EVENTS – Promoting virtual events
raising money, especially at the moment,’ explains Chantrey. ‘It’s about having as many open channels of communication as possible, and being able to reach out to as many families as you can. ‘Even before Covid, we
AIM TO BE INCLUSIVE
If you can’t contact all
your supporters through social media or email, ask the school offi ce if they can send out a hard copy of a letter on your behalf.
used our Facebook, Twitter and Instagram channels to communicate with, and develop a relationship with, the wider community. We built a strong audience base with consistent messaging and prompt replies. So when it was time to promote our two biggest fundraisers we could do everything online because people already felt invested in what we do.’ Facebook is the most popular
choice for PTAs, but other channels can work well too. ‘We use Twitter to reach out to businesses, and for parents not on Facebook,’ says Chantrey. ‘Instagram is great for more visual campaigns. Most of our year groups also have WhatsApp groups, where class reps can share updates.’ When posting, share photos and videos if you can. Share links to your event in any local groups where your PTA is active, and use hashtags, if applicable. Decide how much promotion is right for your audience. You don’t want to bombard people, but you need to remind them of what’s happening. Download a free social media planner and use it to schedule your reminders, especially if you have a team of people posting.
Emails and newsletters Send an email to your contacts list or ask the school to include your event in their newsletters. As well as announcing your event, follow up with a reminder and share your success story afterwards. Use images and a link to your website or event page, as well as a registration link. Before your event, send an email
to anyone who has registered to make sure they have all the information they need to attend.
Word of mouth Ask your supporters to tell their
friends and neighbours about your 48 SUMMER 2021
pta.co.uk
plans and invite them to come along. It’s surprising how far news can travel through informal connections. When someone
signs up for your event, ask them to let their
friends know. If the event is open to all, make it clear that you don’t have to be part
of the school community to attend.
Attract local businesses Ask local business sponsors to share
your event details on their social media or through their email list – an excellent way to reach a new audience. Make sure they have the link to your event page. One of the key campaigns at
FRPS has been to provide 16 new Promethean ActivPanels for the school. ‘Our efforts (and consistent tweeting) caught the attention of Promethean UK, who ran a blog and press releases based on our activities last summer. We also featured in the local media.’ says Chantrey.
Work on your promotional
strategies right up until the start of the event. It’s easy for people to forget about a commitment when they don’t have to leave the house or make special arrangements. Once you’ve got everyone settled
in your virtual space, seize the opportunity to let them know what you’re planning next.
When the music’s over Don’t turn out the lights yet. Let
the audience know you’ll be staying online in case they have questions or feedback. It’s an easy way to talk to supporters while everything is fresh in their minds. Ask what worked and what could
be improved. Look at social media insights to see which posts got the most engagement and let that guide you. Then make your next virtual event even better. Request feedback or send out
a survey or poll. Ask what worked and what could be improved. Look at social media insights to see which posts got the most engagement and let that guide you.
IMAGE: :TREETY/
ISTOCKPHOTO.COM
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