome to
Getting Started with Social Media
Marketing
Social Media PlanExecute & Experiment
Welcome to
Getting Started with Social Media
Marketing
Social Media PlanMeasure
Welcome to
Getting Started with Social Media
Marketing
Social Media PlanMeasure
Welcome to
Getting Started with Social Media
Marketing
Social Media PlanMeasure
Welcome to
Getting Started with Social Media
Marketing
Social Media PlanMeasure
Welcome to
Getting Started with Social Media
Marketing
Social Media PlanMeasure
Welcome to
Getting Started with Social Media
Marketing
Social Media PlanMeasure
Welcome to
Getting Started with Social Media
Marketing
Social Media PlanMeasure
Welcome to
Getting Started with Social Media
Marketing
Social Media PlanMeasure
Welcome to
Getting Started with Social Media
Marketing
Social Media PlanAdapt
Welcome to
Getting Started with Social Media
Marketing
Social Media Plan
Slideshare.net: Search for “Museum Social Media Planning Worksheet”Minnesota Historical Society