Successful fundraising events are increasingly dependent upon a strong communication strategy. Building your nonprofit’s fan base is a key element of the event’s success and the long term health of a fund development strategy that consistently attracts new donors.  

However, too often, the only social media posts related to a fundraising event are related to (a) buying tickets, (b) announcing auction items, (c) thanking sponsors or (d) sharing an article about the upcoming event - which inevitably focuses on the venue, caterer, event committee and perhaps a program. These types of posts are using the social platforms to broadcast information. However, first and foremost, nonprofits should use the social channels for networking. Only then will the platform be effective for those broadcast messages.

Build Your Fan Base by Finding Your Voice
The MOST successful fundraising events have a strong differentiation factor which is often an intangible value that guests enjoy. The first step to the best event communication is to establish your brand voice by highlighting that intangible factor.   

Step 1:  Write down words that your guests associate with your event. The list may include some of the following: Excellent networking, Coolest event in town, Longevity - success across generations, Smart, Eco-Friendly, Educational, Beautiful, Elegant etc. In one of our classes on event branding, I had one client cite ‘Ducks’ as the differentiator -- which works so feel free to be creative.  

Step 2: Circle one or two words from the list that exemplify your event. It’s helpful if these words are not in direct conflict with your organizational brand. If so, it might be time to rethink your event so that the words align with words you want associated with your organization.   

Step 3:  Focus a few social media posts per week on anything that exemplifies those words.  When posting, your goals should be one of the following: (1) To Connect (i.e. sharing something that highlights a person, company or group), (2) To Define (if your word is elegant - you need to define it through your posts), (3) To Reach.  

Here is an example:

Event Brand = Creative and Funky

Post 1: Check out this super creative art display in the lobby of University Hospital. Have you noticed this before? So cool, the artist was treated here years ago and donated this visual thanks for her experience fighting breast cancer. (picture attached) (note: any organization could write this and it’s a good opportunity to tag the local hospital and a breast cancer awareness organization).

Post 2: We are so impressed by the creativity in our community. (Insert Company or Person name) is upcycling wine bottles into candles and just launched the line throughout our state. [Link to an article about a creative product solution in your community]

Post 3:  Throwback Thursday - we loved this moment at our event last year when (this creative/funky thing happened)  - insert a picture or video and tag people if possible

Continue this pattern of social posts that affirm your event’s brand identity.  By finding your event voice, it offers an opportunity to cultivate and grow your organization’s and/or your event’s online network. You will build fans by creating an interesting dialogue that aligns with your event’s target audience.  

A Note about Social Media:  Social networking needs to be representative of your organization but often light.  Think of Facebook and Twitter as an online cocktail party.  Parties are a mix of light, introductory conversation where we create initial connections and the occasional serious dialogue once a connection is established.  This is the framework for your social media presence - a mix of light and serious.