Have a charity event coming up? Whether you’ve started selling tickets, are just beginning to think about your theme, or your event is next week, it’s a good idea to get a good grasp on how you will promote your event.
Besides email communication, a solid event landing page, and a little local PR, your nonprofit social channels are incredible tools to announce and promote your charity event and fundraising efforts. But how do you get started? Check out our social media best practices for event promotion to learn more…
1. Pick a short & memorable event name
According to Facebook’s events team, events with longer names tend to perform worse on the platform. One reason for this might be that 54% of all users only use Facebook through a mobile device, and longer titles typically won’t look good on smaller screens. Try to keep your title short and to the point, so that with one glance, they’ll understand the type of event you’re promoting.
2. Create an event hashtag
Hashtags are more than just fun ways to work in a good pun. When used efficiently, they can be a powerful tool for engaging your supporters to share with their networks about your event, and a way for new audiences to discover your cause.
Think of your event theme and come up with a hashtag that is on-brand and memorable. Then, encourage supporters to tag it as they share. Add it to your social account bios during the event duration, and also commit to including them on any promotional material you send out — including email and print.
“…on Twitter, Tweets with one to two hashtags receive twice as much engagement as those without. The more people using your hashtag, the more you get a boost in the people who see or interact with it.”
– The Bizzabo Blog
3. Update your social accounts
You’ll want to make sure your online presence is ready for the potential influx of new supporters. Double check the bio on all of your social accounts to ensure they’re up to date and contain a great description of your mission and the value your supporters will get for supporting your cause.
4. Build momentum
Promote your event in chunks. If you’re in the beginning stages, start with an event teaser (maybe a countdown or announcement of the date of the event). Then, progress to early opportunities for ticket or registration deals (VIP or early-bird discounts). Finally, continue to build excitement by releasing key speakers, guests, giveaways, or other event details (just added… after-party taco truck!) in order to create a steady stream of information and interest.
5. Get creative
Instead of just posting event details in text form, get creative with videos, links, and imagery. Short promotional videos on Instagram (30 seconds or less), or even Facebook posts with links to an interview, performance, or VIP guest speaker add to the promotion of your event.
6. Not all social is created equally
When you’re deciding what to post, don’t forget to think about it in the lens of where you want to post. Certain social platforms are best for certain types of posts:
- Instagram – A great platform for video and imagery. Create stories to link event details together and use shorter descriptions of the event. Encourage followers to get more info by going to your event page.
- Twitter – Promote your hashtag, and give quick updates and links to your event page to build excitement. Short and sweet content works best here.
- Facebook – Share event updates, create graphic images, and target specific subsets of your followers. Longer content is more tolerable on Facebook, so share event details and make sure to include links to your event landing page.
- Snapchat – Use short videos with fun graphic elements to create some engagement around your event. Create your own filter or lens for attendees to use leading up to and during your event.
Use all of your social accounts to live-tweet or post on event day, as well. You’ll want attendees to follow along and continue to build excitement throughout the day, but it’ll also allow those who couldn’t attend to feel like they’re a part of the fun.
7. Take your supporters behind-the-scenes
It takes a lot of hard work to put on a successful charity event. Show supporters some behind-the-scenes footage to get them excited and feel like they’re seeing a ‘sneak peek.’ Be authentic by showing supporters and staff doing an early-morning coffee run on your way to check out the venue, share any bumps in the road you may have faced leading up to the big day, and even little glimpses into otherwise unknown details. For example, do you have custom sweatbands you’re handing out, or gorgeous flower arrangements on the tables? Post about it on your social accounts for that behind-the-scenes feel.
8. Use cross promotion
Ask co-hosts, board members, special guests, and sponsors to cross-promote your content on their social networks. Getting exposure from these potential new audiences can help bring more awareness and attendees to your event.
9. Promote sharing within your network
Create video clips, copy, articles, graphics, pictures, updates, and more for your attendees to share on their social media channels. This empowers your supporters to share with their network what they are doing with your cause and why your nonprofit means so much to them. Again, upping the level of awareness for your cause and creating the possibility of new supporters and attendees.
10. Leverage social sharing capabilities
If your nonprofit is using a fundraising platform to host your event campaign page, make sure it’s set up with embedded social sharing capabilities to make the most out of every action your supporters take with your cause. Our CrowdRise Social Amp™ feature triggers social sharing opportunities during key moments when interacting with your cause on CrowdRise.
11. Keep a tab on event day
It’s easy to schedule your posts throughout the event, and encourage people to share using your hashtag. But keep in mind that social media is a two-way conversation. You’re likely to have people interacting with your posts, replying to your Tweets, etc., so make sure you have a dedicated person to watch your mentions and keep the conversation going.
No matter what stage you’re at with your event planning, having a solid grasp on your social media strategy can help bring in more awareness, raise more money, and attract more attendees to your event.
Want to learn more about the power of social media as it relates to nonprofits? Check out some other blogs here, here, and here. They’re not super boring. Promise.
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