The Fundraising Summit: Event Promotion - Using Social Platforms to Drive Ticket Sales
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The Fundraising Summit: Event Promotion - Using Social Platforms to Drive Ticket Sales
- 1. Using Events to Raise Money and Awareness
- 2. Get the most out of your fundraising events Raising Money + Driving Awareness and Engagement 2
- 3. Agenda: Maximize your ROI • How to sell more tickets raise more money • Ticketing lifecycle • Stack the deck in your favor • How to use social media to raise awareness (and money too) • The impact of social media • Tap into social commerce • Proactively drive awareness 3
- 4. Ticket sales cycle Fundraiser tickets go on sale 4-6 weeks before the event (on average) 4
- 5. At what point has an event sold 1/2 of its tickets? 2 weeks prior In the week to the event prior to the event 29% 38% 1 week prior to the event 33% 5
- 6. Be Proactive • Set a goal and work backwards to set targets • Create a marketing calendar • 88% of fundraisers sent invites when tickets go on sale, but too many are silent until the event thereafter • Over 50% of nonprofits say that frontloading ticket sales is important to them. 6
- 7. Data is your friend 64% of fundraiser organizers who met their sales goals logged in daily to view ticket sales and analytics. Of those who didn’t come close to their goals, only 43% logged in daily. 7
- 8. Other tips and tricks Utilize the attendees of past events to easily create a cohesive database for future events. Use tracking links to motivate others to promote the event to their networks. Enable non-attendee monetary support. Offer discount codes to those who can help promote your event. 8
- 9. Agenda: Maximize your ROI • How to sell more tickets raise more money • Ticketing lifecycle • Stack the deck in your favor • How to use social media to raise awareness (and money too) • The impact of social media • Tap into social commerce • Proactively drive awareness 9
- 10. Why is social media so powerful for event? One attendee : 130 friends 10
- 11. One attendee’s One attendee’s Potential Reach potential reach: 16,900 friends 16,900 friends 11
- 12. Events are inherently social 12
- 13. Awareness and Profits - Over 5,000 Eventbrite events shared on Facebook per day - Over 1,500 Eventbrite events shared on Twitter per day - Over 400 Invite Friends emails per day - Over 500 LinkedIn shares per day - Enabling event organizers to reach more people and sell more tickets 13
- 14. When one person shares an Eventbrite event on Facebook with their friends, it yields on average… $2.52 in ticket sales 11 event page visits 14
- 15. Fundraisers get an additional $11 in ticket sales per share Ticket sales per share Event type 15
- 16. Facebook shares pre- purchase post- 40% purchase 60% The motivation to share is higher once the purchase has been made. 16
- 17. A post-purchase share is more impactful. drives 20% more ticket sales per FB share pre-purchase post-purchase 17
- 18. ‹#›
- 19. ‹#›
- 20. Maximize your ROI • Set a goal and work backwards to set marketing efforts and targets • 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 on social media • Use data to understand which efforts are most effective 20
- 21. Thank you! Tamara Mendelsohn VP of Marketing, Eventbrite tamara@eventbrite.com @tmendelsohn Eventbrite for Causes: www.eventbrite.com/npo 21
Notas del editor
- Funds Raised: Can come from sponsorships, ticket sales, donations onsite, or auctions.Awareness: Access to media channels, publicity, greater understanding of your mission, and the ability to educate the public.
- We get calls into customer support center from fundraisers, when it’s a few weeks before their event, but they haven’t sold many tickets. They get worried.The fact is, fundraiser tickets on average go on sale 4-6 weeks before the event, And ¾ of events see the majority of sales just in the last week or two before their event.
- Furthermore, attendees often wait until the very very last moment, like the week before.33% of events sold half the tickets just one week before the eventAnd 38% haven’t even reached half of sales until they were a few days away from their event
- That’s very unsettlingIt’s difficult to plan, there is a fear of a poorly-attended sparse event with no social momentum, and ultimately, putting in the expenses into an event and not getting all the benefit from revenues to cover funding for programs and operations of your organization.This can be changed when you are proactive about your goals and communication plan.Set goalsThose organizers who met their goals fully posted on their site, Facebook, and Twitter, sent Eventbrite invites and 3rd party invites, and had event listed in event directoriesKnow you’re on track, for whatever goal you set88% of fundraisers sent invites when tickets go on sale, but too many are silent until the event thereafter
- Close monitoring of sales allows you to be proactive about attracting more attendees and understanding when to communicate.Because there is flexibility in the types of questions you can ask contributors when they purchase a ticket, you can find out more about the profile of your average supporter, and target future communication to appeal to them.Other functionality like cross-event reporting is helpful in understanding success factors across your events.
- Fundraisers get an additional $11 per share, more than any other category aside from music/concerts
- A post-purchase share on Facebook drives 20% more ticket sales per share than a pre-purchase share.