How charities are using Twitter to fundraise, how different types of appeals bring different results, their traditional fundraising equivalents and how to measure your activity.
2. • Founding Partner at beautiful world
• Works with charities on fundraising, marketing
and communications
• Online, offline and integrated
• Creator of NFPtweetup
• Digital Strategist at JustGiving
• Manage JustGiving‟s social media strategies
• Research online giving trends to provide insight
• Focus on social network integration
3. Overview of the social web
How to make the most of opportunities on Twitter
Case studies of charities using Twitter to fundraise
How to measure Twitter – and other social media
Your questions – throughout
8. IRAN ELECTION PROTESTS TREND ON TWITTER
ASHTON KUTCHER BEATS CNN TO 1 MILLION FOLLOWERS
STEPHEN FRY ON JONATHAN ROSS TALKING TWITTER
STEPHEN FRY WAXES LYRICAL ON BBC.CO.UK
PLANE CRASHES IN HUDSON RIVER
NEWS GOES GLOBAL IN MINUTES VIA TWITTER
26. Great existing community
£1,218 Net income inc Gift Aid
Clear call to action
Timely – Valentine‟s day
13:1 Return on investment
Easy to add the Twibbon
Easy to donate
Provided options
60p Value per Twibbon?
Fun
Find out more at http://bit.ly/JGTwibbon
29. Epic Change launched Tweetsgiving in November 2008
48-hour celebration of gratitude and giving
Launched 2 days before the US Thanksgiving holiday
The ask was to tweet about something you were grateful for
And donate to build a classroom in Arusha, Tanzania
Imagined and built entirely by volunteers in six days
30. Raised over $10,000 in two days
Quickly became the #1 trending topic on Twitter as
thousands of grateful tweets from across the globe filled
the stream, and hundreds of blogs spread the story
Created a community of support for Epic Change, who
would give to future online fundraising campaigns
$41,658 raised to date
31. It was different
The fundraising proposition was tangible
The need was clear
It was emotive
Focused on a 48-hour window
Different options to support
34. Tw(itter)+festival
National and international fundraiser organised using Twitter
Conceived by a group of media professional, wanting to use social
media for social good
• A global Twestival for Charity: Water in Feb 2009 raised $250,000
• The second Twestival raised funds for a variety of causes – allowing
organisers in each city around the world to select the charity they would
fundraise for
• The third Twestival, in March 2010, saw cities all over the world raise
funds for Concern Worldwide
35. Last Twestival, in March 2010 for Concern Worldwide –
Total global events:
• $462,632.54 raised / c.£305k
• Average per attendee: $32.74 / c.£21.59
Total UK events:
• c.£70k raised
• 26 events
• Average donation c.£20
London event:
• Almost £12k raised
• Average per UK attendee: c.£22
Glasgow £7k, Plymouth, Cornwall and Bristol all £5k+ each
36. Raised brand awareness –
a big issue outside Ireland
Niche – Conceived for Twitter
and its users
Organised for, not by, the charity –
so little resource required
Little or no cost overhead –
so produced a good ROI
39. "With technology and particularly social media
developing so quickly there are new and
extraordinary things that we can do to engage
people in responding to each new disaster.
This feels like the first truly digital response to a
major overseas emergency and the support we
have received from online communities has
been amazing."
DEC Chief Executive Brendan Gormley
40. “People texting „GIVE‟ to 70077 has so
£161k far raised over £161,000 despite being
promoted almost exclusively on Twitter.”
41. They were no experts – but learnt by doing, and from partner charities
The biggest risk was *not* getting involved – an opportunity cost
Low cost – the barrier to entry is still small
Primarily a way of creating discussion within communities
Strengthen existing membership, increase trust in the DEC
50. Raising awareness of your brand – and your campaigns
Generating engagement = actions
Listening/monitoring
Finding out what people think
Getting messages out quickly
Reaching large numbers of people at little cost