Social media is an essential tool for nonprofits that want to maximize engagement and participation at their events. Whether you’re hosting a fundraising gala or a community workshop, leveraging social media can help you build excitement, connect with your audience, and inspire more active participation.
In this guide, we’ll walk through practical social media tactics your nonprofit can use before, during, and after events to boost engagement. From creating compelling content to facilitating real-time interactions, these strategies will help you build a solid event marketing plan and create a memorable experience for your attendees.
Pre-Event Social Media Strategies
Building excitement and anticipation before your event is key to driving attendance and engagement. By strategically using social media in the lead-up to your event, you can create buzz and keep your audience interested.
Here are some effective pre-event tactics to consider:
Create a Dedicated Event Hashtag
A unique and memorable hashtag can help you centralize conversations and make it easier for attendees to follow updates related to your event. Choose a hashtag that reflects your event’s theme or purpose. Keep it short and easy to spell.
Once you’ve created your hashtag, promote it consistently across all your social media channels, your website, and any promotional materials. Encourage your followers to use it in their posts when they talk about the event.
Share Behind-the-Scenes Content
Showcase the preparation process to make your event feel more personal and relatable. Share photos and videos of your team:
- Setting up the venue
- Planning activities or sessions
- Creating event materials or decorations
Consider interviewing your event staff or volunteers and highlighting interesting facts about the event’s theme.
Promote Early Bird Registration and Incentives
Creating a sense of urgency is an excellent way to secure more event registrations. Use your social media platforms to promote early bird discounts, exclusive content, or other limited-time offers. Highlight the benefits of registering early and remind your audience of approaching deadlines.
Consider using countdown graphics, testimonial posts from past attendees, or short video clips to capture the attention of your followers and encourage immediate action.
Engage Influencers and Ambassadors
Partnering with influencers and ambassadors who share your nonprofit’s values can help you reach more potential attendees. Identify key figures in your community or sector who have a strong social media presence. Provide them with resources such as:
- Event details
- Promotional materials
- Unique selling points they can highlight
Encourage them to share the event with their followers, offer their own insights, and even host giveaways or contests to generate more buzz. In your event materials and social media posts, shout out these influencers and ambassadors to express your gratitude and build long-term relationships with them.
During the Event: Real-Time Engagement
Engaging your audience in real time during your event is crucial for creating a dynamic and interactive experience. Social media can help you amplify key moments, foster community, and encourage participation, whether your event is in person, virtual, or hybrid.
Use these essential strategies to make the most of your social media presence during your event:
Live Streaming and Stories
Live streaming is an excellent way to bring your event to a broader audience and share key moments as they happen. Use platforms like Facebook Live, Instagram Live, or YouTube to broadcast speeches, panel discussions, or special activities.
For more casual updates, use Instagram Stories or Facebook Stories to share quick clips, behind-the-scenes glimpses, or candid attendee reactions. This real-time content allows those who can’t attend in person to feel connected and engaged with your nonprofit’s community.
Create Interactive Polls and Q&A Sessions
Encourage your followers to actively participate in the event with interactive features like polls and Q&A sessions. Gather feedback, spark discussions, and get your audience involved with:
- X polls
- Instagram question stickers
- Facebook Live comments
You can ask for opinions on topics being discussed, take suggestions for future events, or even crowdsource questions for speakers to answer live.
Encourage User-Generated Content
Invite your attendees to share their own experiences on social media. Encourage them to use your event hashtag and tag your organization in their posts. You can ask them questions like, “What’s your favorite activity so far?” or “Share your event highlight!”
Recognize and share these posts on your own channels to show appreciation and create a sense of community. This not only keeps the conversation lively but also sources authentic content that you can use to promote future events.
Utilize Social Media Walls
Whether you’re planning an in-person or virtual event, consider using a social media wall to display posts, tweets, and photos in real time. You can show these displays on large screens at the venue or integrate them into a virtual event platform.
Social media walls highlight attendee engagement and encourage more people to post about the event, as they get to see their content featured in front of an audience. It’s a great way to amplify your event’s social presence and celebrate the contributions of your community.
Post-Event Engagement and Follow-Up
Keep the conversation going after your event to maintain momentum and build long-term relationships with your attendees. Use these post-event strategies to continue engaging your audience and maximize the impact of your event.
Share Event Highlights and Recaps
Create engaging content that recaps the best moments from your event. For example, you could feature key takeaways and memorable quotes in a:
- Highlight reel of video clips
- Photo album on Facebook
- Series of Instagram posts
Tag speakers, sponsors, and attendees in your posts to encourage them to share and extend your reach. These recaps allow those who attended to relive their best experiences and offer a glimpse to those who missed out, sparking interest in future events.
Collect and Share Testimonials
Testimonials from attendees and speakers can be powerful tools for promoting future events. Reach out to participants and ask them to share their experiences, either through written testimonials or short video clips.
Post these testimonials on your social media channels, website, and email newsletters. Positive feedback not only boosts your organization’s credibility but also helps prospective attendees understand the value of attending your events.
Analyze Social Media Metrics
After the event, analyze the performance of your social media efforts. Review metrics such as hashtag usage, engagement rates, and live stream views to see what resonated most with your audience.
Share these insights with your team to identify what worked well and where there’s room for improvement. You can also use this data to create a post-event report to share with your board, sponsors, or community, showcasing the impact of your event.
Effective use of social media can significantly boost engagement and create a lasting impact on your nonprofit’s events. By planning strategically, you can build excitement before the event, foster real-time interactions during it, and maintain momentum afterward.