Raise More Money and Boost Turnout with Social Media
What's your school's big fall fundraiser? A carnival, fall festival, auction, wrapping paper sale? Whatever it is, social media tools like facebook and twitter can rally parents, extend your reach, recognize sponsors and boost profits!
This is the fifth post in our series about activating your school -parent group through social media. We've covered power facebook tips and Twitter tips for PTAs and PTOs, and how to recognize volunteers using social channels. Let's put it all together in creating a Social Media Plan for big events.
Creating a Social Media Plan
As you're planning your big event, put some dedicated thought into how you will use social media before, during and after the event. Think about what you will post and who will post it. Enroll your inner-circle of parent leaders who are already using social media to particiapte as a way to show early traction. Not only is a school carnival or auction a terrific opportunity to engage parents and your community online, you can also attract new parents to your online communities during these events.
4-5 Weeks before the event:
- Make announcements about ticket sales
- Setup the "Event" using the Event App on your school facebook page and invite the school's fans to the event. This way parents RSVP-ing to the event will feed to their facebook pages and their friends will see they're attending. Make note that this RSVP does not take the place of an actual registraiton - but 'likes' to the school carnival will certainly boost visibility to the event. {To setup an event,login as an administrator, click "Edit Page" then "Apps" then choose "Events".}
1-3 weeks before the event:
- Post teasers about the event sharing fun details about entertainment, food options, activities and ask poll questions to build interest.
- Post links to online fundraising partners so parents who can't come in person can donate or make a purchase online.
- Thank community and corporate sponsors with links to their businesses. First login as the school's website and 'like' the partner's facebook page. Then when you mention their company name in the post details, it will also post to their facebook page so they see it.
- Put out additional calls for volunteers. Make it actionable with links to the volunteer interest signup sheet on VolunteerSpot.
Week-of the event:
- Post last-minute information, calls for volunteers and important details.
- Post links to ticket sales and donation links.
- Thanks sponsors.
- Post a bonus teaser in take-home news: "Like" us on facebook for last-minute ticket bonus and special carnival prize information". Then followup by announcing a 'secret' prize or booth surprise for facebook fans. "Facebook fans get 10 bonus tickets, use codeword "facebook fan" to claim your prize at the ticket booth!
- Create "Like us on facebook" posters with the school's facebook address. Consider using a free QR Code so parents with smartphones can grab all contact information quickly.
During the event:
- Announce the event is starting so parents who may have forgotten can quickly adjust.
- Coach volunteers to encourage parents to join the online communities. E.g. "While you're waiting in line, it's a perfect time to pull out your smartphone and "Like" East Elementary on Facebook."
- Offer special bonuses for parents who show they 'like' the school on their smartphone. E.g. "Like"us and get a 10 bonus tickets!
Day after the event:
- Post fun photos of parents in action and invite parents to also post their photos. {Avoid photos of kid's faces without permission. Tag parents so the photos show up on their facebook pages too.}
- Thank volunteers for their participation. See these 5 Sensational Social Media Recognition Ideas.
- Thanks sponsors.
Within a week of the event
- Post the results of the event. Include how many people attended and how much money was raised, and also fun statistics like number of hot dogs consumed or pounds of ice-cream eaten.
- Seek feedback. Post a link to a formal online survey from Survey Monkey, or use the Question feature on your facebook page to find out parent's most and least favorite booths, what they liked, and what they would like to see changed for next year.
Twitter 
The Twitter campaign will follow similar steps to the facebook time-line, but limited to 150 characters. The same guidelines apply for announcing tickets, posting items of interest, bonuses and acknowledging sponsors and volunteers. A few additional suggestions:
- Create and publish a hashtag to identify the event. Publicize it in all printed event materials before and during the event and put it on posters so parents using Twitter tag their tweets to the event. E.g.: #EastElemCarnival #EastElemAuction
- When thanking sponsors and volunteers be sure to use their proper Twitter handle so they see you thanking them and have an opportunity to tweet back, e.g:
Thanks @GroceryStory, we're having a Gr8 day at #EastElemCarnival because of you!
Don't miss Principal A. in the dunking booth at 2pm! Big fun @ #EastElemCarnival. Thx 2 r sponsor @GroceryStore!
@MildyManicMom - you rocked the cakewalk! Thx for baking BIG for #EastElemCarnival! <link to photo>
We hope these social suggestions make your event more fun and profitable and boost your online communities. This is all so new and we know your parent groups will get even more creative than these suggestions. Please let us know what you try and learn over on our VolunteerSpot facebook page. Happy Fundraising!
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VolunteerSpot's FREE online signup sheets make it easy to organize parents and signup to help for just about anything: school carnivals and auctions, classroom helpers, snack schedules, library volunteers, parent-teacher conferences and more.... No more 'Reply-All' email chains or clipboard sign up sheets!
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